學術產出-Theses
Article View/Open
Publication Export
-
題名 不同心態下品牌延伸策略及品牌定位對消費者品牌延伸評價之影響
The impact of brand extension strategy and brand positioning on consumers` evaluation of brand extension under different mindsets作者 曾絲敏
Tseng, Szu-Ming貢獻者 邱志聖
Chiou, Jyh-Shen
曾絲敏
Tseng, Szu-Ming關鍵詞 內隱理論
定型心態
成長心態
品牌延伸策略
單品牌策略
多品牌策略
品牌延伸評價
Implicit theory
Fixed mindset
Growth mindset
Brand extension strategy
Single brand strategy
Multi-brand strategy
Brand extension evaluation日期 2022 上傳時間 1-Jul-2022 15:59:36 (UTC+8) 摘要 品牌延伸已成為大多數企業推出新產品的重要策略，其利用公司過往在市場中所建立的品牌資產，以提升消費者對於延伸產品之接受度並降低新產品導入之風險。而不同之品牌架構與延伸策略各有優點與風險，要如何選擇品牌策略以獲得消費者青睞?而哪些因素會影響消費者對於品牌延伸的評價?皆是企業所需關注的重要議題。本研究在文獻回顧中探討多個影響品牌延伸成功的因素，而實驗變數選擇 聚焦於消費者層面之差異-內隱理論之心態取向對於不同延伸策略之品牌延伸評 價的影響，並進一步探討高階或平價定位之品牌企業是否會產生不同之交互作 用。此外，本研究參考過往之內隱理論研究，嘗試透過操縱方法將消費者誘導 至不同心態，以確認消費者心態之可塑性。因此本研究以 2(定型心態及成長 心態)x2(單品牌策略及多品牌策略)x2(高階定位及平價定位)進行實驗設 計，探討三個變數對於品牌延伸評價之影響，其中包含對品牌的態度、信任程 度、感知質量以及品牌延伸契合度的看法，期望為企業品牌延伸與策略管理提供新的視角。最終本研究在假設推論中獲得部分驗證:定型心態消費者對於多品牌策略 之延伸評價較高、成長心態消費者則可能對於單品牌策略表現出相關偏好。品 牌定位與消費者心態之交互作用較小，較適合作為一個獨立的變數進行品牌策 略的研究。而本研究心態操縱的成功則證明了消費者心態之可塑性，提供管理 者一個新的可控變數，有助于增加品牌延伸成功的機率。
Brand extensions have become an important strategy for most companies to launch new products. They use the brand equity that companies have built in the market to enhance consumer acceptance of the extended products and reduce the risk of new product introduction. Different brand structures and extension strategies have their own advantages and risks, how to choose a brand strategy to gain consumers` favor? What factors will affect consumers` evaluation of brand extensions？both are important issues that companies need to pay attention to.In this study, we explore several factors that influence the success of brand extensions in the literature review and focus on the impact of consumer-level differences - the implicit theory of mind orientation on the evaluation of brand extensions with different extension strategies, and further investigate whether there are different interactions between companies with high-end or affordable positioning. In addition, this study makes reference to previous research on implicit theory and attempts to induce consumers to different mindsets through manipulation methods in order to confirm the plasticity of consumer mindsets. Therefore, this study uses 2 (fixed mindset and growth mindset) x 2 (single-brand strategy and multi-brand strategy) x 2 (high-end positioning and affordable positioning) to investigate the effects of three variables on the evaluation of brand extension, including attitude, trust, perceived quality, and brand extension fit, in the hope of providing new perspectives for brand extension and strategy management.In the end, the study was partially validated by hypothesis inference: fixed mindset consumers have higher evaluations of multi-brand strategy extensions, while growth-minded consumers may show a preference for single-brand strategy, and the interaction between brand positioning and consumer mindset is smaller, making it more suitable for brand strategy research as an independent variable. The success of this study`s mindset manipulation demonstrates the plasticity of consumer mindset, providing managers with a new controllable variable that can help improve the probability of successful brand extensions.參考文獻 1. Aaker, D. A., and Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California management review, 42(4), 8-23.2. Aaker, D. A., and Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of marketing, 54(1), 27-41.3. Ahluwalia, R. (2008). How far can a brand stretch? Understanding the role of self-construal. Journal of Marketing Research, 45(3), 337-350.4. Boush, D. M., and Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.5. Broniarczyk, S. M., and Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214-228.6. Chiu, C.-y., Dweck, C. S., Tong, J. Y.-y., and Fu, J. H.-y. (1997). Implicit theories and conceptions of morality. Journal of personality and social psychology, 73(5), 923-940.7. Chiu, C.-y., Hong, Y.-y., and Dweck, C. S. (1997). Lay dispositionism and implicit theories of personality. Journal of personality and social psychology, 73(1), 19-30.8. