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題名 服務品牌延伸效果之研究-延伸商品類別、契合度及成效之影響
作者 林蓓莉
貢獻者 樓永堅
林蓓莉
關鍵詞 品牌延伸
服務業
契合度
Brand extension
Service industry
Fitness
日期 2004
上傳時間 11-Sep-2009 16:58:05 (UTC+8)
摘要 產業競爭白熱化,產品創新成為勝敗關鍵,因此企業不斷推陳出新,造成產品生命周期縮短,市場上的競爭愈加激烈,企業如何使產品在消費者心中留下鮮明的印象呢?品牌是一個十分重要的、可操作的資產。對消費者而言,品牌降低了搜尋成本及風險、象徵產品的品質,同時也可喚起消費者的認同。對企業而言,品牌可防止仿冒,維持產品的獨特性,對抗削價競爭的壓力。
      過去關於品牌延伸的研究已有許多,但大部份的研究多在探討「產品」品牌的延伸,實務上常見到的「產品」與「服務」交叉延伸的手法,卻少有研究探討此種延伸策略成效的影響因素,因此引發了本研究的興趣,希望從商品特性的角度,探討消費者對於產品品牌延伸與服務品牌延伸的評價有何差異,並且探討契合度、延伸成效等變數,對於商品特性影響力的調節效果。
      正式研究採用實驗法來衡量消費者對於品牌延伸評價的差異,以文字操弄各品牌延伸之成功與失敗,受測產品為實際品牌丹堤咖啡店,以政治大學的大學生為主要的研究對象,並採用統計套裝軟體SPSS 10.0以進行資料分析及研究假設之驗證。實驗結果顯示:
     
     1. 品牌延伸至「產品導向」商品時,消費者對於延伸商品與母品牌的評價皆較好;品牌延伸至「服務導向」商品時,消費者對於延伸商品與母品牌的評價皆較差。
     2. 高契合度的品牌延伸對於消費者之延伸商品評價有著正向影響,低契合度對於消費者之延伸商品評價有著負向影響。
     3. 高契合度的品牌延伸,不僅使得延伸商品的正面評價愈容易回饋到母品牌上,增強消費者對於母品牌的正面評價;在高契合度下,延伸商品的負面評價,也更容易回饋到母品牌上。
參考文獻 一、中文部份
1. 陳振燧 (民85),「顧客基礎的品牌權益衡量與建立之研究」,國立政治大學企業管理研究所博士論文。
2. 柯宜君 (民89),「消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響-於三種有形性比重不同服務業之比較」,國立政治大學企業管理研究所碩士論文。
3. 紀琇蓉 (民90),「不同形式之產品線延伸以及所有權狀態對品牌評價的影響」,國立中央大學企業管理研究所碩士論文。
4. 張茂嵩 (民91),「契合度與產品知識對品牌策略效果之影響」,國立政治大學企業管理研究所碩士論文。
5. 陳姿君 (民91),「品牌延伸對母品牌反饋效果影響因素之研究」,國立嘉義大學銷與流通管理研究所碩士論文。
6. 沈雲驄、湯宗勳合譯(1998),品牌行銷法則,David A. Aaker 著,商業週刊出版股份有限公司。
7. 邱皓政(民90),「社會與行為科學的量化研究與統計分析—SPSS中文視窗版資料分析範例解析」,五南圖書出版公司,台北。
二、英文部份
1. Aaker, David A. and Kevin L. Keller (1990), "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54 (January), 27-41.
2. Aaker, David A.(1990), “Brand Extensions: The Good, the Bad, and the Ugly,” Sloan Management Review, 31 (Summer), 47-56.
3. Barone, Michael J., Paul W. Miniard, and Jean B. Romeo (2000), "The Influence of Positive Mood on Brand Extension Evaluations," Journal of Consumer Research, 26 (March), 386-400.
4. Batt, Rosemary (1999), "Work Organization, Technology, and Performance in Customer Service and Sales," Industrial and Labor Relations Review, 52 (July), 539-64.
5. Boush, David M. and Barbara Loken (1991), "A Process-Tracing Study of Brand Extension Evaluation," Journal of Marketing Research, 29 (February), 35-50.
6. Broniarczyk, Susan M. and Joseph W. Alba (1994), "The Importance of the Brand in Brand Extension," Journal of Marketing Research, 31 (May), 214-28.
7. Campbell, Margret C., and Ronald C. Goodstein (2001), “The Moderating Effect of Perceived Risk on Consumers’ Evaluation of Product Incongruity: Preference for the Norm,” Journal of Consumer Research, 28 (December), 439-449.
8. Cohen, Joel B. and Kunal Basu (1987), "Alternative Models of Categorization: Towards a Contingent Processing Framework," Journal of Consumer Research, 13 (March), 455-72.
