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題名 品牌危機下不同子品牌促銷策略與消費者品牌喜好度、品牌信任度及購買意願之研究
Effects of Different Sub-brand Promotion Strategies on Consumer Brand Likeability, Brand Trust and Purchase Intention under Brand Crisis作者 蕭子謙
Hsiao, Tzu-Chien貢獻者 邱志聖
Chiou, Jyh-Shen
蕭子謙
Hsiao, Tzu-Chien關鍵詞 品牌危機
企業聲譽
品牌危機調查結果
促銷策略
其他子品牌
Brand crisis
Corporate reputation
Investigation result of the brand crisis incident
Promotion strategy
Other sub-brands日期 2021 上傳時間 1-Jul-2021 16:21:31 (UTC+8) 摘要 近年來，品牌發生危機的事件屢見不鮮，引發學者們探討品牌危機背後的原因，以及當面臨到品牌危機時，身為同集團企業下的其他子品牌該如何因應。首先從文獻探討中推論出當發生品牌危機時，身為同集團企業下的其他子品牌該採用甚麼促銷策略來提升消費者對於危機品牌以及其他子品牌之品牌喜好度、品牌信任度和購買意願，而不同的企業聲譽程度以及不同的危機事件調查結果，也會影響其他子品牌在採用不同促銷策略時，對消費者所產生的不同影響。因此，透過探討企業聲譽與危機事件調查結果及其他子品牌之促銷策略之間的交互作用，分析在不同的情況下，消費者是否會對品牌有不同的品牌喜好度、品牌信任度和購買意願。本研究主要分析企業聲譽(高聲譽、中等聲譽)、危機事件調查結果(品牌疏失、消費者疏失)與其他子品牌之促銷策略(折價促銷、加量促銷、無促銷)的三因子實驗，共分成12組，並探討三個控制之間的交互作用是否會對消費者對於危機品牌與其他子品牌的品牌喜好度、品牌信任度和購買意願造成影響。經過分析後本研究發現，當調查結果顯示為消費者疏失時，不論其他子品牌採用何者促銷策略，消費者對於高聲譽企業都有著較高的品牌喜好度、品牌信任度和購買意願。當調查結果為品牌疏失時，此時其他子品牌在採用折價促銷或是加量促銷下，消費者對於高聲譽程度企業也會有更高的品牌喜好度、品牌信任度和購買意願。反觀，當調查結果為品牌疏失，且其他子品牌不採用促銷時，消費者反而對於中等聲譽企業有著更好的品牌喜好度、品牌信任度以及購買意願。本次研究提供了企業在不同企業聲譽、不同危機事件調查結果的背景下，企業發生品牌危機後其他子品牌該如何透過促銷策略應對之意見，以幫助品牌管理者在發生品牌危機後，了解台灣消費者在其他子品牌採不同促銷策略下的品牌喜好度、品牌信任度和購買意願。
In recent years, the occurrence of brand crisis is common, prompting scholars to discuss the complex reasons behind the brand crisis, and how to deal with the brand crisis as other sub-brands under the same group.It is inferred from the literature discussion that after occurring brand crisis, as a sub-brands under the enterprise, what promotional strategy should other sub-brands used to enhance consumers’ brand likeability, brand trust and purchase intention toward crisis brand other sub-brands. Different degree of corporate reputation and the investigation result of the brand crisis incident will also have different influence when other sub-brands adopt different promotional strategies. Therefore, by exploring the interaction between corporate reputation, the investigation results of the crisis incident and the promotional strategies of other sub-brands, we analyze whether consumers have different brand likeability, brand trust and purchase intention towards brands under different circumstances.The research analyzes the three-factor experiment of corporate reputation (high reputation, moderate reputation), the investigation result of the brand crisis incident (brand negligence, consumer negligence), and other sub-brands` promotional strategies (discount promotion, bonus pack, no promotion), which were divided into 12 groups. Moreover, the research explores whether the interaction between these three control variables will affect consumers` brand likeability, brand trust and purchase intention towards the crisis brand and other sub-brands.The results of this study show that consumers have higher brand preference, brand trust and purchase intention for high reputation enterprises, regardless of the promotion strategies adopted by other sub-brands, when the investigation result of the brand crisis incident show that consumers are negligent. When the investigationresults show that it is brand negligence, consumers will have higher brand likeability, brand trust and purchase intention for