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題名 品牌延伸策略、消費者個性與品牌定位對消費者感知影響之研究——以汽車品牌為例
A Study on Effects of Different Brand Extension Strategy, Consumer Personality and Brand Positioning on Consumers’ Attitudes – Using Car brand as Examples
作者 王可親
Ong, Ke Qin
貢獻者 邱志聖
Chiou, Jyh-Shen
王可親
Ong, Ke Qin
關鍵詞 品牌延伸
品牌延伸策略
品牌定位
內隱理論
消費者個性
Brand extension
Brand extension strategy
Brand positioning
Implicit theory
Consumer personality
日期 2022
上傳時間 1-Jul-2022 16:02:04 (UTC+8)
摘要 中文摘要
     於當今品牌競爭激烈的大環境下，隨著科技的演進與消費者需求改變，企業不得不一直推陳出新，研發幷推出新産品。但是到底要以何種方式推出新産品，需不需要根據消費者個性需求的不同而推出不同的行銷策略，一直是企業所關注的。而本研究主要以消費者個性、品牌延伸策略與品牌定位，於品牌延伸中對消費者感知的影響去做三者間相關探索性分析，以汽車産業爲研究對象，采用問卷調查法，經SPSS分析後其結果如下：
     一、針對品牌延伸策略與品牌定位之消費者感知而言，消費者個性都並不會影響其結果，除了於品牌形象前後差異面向上會與品牌定位產生交互作用。
     二、針對品牌延伸策略與品牌定位之消費者感知來說，二者之間會產生交互作用並彼此影響。
     三、針對品牌定位，相較於低階品牌，高階品牌於消費者感知結果而言更需要以原品牌推出新産品。
     四、針對品牌形象前後差異程度而言，相較於高階品牌，於推出新産品一事，消費者對低階品牌産生更正面的影響。
     五、針對消費者個性而言，於高階品牌，相較於定型心態的人，成長心態的人更會因品牌推出新產品而降低其對於品牌的印象。
Abstract
     In today`s environment of fierce competition among brands of products and coupled with the evolution of technology and changes in consumer demand. In order to maintain or widen their market share, companies have to keep innovating, developing, and launching new products. However, how to launch new products, whether it is necessary to launch different marketing strategies according to the different needs of consumers` personalities, has always been a concern of enterprises. This research mainly focuses on & explores consumer personality, brand extension strategy and brand positioning, and the impact of brand extension on consumers` perception. The analysis is done by questionnaire survey method, taking the automobile industry as the research target.
     After SPSS analysis, the results are as follows:
     1. The outcome of consumer perception of brand extension strategy and brand positioning will not be affected by the consumer personality, except that the difference between the front and rear of the brand image will interact with the brand positioning.
     2. There have be interaction and influence between the consumer perception of brand extension strategy and brand positioning.
     3. As for brand positioning, compared with low-end brands, high-end brands need to launch new products with their brand name to influence the outcome of consumers’ perception.
     4. In terms of the degree of difference in brand image before and after the launching of the new product, consumers have a more positive impact on low-end brands compared with high-end brands.
     5. In terms of consumer personality, in high-end brands, compared with those with a stereotyped mentality, those with a growth mindset will lower their impression of the brand due to the introduction of new products by the brand.
參考文獻 中文部分
     1. 邱志聖(2016)，行銷研究：實務與理論應用第四版，智勝出版社，臺北。
     2. 邱志聖(2017)，品牌策略與管理初版，智勝出版社，臺北。
     英文部分
     1. Aaker D.A. (1996).Measuring brand equity across products and markets, Calif Manage Rev, 38(3), 102-120.
     2. Aaker, D.A and Keller, K. L. (1992).The effects of sequential introduction of brand extensions, Journal of Marketing Research, 29(1),35–50.
     3. Aaker, D. A and Keller, K. L. (1990). Consumer Evaluations of Brand Extensions, Journal of Marketing Research, 54, 27-41.
     4. Aaker, D.A. (1996).Building Strong Brands, New York: The Free Press.
     5. Aaker, D.A. and Shansby J. G. (1982) .Positioning Your Product, Business Horizons,25(3), 56-62.
     6. Bhat, S., Kelley, G.E. and K.A.0’Donnall. (1998).An investigation of consumer reactions to the use of different brand names, The Journal of Product and Brand Management, 7 (1), 41-50.
