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題名 國際品牌形象與接受度購買因素分析—以法國 烘焙品牌Paul為例
Global brands image and acceptance in host market – The case of Paul in Taiwan作者 林琬真
Lin, Wan-Chen貢獻者 吳文傑
Wu, Jack
林琬真
Lin, Wan-Chen關鍵詞 國際品牌
品牌意識
品牌形象
品牌關聯
保羅麵包法式烘焙餐廳
Global brands
Brand awareness
Brand image
Brand association
Boulangerie Paul日期 2019 上傳時間 1-Jul-2019 10:56:42 (UTC+8) 摘要 無
With the trends of globalization, global brands have been put on center stage and compete with local brands in various countries. In order to excel in the market, it is necessary for global brands to know their strengths and manage their brand characteristics. The French chain bakery Paul is a representative brand to study how global brands compete with local brands in host market. The purpose of this research is to study how Paul built its brand awareness, formed the brand image, and linked the associations that made the brand accepted in Taiwan from consumers’ perspective. Qualitative research on 17 respondents with semi-structured interviews was conducted to explore consumers’ perceptions towards the brand. The results indicate that consumers establish the awareness of the brand through media, word of mouth and passing by the shops. The brand has a premium brand image among most of the respondents while there are a few respondents that consider the brand to be ordinary. High and consistent quality, French origin, high prestige, and diversified offerings are the brand associations that contribute to the positive brand image and acceptance in the local market, while high price, lack of uniqueness, loss of quality and authenticity as well as less accessibility are negative associations some consumers possess towards the brand. The implications from the findings suggest that global brands’ quality is the most important characteristics to consumers, country of origin needs to be leveraged properly, prestige and price should be managed carefully and identification of brands uniqueness with insights of local needs is critical. This research provides valuable information and reference for future global brand management in the host markets.參考文獻 Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.Alba, J. W., Hutchinson, J. W., & Lynch, J. G. (1991). Memory and decision making. In H. H. Kassarjian & T. S. Robertson (Eds.), Handbook of Consumer Theory and Research (pp.1-49). Englewood Cliffs, NJ: Prentice-Hall.Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95. doi:10.1207/s15327663jcp0902_3Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194. doi:10.1086/208911 Bhardwaj, V., Kumar, A., & Kim, Y.-K. (2010). Brand analyses of U.S. global and local brands in India: the case of Levi`s. Journal of Global Marketing, 23(1), 80-94.doi:10.1080/08911760903442226Calvo Porral, C., & Levy-Mangin, J.-P. (2015). Global brands or local heroes?: evidence fromthe Spanish beer market. British Food Journal, 117(2), 565-587. doi:10.1108/bfj-07-2013-0174Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as Signals: A Cross-Country ValidationStudy. Journal of Marketing, 70(1), 34-49. doi:10.1509/jmkg.2006.70.1.34 Euromonitor International (2016). Holder, groupe in consumer food service (France). Retrievedfrom http://www.portal.euromonitor.com.ezp.em-lyon.com/portal/analysis/tab Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal ofBrand Management, 10(6), 421-445. doi:10.1057/palgrave.bm.2540139 65Holt, D. B., Quelch, J., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 82(9), 68--75+136. Retrieved from https://hbr.org/2004/09/how-global-brands- compete.Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2). doi:10.1086/208544Interbrand best global brands – methodology (n.d.). Retrieved from https://www.interbrand.com/best-brands/best-global-brands/methodology/Kapferer, J.