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題名 品牌個性與品牌定位對消費者品牌延伸接受度之研究
A Study on the Impact of Brand Personality and Brand Positioning on Consumer Evaluations of Brand Extensions作者 郭宜娟
Kuo, Yi-Chuan貢獻者 邱志聖
Chiou, Jyh-Shen
郭宜娟
Kuo, Yi-Chuan關鍵詞 內隱理論
成長心態
定型心態
品牌延伸
品牌整體態度
信任程度
感知質量
契合度
Implicit Theory
Growth and fixed mindset
Vertical brand extension日期 2022 上傳時間 1-Jul-2022 16:00:16 (UTC+8) 摘要 相較於創立全新品牌，漸多企業選擇利用低成本且低風險的品牌延伸策略來擴大客群，實務上可看見成功的品牌延伸確實會為企業帶來龐大的利益，但也並非所有的品牌延伸皆能成功，這是由於品牌延伸的成敗會受到多種因素影響。而本論文主以內隱理論為基礎去探討不同品牌個性對品牌延伸成效之影響。在過往研究顯示，相較於定型心態的品牌個性，消費者較能接受成長心態的品牌個性執行品牌延伸，而當加入品牌定位執行不同的延伸策略，結果仍是一樣嗎？故本論文進行實驗設計，期望給予企業執行策略時有更全面的想法。 本研究透過設計虛擬品牌與其廣告的描述，建立 2 （定型心態品牌個性 V.S. 成長心態品牌個性）× 2 （奢侈品牌向下延伸 V.S. 平價品牌向上延伸）之實驗設計。在變數選擇上，本論文在文獻探討過程中，發現曾有學者提出品牌延伸能否成功仰賴消費者對母品牌的信念與態度、移轉程度等，而量化這些因素的方法即是詢問消費者對於品牌執行延伸的整體品牌態度、感知質量與認知契合度。此外，本論文也多加詢問消費者面對品牌延伸的信任程度。 最後，本論文得到幾項驗證：（一）相較平價品牌向上延伸，消費者較能接受奢侈品牌向下延伸、（二）成長心態的奢侈品牌向下延伸之子品牌態度、信任與母品牌信任得分會顯著高於成長心態的平價品牌向上延伸；而當品牌個性為定型心態時，奢侈品牌向上延伸的接受度會顯著高於平價品牌向下延伸、（三）平價品牌向上延伸會因為不一樣的品牌個性而影響接受度，即成長心態品牌個性會優於定型心態品牌個性；而奢侈品牌執行向下延伸則不受品牌個性影響。
Instead of creating new brands, companies prefer to comparatively inexpensive and low-risk brand extension strategies to develop new clients. In practice, there are many successful brand extensions existing and indeed bring the companies a huge benefit; however, not all the cases can be like this, for it depends on many factors. Based on implicit theory, this research mainly explores the impact of brand personalities on consumer acceptance of brand extensions. Past research has shown that consumers accept brands with growth mindset to implement extensions more than fixed mindset. And what if we take brand positioning into consideration, will the result still be the same? This research conducts experimental design of 2 (brand personality with fixed mindset v.s. brand personality with growth mindset) × 2 (luxury brand downward-extending v.s. budget brand upward-extending). As for the dependent variables, some scholars once proposed that the success of brand extension depends on consumers` beliefs and attitudes towards the parent brand, and the degree of transfer, etc. The method to quantify these factors is to ask consumers overall brand attitude, perceived quality and cognitive fit. In addition, we also ask brand trust, and these four factors compose consumer acceptance. After our experiment, we find that (1) consumers have a higher acceptance of luxury brands implementing downward extension, (2) when brand with fixed mindset is set, consumers prefer luxury brand downward-extending more, and (3) budget brands are affected by brand personality, while luxury brands are not.參考文獻 1.Aaker, David A. (1990), “Brand Extensions: The Good, the Bad, and the Ugly,” Sloan Management Review, 31(4), 47-56. 2.——— and Kevin L. Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54(January), 27-41. 3.——— and Kevin L. Keller (1992), “The Effect of Sequential Introduction of Brand Extensions,” Journal of Marketing Research, 29(February), 35-50. 4.Aaker, Jennifer L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34(August), 347-356. 5.——— (1999), “The Malleable Self: The Role of Self-Expression in Persuation,” Journal of Marketing Research, 36(February), 45-57. 6.Brown, Paul (1985), “New ? Improved ?” Business Week (October 21),108 - 12. 7.Chaudhuri, A., and Holbrook, M. B. (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.” Journal of Marketing, 65(2), 81–93. 8.Cronbach, L. J. (1951), “Coefficient Alpha and the Internal Structure of Tests,” Psychometrika, 16(3), 297-334. 