     7. Blackwell, L.S., Trzesniewski, K.H. and Dweck, C.S.(2007).Implicit theories of intelligence predict achievement across an adolescent transition：A longitudinal study and an intervention[J]. Child Development, 78(1), 246–263.
     8. Charles, W. L. Hill and Gareth, R. Jones. (2007).Strategic Management Theory: An Integrated Approach (7th edition), New York, US: Houghton Mifflin Company.
     9. Czellar, S. (2003).Consumer Attitude toward Brand Extensions: An Integrative Model and Research Proposition, International Journal of Research in Marketing, 20(1), 97-115.
     10. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests, Psychometrika, 16, 297–334.
     11. Dolrymple, D. J. and Parson, L. J. (1986).Marketing Management Strategy and Cases. New York: John Wiley and Sons.
     12. Dweck, C.S and Leggett, E.L. (1988). A social-cognitive approach to motivation and personality [J], Psychological Review, 95(2), 256–273.
     13. Dweck, C.S., Chiu, C.y., and Hong, Y.y. (1995).Implicit theories and their role in judgments and reactions: A world from two perspectives,Psychological Inquiry, 6(4), 267–285.
     14. Dweck, C.S. (2000). Self-theories: Their role in motivation, personality, and development [M].Philadelphia: Psychology Press.
     15. Erdley, C.A., Loomis, C.C. and Cain, K.M. (1997). Relations among children’s social goals, implicit personality theories, and responses to social failure [J]. Developmental Psychology, 33(2), 263–272.
     16. Farquhar, P.H. (1989).Managing Brand Equity, Journal of Marketing Research,1, 24-33.
     17. Gamble, T.R. (1967). "Brand Extension." Plotting Marketing Strategy: A New. Orientation. Lee Adler, ed., New York, US: Simon and Schuster.
     18. Grant,H. and Dweck, C.S.(2003).Clarifying Achievement Goals and Their Impact, Journal of Personality and Social Psychology, 85(3),541-53.
     19. Gollwitzer, P.M., and Bargh, J.A. (1996).The psychology of action Linking cognition and motivation to behavior[C]. New York, US: Guilford Press.
     20. Gwin, C. F., and Gwin, C. R., (2003). Product Attributes Model: A Tool for Evaluating Brand Positioning, Journal of Marketing Theory and Practice, 11(2), 30-42.
     21. Hong, Y.-y., Chiu, C.-y., Dweck, C. S., Lin, D. M.-S., and Wan, W. (1999). Implicit theories, attributions, and coping: A meaning system approach, Journal of Personality and Social Psychology, 77(3), 588–599.
     22. Kapferer, J.N. (1992). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York, US: The Free Press.
     23. Keller, K.L. (1998).Strategic Brand Management: Building Measuring and Managing Brand Equity, US: Prentice Hall.
     24. Keller, K. L. (1993). Conceptualizing, measuring, and managing consumer-based brand equity, Journal of Marketing, 57(1), 1-22.
     25. Kirmani, A., Sood, S., and Bridges, S. (1999). The ownership effect in consumer responses to brand line stretches, Journal of Marketing, 63(1), 88–101.
     26. Knee, C.R., Nanayakkara, A., and Vietor, N.A. (2001). Implicit theories of relationshipsWho cares if romantic partners are less than ideal? [J], Personality and Social Psychology Bulletin, 27(7), 808–819.
     27. Kotler, P. (1994).Marketing Management: Analysis, Planning, Implementation, and Control(9th Ed.), Englewood Cliffs,NJ: Prentice-Hall.
     28. Kotler, P. and Armstrong, G. (2005). Marketing: An Introduction (7th Ed.), Englewood Cliffs, NJ: Prentice Hall.
     29. Kotler, P. (2000). Marketing management: The millennium edition 10th, New Jersey, US: Prentice-Hall.
     30. Levy, S.R., Stroessner, S.J. and Dweck, C.S. (1998). Stereotype formation and endorsement: The role of implicit theories [J], Journal of Personality and Social Psychology, 74(6), 1421–1436.
     31. Martin, G.S. and Brown T.J. (1990). In search of brand equity: the conceptualization and measurement of the brand impression construct, Marketing theory and applications, vol.2, American Marketing Association, Chicago, 431-438.
     32. Mathur, P., Jain, S.P. and Hsieh, M.H. (2013). The influence of implicit theories and message frame on the persuasiveness of disease prevention and detection advocacies [J], Organizational Behavior and Human Decision Processes, 122(2), 141–151.
