品牌延伸評價研究 - 結構方程模式之應用

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黃金川(Chin-Chuan Huang) 查詢紙本館藏

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企業管理學系

論文名稱

品牌延伸評價研究 - 結構方程模式之應用
(The Evaluations of Brand Extensions - Application of Structural Equation Model)

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摘要(中)

過去十年內有超過80%運用品牌延伸策略的商品推出以降低新品牌的上市風險。本研究以原品牌類別（服務性品牌、實體品牌）與品牌延伸商品類別（服務性商品、實體產品）之研究設計進行消費者對品牌延伸商品評估之研究，品牌的選擇以「統一超商」、「麥當勞」兩品牌作為服務性品牌之代表，「耐吉」、「新力」兩品牌則為實體品牌之代表，以結構方程模式探討原品牌態度、知覺契合度、產品知識、延伸產品評估以及延伸產品購買意圖等變項間彼此的關係。
本研究研究對象為中央大學管理學院學生，以問卷方式進行資料蒐集，採用STATISTICA 6套裝軟體作為統計分析的工具，研究結論如下：
一、當消費者對原品牌態度越佳，則消費者對於延伸產品評估將會越正向。
二、當消費者認為原品牌聯想形象與延伸產品越相似，亦即知覺契合度越高時，則消費者對於延伸產品同樣會有正向的評估。
三、當消費者認為其對延伸產品擁有越充足的產品知識，則消費者對於延伸產品的評估將會越正向。
四、當消費者對於延伸產品的評估越佳時，將會導致其有越高的購買意圖。
五、服務性與實體品牌延伸產品的評估均會受到原品牌態度與知覺契合度
影響，兩類品牌延伸的差異在於消費者對延伸產品類別的知識是否會對
延伸產品評估造成影響，在實體品牌延伸策略中，產品知識會影響延伸
產品的評估，在服務性品牌延伸策略則否。

摘要(英)

In the last decade, more than eighty percent of commodities have been pushed into the market with brand extension to reduce the risk of introducing new brand. In this research, we explore brand extension evaluations of consumers by parent brand type and brand extension type. The parent brand type includes service and tangible brands; the brand extension type includes service and tangible extension products. We choose two brands 7-11, McDonalds as service brand and Nike, Sony as tangible brand. We use structural equation model to test the relationship among the attitude toward the parent brand, perceived fit, product knowledge, evaluation toward brand extension products and purchasing intension to the brand extension products.
The objects of our research are the students in the school of management in NCU. We collect data by using questionnaires and use STATISTICA 6 to analyze the data. The research concludes:
1. If consumers have the more positive attitude toward the parent brand, the more positive evaluation toward the brand extension products.
2. If consumers consider the parent brand associations and the extension products have more similarity, i.e. the more perceived fit, consumers would have more positive evaluation toward the extension products.
3. If consumers have more product category knowledge toward the extension products, consumers would have more positive evaluation toward the extension products.
4. If consumers have the more positive evaluation toward the extension products, the more purchasing intension toward the extension products.
5. The evaluation of extension products in service and tangible brand extension would affect by the parent brand attitude and perceived fit of consumers. The difference of the two brand extensions is whether the product knowledge of consumers would affect the evaluation of extension products or not. In the tangible brand extension, the product knowledge of consumers would affect the evaluation of extension products but in the service brand extension, the product knowledge of consumers would not.

關鍵字(中)

★ 品牌延伸
★ 結構方程模式
★ 知覺契合度

關鍵字(英)

★ Brand extension
★ Perceived fit
★ Structural equation model

論文目次

摘要 I
英文摘要 II
目錄 III
圖目錄 IV
表目錄 IV
第壹章緒論 1
第一節研究動機 1
第二節研究目的 1
第三節研究程序 2
第貳章文獻回顧 3
第一節品牌的定義 3
第二節品牌延伸的相關概念 3
第三節影響延伸產品評估的因素 7
第四節品牌態度的相關概念 14
第五節產品知識相關概念 16
第六節文獻回顧總結 17
第參章研究方法 18
第一節研究架構 18
第二節研究假設 18
第三節研究變數的操作性定義與衡量 19
第四節研究設計 21
第五節資料分析方法 31
第肆章資料分析與結果 33
第一節樣本結構分析 33
第二節單一構面分析、信度分析與效度分析 34
第三節品牌延伸模式檢驗 36
第伍章結論與建議 41
第一節結論 41
第二節理論上的貢獻 42
第三節管理意涵 43
第四節研究限制與未來研究方向 44
參考文獻 45
附錄 52

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指導教授

謝浩明(How-Ming Shieh)

審核日期

2005-7-16

推文