enterprises with high reputation when other sub-brands adopt discount promotion or bonus pack. On the contrary, when the investigation results show that it is brand negligence, and other sub-brands do not use promotion, consumers will have better brand likeability, brand trust and purchase intention for the enterprises with moderate reputation.This study provides other sub-brands different opinion of promotion strategies to cope with the band crisis, when facing in different corporate reputation and the different investigation results of crisis incident, and also help brand managers to understand Taiwan consumers’ brand likeability, brand trust and purchase intention under different sub-brands’ promotion strategy when occurring brand crsis.參考文獻 邱志聖，2016。行銷研究 實務與理論應用 四版 智勝文化張雅涵，2020。品牌危機對不同品牌架構配置下的個別品牌觀感與信任之影響：揭露時機與回應方式的干擾效果Akerlof, G. A. (2002). Behavioral macroeconomics and macroeconomic behavior. American Economic Review, 92(3), 411-433.Bless, H., & Schwarz, N. (1999). Sufficient and necessary conditions in dual-mode models: The case of mood and information processing.Chandran, S., & Morwitz, V. G. (2006). The price of “free”-dom: Consumer sensitivity to promotions with negative contextual influences. Journal of Consumer Research, 33(3), 384-392.Cleeren, K., Dekimpe, M. G., & Helsen, K. (2008). Weathering product-harm crises. Journal of the Academy of Marketing Science, 36(2), 262-270.Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of marketing research, 37(2), 215-226.De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of marketing management, 15(1-3), 157-179.DelVecchio, D., Krishnan, H. S., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of marketing, 71(3), 158-170.Diamond, W. D., & Sanyal, A. (1990). The Effect of Framing on Choice of.Dutta, S., & Pullig, C. (2011). Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281-1287.Epstein, S. (1994). Integration of the cognitive and the psychodynamic unconscious. American psychologist, 49(8), 709.Hardesty, D. M., & Bearden, W. O. (2003). Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level. Journal of retailing, 79(1), 17-25.Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.Karaosmanoglu, E., Bas, A. B. E., & Zhang, J. K. (2011). The role of other customer effect in corporate marketing: its impact on corporate image and consumer-company identification. European Journal of Marketing, 45(9-10), 1416-1445.Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers` attributions and brand evaluations in a product–harm crisis. International Journal of research in Marketing, 21(3), 203-217.Laufer, D., & Coombs, W. T. (2006). How should a company respond to a product harm crisis? The role of corporate reputation and consumer-based cues. Business Horizons, 49(5), 379-385.Mazumdar, T., & Jun, S. Y. (1993). Consumer evaluations of multiple versus single price change. Journal of Consumer Research, 20(3), 441-450.Mishra, P., Koehler, M. J., & Henriksen, D. (2011). The seven trans-disciplinary habits of mind: Extending the TPACK framework towards 21st century learning. Educational Technology, 22-28.Mitra, D., & Golder, P. N. (2006). How does objective quality affect perceived quality? Short-term effects, long-term effects, and asymmetries. Marketing