     33. Mathur, P., Jain, S.P. and Maheswaran, D. (2012). Consumers’ implicit theories about personality influence their brand personality judgments [J], Journal of Consumer Psychology, 22(4), 545–557.
     34. Mcknight, D.H., Choudhury, V., and Kacmar, C. (2002). Developing and Validating Trust Measures for E-commerce: A Integrative Typology, Information Systems Research, 13(3), 334-359.
     35. Morgan, R.M. and Hunt, S.D. (1994).The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58(3), 20-38.
     36. Mueller, C.M. and Dweck, C.S. (1998). Praise for intelligence can undermine children`s motivation and performance, Journal of Personality and Social Psychology, 75(1), 33–52.
     37. Murphy, M. (2013). Social theory and educational research: understanding Foucault, Bourdieu, Habermas and Derrida, London, US: Routledge.
     38. Murphy, M.C.,and Dweck C.S. (2016).Mindsets shape consumer behavior [J], Journal of Consumer Psychology,26(1),127–136.
     39. Musante, M. (2007).Brand portfolio influences on vertical brand extension evaluations, Innovative Marketing, 3(4), 59–65.
     40. Ourusoff, Alexandra, Michael Ozanian, Paul B. Brown, and Jason Starr. (1992).What’s in a Name? What the World’s Top Brands are Worth, Financial World, 9, 32-49.
     41. Park, J.K. and John, D.R. (2010). Got to get you into my life：Do brand personalities rub off on consumers?[J], Journal of Consumer Research, 37(4), 655–669.
     42. Park, C.W., MacInnis, D.J.,and Priester, J. (2008). Brand attachment: Constructs, consequences and causes, Foundations and Trends(R) in Marketing, 1(3), 191-230.
     43. Park, C.W., Maclnnis, D.J., Priester, J.R., Eisingerich, A. B., and Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers, Journal of Marketing, 74(6), 1-17.
     44. Park, C.W. (1986). Strategic Brand Concept-Image Management, Journal of Marketing, 50(4), 135- 145.
     45. Plaks, J.E., Grant, H., and Dweck, C.S. (2005). Violations of implicit theories and the sense of prediction and control: Implications for motivated person perception[J], Journal of Personality and Social Psychology, 88(2),245–262.
     46. Robins, R.W., and Pals, J.L. (2002). Implicit self-theories in the academic domain：Implications for goal orientation, attributions, affect, and self-esteem change[J], Self and Identity, 1(4),313–336.
     47. Sengupta, S. (1990). Brand Positioning , North Dakota,US: McGraw-Hill.
     48. Stevens, G. and Burley, J. (1997). 3000 Raw Ideas = 1 Commercial Success!, Research Technology Management 40(3),16-27.
     49. Tauber, E.M. (1981). Brand Franchise Extension: New Product Benefit From Existing Brand Name, Business Horizons, 24, 36-41.
     50. Tauber, E.M. (1988). Brand Leverage: Strategy for Growth in A Cost-Control World, Journal of Advertising Research, 28(4), 26-30.
     51. Temporal, P. (2002). Advanced brand management from vision to valuation, New York, US: John Wiley and Sons.
     52. Völckner, F., and Sattler, H. (2006). Drivers of Brand Extension Success, Journal of Marketing, 70(4), 18-34.
     53. Yeung, C.W.M., and Wyer, R.S. (2005). Does Loving A Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations, Journal of Marketing Research, 42(4), 495-506.
     54. Yorkston, E.A., Nunes, J.C., and Matta, S. (2010). The malleable brand: The role of implicit theories in evaluating brand extension [J], Journal of Marketing: A Quarterly Publication of the American Marketing Association, 74(1), 80–93.