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.9. Dweck, C. S. (1986). Motivational processes affecting learning. American psychologist, 41(10), 1040-1048.10. Dweck, C. S., Chiu, C.-y., and Hong, Y.-y. (1995). Implicit theories and their role in judgments and reactions: A word from two perspectives. Psychological inquiry, 6(4), 267-285.11. Dweck, C. S., and Leggett, E. L. (1988). A social-cognitive approach to motivation and personality. Psychological review, 95(2), 256-273.12. Escalas, J. E., and Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348.13. Fiske, S. T., and Pavelchak, M. A. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. In R. M. Sorrentino & E. T. Higgens (Eds.), The handbook of motivation and cognition: Foundations of social behavior (pp. 167–203). New York: Guilford Press.14. Gervey, B., Chiu, C.-y., Hong, Y., and Dweck, C. (1999). Implicit theories: The impact of person information on decision-making. Personality and Social Psychology Bulletin, 25, 17-27.15. Gourville, J. T. (2006). Eager sellers and stony buyers: Understanding the psychology of new-product adoption. Harvard business review, 84(6), 98-106.16. Jain, S. P., Mathur, P., and Maheswaran, D. (2009). The influence of consumers’ lay theories on approach/avoidance motivation. Journal of Marketing Research, 46(1), 56-65.17. John, D. R., and Park, J. K. (2016). Mindsets matter: Implications for branding research and practice. Journal of Consumer Psychology, 26(1), 153-160.18. Kasimatis, M., Miller, M., and Marcussen, L. (1996). The effects of implicit theories on exercise motivation. Journal of Research in Personality, 30(4), 510-516.19. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.20. Keller, K. L., and Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.21. Kirmani, A., Sood, S., and Bridges, S. (1999). The ownership effect in consumer responses to brand line stretches. Journal of marketing, 63(1), 88-101.22. Klink, R. R., and Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Marketing Research, 38(3), 326-335.23. Kotler, P. (1994). Marketing management: Analysis, planning, implementation, and control. New Jersey: Prentice Hall.24. Kwon, J., Seo, Y., and Ko, D. (2016). Effective luxury-brand advertising: The ES–IF matching (Entity–Symbolic versus Incremental–Functional) model. Journal of Advertising, 45(4), 459-471.25. Lehmann, D. R., Keller, K. L., and Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing, 16(4), 29-56.26. Loken, B., and John, D. R. (1993). Diluting brand beliefs: when do brand extensions have a negative impact? Journal of marketing, 57(3), 71-84.27. Monga, A. B., and John, D. R. (2007). Cultural differences in brand extension evaluation: The influence of analytic versus holistic thinking. Journal of consumer research, 33(4), 529-536.28. Morgan, G. A., Gliner, J. A., and Harmon, R. J. (2006). Understanding and evaluating research in applied and clinical settings. Mahwah, New Jersey: Lawrence Erlbaum Associates.29. Murphy, M. C., and Dweck, C. S. (2010). A culture of genius: How an organization’s lay theory shapes people’s cognition, affect, and behavior. Personality and Social Psychology Bulletin, 36(3), 283-296.30. Murphy, M. C., and Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 26(1), 127-136.31. Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. New York: Palgrave Macmillan.32. Ourusoff, A., Ozanian, M., Brown, P. B., and Starr, J. (1992). What`s in a name? What the work`s top brands are worth. Financial World, 32-49.33. Park, C. W., Milberg, S., and Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of consumer research, 18(2), 185-193.34. Park, J. K., and John, D. R. (2010). Got to get you into my life: Do brand personalities rub off on consumers? Journal of consumer research, 37(4), 655-669.35. Park, J. K., and John, D. R. (2012). Capitalizing on brand personalities in advertising: The influence of implicit self-theories on ad appeal effectiveness. Journal of Consumer Psychology, 22(3), 424-432.36. Pitta, D. A., and Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of consumer marketing, 12(4), 51-64.37. Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management, 14(1), 4-13.38. Ries, A., and Trout, J. (2001). Positioning: The battle for your mind. New York: McGraw Hill.39. Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer‐seller relationships. European Journal of marketing, 32(3/4), 305-322.40. Spray, C. M., Wang, C. J., Biddle, S. J., Chatzisarantis, N. L., and Warburton, V. E. (2006). An experimental test of self-theories of ability in youth sport. Psychology of Sport and Exercise, 7(3), 255-267.41. Tauber, E. M. (1981). Brand franchise extension: new product benefits from existing brand names. Business Horizons, 24(2), 36-41.42. Wilkie, W. L. (1986). Consumer behavior. New York: John Wiley & Sons.43. Yorkston, E. A., Nunes, J. C., and Matta, S. (2010). The malleable brand: The role of implicit theories in evaluating brand extensions. Journal of marketing, 74(1), 80-93.44. Yovovich, B. (1988). What is your brand really worth. Adweek’s Marketing Week, 8, 18-24.45. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.46. 李愛梅、劉楠、孫海龍、熊冠星(2016)。內隱人格理論與消費者決策研究述評。外國經濟與管理，38(9)，38-50。47. 高敬原(2021)。電動車狂潮熱潮為何而起、玩家有誰、車廠策略為何？一次解析百年產業大變革。https://www.bnext.com.tw/article/61530/electric-car-tesla-elon-musk。搜尋日期：2022年4月16日 描述 碩士
國立政治大學
國際經營與貿易學系
109351018資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109351018 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor Chiou, Jyh-Shen en_US dc.contributor.author (Authors) 曾絲敏 zh_TW dc.contributor.author (Authors) Tseng, Szu-Ming en_US dc.creator (作者) 曾絲敏 zh_TW dc.creator (作者) Tseng, Szu-Ming en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 15:59:36 (UTC+8) - dc.date.available 1-Jul-2022 15:59:36 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 15:59:36 (UTC+8) - dc.identifier (Other Identifiers) G0109351018 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140551 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 109351018 zh_TW dc.description.abstract (摘要) 品牌延伸已成為大多數企業推出新產品的重要策略，其利用公司過往在市場中所建立的品牌資產，以提升消費者對於延伸產品之接受度並降低新產品導入之風險。而不同之品牌架構與延伸策略各有優點與風險，要如何選擇品牌策略以獲得消費者青睞?而哪些因素會影響消費者對於品牌延伸的評價?皆是企業所需關注的重要議題。本研究在文獻回顧中探討多個影響品牌延伸成功的因素，而實驗變數選擇 聚焦於消費者層面之差異-內隱理論之心態取向對於不同延伸策略之品牌延伸評 價的影響，並進一步探討高階或平價定位之品牌企業是否會產生不同之交互作 用。此外，本研究參考過往之內隱理論研究，嘗試透過操縱方法將消費者誘導 至不同心態，以確認消費者心態之可塑性。因此本研究以 2(定型心態及成長 心態)x2(單品牌策略及多品牌策略)x2(高階定位及平價定位)進行實驗設 計，探討三個變數對於品牌延伸評價之影響，其中包含對品牌的態度、信任程 度、感知質量以及品牌延伸契合度的看法，期望為企業品牌延伸與策略管理提供新的視角。最終本研究在假設推論中獲得部分驗證:定型心態消費者對於多品牌策略 之延伸評價較高、成長心態消費者則可能對於單品牌策略表現出相關偏好。品 牌定位與消費者心態之交互作用較小，較適合作為一個獨立的變數進行品牌策 略的研究。而本研究心態操縱的成功則證明了消費者心態之可塑性，提供管理 者一個新的可控變數，有助于增加品牌延伸成功的機率。 zh_TW dc.description.abstract (摘要) Brand extensions have become an important strategy for most companies to launch new products. They use the brand equity that companies have built in the market to enhance consumer acceptance of the extended products and reduce the risk of new product introduction. Different brand structures and extension strategies have their own advantages and risks, how to choose a brand strategy to gain consumers` favor? What factors will affect consumers` evaluation of brand extensions？both are important issues that companies need to pay attention to.In this study, we explore several factors that influence the success of brand extensions in the literature review and focus on the impact of consumer-level differences - the implicit theory of mind orientation on the evaluation of brand extensions with different extension strategies, and further investigate whether there are different interactions between companies with high-end or affordable positioning. In addition, this study makes reference to previous research on implicit theory and attempts to induce consumers to different mindsets through manipulation methods in order to confirm the plasticity of consumer mindsets. Therefore, this study uses 2 (fixed mindset and growth mindset) x 2 (single-brand strategy and multi-brand strategy) x 2 (high-end positioning and affordable positioning) to investigate the effects of three variables on the evaluation of brand extension, including attitude, trust, perceived quality, and brand extension fit, in the hope of providing new perspectives for brand extension and strategy management.In the end, the study was partially validated by hypothesis inference: fixed mindset consumers have higher evaluations of multi-brand strategy extensions, while growth-minded consumers may show a preference