Science, 25(3), 230-247.Ong, B. S., Ho, F. N., & Tripp, C. (1997). Consumer perceptions of bonus packs: an exploratory analysis. Journal of Consumer Marketing.Origgi, G. (2012). Epistemic injustice and epistemic trust. Social Epistemology, 26(2), 221-235.Van Heerde, H., Helsen, K., & Dekimpe, M. G. (2007). The impact of a product-harm crisis on marketing effectiveness. Marketing Science, 26(2), 230-245.Van Riel, C., & Fombrun, C. (1996). Essentials of corporate communication: Implementing practices for effective reputation management.Webster Jr, F. E. (1965). Modeling the industrial buying process. Journal of marketing research, 2(4), 370-376. 描述 碩士
國立政治大學
國際經營與貿易學系
108351033資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108351033 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) 蕭子謙 zh_TW dc.contributor.author (Authors) Hsiao, Tzu-Chien en_US dc.creator (作者) 蕭子謙 zh_TW dc.creator (作者) Hsiao, Tzu-Chien en_US dc.date (日期) 2021 en_US dc.date.accessioned 1-Jul-2021 16:21:31 (UTC+8) - dc.date.available 1-Jul-2021 16:21:31 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2021 16:21:31 (UTC+8) - dc.identifier (Other Identifiers) G0108351033 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/135904 - 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) 108351033 zh_TW dc.description.abstract (摘要) 近年來，品牌發生危機的事件屢見不鮮，引發學者們探討品牌危機背後的原因，以及當面臨到品牌危機時，身為同集團企業下的其他子品牌該如何因應。首先從文獻探討中推論出當發生品牌危機時，身為同集團企業下的其他子品牌該採用甚麼促銷策略來提升消費者對於危機品牌以及其他子品牌之品牌喜好度、品牌信任度和購買意願，而不同的企業聲譽程度以及不同的危機事件調查結果，也會影響其他子品牌在採用不同促銷策略時，對消費者所產生的不同影響。因此，透過探討企業聲譽與危機事件調查結果及其他子品牌之促銷策略之間的交互作用，分析在不同的情況下，消費者是否會對品牌有不同的品牌喜好度、品牌信任度和購買意願。本研究主要分析企業聲譽(高聲譽、中等聲譽)、危機事件調查結果(品牌疏失、消費者疏失)與其他子品牌之促銷策略(折價促銷、加量促銷、無促銷)的三因子實驗，共分成12組，並探討三個控制之間的交互作用是否會對消費者對於危機品牌與其他子品牌的品牌喜好度、品牌信任度和購買意願造成影響。經過分析後本研究發現，當調查結果顯示為消費者疏失時，不論其他子品牌採用何者促銷策略，消費者對於高聲譽企業都有著較高的品牌喜好度、品牌信任度和購買意願。當調查結果為品牌疏失時，此時其他子品牌在採用折價促銷或是加量促銷下，消費者對於高聲譽程度企業也會有更高的品牌喜好度、品牌信任度和購買意願。反觀，當調查結果為品牌疏失，且其他子品牌不採用促銷時，消費者反而對於中等聲譽企業有著更好的品牌喜好度、品牌信任度以及購買意願。本次研究提供了企業在不同企業聲譽、不同危機事件調查結果的背景下，企業發生品牌危機後其他子品牌該如何透過促銷策略應對之意見，以幫助品牌管理者在發生品牌危機後，了解台灣消費者在其他子品牌採不同促銷策略下的品牌喜好度、品牌信任度和購買意願。 zh_TW dc.description.abstract (摘要) In recent years, the occurrence of brand crisis is common, prompting scholars to discuss the complex reasons behind the brand crisis, and how to deal with the brand crisis as other sub-brands under the same group.It is inferred from the literature discussion that after occurring brand crisis, as a sub-brands under the enterprise, what promotional strategy should other sub-brands used to enhance consumers’ brand likeability, brand trust and purchase intention toward crisis brand other sub-brands. Different degree of corporate reputation and the investigation result of the brand crisis incident will also have different influence when other sub-brands adopt different promotional strategies. Therefore, by exploring the interaction between corporate reputation, the investigation results of the crisis incident and the promotional strategies of other sub-brands, we analyze whether consumers have different brand likeability, brand trust and purchase intention towards brands under different circumstances.The research analyzes the three-factor experiment of corporate reputation (high reputation, moderate reputation), the investigation