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題名 打造一個成功的零售服裝品牌：以Abercrombie and Fitch公司為例
The Making of a Successful Retail Fashion Brand:Abercrombie and Fitch Co. as an Example
作者 樊亭余
Fan, Christine
貢獻者 郭貞
Kuo, Cheng
樊亭余
Fan, Christine
關鍵詞 品牌知名度
品牌形象
炫耀性消費
時尚觀念
購買意向
品牌資訊來源
Brand Awareness
Brand Image
Conspicuous Consumption
Fashion Consciences
Purchase Intention
Brand Information Source
日期 2014
上傳時間 1-Oct-2014 13:39:14 (UTC+8)
摘要 此研究將探討台灣消費者的消費行為對於國外知名零售絣牌Abercrombie and Fitch Co. 本品牌建立位於美國以休閒服裝為主，。此研究會探討品牌知名度， 品牌形象， 購買意向對於這個品牌。
此研究採用便利抽樣調查以定量分析取出結果。本研究採取192個樣本中34.9%為男性，65.1%為女性。研究員採用階層回歸分析調查出本研究調查。調查結果指出消費者俱有高度認知對於品牌知名度和品牌形會有嚴重影響消費者的購買意向。同時，消費者俱有高度炫耀性消費和時尚觀念對於Abercrombie and Fitch Co. 品牌知名度和品牌形的認知會增加。Abercrombie and Fitch Co. 的資訊來源大多數以網路和朋友，因此也提升消費者的品牌知名度對於此品牌。
In this study the researcher examined the influence of Taiwanese consumers behavior towards overseas retail fashion brand Abercrombie and Fitch Co.
The brand was established in the United States of America that offers a range of products such casual sportswear apparel, outerwear, and accessories for men, women, and kids. This study investigated on Taiwanese consumers brand awareness, brand image and purchase intention for the brand.
A quantitative analysis will be used for this research by using convenience sampling survey which were distributed online. A total of 192 samples were used for this study (34.9%) of the respondents were male and (65.1%) were female. The researcher used hierarchical multiple regression analysis to test for the results that were needed for this study.
The findings indicated that purchase intention is heavily influenced by brand awareness and brand image; meanwhile, consumers with higher levels of conspicuous consumption and fashion conscious orientations have greater brand knowledge and better brand image about Abercrombie and Fitch Co. Getting fashion information from friends and internet led to greater brand awareness about Abercrombie and Fitch Co.
參考文獻 Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-20.
Dodds, William B., & Grewal, D. (1991). Effect of price, brand and store information on buyer’s product evaluation. Journal of Marketing Research, 28(3), 307- 319.
Greco, A.J. & Paksoy, C.H. (1989) Profiling the mature fashion-conscious apparel shopper. Akron Business and Economic Review, 20, 7–23.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value and behavioral intentions. Journal of Marketing, 62(2), 46-59.
Grönroos, Christian (2002) Service Management och marknadsföring – en CRM ansats Malmö: Liber
Heribert, G., Huettl, V., 2010. Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption. International Journal of Research in Marketing 27(3): 225–235.
Herzog, H. (1963), “Behavioral science concepts for analyzing the consumer”, Marketing and the Behavioral Sciences, in Bliss, P. (Ed.), Allyn and Bacon Inc, Boston, MA, pp. 76-86.
Chaudhuri, H.R., Majumdar, S., 2010. Conspicuous consumption: is that all bad? Investigating the alternative paradigm. Vikalpa: The Journal for Decision Makers 35(4): 53–59.
Chaudhuri, H.R., Majumdar, S. 2006. Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review 11: 1–18.
De Chernatony, L., & McDonald, M. (1998). Creating powerful brands. Oxford: Butterworth-Heinemann.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kapferer, J.N. (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, 2nd ed., 3. Kogan Page Limited, London.
Kapferer, Jean-Noël (2004) The New Strategic Brand Management – creating and sustaining brand equity long term, London: Kogan Page
Kerlinger, F.N., Lee, H.B., 2000. Foundations of Behavioural Research. Harcourt College Publishers: New York.
Kotler, Philip. Armstrong, Gary. Wong, Veronica and Saunders, John. 2008, Principles of Marketing, Fifth European Edition, Pear-son Education Limited.
Koubaa, Y. (2008), “Country of origin, brand image perception, and brand image structure”, Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 2, pp. 139-55.
Jonathan, G. & Mills, M.K. (1982) Fashion life cycle, self-concept, shopping orientation, and store patronage: an integrative analysis. Journal of Retailing, 58, 64–87.
Jiang, Z., & Benbasat, I. (2007). Research Note Investigating the Influence of the Functional Mechanisms of Online Product Presentations. Information Systems Research, 454-470.