9. Garvin, David A. (1984), “What Does Product Quality Really Mean,” Sloan Management Review, 26 (Fall), 25-43.
10. G.Lynn Shostack,”Breaking Free from Product Marketing (1977),” Journal of Marketing, 41 (April), 73-80.
11. Iacobucci (1998), "Services: What Do We Know and Where Shall We Go? A View from Marketing," Advances in Services Marketing and Management, 7(May), 1-96.
12. John, Loken and Joiner(1998), “The Negative Impact of   Extensions:Can Flagship Products Be Diluted?” Journal of Marketing, 62 (1), 19-32.
13. Keller, Kevin L. (1998), “Strategic Brand Management: Building, Measuring, and Managing Brand Equity,” Upper Saddle River, NJ: Prentice Hall.
14. Kotler, Philip (2003), Marketing Management, Prentice-Hall International, Inc.
15. Larsson, Rikard and David E. Bowen (1989), "Organization and Customer: Managing Design and Coordination," Academy of Management Review, 14 (April), 213-33.
16. Laurent, Gilles and Jean-Noel Kapferer(1985), ”Measuring Consumer Involvement Profiles,” Journal of Marketing Research, Vol. 22, Iss. 1, pp.41- 53
17. Loken, Barbara and John Deborah Roedder (1993), "Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?" Journal of Marketing, 57 (July), 71-84.
18. Lovelock, Christopher C. (1983), “Classifying Service to Gain Strategic Marketing Insights,” Journal of Marketing, 47 (3), 9-20.
19. Milberg, Sandra J., Whan Park, and Michael S. McCarthy (1997),”Managing Negative Feedback Effects Associated with Brand Extension: The Impact of Alternative Branding Strategies,” Journal of CustomerPsychology, 6 (2), 119-140.
20. Olshavsky, R.L. (1985), “Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective,” Perceived Quality, 3-29.
21. 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), 185-193.
22. Ries, A.L. and J. Trout (1986), Positioning: The Battle for Your Mind, New York: McGraw-Hill.
23. Shostack, G. Lynn (1977), "Breaking Free from Product Marketing," Journal of Marketing, 41 (April), 73-80.
24. Smith D.C. and C.W. Park (1992), “The Effects of Brand Extensions on Market Share and Advertising Efficiency,” Journal of Marketing Research, 24 (Aug), 296-313.
25. Tauber, Edward M. (1981), “Brand Franchise Extensions: New Products Benefit from Extension Brand Name,” Business Horizons, 24 (1), 36-41.
26. Tauber, Edward E. (1988), "Brand Leverage: Strategy for Growth in a Cost Control World," Journal of Advertising Research, 28 (August/September), 28-32.
27. Van Riel, Allard C.R., Jos Lemmink, and Hans Ouwersloot (2001), "Consumer Evaluations of Service Brand Extensions," Journal of Service Research, 3 (February), 220-231
28. Zeithaml, Valarie A. and Mary J. Bitner (1996), Services Marketing, New York: McGraw-Hill.
29. Zeithaml, Valarie A. (1988). “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
企業管理研究所
92355030
93
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923550301
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 林蓓莉zh_TW
dc.creator (作者) 林蓓莉zh_TW
dc.date (日期) 2004en_US
dc.date.accessioned 11-Sep-2009 16:58:05 (UTC+8)-
dc.date.available 11-Sep-2009 16:58:05 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 16:58:05 (UTC+8)-
dc.identifier (Other Identifiers) G0923550301en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29970-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 92355030zh_TW
dc.description (描述) 93zh_TW
dc.description.abstract (摘要) 產業競爭白熱化,產品創新成為勝敗關鍵,因此企業不斷推陳出新,造成產品生命周期縮短,市場上的競爭愈加激烈,企業如何使產品在消費者心中留下鮮明的印象呢?品牌是一個十分重要的、可操作的資產。對消費者而言,品牌降低了搜尋成本及風險、象徵產品的品質,同時也可喚起消費者的認同。對企業而言,品牌可防止仿冒,維持產品的獨特性,對抗削價競爭的壓力。
