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https://ah.lib.nccu.edu.tw/handle/140.119/32554| 題名: | 品牌性格本土化量表編製之初探 An Exploratory Research on Development of Brand Personality Indigenous Questionnaire |
作者: | 康家維 Kang, Chia Wei |
貢獻者: | 錢玉芬 Chien,Yu Fen 康家維 Kang, Chia Wei |
關鍵詞: | 品牌性格量表 主位取向 基本語彙策略 本土化契合性 brand personality scale emic approach fundamental lexical strategy indigenous compatibility |
日期: | 2007 | 上傳時間: | 17-Sep-2009 | 摘要: | 為建立適用於本土文化的品牌性格量表（brand personality scale），本研究以主位取向（emic approach）的角度，採取基本語彙策略（fundamental lexical strategy），依序建構「品牌性格語彙詞庫」與編製「品牌性格量表」，以期建立的量表具有本土契合性（indigenous compatibility）。本研究以六個階段依序進行，在語彙詞庫建構部分，透過「知名品牌調查」、「性格語彙蒐集」與「品牌性格語彙篩選」三個階段，得到253組相似詞組，收錄959個品牌性格語彙。最後，再利用使用頻率區分使用層級，進而建構出「品牌性格語彙詞庫」與「性格語彙檢索表」。在量表編製部分，則包含品牌性格語彙適合性調查、品牌性格語彙與品牌配對，以及品牌性格調查三個階段。經因素分析主成份法與信度分析，得到「知性與感性」、「冒險創新」、「能幹可靠」，以及「純淨健康」四個品牌性格構面，信度分別為.99、.97、.96與.91，總解釋變異量為87.45%；經純化後，四構面的信度分別為.96、.95、.94與.88，題項由89題縮減至37題。\n本研究透過對譯方式，分別與Aaker建構美國和日本品牌性格構面進行跨文化比較。結果顯示：(1)本土與美日的品牌性格構面不具有一對一的對應關係；(2)本土品牌性格構面，僅有「冒險創新」構面特質較接近美國「Excitement」構面（達47.62%），而「知性與感性」、「能幹可靠」與「純淨健康」三構面分別有57.14%、70.59%與69.23%的性格特質未出現在美國品牌性格構面中；(3)本土品牌性格構面，僅有「純淨健康」構面特質較接近日本「Sincerity」構面（達38.46%），而「知性與感性」、「冒險創新」與「能幹可靠」三構面則分別有69.05%、71.43%與70.59%的性格特質未出現在日本品牌性格中。此說明，本研究建立品牌性格構面在本質上是異於美國與日本品牌性格構面，是可以反映本土重視的品牌性格特質。 | 參考文獻: | 中文參考文獻 行政院新聞局出版年鑑編輯委員會（2003）。行政院新聞局2003年出版年鑑。台北市：作者。 行政院新聞局出版年鑑編輯委員會（2004）。行政院新聞局2004年出版年鑑。台北市：作者。 行政院新聞局出版年鑑編輯委員會（2005）。行政院新聞局2005年出版年鑑。台北市：作者。 吳祉芸（2003）。兩岸品牌性格之跨文化比較- 以報紙廣告為例。國立政治大學企業管理研究所，未出版碩士論文，台北市。 宋秩銘、莊淑芬、白崇亮、黃復華（1996）。奧美的觀點。台北市：滾石文化。 宋維貞、張妙清、謝東（1996）。從心理測驗看華人性格：(二)測驗結果。曾文星主編，中國人的心理與治療。台北：桂冠圖書。 林清山（1992）。心理與教育統計學。台北：東華。 邱皓政（2004）。量化研究與統計分析：SPSS中文視窗版資料分析範例解析。第二版。台北：五南圖書。 洪瑞斌、劉兆明（2003）。工作價值觀研究之回顧與展望。應用心理研究，19，211-250。 張妙清、張建新、宋維貞（1996）。從心理測驗看華人性格：(一)量表的運用。曾文星主編，中國人的心理與治療。台北：桂冠圖書。 張春興（1993）。現代心理學。台北：東華書局。 教育部重編國語辭典編輯委員會（1981）。重編國語辭典（三版）。台北市：作者。 教育部國語推行委員會（1998）。重編國語辭典修訂本（網路版）。取自教育部全球資訊網-線上電子辭典，網址：http://140.111.34.46/dict/. 莊耀嘉、李雯娣（2001）。兒童性格結構：五大模型的本土化檢驗。中華心理學刊，43：1，65-82。 許功餘、王登峰、楊國樞（2001）。臺灣與大陸華人基本性格向度的比較，本土心理學研究，16，185-225。 陳俐琦（1998）。品牌性格構成向度之研究。國立政治大學企業管理研究所，未出版碩士論文，台北市。 黃彤芸（2004）。品牌性格對品牌權益之影響－以麥當勞、肯德基及摩斯漢堡為例。國立政治大學企業管理研究所，未出版碩士論文，台北市。 黃昭瑋（2005）。廣告圖片與文案內容一致性對廣告效果之影響：產品類別、人格類型與廣告設計調和效果之探討。元智大學國際企業學系，未出版碩士論文，桃園：中壢市。 楊國樞、李本華（1971）。五百五十七個中文人格特質形容詞之好惡度、意義度及熟悉度。國立台灣大學心理學系研究報告，13，36-57。 楊國樞（1993）。我們為什麼要建立中國人的本土心理學。本土心理學研究，1，6-88。 楊國樞（1997）。心理學研究的本土契合性及其相關問題。本土心理學研究，8，75-120。 葉光輝（2007）。性格心理學研究本土化之實踐與反思-從「文化-性格」關連建構本土化自我。上網日期：2008年5月1日。網址： http://www.psy.ntu.edu.tw/iopsy/press_center_content.asp?OnLineOrNot=1&tb_index=MT20071225175038。 鄭英輝（1997）。品牌性格與產品類別對品牌延伸評價的影響。國立中央大學企業管理研究所，未出版碩士論文。 盧怡安（2002）。世代特性與其認知品牌性格之比較研究。國立政治大學企業管理學研究所，未出版碩士論文，台北市。 西文參考文獻 Aaker, D. 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描述: | 碩士 國立政治大學 心理學研究所 93752015 96 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0937520151 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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