Lin. (2012, July 1). The Effects of Product Scarcity on Conspicuous Consumption and Status Consumption. Retrieved from http://thesis.topcoglobal.com/TopcoTRC/PDF/2012_Recipients.pdf
Low, G.S. & Lamb, C.W. (2000). The measurement and dimensionality of brand association, Journal of Product and Brand Management, Vol. 9 No. 6, 50-68.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48, 5-15.
McGuire, W. J. (1976). Some internal psychological factors influencing consumer choice. Journal of Consumer Research, 2(March), 302-319.
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9, 263-274.
Porter, M.E., 1974. Consumer behavior, retailer power and market performance in consumer goods industries. Rev. Econ. Stat., 56(4): 419-436.
Ross, S. (2000) Senior webizens. Brandweek, 41, 46.
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. New York: McGraw-Hill.
Saad, G. & Vongas, J.G., 2009. The effect of conspicuous consumption on men’s testosteronel evels. Organizational Behavior & Human Decision Processes 110(2): 80–92.
Schoen Bachler, D.D., 2004. Building brand loyalty through individual stock ownership. J. Prod. Brand Manage., 13(7): 488-497.
Shwu-Lng, W. & L. Chen-Lien, 2009. The influence of core brand attitude and core- brand perception on purchase intention towards extended product. J. Mark. Logistics, 21(1): 174-194.
Sproles, G.B. & E.L. Kendall, 1986. A methodology for profiling consumers’ decision-making styles. J. Consum. Aff., 20(2): 267-279.
Summers, J.O. (1970) The identity of women’s clothing fashion opinion leaders. Journal of Marketing Research, 7, 178–185.
Tong, X., & Hawley, J. (2009). Measuring Customer-based Brand Equity: Empirical Evidence From The Sportswear Market In China. Journal of Product & Brand Management, 262-271.
Veblen, T.B., 1899. The Theory of the Leisure Class. Houghton Mifflin: Boston; (Original work published 1912).
Walsh, G., Mitchell, V.W. & Thuran, T.H. (2001) German consumer decision-making styles. The Journal of Consumer Affairs, 35, 73–96.
Wang, 2004. Consumer decision-making styles on domestic and imported brand clothing. Euro. J. Marketing, 38(1-2): 239-252.
Wong, N.Y., Ahuvia, A.C., 1998. Personal taste and family face: luxury consumption in confucian and western societies. Psychology and Marketing 15(5): 423–441
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
100461015
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1004610154
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.advisor Kuo, Chengen_US
dc.contributor.author (Authors) 樊亭余zh_TW
dc.contributor.author (Authors) Fan, Christineen_US
dc.creator (作者) 樊亭余zh_TW
dc.creator (作者) Fan, Christineen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Oct-2014 13:39:14 (UTC+8)-
dc.date.available 1-Oct-2014 13:39:14 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2014 13:39:14 (UTC+8)-
dc.identifier (Other Identifiers) G1004610154en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/70303-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 100461015zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 此研究將探討台灣消費者的消費行為對於國外知名零售絣牌Abercrombie and Fitch Co. 本品牌建立位於美國以休閒服裝為主，。此研究會探討品牌知名度， 品牌形象， 購買意向對於這個品牌。
此研究採用便利抽樣調查以定量分析取出結果。本研究採取192個樣本中34.9%為男性，65.1%為女性。研究員採用階層回歸分析調查出本研究調查。調查結果指出消費者俱有高度認知對於品牌知名度和品牌形會有嚴重影響消費者的購買意向。同時，消費者俱有高度炫耀性消費和時尚觀念對於Abercrombie and Fitch Co. 品牌知名度和品牌形的認知會增加。Abercrombie and Fitch Co. 的資訊來源大多數以網路和朋友，因此也提升消費者的品牌知名度對於此品牌。		zh_TW
dc.description.abstract (摘要) In this study the researcher examined the influence of Taiwanese consumers behavior towards overseas retail fashion brand Abercrombie and Fitch Co.
The brand was established in the United States of America that offers a range of products such casual sportswear apparel, outerwear, and accessories for men, women, and kids. This study investigated on Taiwanese consumers brand awareness, brand image and purchase intention for the brand.
A quantitative analysis will be used for this research by using convenience sampling survey which were distributed online. A total of 192 samples were used for this study (34.9%) of the respondents were male and (65.1%) were female. The researcher used hierarchical multiple regression analysis to test for the results that were needed for this study.