for single-brand strategy, and the interaction between brand positioning and consumer mindset is smaller, making it more suitable for brand strategy research as an independent variable. The success of this study`s mindset manipulation demonstrates the plasticity of consumer mindset, providing managers with a new controllable variable that can help improve the probability of successful brand extensions. en_US dc.description.tableofcontents 第一章 緒論............................1第一節 研究背景與動機.........1第二節 研究目的...................3第三節 研究流程...................3第二章 文獻探討....................5第一節 品牌延伸...................5第二節 品牌架構...................11第三節 內隱理論...................13第四節 研究推論...................20第三章 研究方法....................23第一節 研究架構...................23第二節 研究變數定義及衡量..24第三節 實驗設計...................25第四章 研究結果....................31第一節 信度分析...................31第二節 正式問卷結果............31第五章 研究結果....................43第一節 研究結果與討論.........43第二節 行銷意涵與建議.........45第三節 研究限制與未來建議..46參考文獻.................................48附 錄.......................................51前測問卷1 : 定型⼼態操縱問卷 51前測問卷2 : 成⾧⼼態操縱問卷 53正式問卷1 : 定型⼼態*⾼階品牌＊多品牌策略 55正式問卷２: 成⾧⼼態*⾼階品牌＊多品牌策略 60正式問卷3 : 定型⼼態*⾼階品牌＊單品牌策略 65正式問卷4 : 成⾧⼼態*⾼階品牌＊單品牌策略 70正式問卷5 : 定型⼼態*平價品牌＊多品牌策略 75正式問卷6 : 成⾧⼼態*平價品牌＊多品牌策略 80正式問卷7 : 定型⼼態*平價品牌＊單品牌策略 85正式問卷8 : 成⾧⼼態*平價品牌＊單品牌策略 90 zh_TW dc.format.extent 2341568 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109351018 en_US dc.subject (關鍵詞) 內隱理論 zh_TW dc.subject (關鍵詞) 定型心態 zh_TW dc.subject (關鍵詞) 成長心態 zh_TW dc.subject (關鍵詞) 品牌延伸策略 zh_TW dc.subject (關鍵詞) 單品牌策略 zh_TW dc.subject (關鍵詞) 多品牌策略 zh_TW dc.subject (關鍵詞) 品牌延伸評價 zh_TW dc.subject (關鍵詞) Implicit theory en_US dc.subject (關鍵詞) Fixed mindset en_US dc.subject (關鍵詞) Growth mindset en_US dc.subject (關鍵詞) Brand extension strategy en_US dc.subject (關鍵詞) Single brand strategy en_US dc.subject (關鍵詞) Multi-brand strategy en_US dc.subject (關鍵詞) Brand extension evaluation en_US dc.title (題名) 不同心態下品牌延伸策略及品牌定位對消費者品牌延伸評價之影響 zh_TW dc.title (題名) The impact of brand extension strategy and brand positioning on consumers` evaluation of brand extension under different mindsets en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. Aaker, D. A., and Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California management review, 42(4), 8-23.2. Aaker, D. A., and Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of marketing, 54(1), 27-41.3. Ahluwalia, R. (2008). How far can a brand stretch? Understanding the role of self-construal. Journal of Marketing Research, 45(3), 337-350.4. Boush, D. M., and Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.5. Broniarczyk, S. M., and Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214-228.6. Chiu, C.-y., Dweck, C. S., Tong, J. Y.-y., and Fu, J. H.-y. (1997). Implicit theories and conceptions of morality. Journal of personality and social psychology, 73(5), 923-940.7. Chiu, C.-y., Hong, Y.-y., and Dweck, C. S. (1997). Lay dispositionism and implicit theories of personality. Journal of personality and social psychology, 73(1), 19-30.8. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.9. Dweck, C. S. (1986). Motivational processes affecting learning. American psychologist, 41(10), 1040-1048.10. Dweck, C. S., Chiu, C.-y., and Hong, Y.-y. (1995). Implicit theories and their role in judgments and reactions: A word from two perspectives. Psychological inquiry, 6(4), 267-285.11. Dweck, C. S., and Leggett, E. L. (1988). A social-cognitive approach to motivation and personality. Psychological review, 95(2), 256-273.12. Escalas, J. E., and Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348.13. Fiske, S. T., and Pavelchak, M. A. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. In R. M. Sorrentino & E. T. Higgens (Eds.), The handbook of motivation and cognition: Foundations of social behavior (pp. 167–203). New York: Guilford Press.14. Gervey, B., Chiu, C.