描述 碩士
國立政治大學
國際經營與貿易學系
109351047
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109351047
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh-Shenen_US
dc.contributor.author (Authors) 王可親zh_TW
dc.contributor.author (Authors) Ong, Ke Qinen_US
dc.creator (作者) 王可親zh_TW
dc.creator (作者) Ong, Ke Qinen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Jul-2022 16:02:04 (UTC+8)-
dc.date.available 1-Jul-2022 16:02:04 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2022 16:02:04 (UTC+8)-
dc.identifier (Other Identifiers) G0109351047en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140564-
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) 109351047zh_TW
dc.description.abstract (摘要) 中文摘要
     於當今品牌競爭激烈的大環境下，隨著科技的演進與消費者需求改變，企業不得不一直推陳出新，研發幷推出新産品。但是到底要以何種方式推出新産品，需不需要根據消費者個性需求的不同而推出不同的行銷策略，一直是企業所關注的。而本研究主要以消費者個性、品牌延伸策略與品牌定位，於品牌延伸中對消費者感知的影響去做三者間相關探索性分析，以汽車産業爲研究對象，采用問卷調查法，經SPSS分析後其結果如下：
     一、針對品牌延伸策略與品牌定位之消費者感知而言，消費者個性都並不會影響其結果，除了於品牌形象前後差異面向上會與品牌定位產生交互作用。
     二、針對品牌延伸策略與品牌定位之消費者感知來說，二者之間會產生交互作用並彼此影響。
     三、針對品牌定位，相較於低階品牌，高階品牌於消費者感知結果而言更需要以原品牌推出新産品。
     四、針對品牌形象前後差異程度而言，相較於高階品牌，於推出新産品一事，消費者對低階品牌産生更正面的影響。
     五、針對消費者個性而言，於高階品牌，相較於定型心態的人，成長心態的人更會因品牌推出新產品而降低其對於品牌的印象。		zh_TW
dc.description.abstract (摘要) Abstract
     In today`s environment of fierce competition among brands of products and coupled with the evolution of technology and changes in consumer demand. In order to maintain or widen their market share, companies have to keep innovating, developing, and launching new products. However, how to launch new products, whether it is necessary to launch different marketing strategies according to the different needs of consumers` personalities, has always been a concern of enterprises. This research mainly focuses on & explores consumer personality, brand extension strategy and brand positioning, and the impact of brand extension on consumers` perception. The analysis is done by questionnaire survey method, taking the automobile industry as the research target.
     After SPSS analysis, the results are as follows:
     1. The outcome of consumer perception of brand extension strategy and brand positioning will not be affected by the consumer personality, except that the difference between the front and rear of the brand image will interact with the brand positioning.
     2. There have be interaction and influence between the consumer perception of brand extension strategy and brand positioning.
     3. As for brand positioning, compared with low-end brands, high-end brands need to launch new products with their brand name to influence the outcome of consumers’ perception.
     4. In terms of the degree of difference in brand image before and after the launching of the new product, consumers have a more positive impact on low-end brands compared with high-end brands.
     5. In terms of consumer personality, in high-end brands, compared with those with a stereotyped mentality, those with a growth mindset will lower their impression of the brand due to the introduction of new products by the brand.		en_US
dc.description.tableofcontents 目錄
     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 8
     第四節 品牌延伸之變數 9
     第五節 品牌定位 11
     第六節 探索性研究之議題發展 12
     第三章 研究方法 15
     第一節 研究架構 15
     第二節 研究對象 15
     第三節 問卷設計與研究工具 18
     第四章 研究結果 21
     第一節 信效度檢定 21
     第二節 單變量變異數分析 22
     第三節 品牌定位與品牌延伸策略分析結果 27
     第四節 品牌定位與消費者個性分析結果 32
     第五節 品牌延伸策略和消費者個性分析結果 36
     第五章 結論與建議 40
     第一節 研究結果與討論 40
     第二節 行銷意涵與建議 42
     參考文獻 44
     附錄 49
     調查問卷 1 49
     調查問卷 2 60
     調查問卷 3 70
     調查問卷 4 80		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109351047en_US
dc.subject (關鍵詞) 品牌延伸zh_TW
dc.subject (關鍵詞) 品牌延伸策略zh_TW
dc.subject (關鍵詞) 品牌定位zh_TW
dc.subject (關鍵詞) 內隱理論zh_TW
dc.subject (關鍵詞) 消費者個性zh_TW
dc.subject (關鍵詞) Brand extensionen_US
dc.subject (關鍵詞) Brand extension strategyen_US
dc.subject (關鍵詞) Brand positioningen_US
dc.subject (關鍵詞) Implicit theoryen_US
dc.subject (關鍵詞) Consumer personalityen_US
dc.title (題名) 品牌延伸策略、消費者個性與品牌定位對消費者感知影響之研究——以汽車品牌為例zh_TW
dc.title (題名) A Study on Effects of Different Brand Extension Strategy, Consumer Personality and Brand Positioning on Consumers’ Attitudes – Using Car brand as Examplesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
     1. 邱志聖(2016)，行銷研究：實務與理論應用第四版，智勝出版社，臺北。
     2. 邱志聖(2017)，品牌策略與管理初版，智勝出版社，臺北。
     英文部分
     1. Aaker D.A. (1996).Measuring brand equity across products and markets, Calif Manage Rev, 38(3), 102-120.
     2. Aaker, D.A and Keller, K. L. (1992).The effects of sequential introduction of brand extensions, Journal of Marketing Research, 29(1),35–50.