The findings indicated that purchase intention is heavily influenced by brand awareness and brand image; meanwhile, consumers with higher levels of conspicuous consumption and fashion conscious orientations have greater brand knowledge and better brand image about Abercrombie and Fitch Co. Getting fashion information from friends and internet led to greater brand awareness about Abercrombie and Fitch Co.		en_US
dc.description.tableofcontents I. Acknowledgements……………………………………………………………... i
II. Abstract………………………………………………………………………… iii
III. Chinese Abstract……………………………………………………………… iv
IV. Table of Contents…………………………………………………………….. v
V. List of Tables………………………………………………………………….. vii
VI. List of Figures………………………………………………………………… vii

Chapter 1 Introduction……………………………………………………………. 1
1.1 Motivation…………………………………………………………….. 2
1.2 Purpose of Study ……………………………………………………... 3

Chapter 2 Literature Review……………………………………………………… 5
2.1 Consumer Orientation………………………………………………… 5
2.2 Conspicuous Consumption…………………………………………… 5
2.3 Fashion Consciousness……………………………………………….. 6
2.4 Brand Knowledge…………………………………………………….. 7
2.5 Brand Awareness……………………………………………………… 8
2.6 Brand Image…………………………………………………………... 8
2.7 Brand Information Source…………………………………………….. 9
2.8 Purchase Intention…………………………………………………….. 10
2.9 Abercrombie and Fitch Co.: Overview……………………………….. 11
2.9.1 Abercrombie & Fitch……………………………………………….. 12
2.9.2 abercrombie…………………………………………………………. 12
2.9.3 Hollister……………………………………………………………... 13
2.9.4 Gilly Hicks………………………………………………………….. 13
2.10 Abercrombie and Fitch Co.: Marketing and Advertising…………… 13
2.11 Abercrombie and Fitch Co. Current Situation………………………. 17
2.12 Abercrombie and Fitch Co. in the USA……………………………... 17
2.13 Abercrombie and Fitch Co. Expansion in Asia/ Taiwan…………….. 18

Chapter 3 Research Methodology………………………………………………… 19
3.1 Research Framework………………………………………………….. 19
3.2 Research Hypothesis………………………………………………….. 20
3.2.1 Gender………………………………………………………………. 20
3.2.2 Conspicuous Consumption………………………………………….. 21
3.2.3 Fashion Conciseness………………………………………………… 22
3.2.4 Brand Information Source…………………………………………... 22
3.2.5 Brand Knowledge…………………………………………………… 23
3.3 Data Collection………………………………………………………... 24
3.4 Measurement of Research Variables………………………………….. 25
3.4.1 Gender………………………………………………………………. 26
3.4.2 Conspicuous Consumption………………………………………….. 26
3.4.3 Fashion Consciousness……………………………………………… 26
3.4.4 Brand Awareness……………………………………………………. 27
3.4.5 Brand Image……………………………………………………….... 27
3.4.6 Purchase Intention…………………………………………………... 27
3.4.7 Brand Information Source…………………………………………... 28
3.5 Measurement of Brand Information Source…………………………... 29
3.6 Data Analysis Procedures……………………………………………... 30

Chapter 4 Results………………………………………………………………….. 31
4.1 Descriptive Analysis…………………………………………………... 31
4.1.1 Demographics……………………………………………………….. 31
4.1.2 Brand Information Source…………………………………………... 32
4.1.3 Brand Knowledge…………………………………………………… 32
4.1.4 Purchase Intention…………………………………………………... 33
4.2 Hypothesis Testing……………………………………………………. 33

Chapter 5 Discussion……………………………………………………………… 40
5.1 Gender ………………………………………………………………... 41
5.2 Conspicuous Consumption and Fashion Conciseness………………… 41
5.3 Brand Awareness and Brand Image…………………………………... 42
5.4 Brand Information Source…………………………………………….. 42
5.5 Limitations and Future Research……………………………………… 43

References 44
Appendix 1: Questionnaire (English Version) …………………………………… 48
Appendix 2: Questionnaire (Chinese Version) …………………………………... 50		zh_TW
dc.format.extent 717263 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1004610154en_US
dc.subject (關鍵詞) 品牌知名度zh_TW
dc.subject (關鍵詞) 品牌形象zh_TW
dc.subject (關鍵詞) 炫耀性消費zh_TW
dc.subject (關鍵詞) 時尚觀念zh_TW
dc.subject (關鍵詞) 購買意向zh_TW
dc.subject (關鍵詞) 品牌資訊來源zh_TW
dc.subject (關鍵詞) Brand Awarenessen_US
dc.subject (關鍵詞) Brand Imageen_US
dc.subject (關鍵詞) Conspicuous Consumptionen_US
dc.subject (關鍵詞) Fashion Consciencesen_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.subject (關鍵詞) Brand Information Sourceen_US
dc.title (題名) 打造一個成功的零售服裝品牌：以Abercrombie and Fitch公司為例zh_TW
dc.title (題名) The Making of a Successful Retail Fashion Brand:Abercrombie and Fitch Co. as an Exampleen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-20.