9.DeGraba, Patrick and Mary W. Sullivan (1995), “Spillover Effects, Cost Savings, R&D and the Use of Brand Extensions,” International journal of Industrial Organization, 13 (June), 229-248. 10.Erdem, Tulin and Joffre Swait (1998), “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology, 7 (2), 131-157. 11.Flaherty, Karen E. and James M. Pappas (2000), “Implicit Personality Theory in Evaluation of Brand Extensions,” Psychological reports, 86(3), 807-818. 12.Garvin, David A.(1984), “Product Quality: An Important Strategic Weapon,” Business Horizons, 27(May-June), 40-43. 13.Goetz, Daniela Maria, Martin Fassnacht and Katia Rumpf (2014), “Extending Downward Is Not Always Bad: Parent Brand Evaluations After Brand Extension to Higher and Lower Price and Quality Levels,” Journal of Brand Management, 21(March), 303-324 14.Heine, Klaus (2012), The Concept of Luxury Brands 2nd edition. Retrieved from www.conceptofluxurybrands.com. (May 29, 2022) 15.John, Deborah R. and Ji Kyung Park (2016), “Mindsets Matter: Implications for Branding Research and Practice,” Journal of Consumer Psychology, 26 (1), 153-160. 16.Kerin, Roger A., Gurumurthy Kalyanaram, and Daniel J. Howard (1996), “Product Hierarchy and Brand Strategy Influences on the Order of Entry Effect for Consumer-Packaged Goods,” Journal of Product Innovation Management, 13 (January), 21-34. 17.Keller, Kevin L. (1993),“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1-22. 18.Kim, Chung K., Lavack, Anne M., and Smith, Margo (2001),”Consumer evaluation of vertical brand extensions and core brands,” Journal of Business Research, 52 (June), 211-222. 19.Mathur, Pragya, Shailendra P. Jain, and Durairaj Maheswaran (2012), “Consumers` Implicit Theories about Personality Influence Their Brand Personality Judgments,” Journal of Consumer Psychology, 22(4), 545-557. 20.Meyvis, Tom, and Chris Janiszewski (2004), “When Are Broader Brands Stronger Brands? An Accessibility Perspective on the Success of Brand Extensions,” Journal of Consumer Research, 31(September), 346-357. 21.Monga, Alokparna B. and Deborah R. John (2010), “What Makes Brands Elastic? The Influence of Brand Concepts and Styles of Thinking on Brand Extension Evaluation,” Journal of Marketing, 74(May), 80-92. 22.Murphy, Mary C. and Carol S. Dweck (2016), “Mindsets Shape Consumer Behavior,” Journal of Consumer Psychology, 1 (June), 127-136. 23.Michel Laroche, Mohammad Reza Habibi, Marie-Odile Richard and Ramesh Sankaranarayanan (2012), “The Effect of Social Media Based Brand Communities on Brand Community Makers, Value Creation Practices, Brand Trust and Brand Loyalty,” Computer in Human Behavior, 28(2012), 1755-1767. 24.Park, C. Whan, Sandra Milberg, and Robert Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, 18(September), 185-93. Rangaswamy, Arvind R. R. B. and Terence A. Oliva (1993), “Brand Equity and the Extendibility of Brand Names,” International Journal of Research in Marketing, 10 (March), 61-75. 25.Park, Ji Kyung, and John Deborah Roedder (2012), “ Capitalizing on Brand Personalities in Advertising: The Influence of Implicit Self-theories on ad Appeal Effective- ness,” Journal of Consumer Psychology, 22(July), 424–432. 26.Plaks, Jason E., Heidi Grant and Carol S. Dweck (2005), “Violation of Implicit Theories and The Sense of Prediction and Control: Implications for Motivated Person Perception,” Journal of Personality and Social Psychology, 88(2), 245–262. 27.Simon, Carol J., and Sullivan, Mary W. (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science, 12 (1), 28-52. 28.Smith, Daniel and C. Whan Park (1992),“The Effect of Brand Extensions on Market Share and Advertising Efficiency,” Journal of Marketing Research, 29 (August), 296-313. 