result of the brand crisis incident (brand negligence, consumer negligence), and other sub-brands` promotional strategies (discount promotion, bonus pack, no promotion), which were divided into 12 groups. Moreover, the research explores whether the interaction between these three control variables will affect consumers` brand likeability, brand trust and purchase intention towards the crisis brand and other sub-brands.The results of this study show that consumers have higher brand preference, brand trust and purchase intention for high reputation enterprises, regardless of the promotion strategies adopted by other sub-brands, when the investigation result of the brand crisis incident show that consumers are negligent. When the investigationresults show that it is brand negligence, consumers will have higher brand likeability, brand trust and purchase intention for enterprises with high reputation when other sub-brands adopt discount promotion or bonus pack. On the contrary, when the investigation results show that it is brand negligence, and other sub-brands do not use promotion, consumers will have better brand likeability, brand trust and purchase intention for the enterprises with moderate reputation.This study provides other sub-brands different opinion of promotion strategies to cope with the band crisis, when facing in different corporate reputation and the different investigation results of crisis incident, and also help brand managers to understand Taiwan consumers’ brand likeability, brand trust and purchase intention under different sub-brands’ promotion strategy when occurring brand crsis. en_US dc.description.tableofcontents 摘要 2Abstract 3表次 7圖次 8第一章 緒論 9第一節 研究背景與動機 9第二節 研究問題 10第三節 研究目的 11第四節 研究方法及流程 12第二章 文獻回顧與探討 14第一節 企業聲譽 14第二節 危機事件調查結果 15第三節 促銷策略 16第四節 研究推論 18第五節 研究假設 24第三章 研究方法 26第一節 研究架構 26第二節 研究變數定義及衡量 27第三節 實驗設計 30第四節 信度及效度分析 34第四章 研究結果 36第一節 整體研究架構 36第二節 正式問卷結果 37第五章 結論與建議 51第一節 研究結果與討論 51第二節 行銷意涵與建議 54第三節 研究限制與未來建議 56參考文獻 58附錄 61前測問卷1：高聲譽x品牌疏失x折價促銷 61前測問卷2：高聲譽x品牌疏失x加量促銷 63前測問卷3：高聲譽x品牌疏失x無促銷 65前測問卷4：中等聲譽x品牌疏失x折價促銷 67前測問卷5：中等聲譽x品牌疏失x加量促銷 69前測問卷6：中等聲譽x品牌疏失x無促銷 71前測問卷7：高聲譽x消費者疏失x折價促銷 73前測問卷8：高聲譽x消費者疏失x加量促銷 75前測問卷9：高聲譽x消費者疏失x無促銷 77前測問卷10：中等聲譽x消費者疏失x折價促銷 79前測問卷11：中等聲譽x消費者疏失x加量促銷 81前測問卷12：中等聲譽x消費者疏失x無促銷 83正式問卷1：高聲譽x品牌疏失x折價促銷 85正式問卷2：高聲譽x品牌疏失x加量促銷 94正式問卷3：高聲譽x品牌疏失x無促銷 103正式問卷4：中等聲譽x品牌疏失x折價促銷 112正式問卷5：中等聲譽x品牌疏失x加量促銷 121正式問卷6：中等聲譽x品牌疏失x無促銷 130正式問卷7：高聲譽x消費者疏失x折價促銷 139正式問卷8：高聲譽x消費者疏失x加量促銷 148正式問卷9：高聲譽x消費者疏失x無促銷 157正式問卷10：中等聲譽x消費者疏失x折價促銷 166正式問卷11：中等聲譽x消費者疏失x加量促銷 175正式問卷12：中等聲譽x消費者疏失x無促銷 184 zh_TW dc.format.extent 2137260 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108351033 en_US dc.subject (關鍵詞) 品牌危機 zh_TW dc.subject (關鍵詞) 企業聲譽 zh_TW dc.subject (關鍵詞) 品牌危機調查結果 zh_TW dc.subject (關鍵詞) 促銷策略 zh_TW dc.subject (關鍵詞) 其他子品牌 zh_TW dc.subject (關鍵詞) Brand crisis en_US dc.subject (關鍵詞) Corporate reputation en_US dc.subject (關鍵詞) Investigation result of the brand crisis incident en_US dc.subject (關鍵詞) Promotion strategy en_US dc.subject (關鍵詞) Other sub-brands en_US dc.title (題名) 品牌危機下不同子品牌促銷策略與消費者品牌喜好度、品牌信任度及購買意願之研究 zh_TW dc.title (題名) Effects of Different Sub-brand Promotion Strategies on Consumer Brand Likeability, Brand Trust and Purchase Intention under Brand Crisis en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 邱志聖，2016。