Dodds, William B., & Grewal, D. (1991). Effect of price, brand and store information on buyer’s product evaluation. Journal of Marketing Research, 28(3), 307- 319.
Greco, A.J. & Paksoy, C.H. (1989) Profiling the mature fashion-conscious apparel shopper. Akron Business and Economic Review, 20, 7–23.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value and behavioral intentions. Journal of Marketing, 62(2), 46-59.
Grönroos, Christian (2002) Service Management och marknadsföring – en CRM ansats Malmö: Liber
Heribert, G., Huettl, V., 2010. Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption. International Journal of Research in Marketing 27(3): 225–235.
Herzog, H. (1963), “Behavioral science concepts for analyzing the consumer”, Marketing and the Behavioral Sciences, in Bliss, P. (Ed.), Allyn and Bacon Inc, Boston, MA, pp. 76-86.
Chaudhuri, H.R., Majumdar, S., 2010. Conspicuous consumption: is that all bad? Investigating the alternative paradigm. Vikalpa: The Journal for Decision Makers 35(4): 53–59.
Chaudhuri, H.R., Majumdar, S. 2006. Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review 11: 1–18.
De Chernatony, L., & McDonald, M. (1998). Creating powerful brands. Oxford: Butterworth-Heinemann.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kapferer, J.N. (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, 2nd ed., 3. Kogan Page Limited, London.
Kapferer, Jean-Noël (2004) The New Strategic Brand Management – creating and sustaining brand equity long term, London: Kogan Page
Kerlinger, F.N., Lee, H.B., 2000. Foundations of Behavioural Research. Harcourt College Publishers: New York.
Kotler, Philip. Armstrong, Gary. Wong, Veronica and Saunders, John. 2008, Principles of Marketing, Fifth European Edition, Pear-son Education Limited.
Koubaa, Y. (2008), “Country of origin, brand image perception, and brand image structure”, Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 2, pp. 139-55.
Jonathan, G. & Mills, M.K. (1982) Fashion life cycle, self-concept, shopping orientation, and store patronage: an integrative analysis. Journal of Retailing, 58, 64–87.
Jiang, Z., & Benbasat, I. (2007). Research Note Investigating the Influence of the Functional Mechanisms of Online Product Presentations. Information Systems Research, 454-470.
Lin. (2012, July 1). The Effects of Product Scarcity on Conspicuous Consumption and Status Consumption. Retrieved from http://thesis.topcoglobal.com/TopcoTRC/PDF/2012_Recipients.pdf
Low, G.S. & Lamb, C.W. (2000). The measurement and dimensionality of brand association, Journal of Product and Brand Management, Vol. 9 No. 6, 50-68.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48, 5-15.
McGuire, W. J. (1976). Some internal psychological factors influencing consumer choice. Journal of Consumer Research, 2(March), 302-319.
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9, 263-274.
Porter, M.E., 1974. Consumer behavior, retailer power and market performance in consumer goods industries. Rev. Econ. Stat., 56(4): 419-436.
Ross, S. (2000) Senior webizens. Brandweek, 41, 46.
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. New York: McGraw-Hill.
Saad, G. & Vongas, J.G., 2009. The effect of conspicuous consumption on men’s testosteronel evels. Organizational Behavior & Human Decision Processes 110(2): 80–92.
Schoen Bachler, D.D., 2004. Building brand loyalty through individual stock ownership. J. Prod. Brand Manage., 13(7): 488-497.
Shwu-Lng, W. & L. Chen-Lien, 2009. The influence of core brand attitude and core- brand perception on purchase intention towards extended product. J. Mark. Logistics, 21(1): 174-194.
Sproles, G.B. & E.L. Kendall, 1986. A methodology for profiling consumers’ decision-making styles. J. Consum. Aff., 20(2): 267-279.
Summers, J.O. (1970) The identity of women’s clothing fashion opinion leaders. Journal of Marketing Research, 7, 178–185.
Tong, X., & Hawley, J. (2009). Measuring Customer-based Brand Equity: Empirical Evidence From The Sportswear Market In China. Journal of Product & Brand Management, 262-271.
Veblen, T.B., 1899. The Theory of the Leisure Class. Houghton Mifflin: Boston; (Original work published 1912).
Walsh, G., Mitchell, V.W. & Thuran, T.H. (2001) German consumer decision-making styles. The Journal of Consumer Affairs, 35, 73–96.
Wang, 2004. Consumer decision-making styles on domestic and imported brand clothing. Euro. J. Marketing, 38(1-2): 239-252.
Wong, N.Y., Ahuvia, A.C., 1998. Personal taste and family face: luxury consumption in confucian and western societies. Psychology and Marketing 15(5): 423–441		zh_TW