29.Schiffman, Leon and Joe Wisenblit (2018), Consumer Behavior 12th edition. New York, US: Pearson. 30.Nicole Stegemann (2006), “Unique Brand Extension Challenges for Luxury Brands,” Journal of Business & Economics Research, 10 (October), 57-68. 31.Tauber, Edward M. (1988), “Brand Leverage: Strategy for Growth in a Cost- Control World,” Journal of Advertising Research, 28 (4), 26-30. 32.Vigneron, Frank and Johnson Lester W., “Measuring Perceptions of Brand Luxury,” Brand Management, 6 (July), 484-506. 33.Yorkston, Eric A., Joseph C. Nunes, and Shashi Matta (2010), “The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions,” Journal of Marketing, 74 (January), 80-93. 34.Yorkston, Eric and Gustavo E. de Mello (2005), “Linguistic Gen- der Marking and Categorization,” Journal of Consumer Research, 32 (September), 224–34. 35.Zeithaml, Valarie A. (1998), “Consumer Perception of Price, Quality and Value: A Means-end Model and Synthesis of Evidence,” Journal of Marketing, 52(July), 2-22. 描述 碩士
國立政治大學
國際經營與貿易學系
109351021資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109351021 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) 郭宜娟 zh_TW dc.contributor.author (Authors) Kuo, Yi-Chuan en_US dc.creator (作者) 郭宜娟 zh_TW dc.creator (作者) Kuo, Yi-Chuan en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 16:00:16 (UTC+8) - dc.date.available 1-Jul-2022 16:00:16 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 16:00:16 (UTC+8) - dc.identifier (Other Identifiers) G0109351021 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140554 - 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) 109351021 zh_TW dc.description.abstract (摘要) 相較於創立全新品牌，漸多企業選擇利用低成本且低風險的品牌延伸策略來擴大客群，實務上可看見成功的品牌延伸確實會為企業帶來龐大的利益，但也並非所有的品牌延伸皆能成功，這是由於品牌延伸的成敗會受到多種因素影響。而本論文主以內隱理論為基礎去探討不同品牌個性對品牌延伸成效之影響。在過往研究顯示，相較於定型心態的品牌個性，消費者較能接受成長心態的品牌個性執行品牌延伸，而當加入品牌定位執行不同的延伸策略，結果仍是一樣嗎？故本論文進行實驗設計，期望給予企業執行策略時有更全面的想法。 本研究透過設計虛擬品牌與其廣告的描述，建立 2 （定型心態品牌個性 V.S. 成長心態品牌個性）× 2 （奢侈品牌向下延伸 V.S. 平價品牌向上延伸）之實驗設計。在變數選擇上，本論文在文獻探討過程中，發現曾有學者提出品牌延伸能否成功仰賴消費者對母品牌的信念與態度、移轉程度等，而量化這些因素的方法即是詢問消費者對於品牌執行延伸的整體品牌態度、感知質量與認知契合度。此外，本論文也多加詢問消費者面對品牌延伸的信任程度。 最後，本論文得到幾項驗證：（一）相較平價品牌向上延伸，消費者較能接受奢侈品牌向下延伸、（二）成長心態的奢侈品牌向下延伸之子品牌態度、信任與母品牌信任得分會顯著高於成長心態的平價品牌向上延伸；而當品牌個性為定型心態時，奢侈品牌向上延伸的接受度會顯著高於平價品牌向下延伸、（三）平價品牌向上延伸會因為不一樣的品牌個性而影響接受度，即成長心態品牌個性會優於定型心態品牌個性；而奢侈品牌執行向下延伸則不受品牌個性影響。 zh_TW dc.description.abstract (摘要) Instead of creating new brands, companies prefer to comparatively inexpensive and low-risk brand extension strategies to develop new clients. In practice, there are many successful brand extensions existing and indeed bring the companies a huge benefit; however, not all the cases can be like this, for it depends on many factors. Based on implicit theory, this research mainly explores the impact of brand personalities on consumer acceptance of brand extensions. Past research has shown that consumers accept brands with growth mindset to implement extensions more than fixed mindset. And what if we take brand positioning into consideration, will the result still be the same? This research conducts experimental design of 2 (brand personality with fixed mindset v.s. brand personality with growth mindset) × 2 (luxury brand downward-extending v.s. budget brand upward-extending). As for the dependent variables, some scholars once proposed that the success of brand extension depends on consumers` beliefs and attitudes towards the parent brand, and the degree of transfer, etc. The method to quantify these factors is to ask consumers overall brand attitude, perceived quality and cognitive fit. In addition, we also ask brand trust, and these four factors compose consumer acceptance. After our experiment, we find that (1) consumers have a higher acceptance of luxury brands implementing downward extension, (2) when brand with fixed mindset is set, consumers prefer luxury brand downward-extending more, and (3) budget brands are affected by brand personality, while luxury brands are not. 