| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.advisor | Bei, Len-ti | en_US |
| dc.contributor.author (作者) | 張茂嵩 | zh_TW |
| dc.contributor.author (作者) | Chang, Derek Mao-Song | en_US |
| dc.creator (作者) | 張茂嵩 | zh_TW |
| dc.creator (作者) | Chang, Derek Mao-Song | en_US |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 18-九月-2009 13:23:18 (UTC+8) | - |
| dc.date.available | 18-九月-2009 13:23:18 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 13:23:18 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0090355017 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34943 | - |
| 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) | 90355017 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 本研究採消費者認知的角度，在「母品牌與延伸產品契合度」及「消費者產品知識」的調節作用下，比較「品牌延伸」、「品牌傘」及「新創品牌」等三種品牌策略，對新產品在「消費者信任度」與「市場接受度」的效果，同時探討品牌延伸策略及品牌傘策略對母品牌知覺品質的反饋效果。本研究經由前測，選擇Nokia及Nike作為母品牌，根據契合度的高、中、低，Nokia的延伸產品依序為PDA、隨身聽、臉部保養品；Nike的延伸產品依序為牛仔褲、防曬乳液、牙膏。並以模擬的18張彩色平面廣告施測於1035位大學生，進行3 (品牌策略：品牌延伸、品牌傘、新創品牌) x 3 (契合度：高、中、低) x 2 (產品知識：高、低) 的實驗。研究結果顯示：一、對品牌策略主效果而言，品牌傘策略在消費者信任度上優於新創品牌策略，品牌傘策略在市場接受度上優於品牌延伸策略。二、在契合度的調節作用下，若延伸到高契合的產品，採用品牌延伸策略的效果最佳；若延伸到中契合度的產品，則採品牌傘策略的效果最佳；若延伸到低契合度的產品，採新創品牌策略的效果最佳。三、在產品知識的調節作用下，當消費者為高產品知識者，採用品牌傘策略的效果優於品牌延伸策略及新創品牌策略；消費者為低產品知識者，採品牌延伸策略的消費者信任度優於新創品牌策略。四、在母品牌反饋效果方面，若母品牌的延伸產品契合度較低，採品牌延伸策略比品牌傘策略對母品牌知覺品質傷害較大；若延伸到中契合度的產品，採品牌延伸策略會降低母品牌知覺品質，但採品牌傘策略不會降低母品牌知覺品質；若延伸到高契合度的產品，則品牌延伸與品牌傘策略的母品牌知覺品質與原知覺品質無顯著差異。整體而言，企業推出新產品時，採用品牌傘策略的效果較佳，是一個兼具品牌延伸及新創品牌兩策略優點的品牌策略，但在契合度與產品知識的調節作用之下，品牌傘策略的適用範圍有所限制，在延伸產品與母品牌為高契合度、低契合度時，以及當消費者為低產品知識者時，品牌傘策略並非最佳策略。行銷人員可視不同情境採用不同的品牌策略。 | zh_TW |
| dc.description.abstract (摘要) | The purpose of this study is to compare the effects of three kinds of branding strategies: brand extension strategy, umbrella branding strategy, and new brand strategy. Basing on the moderate effect of fitness and consumer’s product knowledge, the influence of these three strategies on the consumer reliability and the consumer acceptability will be evaluated. The feedback of the original brand’s perceived qualities brought by brand extension strategy and umbrella branding strategy are also taken into consideration.Nokia and Nike were selected as original brands. When dividing fitness into high, medium, and low level, PDAs, walkmans, and skincare products were selected as Nokia’s extended products by this order. Jeans, sun blocks, and toothpastes were also chosen as Nike’s extended products. A 3 (branding strategies: brand extension strategy, umbrella branding strategy, new brand strategy) x 3 (fitness: high, medium, low) x 2 (product knowledge: high, low) experimental design collected data from 1035 college students through 18 color printed advertisements.The main effect of brand strategy suggested that the umbrella branding strategy is prior to the new brand strategy in consumer reliability, and it is also prior to the brand extension strategy in consumer acceptability. Under the moderate effect of fitness, it is suggested to apply brand extension strategy while extending brands to the products with high fitness, to adopt the umbrella branding strategy