行銷研究 實務與理論應用 四版 智勝文化張雅涵，2020。品牌危機對不同品牌架構配置下的個別品牌觀感與信任之影響：揭露時機與回應方式的干擾效果Akerlof, G. A. (2002). Behavioral macroeconomics and macroeconomic behavior. American Economic Review, 92(3), 411-433.Bless, H., & Schwarz, N. (1999). Sufficient and necessary conditions in dual-mode models: The case of mood and information processing.Chandran, S., & Morwitz, V. G. (2006). The price of “free”-dom: Consumer sensitivity to promotions with negative contextual influences. Journal of Consumer Research, 33(3), 384-392.Cleeren, K., Dekimpe, M. G., & Helsen, K. (2008). Weathering product-harm crises. Journal of the Academy of Marketing Science, 36(2), 262-270.Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of marketing research, 37(2), 215-226.De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of marketing management, 15(1-3), 157-179.DelVecchio, D., Krishnan, H. S., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of marketing, 71(3), 158-170.Diamond, W. D., & Sanyal, A. (1990). The Effect of Framing on Choice of.Dutta, S., & Pullig, C. (2011). Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281-1287.Epstein, S. (1994). Integration of the cognitive and the psychodynamic unconscious. American psychologist, 49(8), 709.Hardesty, D. M., & Bearden, W. O. (2003). Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level. Journal of retailing, 79(1), 17-25.Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.Karaosmanoglu, E., Bas, A. B. E., & Zhang, J. K. (2011). The role of other customer effect in corporate marketing: its impact on corporate image and consumer-company identification. European Journal of Marketing, 45(9-10), 1416-1445.Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers` attributions and brand evaluations in a product–harm crisis. International Journal of research in Marketing, 21(3), 203-217.Laufer, D., & Coombs, W. T. (2006). How should a company respond to a product harm crisis? The role of corporate reputation and consumer-based cues. Business Horizons, 49(5), 379-385.Mazumdar, T., & Jun, S. Y. (1993). Consumer evaluations of multiple versus single price change. Journal of Consumer Research, 20(3), 441-450.Mishra, P., Koehler, M. J., & Henriksen, D. (2011). The seven trans-disciplinary habits of mind: Extending the TPACK framework towards 21st century learning. Educational Technology, 22-28.Mitra, D., & Golder, P. N. (2006). How does objective quality affect perceived quality? Short-term effects, long-term effects, and asymmetries. Marketing Science, 25(3), 230-247.Ong, B. S., Ho, F. N., & Tripp, C. (1997). Consumer perceptions of bonus packs: an exploratory analysis. Journal of Consumer Marketing.Origgi, G. (2012). Epistemic injustice and epistemic trust. Social Epistemology, 26(2), 221-235.Van Heerde, H., Helsen, K., & Dekimpe, M. G. (2007). The impact of a product-harm crisis on marketing effectiveness. Marketing Science, 26(2), 230-245.Van Riel, C., & Fombrun, C. (1996). Essentials of corporate communication: Implementing practices for effective reputation management.Webster Jr, F. E. (1965). Modeling the industrial buying process. Journal of marketing research, 2(4), 370-376. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202100615 en_US