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 研究問題 2 第三節 研究目的 3 第四節 研究方法與流程 4 第二章 文獻回顧 5 第一節 品牌延伸 5 第二節 內隱理論 6 第三節 品牌延伸與內隱理論 7 第四節 品牌延伸接受度 8 第五節 研究推論 10 第三章 研究方法 12 第一節 研究架構 12 第二節 研究假設 13 第三節 研究變數定義與衡量 13 第四節 實驗設計 15 第五節 實驗設計執行 22 第四章 研究結果 24 第一節 信度與效度分析 24 第二節 操控檢定 24 第三節 正式問卷結果 27 第五章 結論與建議 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 53 前測問卷 1：成長心態品牌個性及奢侈品牌向下延伸 53 前測問卷 2：定型心態品牌個性及奢侈品牌向下延伸 55 前測問卷 3：成長心態品牌個性及平價品牌向上延伸 57 前測問卷 4：成長心態品牌個性及平價品牌向上延伸 59 正式問卷 1：成長心態品牌個性及奢侈品牌向下延伸 61 正式問卷 2：定型心態品牌個性及奢侈品牌向下延伸 66 正式問卷 3：成長心態品牌個性及平價品牌向上延伸 71 正式問卷 4：定型心態品牌個性及平價品牌向上延伸 76 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109351021 en_US dc.subject (關鍵詞) 內隱理論 zh_TW dc.subject (關鍵詞) 成長心態 zh_TW dc.subject (關鍵詞) 定型心態 zh_TW dc.subject (關鍵詞) 品牌延伸 zh_TW dc.subject (關鍵詞) 品牌整體態度 zh_TW dc.subject (關鍵詞) 信任程度 zh_TW dc.subject (關鍵詞) 感知質量 zh_TW dc.subject (關鍵詞) 契合度 zh_TW dc.subject (關鍵詞) Implicit Theory en_US dc.subject (關鍵詞) Growth and fixed mindset en_US dc.subject (關鍵詞) Vertical brand extension en_US dc.title (題名) 品牌個性與品牌定位對消費者品牌延伸接受度之研究 zh_TW dc.title (題名) A Study on the Impact of Brand Personality and Brand Positioning on Consumer Evaluations of Brand Extensions en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1.Aaker, David A. (1990), “Brand Extensions: The Good, the Bad, and the Ugly,” Sloan Management Review, 31(4), 47-56. 2.——— and Kevin L. Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54(January), 27-41. 3.——— and Kevin L. Keller (1992), “The Effect of Sequential Introduction of Brand Extensions,” Journal of Marketing Research, 29(February), 35-50. 4.Aaker, Jennifer L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34(August), 347-356. 5.——— (1999), “The Malleable Self: The Role of Self-Expression in Persuation,” Journal of Marketing Research, 36(February), 45-57. 6.Brown, Paul (1985), “New ? Improved ?” Business Week (October 21),108 - 12. 7.Chaudhuri, A., and Holbrook, M. B. (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty.” Journal of Marketing, 65(2), 81–93. 8.Cronbach, L. J. (1951), “Coefficient Alpha and the Internal Structure of Tests,” Psychometrika, 16(3), 297-334. 9.DeGraba, Patrick and Mary W. Sullivan (1995), “Spillover Effects, Cost Savings, R&D and the Use of Brand Extensions,” International journal of Industrial Organization, 13 (June), 229-248. 10.Erdem, Tulin and Joffre Swait (1998), “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology, 7 (2), 131-157. 11.Flaherty, Karen E. and James M. Pappas (2000), “Implicit Personality Theory in Evaluation of Brand Extensions,” Psychological reports, 86(3), 807-818. 12.Garvin, David A.(1984), “Product Quality: An Important Strategic Weapon,” Business Horizons, 27(May-June), 40-43. 13.Goetz, Daniela Maria, Martin Fassnacht and Katia Rumpf (2014), “Extending Downward Is Not Always Bad: Parent Brand Evaluations After Brand Extension to Higher and Lower Price and Quality Levels,” Journal of Brand Management, 21(March), 303-324 14.Heine, Klaus (2012), The Concept of Luxury Brands 2nd edition. Retrieved from www.conceptofluxurybrands.com. (May 29, 2022) 15.John, Deborah R. and Ji Kyung Park (2016), “Mindsets Matter: Implications for Branding Research and Practice,” Journal of Consumer Psychology, 26 (1), 153-160. 