-N. (2005). The post-global brand. Journal of Brand Management, 12(5), 319-324. doi:10.1057/palgrave.bm.2540228Kapferer, J.-N. (2012). The New Strategic Brand Management (5th Revised edition ed.). London, United Kingdom: Kogan Page Ltd.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.1177/002224299305700101Kim, E.Y., Knight, D. K., & Pelton, L. E. (2009). Modeling brand equity of a U.S. apparel brand as perceived by generation Y consumers in the emerging Korean market. Clothing and Textiles Research Journal, 27(4), 247-258. doi:10.1177/0887302x08327085Levitt, T. (1983). The globalization of markets. Harvard Business Review, (5), 92-102. Retrieved from https://hbr.org/1983/05/the-globalization-of-markets.Macdonald, E., & Sharp, B. (1996). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Journal of Marketing Research, 14, 1-5.Maurel, E., Cazes, J., & Brejon, T. (2018). Les boulangeries et les pâtisseries. Retrieved from https://www.xerfi.com/Etudes_sectorielles_non_imprimablesE/secteur700doc/pdf/8DI S26-clyphe38.pdfNa, W.B., Marshall, R., & Keller, K. L. (1999). Measuring brand power: validating a model for optimizing brand equity. Journal of Product & Brand Management, 8(3), 170-184. doi:10.1108/10610429910272439Our values. (n.d.). Retrieved from https://www.paul.fr/en/content/7-our-valuesÖzsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: a critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1-28.doi:10.1509/jimk.16.4.1Özsomer, A., Batra, R., Chattopadhyay, A., & Ter Hofstede, F. (2012). A global brandmanagement roadmap. International Journal of Research in Marketing, 29(1), 1-4.doi:10.1016/j.ijresmar.2012.01.001Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-imagemanagement. Journal of Marketing, 50(4). doi:10.2307/1251291Phau, I., & Prendergast, G. (2000). Conceptualizing the country of origin of brand. Journal ofMarketing Communications, 6(3), 159-170. doi:10.1080/13527260050118658Pitta, D. A., & Prevel Katsanis, L. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64.doi:10.1108/07363769510095306Schuiling, I., & Kapferer, J.-N. (2004). Executive Insights: real differences between local andinternational brands: strategic implications for international marketers. Journal ofInternational Marketing, 12(4), 97-112. doi:10.1509/jimk.12.4.97.53217Shimp, T.A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation ofCETSCALE. Journal of Marketing Research, 24(3), 280-289. doi: 10.2307/3151638 Steenkamp, J.-B. E. M. (2014). How global brands create firm value: the 4V model.International Marketing Review, 31(1), 5-29. doi:10.1108/imr-10-2013-0233Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65. doi:10.1057/palgrave.jibs.8400002The PAUL story. (n.d.). Retrieved from https://www.paul.fr/en/content/6-Our-storyYip, G. S. (1995). Total global strategy: managing for worldwide competitive advantage:Englewood Cliffs, NJ: Prentice Hall.Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements andbrand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.doi:10.1177/0092070300282002尤子彥. (2018, March). 麵包新強國 台灣. 商業週刊, 1548. Retrieved fromhttps://www.businessweekly.com.tw/magazine/article_page.aspx?id=34834&utm_sou rce=newsletter&utm_medium=email&utm_campaign=1584&utm_content=cover&_at rk_es=6f83dabf2788c5ce61ddf8f1bc0f0465fc307a50f6d95b6c16714521fdd196e0吳淑華. (2012, April). Paul 麵包，與法國同步的烘培香. 今周刊, 799. Retrieved from http://www.businesstoday.com.tw/article-content-80730-97575-PAUL林茂仁. (2009, November 5). PAUL 麵包 美味打敗金融海嘯. 經濟日報. Retrieved from http://udndata.com.autorpa.lib.nccu.edu.tw/ndapp/Story?no=20&page=1&udndbid=ud ndata&SearchString=UGF1bMTRpV0rs%2FinTz3BcKZYs%2Fh8uGfA2aTps%2Fh8 wXCmWLHfs%2Fh8VXBhcGV y&sharepage=20&select=1&kind=2&article_date=2 009-05-11&news_id=4876686邱雯敏. (2016, February 2). 