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題名 品牌跨性別延伸策略之探討
A Study on Cross-Gender Brand Extension Strategies作者 許祖寧
Hsu, Tsu-Ning貢獻者 蘇威傑
Su, Wei-Chieh
許祖寧
Hsu, Tsu-Ning關鍵詞 品牌性別
品牌延伸策略
跨性別延伸
Brand gender
Brand extension
Cross-gender extension日期 2022 上傳時間 1-Jul-2022 16:00:18 (UTC+8) 摘要 近年來，越來越多企業會透過品牌延伸的方式，獲取更廣大的消費族群，品牌延伸的方法有很多種，產品線延伸則是最便利也最簡單的一種方式，讓企業可以直接利用原品牌的品牌資產，在既有產品類別下推出新產品，不僅降低成本，也能讓新品上市的風險減少。 一般的品牌延伸大多能順利進行，但過去的研究發現，若品牌本身在名稱或意義上有著刻板印象，一旦想推出延伸產品，則會面臨許多挑戰。本研究將以最常見的性別刻板印象作為基礎，探討品牌跨性別延伸策略，也同時測試代言人的加入是否有削弱品牌性別的效果。除了觀察男性與女性的態度差異，也由產品類別的構面探討，藉此協助性別化品牌了解消費者對於跨性別延伸產品的態度與感知，並提供未來在擬定延伸策略時應該考慮的因素。 本研究使用三種不同版本的產品圖片設計問卷，在每個版本中皆包含相同的四個品牌，並在問卷中加入「產品吸引力」、「品牌形象」、「購買意願」等構面問題，最後也詢問受測者對於品牌的熟悉度高低，觀察三種不同版本的產品圖片在這些問題上的分數差異與相關性。 研究結果表明，延伸產品推出後，女性的受吸引程度反應較大，並在品牌形象上容易受代言人的影響，而男性則是在購買意願中受代言人影響較大。另外，功能型產品在執行跨性別延伸策略時，比象徵型產品更能使消費者買單。最後，我們也發現消費者的購買意願與產品吸引力、品牌形象及品牌熟悉度呈正相關。
More and more companies use brand extension to gain wider consumer groups. There are many ways of brand extension, and product line extension is the most convenient and easiest way. Companies use the brand equity of the original brand to launch new products under the existing product categories, which not only reduces the cost, but also reduces the risk of new product introduction. General brand extensions have mostly gone well, but past researches have found that if a brand has a stereotyped name or meaning, there are a lot of challenges when it comes to rolling out a brand extension. Based on the most common gender stereotypes, this study explores cross-gender brand extension strategies and examines whether endorser may weaken the brand gender stereotype. We also examine differences in attitudes between men and women, and whether product categories influence consumer’s perceptions of cross-gender extension. This study designed three different versions of product images in the questionnaire. Each version contained the same four brands, and added dimensions such as "product attractiveness", "brand image", and "purchase intention" to the questionnaire, and asked about the familiarity with the brand. We examine the differences among scores of three different versions of product extension commercials. The results of the study showed that women responded more to attractiveness than men. Women are more likely to be influenced by endorsers in the aspect of brand image, while men are in the aspect of purchase intention. Additionally, functional products are more likely than symbolic products to make consumers pay for cross-gender strategies. We also found that consumers` purchase intention is positively correlated with product attractiveness, brand image, and brand familiarity.參考文獻 Aaker, D. A., & Keller, K. L. 1990. Consumer response to brand extensions. Journal of Marketing, 54(1), 27-41. Alreck, P. L. 1994. Commentary: A new formula for gendering products and brands. Journal of Product and Brand Management, 3(1), 6-18. Alreck, P. L., Settle, R. B., & Belch, M. A. 1982. Who Responds to "Gendered" Ads, and How? Journal of Advertising Research, 22(2), 25-32. Avery, J. 2012. Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending. International Journal of Research in Marketing, 29(4), 322-36. Bakshi, S. 2012. Impact of gender on consumer purchase behaviour. Journal of Research in Commerce and Management, 1(9), 1-8. Grohmann, B. 2009. Gender dimensions of brand personality. Journal of Marketing Research, 46(1), 105-119. Jung, K., & Lee, W. 2006. Cross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions. Advances in Consumer Research, 33(1), 67-74. Park, C. W., Jaworski, B. J., & Maclnnis, D. J. 1986. Strategic Brand Concept-Image Management. Journal