16.Kerin, Roger A., Gurumurthy Kalyanaram, and Daniel J. Howard (1996), “Product Hierarchy and Brand Strategy Influences on the Order of Entry Effect for Consumer-Packaged Goods,” Journal of Product Innovation Management, 13 (January), 21-34. 17.Keller, Kevin L. (1993),“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1-22. 18.Kim, Chung K., Lavack, Anne M., and Smith, Margo (2001),”Consumer evaluation of vertical brand extensions and core brands,” Journal of Business Research, 52 (June), 211-222. 19.Mathur, Pragya, Shailendra P. Jain, and Durairaj Maheswaran (2012), “Consumers` Implicit Theories about Personality Influence Their Brand Personality Judgments,” Journal of Consumer Psychology, 22(4), 545-557. 20.Meyvis, Tom, and Chris Janiszewski (2004), “When Are Broader Brands Stronger Brands? An Accessibility Perspective on the Success of Brand Extensions,” Journal of Consumer Research, 31(September), 346-357. 21.Monga, Alokparna B. and Deborah R. John (2010), “What Makes Brands Elastic? The Influence of Brand Concepts and Styles of Thinking on Brand Extension Evaluation,” Journal of Marketing, 74(May), 80-92. 22.Murphy, Mary C. and Carol S. Dweck (2016), “Mindsets Shape Consumer Behavior,” Journal of Consumer Psychology, 1 (June), 127-136. 23.Michel Laroche, Mohammad Reza Habibi, Marie-Odile Richard and Ramesh Sankaranarayanan (2012), “The Effect of Social Media Based Brand Communities on Brand Community Makers, Value Creation Practices, Brand Trust and Brand Loyalty,” Computer in Human Behavior, 28(2012), 1755-1767. 24.Park, C. Whan, Sandra Milberg, and Robert Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, 18(September), 185-93. Rangaswamy, Arvind R. R. B. and Terence A. Oliva (1993), “Brand Equity and the Extendibility of Brand Names,” International Journal of Research in Marketing, 10 (March), 61-75. 25.Park, Ji Kyung, and John Deborah Roedder (2012), “ Capitalizing on Brand Personalities in Advertising: The Influence of Implicit Self-theories on ad Appeal Effective- ness,” Journal of Consumer Psychology, 22(July), 424–432. 26.Plaks, Jason E., Heidi Grant and Carol S. Dweck (2005), “Violation of Implicit Theories and The Sense of Prediction and Control: Implications for Motivated Person Perception,” Journal of Personality and Social Psychology, 88(2), 245–262. 27.Simon, Carol J., and Sullivan, Mary W. (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science, 12 (1), 28-52. 28.Smith, Daniel and C. Whan Park (1992),“The Effect of Brand Extensions on Market Share and Advertising Efficiency,” Journal of Marketing Research, 29 (August), 296-313. 29.Schiffman, Leon and Joe Wisenblit (2018), Consumer Behavior 12th edition. New York, US: Pearson. 30.Nicole Stegemann (2006), “Unique Brand Extension Challenges for Luxury Brands,” Journal of Business & Economics Research, 10 (October), 57-68. 31.Tauber, Edward M. (1988), “Brand Leverage: Strategy for Growth in a Cost- Control World,” Journal of Advertising Research, 28 (4), 26-30. 32.Vigneron, Frank and Johnson Lester W., “Measuring Perceptions of Brand Luxury,” Brand Management, 6 (July), 484-506. 33.Yorkston, Eric A., Joseph C. Nunes, and Shashi Matta (2010), “The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions,” Journal of Marketing, 74 (January), 80-93. 34.Yorkston, Eric and Gustavo E. de Mello (2005), “Linguistic Gen- der Marking and Categorization,” Journal of Consumer Research, 32 (September), 224–34. 35.Zeithaml, Valarie A. (1998), “Consumer Perception of Price, Quality and Value: A Means-end Model and Synthesis of Evidence,” Journal of Marketing, 52(July), 2-22. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200589 en_US