-y., Hong, Y., and Dweck, C. (1999). Implicit theories: The impact of person information on decision-making. Personality and Social Psychology Bulletin, 25, 17-27.15. Gourville, J. T. (2006). Eager sellers and stony buyers: Understanding the psychology of new-product adoption. Harvard business review, 84(6), 98-106.16. Jain, S. P., Mathur, P., and Maheswaran, D. (2009). The influence of consumers’ lay theories on approach/avoidance motivation. Journal of Marketing Research, 46(1), 56-65.17. John, D. R., and Park, J. K. (2016). Mindsets matter: Implications for branding research and practice. Journal of Consumer Psychology, 26(1), 153-160.18. Kasimatis, M., Miller, M., and Marcussen, L. (1996). The effects of implicit theories on exercise motivation. Journal of Research in Personality, 30(4), 510-516.19. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.20. Keller, K. L., and Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.21. Kirmani, A., Sood, S., and Bridges, S. (1999). The ownership effect in consumer responses to brand line stretches. Journal of marketing, 63(1), 88-101.22. Klink, R. R., and Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Marketing Research, 38(3), 326-335.23. Kotler, P. (1994). Marketing management: Analysis, planning, implementation, and control. New Jersey: Prentice Hall.24. Kwon, J., Seo, Y., and Ko, D. (2016). Effective luxury-brand advertising: The ES–IF matching (Entity–Symbolic versus Incremental–Functional) model. Journal of Advertising, 45(4), 459-471.25. Lehmann, D. R., Keller, K. L., and Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing, 16(4), 29-56.26. Loken, B., and John, D. R. (1993). Diluting brand beliefs: when do brand extensions have a negative impact? Journal of marketing, 57(3), 71-84.27. Monga, A. B., and John, D. R. (2007). Cultural differences in brand extension evaluation: The influence of analytic versus holistic thinking. Journal of consumer research, 33(4), 529-536.28. Morgan, G. A., Gliner, J. A., and Harmon, R. J. (2006). Understanding and evaluating research in applied and clinical settings. Mahwah, New Jersey: Lawrence Erlbaum Associates.29. Murphy, M. C., and Dweck, C. S. (2010). A culture of genius: How an organization’s lay theory shapes people’s cognition, affect, and behavior. Personality and Social Psychology Bulletin, 36(3), 283-296.30. Murphy, M. C., and Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 26(1), 127-136.31. Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. New York: Palgrave Macmillan.32. Ourusoff, A., Ozanian, M., Brown, P. B., and Starr, J. (1992). What`s in a name? What the work`s top brands are worth. Financial World, 32-49.33. Park, C. W., Milberg, S., and Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of consumer research, 18(2), 185-193.34. Park, J. K., and John, D. R. (2010). Got to get you into my life: Do brand personalities rub off on consumers? Journal of consumer research, 37(4), 655-669.35. Park, J. K., and John, D. R. (2012). Capitalizing on brand personalities in advertising: The influence of implicit self-theories on ad appeal effectiveness. Journal of Consumer Psychology, 22(3), 424-432.36. Pitta, D. A., and Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of consumer marketing, 12(4), 51-64.37. Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management, 14(1), 4-13.38. Ries, A., and Trout, J. (2001). Positioning: The battle for your mind. New York: McGraw Hill.39. Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer‐seller relationships. European Journal of marketing, 32(3/4), 305-322.40. Spray, C. M., Wang, C. J., Biddle, S. J., Chatzisarantis, N. L., and Warburton, V. E. (2006). An experimental test of self-theories of ability in youth sport. Psychology of Sport and Exercise, 7(3), 255-267.41. Tauber, E. M. (1981). Brand franchise extension: new product benefits from existing brand names. Business Horizons, 24(2), 36-41.42. Wilkie, W. L. (1986). Consumer behavior. New York: John Wiley & Sons.43. Yorkston, E. A., Nunes, J. C., and Matta, S. (2010). The malleable brand: The role of implicit theories in evaluating brand extensions. Journal of marketing, 74(1), 80-93.44. Yovovich, B. (1988). What is your brand really worth. Adweek’s Marketing Week, 8, 18-24.45. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.46. 李愛梅、劉楠、孫海龍、熊冠星(2016)。內隱人格理論與消費者決策研究述評。外國經濟與管理，38(9)，38-50。47. 高敬原(2021)。電動車狂潮熱潮為何而起、玩家有誰、車廠策略為何？一次解析百年產業大變革。https://www.bnext.com.tw/article/61530/electric-car-tesla-elon-musk。搜尋日期：2022年4月16日 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200576 en_US
