| dc.contributor.advisor | 樓永堅 | zh_TW |
| dc.contributor.author (作者) | 林蓓莉 | zh_TW |
| dc.creator (作者) | 林蓓莉 | zh_TW |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 11-九月-2009 16:58:05 (UTC+8) | - |
| dc.date.available | 11-九月-2009 16:58:05 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 16:58:05 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0923550301 | en_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) | ９２３５５０３０ | zh_TW |
| dc.description (描述) | 93 | zh_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/#G0923550301 | en_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 extension | en_US |
| dc.subject (關鍵詞) | Service industry | en_US |
| dc.subject (關鍵詞) | Fitness | en_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) | thesis | en |
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