馬卡龍退燒?法國百年老店 Laduree 退出台灣. 中時電子報. Retrieved from https://www.chinatimes.com/realtimenews/20160202002003- 260405?chdtv許秀惠, & 陳前康. (2015, November). 麵包經濟學 千億商機解密. 今周刊, 986. Retrievedfromhttp://www.businesstoday.com.tw/article/category/80393/post/201511120027/%E9 陳怡文. (2018, August 8). 高級麵包店也撐不住!LALOS 烘焙坊 9/23 撤出台灣市場. 蘋果 日 報. Retrieved fromhttps://tw.appledaily.com/new/realtime/20180808/1407205/BA%B5%E5%8C%85%E7%B6%93%E6%BF%9F%E5%AD%B8謝明玲. (2011, April a). 土洋麵包大戰 搶三○○億市場. 天下雜誌, 438. Retrieved fromhttps://www.cw.com.tw/article/article.action?id=5000740謝明玲. (2011, April b). 法國百年麵包店 Paul 重現巴黎經典氣氛. 天下雜誌, 438. Retrievedfrom https://www.cw.com.tw/article/article.action?id=5000774 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
105933005資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105933005 資料類型 thesis dc.contributor.advisor 吳文傑 zh_TW dc.contributor.advisor Wu, Jack en_US dc.contributor.author (Authors) 林琬真 zh_TW dc.contributor.author (Authors) Lin, Wan-Chen en_US dc.creator (作者) 林琬真 zh_TW dc.creator (作者) Lin, Wan-Chen en_US dc.date (日期) 2019 en_US dc.date.accessioned 1-Jul-2019 10:56:42 (UTC+8) - dc.date.available 1-Jul-2019 10:56:42 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2019 10:56:42 (UTC+8) - dc.identifier (Other Identifiers) G0105933005 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124178 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 105933005 zh_TW dc.description.abstract (摘要) 無 zh_TW dc.description.abstract (摘要) With the trends of globalization, global brands have been put on center stage and compete with local brands in various countries. In order to excel in the market, it is necessary for global brands to know their strengths and manage their brand characteristics. The French chain bakery Paul is a representative brand to study how global brands compete with local brands in host market. The purpose of this research is to study how Paul built its brand awareness, formed the brand image, and linked the associations that made the brand accepted in Taiwan from consumers’ perspective. Qualitative research on 17 respondents with semi-structured interviews was conducted to explore consumers’ perceptions towards the brand. The results indicate that consumers establish the awareness of the brand through media, word of mouth and passing by the shops. The brand has a premium brand image among most of the respondents while there are a few respondents that consider the brand to be ordinary. High and consistent quality, French origin, high prestige, and diversified offerings are the brand associations that contribute to the positive brand image and acceptance in the local market, while high price, lack of uniqueness, loss of quality and authenticity as well as less accessibility are negative associations some consumers possess towards the brand. The implications from the findings suggest that global brands’ quality is the most important characteristics to consumers, country of origin needs to be leveraged properly, prestige and price should be managed carefully and identification of brands uniqueness with insights of local needs is critical. This research provides valuable information and reference for future global brand management in the host markets. en_US dc.description.tableofcontents 1. Introduction 12. Paul: Background, Entry and Development in Taiwan 52.1. Paul and the Groupe Holder 52.2. Development of Paul in Taiwan 83. Literature Review 103.1. Brand Awareness, Brand Image and Brand Association 103.2. Global Brands 133.3. Brand Association Favoring Global Brands 144. Methodology 214.1. Qualitative Approach 214.2. Data Collection 215. Findings 265.1. Brand Awareness 265.2. Brand Image 285.3. Positive Brand Association to Paul’s Brand Image and Acceptance 315.3.1. High and Consistent