     3. Aaker, D. A and Keller, K. L. (1990). Consumer Evaluations of Brand Extensions, Journal of Marketing Research, 54, 27-41.
     4. Aaker, D.A. (1996).Building Strong Brands, New York: The Free Press.
     5. Aaker, D.A. and Shansby J. G. (1982) .Positioning Your Product, Business Horizons,25(3), 56-62.
     6. Bhat, S., Kelley, G.E. and K.A.0’Donnall. (1998).An investigation of consumer reactions to the use of different brand names, The Journal of Product and Brand Management, 7 (1), 41-50.
     7. Blackwell, L.S., Trzesniewski, K.H. and Dweck, C.S.(2007).Implicit theories of intelligence predict achievement across an adolescent transition：A longitudinal study and an intervention[J]. Child Development, 78(1), 246–263.
     8. Charles, W. L. Hill and Gareth, R. Jones. (2007).Strategic Management Theory: An Integrated Approach (7th edition), New York, US: Houghton Mifflin Company.
     9. Czellar, S. (2003).Consumer Attitude toward Brand Extensions: An Integrative Model and Research Proposition, International Journal of Research in Marketing, 20(1), 97-115.
     10. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests, Psychometrika, 16, 297–334.
     11. Dolrymple, D. J. and Parson, L. J. (1986).Marketing Management Strategy and Cases. New York: John Wiley and Sons.
     12. Dweck, C.S and Leggett, E.L. (1988). A social-cognitive approach to motivation and personality [J], Psychological Review, 95(2), 256–273.
     13. Dweck, C.S., Chiu, C.y., and Hong, Y.y. (1995).Implicit theories and their role in judgments and reactions: A world from two perspectives,Psychological Inquiry, 6(4), 267–285.
     14. Dweck, C.S. (2000). Self-theories: Their role in motivation, personality, and development [M].Philadelphia: Psychology Press.
     15. Erdley, C.A., Loomis, C.C. and Cain, K.M. (1997). Relations among children’s social goals, implicit personality theories, and responses to social failure [J]. Developmental Psychology, 33(2), 263–272.
     16. Farquhar, P.H. (1989).Managing Brand Equity, Journal of Marketing Research,1, 24-33.
     17. Gamble, T.R. (1967). "Brand Extension." Plotting Marketing Strategy: A New. Orientation. Lee Adler, ed., New York, US: Simon and Schuster.
     18. Grant,H. and Dweck, C.S.(2003).Clarifying Achievement Goals and Their Impact, Journal of Personality and Social Psychology, 85(3),541-53.
     19. Gollwitzer, P.M., and Bargh, J.A. (1996).The psychology of action Linking cognition and motivation to behavior[C]. New York, US: Guilford Press.
     20. Gwin, C. F., and Gwin, C. R., (2003). Product Attributes Model: A Tool for Evaluating Brand Positioning, Journal of Marketing Theory and Practice, 11(2), 30-42.
     21. Hong, Y.-y., Chiu, C.-y., Dweck, C. S., Lin, D. M.-S., and Wan, W. (1999). Implicit theories, attributions, and coping: A meaning system approach, Journal of Personality and Social Psychology, 77(3), 588–599.
     22. Kapferer, J.N. (1992). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York, US: The Free Press.
     23. Keller, K.L. (1998).Strategic Brand Management: Building Measuring and Managing Brand Equity, US: Prentice Hall.
     24. Keller, K. L. (1993). Conceptualizing, measuring, and managing consumer-based brand equity, Journal of Marketing, 57(1), 1-22.
     25. Kirmani, A., Sood, S., and Bridges, S. (1999). The ownership effect in consumer responses to brand line stretches, Journal of Marketing, 63(1), 88–101.
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     27. Kotler, P. (1994).Marketing Management: Analysis, Planning, Implementation, and Control(9th Ed.), Englewood Cliffs,NJ: Prentice-Hall.
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dc.identifier.doi (DOI) 10.6814/NCCU202200590en_US