of Marketing, 50, 621-35. Pogacar, R., Angle, J., Lowrey, T. M., Shrum, L. J., & Kardes, F. R. 2021. Is Nestlé a lady? The feminine brand name advantage. Journal of Marketing, 85(6), 101-117. QSRweb. Starbucks Launches New Ready-to-Drink Coffee Beverage in Japan and Taiwan. (2005, September, 25). https://www.qsrweb.com/news/starbucks-launches-new-ready-to-drink-coffee-beverage-in-japan-and-taiwan/ Stuteville, J. R. 1971. Sexually Polarized Products and Advertising Strategy. Journal of Retailing, 47 (2), 3-13. September, 25 Tauber, E. M. 1981. Brand franchise extension: New product benefit from existing brand name. Business Horizions, 24(2), 36-41. Taylor, V. A., & Bearden, W. O. 2002. The effects of price on brand extension evaluations: The moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2), 131-140. Völckner, F. and Sattler, H. 2006. Drivers of brand extension success. Journal of Marketing, 70, 18-34 Witt, U. 2010. Symbolic consumption and the social construction of product characteristics. Structural Change and Economic Dynamics, 21(1), 17-25. Wrightsman, L. 1977. Social Psychology,2nd edition, Monterey, CA: Brooks/Cole. 描述 碩士
國立政治大學
國際經營與貿易學系
109351022資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109351022 資料類型 thesis dc.contributor.advisor 蘇威傑 zh_TW dc.contributor.advisor Su, Wei-Chieh en_US dc.contributor.author (Authors) 許祖寧 zh_TW dc.contributor.author (Authors) Hsu, Tsu-Ning en_US dc.creator (作者) 許祖寧 zh_TW dc.creator (作者) Hsu, Tsu-Ning en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 16:00:18 (UTC+8) - dc.date.available 1-Jul-2022 16:00:18 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 16:00:18 (UTC+8) - dc.identifier (Other Identifiers) G0109351022 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140555 - 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) 109351022 zh_TW dc.description.abstract (摘要) 近年來，越來越多企業會透過品牌延伸的方式，獲取更廣大的消費族群，品牌延伸的方法有很多種，產品線延伸則是最便利也最簡單的一種方式，讓企業可以直接利用原品牌的品牌資產，在既有產品類別下推出新產品，不僅降低成本，也能讓新品上市的風險減少。 一般的品牌延伸大多能順利進行，但過去的研究發現，若品牌本身在名稱或意義上有著刻板印象，一旦想推出延伸產品，則會面臨許多挑戰。本研究將以最常見的性別刻板印象作為基礎，探討品牌跨性別延伸策略，也同時測試代言人的加入是否有削弱品牌性別的效果。除了觀察男性與女性的態度差異，也由產品類別的構面探討，藉此協助性別化品牌了解消費者對於跨性別延伸產品的態度與感知，並提供未來在擬定延伸策略時應該考慮的因素。 本研究使用三種不同版本的產品圖片設計問卷，在每個版本中皆包含相同的四個品牌，並在問卷中加入「產品吸引力」、「品牌形象」、「購買意願」等構面問題，最後也詢問受測者對於品牌的熟悉度高低，觀察三種不同版本的產品圖片在這些問題上的分數差異與相關性。 研究結果表明，延伸產品推出後，女性的受吸引程度反應較大，並在品牌形象上容易受代言人的影響，而男性則是在購買意願中受代言人影響較大。另外，功能型產品在執行跨性別延伸策略時，比象徵型產品更能使消費者買單。最後，我們也發現消費者的購買意願與產品吸引力、品牌形象及品牌熟悉度呈正相關。 zh_TW dc.description.abstract (摘要) More and more companies use brand extension to gain wider consumer groups. There are many ways of brand extension, and product line extension is the most convenient and easiest way. Companies use the brand equity of the original brand to launch new products under the existing product categories, which not only reduces the cost, but also reduces the risk of new product introduction. General brand extensions have mostly gone well, but past researches have found that if a brand has a stereotyped name or meaning, there are a lot of challenges when it comes to rolling out a brand extension. Based on the most common gender stereotypes, this study explores cross-gender brand extension strategies and examines whether endorser may weaken the brand gender stereotype. We also examine differences in attitudes between men and women, and whether product categories influence consumer’s perceptions of cross-gender extension. This study designed three different versions of product images in the questionnaire. Each version contained the same four brands, and added dimensions such as "product attractiveness", "brand image", and "purchase intention" to the questionnaire, and asked