Quality 325.3.2. French Origin 345.3.3. High Prestige 375.3.4. Diversified Offerings 395.4. Result of Positive Brand Image and Acceptance 405.4.1. Justification of High Price 405.4.2. Display of Loyalty and Recommendation 415.4.3. Willingness to Search the Brand 425.4.4. Possibility for Brand Extension 435.5. Negative Brand Association to Paul’s Brand Image and Acceptance 445.5.1. High Price 445.5.2. Lack of Uniqueness 465.5.3. Loss of Quality and Authenticity 475.5.4. Less Accessibility 485.6. Result of Negative Brand Image and Acceptance 495.6.1. Search of Alternatives 496. Discussion 526.1. Importance of Quality Signal 526.2. Proper Leverage of Country of Origin 536.3. Careful Management of Prestige and Price 556.4. Identification of Uniqueness with Local Insights 577. Limitations 608. Conclusion 62Reference 65 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105933005 en_US dc.subject (關鍵詞) 國際品牌 zh_TW dc.subject (關鍵詞) 品牌意識 zh_TW dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 品牌關聯 zh_TW dc.subject (關鍵詞) 保羅麵包法式烘焙餐廳 zh_TW dc.subject (關鍵詞) Global brands en_US dc.subject (關鍵詞) Brand awareness en_US dc.subject (關鍵詞) Brand image en_US dc.subject (關鍵詞) Brand association en_US dc.subject (關鍵詞) Boulangerie Paul en_US dc.title (題名) 國際品牌形象與接受度購買因素分析—以法國 烘焙品牌Paul為例 zh_TW dc.title (題名) Global brands image and acceptance in host market – The case of Paul in Taiwan en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.Alba, J. W., Hutchinson, J. W., & Lynch, J. G. (1991). Memory and decision making. In H. H. Kassarjian & T. S. Robertson (Eds.), Handbook of Consumer Theory and Research (pp.1-49). Englewood Cliffs, NJ: Prentice-Hall.Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95. doi:10.1207/s15327663jcp0902_3Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194. doi:10.1086/208911 Bhardwaj, V., Kumar, A., & Kim, Y.-K. (2010). Brand analyses of U.S. global and local brands in India: the case of Levi`s. Journal of Global Marketing, 23(1), 80-94.doi:10.1080/08911760903442226Calvo Porral, C., & Levy-Mangin, J.-P. (2015). Global brands or local heroes?: evidence fromthe Spanish beer market. British Food Journal, 117(2), 565-587. doi:10.1108/bfj-07-2013-0174Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as Signals: A Cross-Country ValidationStudy. Journal of Marketing, 70(1), 34-49. doi:10.1509/jmkg.2006.70.1.34 Euromonitor International (2016). Holder, groupe in consumer food service (France). Retrievedfrom http://www.portal.euromonitor.com.ezp.em-lyon.com/portal/analysis/tab Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal ofBrand Management, 10(6), 421-445. doi:10.1057/palgrave.bm.2540139 65Holt, D. B., Quelch, J., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 82(9), 68--75+136. Retrieved from https://hbr.org/2004/09/how-global-brands- compete.Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2). doi:10.1086/208544Interbrand best global brands – methodology (n.d.). Retrieved from https://www.interbrand.com/best-brands/best-global-brands/methodology/Kapferer, J.-N. (2005). The post-global brand. Journal of Brand Management, 12(5), 319-324. doi:10.1057/palgrave.bm.2540228Kapferer, J.-N. (2012). The New Strategic Brand Management (5th Revised edition ed.). London, United Kingdom: Kogan Page Ltd.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.1177/002224299305700101Kim, E.Y., Knight, D. K., & Pelton, L. E. (2009). Modeling brand equity of a U.S. apparel brand as perceived by generation Y consumers in the emerging Korean market. Clothing and Textiles Research Journal, 27(4), 247-258. doi:10.1177/0887302x08327085Levitt, T. (1983). The globalization of markets. Harvard Business Review, (5), 92-102. Retrieved from https://hbr.org/1983/05/the-globalization-of-markets.Macdonald, E., & Sharp, B. (1996). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Journal of Marketing Research, 14, 1-5.Maurel, E., Cazes, J., & Brejon, T. (2018). Les boulangeries et les pâtisseries. Retrieved from https://www.xerfi.com/Etudes_sectorielles_non_imprimablesE/secteur700doc/pdf/8DI S26-clyphe38.pdfNa, W.B., Marshall, R., & Keller, K. L. (1999). Measuring brand power: validating a model for optimizing brand equity. Journal of Product & Brand Management, 8(3), 170-184. doi:10.1108/10610429910272439Our values. (n.d.). Retrieved from https://www.paul.fr/en/content/7-our-valuesÖzsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: a critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1-28.doi:10.1509/jimk.16.4.1Özsomer, A., Batra, R., Chattopadhyay, A., & Ter Hofstede, F. (2012). A global brandmanagement roadmap. International Journal of Research in Marketing, 29(1), 1-4.doi:10.1016/j.ijresmar.2012.01.001Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-imagemanagement. Journal of Marketing, 50(4). doi:10.2307/1251291Phau, I., & Prendergast, G. (2000). Conceptualizing the country of origin of brand. Journal ofMarketing Communications, 6(3), 159-170. doi:10.1080/13527260050118658Pitta, D. A., & Prevel Katsanis, L. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64.doi:10.1108/07363769510095306Schuiling, I., & Kapferer, J.-N. (2004). Executive Insights: real differences between local andinternational brands: strategic implications for international marketers. Journal ofInternational Marketing, 12(4), 97-112. doi:10.1509/jimk.12.4.97.53217Shimp, T.A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation ofCETSCALE. Journal of Marketing Research, 24(3), 280-289. doi: 10.2307/3151638 Steenkamp, J.-B. E. M. (2014). How global brands create firm value: the 4V model.International Marketing Review, 31(1), 5-29. doi:10.1108/imr-10-2013-0233Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65. doi:10.1057/palgrave.jibs.8400002The PAUL story. (n.d.). Retrieved from https://www.paul.fr/en/content/6-Our-storyYip, G. S. (1995). Total global strategy: managing for worldwide competitive advantage:Englewood Cliffs, NJ: Prentice Hall.Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements andbrand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.doi:10.1177/0092070300282002尤子彥. (2018, March). 麵包新強國 台灣. 商業週刊, 1548. Retrieved fromhttps://www.businessweekly.com.tw/magazine/article_page.aspx?id=34834&utm_sou rce=newsletter&utm_medium=email&utm_campaign=1584&utm_content=cover&_at rk_es=6f83dabf2788c5ce61ddf8f1bc0f0465fc307a50f6d95b6c16714521fdd196e0吳淑華. (2012, April). Paul 麵包，與法國同步的烘培香. 今周刊, 799. Retrieved from http://www.businesstoday.com.tw/article-content-80730-97575-PAUL林茂仁. (2009, November 5). PAUL 麵包 美味打敗金融海嘯. 經濟日報. Retrieved from http://udndata.com.autorpa.lib.nccu.edu.tw/ndapp/Story?no=20&page=1&udndbid=ud ndata&SearchString=UGF1bMTRpV0rs%2FinTz3BcKZYs%2Fh8uGfA2aTps%2Fh8 wXCmWLHfs%2Fh8VXBhcGV y&sharepage=20&select=1&kind=2&article_date=2 009-05-11&news_id=4876686邱雯敏. (2016, February 2). 馬卡龍退燒?法國百年老店 Laduree 退出台灣. 中時電子報. Retrieved from https://www.chinatimes.com/realtimenews/20160202002003- 260405?chdtv許秀惠, & 陳前康. (2015, November). 麵包經濟學 千億商機解密. 今周刊, 986. Retrievedfromhttp://www.businesstoday.com.tw/article/category/80393/post/201511120027/%E9 陳怡文. (2018, August 8). 高級麵包店也撐不住!LALOS 烘焙坊 9/23 撤出台灣市場. 蘋果 日 報. Retrieved fromhttps://tw.appledaily.com/new/realtime/20180808/1407205/BA%B5%E5%8C%85%E7%B6%93%E6%BF%9F%E5%AD%B8謝明玲. (2011, April a). 土洋麵包大戰 搶三○○億市場. 天下雜誌, 438. Retrieved fromhttps://www.cw.com.tw/article/article.action?id=5000740謝明玲. (2011, April b). 法國百年麵包店 Paul 重現巴黎經典氣氛. 天下雜誌, 438. Retrievedfrom https://www.cw.com.tw/article/article.action?id=5000774 zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.IMBA.010.2019.F08 en_US
