新產品品牌策略對消費者態度之影響

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姓名

藍頌涵(Sung-Han Lan) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

新產品品牌策略對消費者態度之影響
(The Effect of New Product ’s Brand Strategy on Consumer Attitude)

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摘要(中)

本研究以消費者的角度，探討當一新產品推出，在契合度的調節作用下，「品牌延伸」、「副品牌」、「巢狀品牌」、「新品牌」四種不同的品牌策略對「消費者態度」影響的效果。並且將產品分為無形服務與實體商品兩類別，比較兩者結果之差異。研究採4(品牌策略) x 2(契合度)之實驗設計，對240名年齡分布於18~35歲之受測者進行平面圖之測試。研究結果發現，對於服務類別，在契合度無論為高或低的情況下，四種品牌策略之效果無顯著差異；而對於實體商品類別，在契合度高的狀況下，採「品牌延伸」、「副品牌」或是「巢狀品牌」策略，效果皆相當，且優於「新品牌」策略，但在契合度低的情況下，則採四種策略之效果皆無顯著差異。行銷人員在企業推出新產品時，可針對不同的情境去選擇應採取的品牌策略。

摘要(英)

Consumer reaction to new products introduced under four different brand strategies (brand extension/ sub-brand/ nested brand/ new brand) and two levels of fit (high/ low) are examined. Besides, separate product into two categories: intangible service and tangible commodity, to compare the result. The result shows, for intangible service, no matter the fit between the new product and the existing brand is, the effects of those four different strategies are almost the same. For tangible commodity, when consumers see a high degree of the fit, brand extension, sub-brand, and nested-brand are about equally preferred, better than new brand. But when the fit is low, the effects of those four different strategies are almost the same. Marketing staff can choose suitable brand strategy according to different situations.

關鍵字(中)

★ 消費者態度
★ 品牌策略
★ 契合度

關鍵字(英)

★ brand strategy
★ fit
★ consumer attitude

論文目次

目錄-----------------------------------------------------------------------------------------------------i
圖目錄------------------------------------------------------------------------------------------------- iii
表目錄-------------------------------------------------------------------------------------------------iv
第一節緒論
第一節研究動機----------------------------------------------------------------------------------1
第二節研究目的----------------------------------------------------------------------------------2
第二章文獻探討
第一節品牌策略----------------------------------------------------------------------------------4
第二節品牌延伸----------------------------------------------------------------------------------6
第三節契合度對品牌策略的影響------------------------------------------------------------7
第四節品牌權益----------------------------------------------------------------------------------9
第三章研究設計與研究方法
第一節研究架構與假說-----------------------------------------------------------------------12
第二節各變數之定義與衡量方式----------------------------------------------------------13
第三節前測---------------------------------------------------------------------------------------16
第四節實驗設計---------------------------------------------------------------------------------23
第五節問卷設計---------------------------------------------------------------------------------24
第四章研究結果
第一節資料輪廓---------------------------------------------------------------------------------26
第二節變數之信度分析----------------------------------------------------------------------- 27
第三節操弄檢定---------------------------------------------------------------------------------28
第四節假設檢定---------------------------------------------------------------------------------29
第五章結論與建議
第一節研究結論---------------------------------------------------------------------------------35
第二節研究貢獻與建議------------------------------------------------------------------------36
第三節研究限制與後續研究建議-----------------------------------------------------------37
參考文獻----------------------------------------------------------------------------------------39
附錄
附錄一前測一問卷------------------------------------------------------------------------------41
附錄二前測二問卷------------------------------------------------------------------------------44
附錄三產品平面圖------------------------------------------------------------------------------47
附錄四正式研究問卷-------------------------------------------------------------------------50

參考文獻

中文部分：
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2. 管理雜誌編輯組(2007)，2007消費者心目中理想品牌調查，管理雜誌，第三九一期，頁32-63。
英文部分：
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指導教授

洪德俊

審核日期

2007-12-28

推文