about the familiarity with the brand. We examine the differences among scores of three different versions of product extension commercials. The results of the study showed that women responded more to attractiveness than men. Women are more likely to be influenced by endorsers in the aspect of brand image, while men are in the aspect of purchase intention. Additionally, functional products are more likely than symbolic products to make consumers pay for cross-gender strategies. We also found that consumers` purchase intention is positively correlated with product attractiveness, brand image, and brand familiarity. 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 研究架構 3 第二章 文獻探討 6 第一節 品牌跨性別延伸策略介紹 6 一、品牌延伸策略 6 二、品牌性別 7 三、產品類型 7 第二節 文獻回顧 8 第三章 研究方法 11 第一節 研究流程與研究架構 11 第二節 研究問題 13 第三節 研究變數定義與衡量 14 第四節 實驗設計與資料收集 15 一、實驗前測 15 二、正式問卷與實驗設計 17 第四章 研究結果 20 第一節 敘述性統計分析 20 第二節 信度分析 24 第三節 變異數分析 25 一、受操弄構面問項篩選 25 二、研究問題驗證 28 (一)題組一 28 (二)題組二 35 (三)題組三 52 第四節 迴歸分析 56 第五章 結論與建議 59 第一節 研究結論 59 第二節 行銷意涵與建議 60 第三節 研究限制 61 參考文獻 63 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109351022 en_US dc.subject (關鍵詞) 品牌性別 zh_TW dc.subject (關鍵詞) 品牌延伸策略 zh_TW dc.subject (關鍵詞) 跨性別延伸 zh_TW dc.subject (關鍵詞) Brand gender en_US dc.subject (關鍵詞) Brand extension en_US dc.subject (關鍵詞) Cross-gender extension en_US dc.title (題名) 品牌跨性別延伸策略之探討 zh_TW dc.title (題名) A Study on Cross-Gender Brand Extension Strategies en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aaker, D. A., & Keller, K. L. 1990. Consumer response to brand extensions. Journal of Marketing, 54(1), 27-41. Alreck, P. L. 1994. Commentary: A new formula for gendering products and brands. Journal of Product and Brand Management, 3(1), 6-18. Alreck, P. L., Settle, R. B., & Belch, M. A. 1982. Who Responds to "Gendered" Ads, and How? Journal of Advertising Research, 22(2), 25-32. Avery, J. 2012. Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending. International Journal of Research in Marketing, 29(4), 322-36. Bakshi, S. 2012. Impact of gender on consumer purchase behaviour. Journal of Research in Commerce and Management, 1(9), 1-8. Grohmann, B. 2009. Gender dimensions of brand personality. Journal of Marketing Research, 46(1), 105-119. Jung, K., & Lee, W. 2006. Cross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions. Advances in Consumer Research, 33(1), 67-74. Park, C. W., Jaworski, B. J., & Maclnnis, D. J. 1986. Strategic Brand Concept-Image Management. Journal of Marketing, 50, 621-35. Pogacar, R., Angle, J., Lowrey, T. M., Shrum, L. J., & Kardes, F. R. 2021. Is Nestlé a lady? The feminine brand name advantage. Journal of Marketing, 85(6), 101-117. QSRweb. Starbucks Launches New Ready-to-Drink Coffee Beverage in Japan and Taiwan. (2005, September, 25). https://www.qsrweb.com/news/starbucks-launches-new-ready-to-drink-coffee-beverage-in-japan-and-taiwan/ Stuteville, J. R. 1971. Sexually Polarized Products and Advertising Strategy. Journal of Retailing, 47 (2), 3-13. September, 25 Tauber, E. M. 1981. Brand franchise extension: New product benefit from existing brand name. Business Horizions, 24(2), 36-41. Taylor, V. A., & Bearden, W. O. 2002. The effects of price on brand extension evaluations: The moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2), 131-140. Völckner, F. and Sattler, H. 2006. Drivers of brand extension success. Journal of Marketing, 70, 18-34 Witt, U. 2010. Symbolic consumption and the social construction of product characteristics. Structural Change and Economic Dynamics, 21(1), 17-25. Wrightsman, L. 1977. Social Psychology,2nd edition, Monterey, CA: Brooks/Cole. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200511 en_US
