| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.advisor | Bei, Lien-ti | en_US |
| dc.contributor.author (Authors) | 吳祉芸 | zh_TW |
| dc.contributor.author (Authors) | Wu, Chih-yun | en_US |
| dc.creator (作者) | 吳祉芸 | zh_TW |
| dc.creator (作者) | Wu, Chih-yun | en_US |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 18-Sep-2009 13:24:07 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 13:24:07 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 13:24:07 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0090355033 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34949 | - |
| 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) | 90355033 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 自一九七Ｏ年代起，品牌個性成為研究的焦點，有越來越多學者探討此項議題；實務界更是廣泛地運用。歷來研究中以品牌個性構面的建立為最具完整架構，學者多從消費者的角度出發；然而，文化差異對品牌個性有很大的影響，但過去相關研究卻不多，又廣告之中包含豐富的品牌個性及文化訊息，於此，本文參考過去學者提出的構面，利用廣告研究，進行品牌個性的跨文化比較。本文首次由廣告呈現的角度出發，補過去研究之不足；而藉由廣告所傳遞的豐富訊息，可以尋找華人企業偏好的品牌個性，比較兩岸文化及品牌個性呈現的差異，探討產品類別對品牌個性的影響，並連結消費者自我概念與品牌個性之間的關係，由觀察的現象中深入分析策略意涵，可供實務界作參考。研究設計方面，本文針對兩岸廣告，橫跨1996至2001共六年期間，以報紙為抽樣對象，台灣地區選擇中國時報，大陸地區選擇文匯報，共得864則廣告，利用內容分析法，粹取其中的品牌個性及文化概念，再進行統計分析，比較兩岸之間以及產品類別間的差異，結果發現如下：1.兩岸品牌個性的呈現有差異，台灣偏重品牌的人性面，大陸則較重視產品的功能性。2.品牌個性各構面間呈現比例亦有差異，出現頻率較高的構面，可能較容易為消費者所感知，或反映出消費者偏好。3.品牌個性與文化之間具有相關性，其方向有正有負，正相關意味著該文化傾向愈高，應強調該個性構面的呈現，反之亦然，值得廠商參考，隨著不同地區的文化差異而調整其品牌個性的塑造。4.不同產品廣告的品牌個性呈現則大異其趣，亦即產品類別對品牌個性有影響。大致而言，利益產品較重視「稱職」構面的展現，價值產品則著重人性面；廠商在塑造品牌個性時也應考慮攸關的產品特性。5.品牌個性與自我概念的關係很密切，本文初探兩者相關性，發現確有關聯存在：「平和」、「純真」與「真實我」呈顯著正相關；「刺激」、「稱職」、「教養」則與「理想我」呈顯著正相關，反映出兩個自我實為相對的概念；然其確切影響方向，甚至是其他變數的調節作用，則值得作進一步探討。 | zh_TW |
| dc.description.abstract (摘要) | Since the 1970s, “brand personality” has become a popular issue, which was discussed by many scholars and widely used in business practice. Most scholars studied this topic from the consumer’s point of view, and the framework of brand personality dimensions has been most completely worked out. However, culture differences had great influence on brand personality, but there were limited studies that focused on this issue. Since advertisements contained sufficient information of culture and brand personality, this study intended to make a cross-cultural comparison of brand personality by referring to the brand personality dimensions found by previous researchers and performing advertisement research. The purposes of this study are to compare the differences of brand personality between Taiwan and Mainland China, to investigate the influence of product category on brand personality, and to combine “self concept” with brand personality. Compiling the dimensions studied by previous scholars for coding indicators, this study uses content analysis to make this study. Not only does this study fulfill the scope of brand personality analysis, it also provides insights for building brand strategies and entering the market in China. The samples are newspaper advertisements from 1996 to 2001. China Times in Taiwan and Shang-Hai Wen-Hui Bao in Mainland China are chosen. There is a total of 864 advertisements. After statistics analysis, the results are listed as the following:1.To the appearance of brand personality, ads in Taiwan show more humanity, while those in Mainland China emphasize on product functions.2.There are different proportions between the representations of dimensions. Those dimensions with higher frequencies may be easily perceived by consumers or may more appealing to them.3.Relationships exist between brand personality and culture. Positive relationship means certain dimension should be emphasized when the relative culture tendency is higher.4.There exists a great difference in brand personality between product categories: the “utilitarian-expressive” products emphasize on “competence” dimension, while the “value-expressive” products show more humanity.5.Brand personality is closely related with “self-concept”: “peacefulness” and “sincerity” are positively related to “actual self,” while the other three dimensions are positive related to “ideal self.” This study discusses this issue for the first time; however, further studies are needed to investigate the moderating effects. | en_US |
| dc.description.tableofcontents | 第一章、研究動機與目的 1第一節 研究背景與動機 1第二節 研究目的 4第二章、文獻探討 5第一節 品牌個性 5第二節 品牌個性的衡量及構面 17第三節 自我概念與品牌身份 28第四節 廣告、品牌個性與文化 36第三章、研究方法 47第一節 研究架構 47第二節 研究設計 48第三節 抽樣方法 49第四節 編碼方式與準則 50第四章、統計結果與分析 66第一節 信度分析 66第二節 版面描述與產品類別分析 68第三節 品牌個性描述 73第四節 品牌個性子構面之項目相關性 111第五節 地區別與產品類別對品牌個性呈現之效果檢定 117第六節 文化與品牌個性之關聯 129第七節 自我概念 137第八節 廣告主題 142第五章、結論與建議 147第一節 結論與貢獻 147第二節 管理涵義 155第三節 研究限制與後續研究建議 159【參考文獻】 161 | 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/#G0090355033 | en_US |
| dc.subject (關鍵詞) | 品牌個性 | zh_TW |
| dc.subject (關鍵詞) | 內容分析法 | zh_TW |
| dc.subject (關鍵詞) | 跨文化比較 | zh_TW |
| dc.subject (關鍵詞) | 自我概念 | zh_TW |
| dc.title (題名) | 兩岸品牌個性之跨文化比較－以報紙廣告為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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