as extending brands to those having medium fitness, and to utilize new brand strategy when the fitness is at low level. When moderate effect of product knowledge is discussed, it is suggested to apply umbrella branding strategy instead of brand extension strategy or new brand strategy whenever consumers’ product knowledge is at high level. Furthermore, if consumers’ product knowledge is low, utilizing brand extension strategy, instead of new brand strategy, will lead to high consumer reliability. As for the feedbacks to perceived quality of the original brands, when extending brands to the products with low fitness, adopting the extending brand strategy tends to damage more to the original brands than adopting the umbrella branding strategy. If extending brands to the products with medium fitness, utilizing the extending brand strategy would decrease the perceived quality of original brands, but applying the umbrella branding strategy would not affect it. When extending brand to the products with high fitness, both the brand extension strategy and the umbrella branding strategy do not have a significant difference.To sum up, adopting the umbrella branding strategy will lead to better results because of its integrating advantages both in the brand extension strategy and the new brand strategy. Under the moderate effect of fitness and product knowledge, the range of implementation for the umbrella branding strategy will be limited. It is not the best branding strategy when extended products are at high or low fitness, and when consumers have poor product knowledge. Consequently, marketers have to apply different brand strategies depending on different scenarios. | en_US |
| dc.description.tableofcontents | 中文摘要 i英文摘要 ii目錄 iii表次 v圖次 vii第一章 緒論第一節 研究動機 1第二節 研究目的 3第二章 文獻探討第一節 品牌層級結構 4第二節 品牌策略 6第三節 品牌傘策略 11第四節 品牌延伸策略 15第五節 契合度 19第六節 產品知識 23第七節 母品牌知覺品質 25第三章 研究方法第一節 研究架構與假說 27第二節 各變數之定義與衡量方式 29第三節 前測 33第四節 實驗設計與程序 46第五節 問卷設計 47第四章 研究結果第一節 資料輪廓 48第二節 衡量變數之適用性 50第三節 干擾檢定 54第四節 操弄檢定 56第五節 假設檢定 59第五章 結論與建議第一節 結論與討論 71第二節 貢獻與建議 73第三節 研究限制與後續研究建議 76參考文獻 80附錄附錄一：前測一問卷範例 84附錄二：母品牌可發展之產品或服務 86附錄三：前測二問卷範例 90附錄四：前測三問卷範例 92附錄五：前測四問卷範例 93附錄六：前測六問卷 94附錄七：前測七問卷 95附錄八：正式研究廣告 97附錄九：正式研究問卷範例 115 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0090355017 | en_US |
| dc.subject (關鍵詞) | 品牌策略 | zh_TW |
| dc.subject (關鍵詞) | 契合度 | zh_TW |
| dc.subject (關鍵詞) | 產品知識 | zh_TW |
| dc.subject (關鍵詞) | 品牌延伸 | zh_TW |
| dc.subject (關鍵詞) | 品牌傘 | zh_TW |
| dc.subject (關鍵詞) | 反饋效果 | zh_TW |
| dc.subject (關鍵詞) | 知覺品質 | zh_TW |
| dc.subject (關鍵詞) | branding strategy | en_US |
| dc.subject (關鍵詞) | fitness | en_US |
| dc.subject (關鍵詞) | product knowledge | en_US |
| dc.subject (關鍵詞) | brand extendion | en_US |
| dc.subject (關鍵詞) | umbrella branding | en_US |
| dc.subject (關鍵詞) | feed back | en_US |
| dc.subject (關鍵詞) | perceived quality | en_US |
| dc.title (題名) | 契合度與產品知識對品牌策略效果之影響 | zh_TW |
| dc.title (題名) | The Effects of Fitness and Product Knowledge on Branding Strategy | en_US |
| dc.type (資料類型) | thesis | en |
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