      過去關於品牌延伸的研究已有許多,但大部份的研究多在探討「產品」品牌的延伸,實務上常見到的「產品」與「服務」交叉延伸的手法,卻少有研究探討此種延伸策略成效的影響因素,因此引發了本研究的興趣,希望從商品特性的角度,探討消費者對於產品品牌延伸與服務品牌延伸的評價有何差異,並且探討契合度、延伸成效等變數,對於商品特性影響力的調節效果。
      正式研究採用實驗法來衡量消費者對於品牌延伸評價的差異,以文字操弄各品牌延伸之成功與失敗,受測產品為實際品牌丹堤咖啡店,以政治大學的大學生為主要的研究對象,並採用統計套裝軟體SPSS 10.0以進行資料分析及研究假設之驗證。實驗結果顯示:
     
     1. 品牌延伸至「產品導向」商品時,消費者對於延伸商品與母品牌的評價皆較好;品牌延伸至「服務導向」商品時,消費者對於延伸商品與母品牌的評價皆較差。
     2. 高契合度的品牌延伸對於消費者之延伸商品評價有著正向影響,低契合度對於消費者之延伸商品評價有著負向影響。
     3. 高契合度的品牌延伸,不僅使得延伸商品的正面評價愈容易回饋到母品牌上,增強消費者對於母品牌的正面評價;在高契合度下,延伸商品的負面評價,也更容易回饋到母品牌上。
zh_TW
dc.description.tableofcontents 第一章 緒論 6
     第一節 研究動機 6
     第二節 研究目的 8
     第二章 文獻探討 9
     第一節 品牌延伸 9
     第二節 服務業 11
     第三節 契合度 16
     第四節 品牌延伸的成效 20
     第三章 研究方法 24
     第一節 研究架構與研究假設 24
     第二節 各變數之定義與衡量方式 28
     第三節 前測 31
     第四節 實驗設計與程序 34
     第五節 問卷設計 35
     第四章 研究結果 36
     第一節 資料輪廓 36
     第二節 信度及效度之檢驗 38
     第三節 樣本同質性檢定 39
     第四節 操弄檢定 41
     第五節 假設檢定 44
     第五章 結論與建議 58
     第一節 研究結論 58
     第二節 行銷實務上的涵義 60
     第三節 研究限制與後續研究建議 61
     參考文獻 62
     附錄:正式問卷 67
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923550301en_US
dc.subject (關鍵詞) 品牌延伸zh_TW
dc.subject (關鍵詞) 服務業zh_TW
dc.subject (關鍵詞) 契合度zh_TW
dc.subject (關鍵詞) Brand extensionen_US
dc.subject (關鍵詞) Service industryen_US
dc.subject (關鍵詞) Fitnessen_US
dc.title (題名) 服務品牌延伸效果之研究-延伸商品類別、契合度及成效之影響zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部份zh_TW
dc.relation.reference (參考文獻) 1. 陳振燧 (民85),「顧客基礎的品牌權益衡量與建立之研究」,國立政治大學企業管理研究所博士論文。zh_TW
dc.relation.reference (參考文獻) 2. 柯宜君 (民89),「消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響-於三種有形性比重不同服務業之比較」,國立政治大學企業管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 3. 紀琇蓉 (民90),「不同形式之產品線延伸以及所有權狀態對品牌評價的影響」,國立中央大學企業管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 4. 張茂嵩 (民91),「契合度與產品知識對品牌策略效果之影響」,國立政治大學企業管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 5. 陳姿君 (民91),「品牌延伸對母品牌反饋效果影響因素之研究」,國立嘉義大學銷與流通管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 6. 沈雲驄、湯宗勳合譯(1998),品牌行銷法則,David A. Aaker 著,商業週刊出版股份有限公司。zh_TW
dc.relation.reference (參考文獻) 7. 邱皓政(民90),「社會與行為科學的量化研究與統計分析—SPSS中文視窗版資料分析範例解析」,五南圖書出版公司,台北。zh_TW
dc.relation.reference (參考文獻) 二、英文部份zh_TW
dc.relation.reference (參考文獻) 1. Aaker, David A. and Kevin L. Keller (1990), "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54 (January), 27-41.zh_TW
dc.relation.reference (參考文獻) 2. Aaker, David A.(1990), “Brand Extensions: The Good, the Bad, and the Ugly,” Sloan Management Review, 31 (Summer), 47-56.zh_TW
dc.relation.reference (參考文獻) 3. Barone, Michael J., Paul W. Miniard, and Jean B. Romeo (2000), "The Influence of Positive Mood on Brand Extension Evaluations," Journal of Consumer Research, 26 (March), 386-400.zh_TW
dc.relation.reference (參考文獻) 4. Batt, Rosemary (1999), "Work Organization, Technology, and Performance in Customer Service and Sales," Industrial and Labor Relations Review, 52 (July), 539-64.zh_TW
dc.relation.reference (參考文獻) 5. Boush, David M. and Barbara Loken (1991), "A Process-Tracing Study of Brand Extension Evaluation," Journal of Marketing Research, 29 (February), 35-50.zh_TW
dc.relation.reference (參考文獻) 6. Broniarczyk, Susan M. and Joseph W. Alba (1994), "The Importance of the Brand in Brand Extension," Journal of Marketing Research, 31 (May), 214-28.zh_TW
dc.relation.reference (參考文獻) 7. Campbell, Margret C., and Ronald C. Goodstein (2001), “The Moderating Effect of Perceived Risk on Consumers’ Evaluation of Product Incongruity: Preference for the Norm,” Journal of Consumer Research, 28 (December), 439-449.zh_TW
dc.relation.reference (參考文獻) 8. Cohen, Joel B. and Kunal Basu (1987), "Alternative Models of Categorization: Towards a Contingent Processing Framework," Journal of Consumer Research, 13 (March), 455-72.zh_TW
dc.relation.reference (參考文獻) 9. Garvin, David A. (1984), “What Does Product Quality Really Mean,” Sloan Management Review, 26 (Fall), 25-43.zh_TW
dc.relation.reference (參考文獻) 10. G.Lynn Shostack,”Breaking Free from Product Marketing (1977),” Journal of Marketing, 41 (April), 73-80.zh_TW
dc.relation.reference (參考文獻) 11. Iacobucci (1998), "Services: What Do We Know and Where Shall We Go? A View from Marketing," Advances in Services Marketing and Management, 7(May), 1-96.zh_TW
dc.relation.reference (參考文獻) 12. John, Loken and Joiner(1998), “The Negative Impact of   Extensions:Can Flagship Products Be Diluted?” Journal of Marketing, 62 (1), 19-32.zh_TW
dc.relation.reference (參考文獻) 13. Keller, Kevin L. (1998), “Strategic Brand Management: Building, Measuring, and Managing Brand Equity,” Upper Saddle River, NJ: Prentice Hall.zh_TW
dc.relation.reference (參考文獻) 14. Kotler, Philip (2003), Marketing Management, Prentice-Hall International, Inc.zh_TW
dc.relation.reference (參考文獻) 15. Larsson, Rikard and David E. Bowen (1989), "Organization and Customer: Managing Design and Coordination," Academy of Management Review, 14 (April), 213-33.zh_TW
dc.relation.reference (參考文獻) 16. Laurent, Gilles and Jean-Noel Kapferer(1985), ”Measuring Consumer Involvement Profiles,” Journal of Marketing Research, Vol. 22, Iss. 1, pp.41- 53zh_TW
dc.relation.reference (參考文獻) 17. Loken, Barbara and John Deborah Roedder (1993), "Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?" Journal of Marketing, 57 (July), 71-84.zh_TW
dc.relation.reference (參考文獻) 18. Lovelock, Christopher C. (1983), “Classifying Service to Gain Strategic Marketing Insights,” Journal of Marketing, 47 (3), 9-20.zh_TW
dc.relation.reference (參考文獻) 19. Milberg, Sandra J., Whan Park, and Michael S. McCarthy (1997),”Managing Negative Feedback Effects Associated with Brand Extension: The Impact of Alternative Branding Strategies,” Journal of CustomerPsychology, 6 (2), 119-140.zh_TW
dc.relation.reference (參考文獻) 20. Olshavsky, R.L. (1985), “Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective,” Perceived Quality, 3-29.zh_TW
dc.relation.reference (參考文獻) 21. 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), 185-193.zh_TW
dc.relation.reference (參考文獻) 22. Ries, A.L. and J. Trout (1986), Positioning: The Battle for Your Mind, New York: McGraw-Hill.zh_TW
dc.relation.reference (參考文獻) 23. Shostack, G. Lynn (1977), "Breaking Free from Product Marketing," Journal of Marketing, 41 (April), 73-80.zh_TW
dc.relation.reference (參考文獻) 24. Smith D.C. and C.W. Park (1992), “The Effects of Brand Extensions on Market Share and Advertising Efficiency,” Journal of Marketing Research, 24 (Aug), 296-313.zh_TW
dc.relation.reference (參考文獻) 25. Tauber, Edward M. (1981), “Brand Franchise Extensions: New Products Benefit from Extension Brand Name,” Business Horizons, 24 (1), 36-41.zh_TW
dc.relation.reference (參考文獻) 26. Tauber, Edward E. (1988), "Brand Leverage: Strategy for Growth in a Cost Control World," Journal of Advertising Research, 28 (August/September), 28-32.zh_TW
dc.relation.reference (參考文獻) 27. Van Riel, Allard C.R., Jos Lemmink, and Hans Ouwersloot (2001), "Consumer Evaluations of Service Brand Extensions," Journal of Service Research, 3 (February), 220-231zh_TW
dc.relation.reference (參考文獻) 28. Zeithaml, Valarie A. and Mary J. Bitner (1996), Services Marketing, New York: McGraw-Hill.zh_TW
dc.relation.reference (參考文獻) 29. Zeithaml, Valarie A. (1988). “Consumer Perception of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52 (July), 2-22.zh_TW