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題名 說故事建立品牌：國家文化、產品品類、品牌屬性之探討
作者 吳宛穎
貢獻者 陳建維
吳宛穎
關鍵詞 故事
品牌故事
企業網站
國家文化
產品品類
品牌屬性
敘事
日期 2006
上傳時間 18-Sep-2009 14:13:04 (UTC+8)
摘要 良好的品牌都有自己的故事，並且會一直地說著自己的故事。過去研究已證實故事能夠使聽者融入其觀點中，加深聽者的記憶，並在聽者心中產生共鳴。不同的故事主體有其不同的管理意涵，而其在品牌管理之意義為何？本研究依據「國家文化」、「產品品類」與「品牌屬性」三層次探討品牌故事在故事主體選擇上之差異。
本研究使用內容分析法，依據Fortune與Business Week兩個排序之全球百大企業品牌，對其網站「關於我們」(About us)揭露之品牌故事的故事主體進行編碼，並獲得以下結論：
1. 「顧客故事」：能夠觸碰到消費者的情感，增加故事對其相關性與影響力。有形商品會運用顧客故事詮釋消費過程中產生的服務與象徵意義，提升企業對商品無形之承諾；形象品品牌會使用顧客故事給予利益關係人一個明確的使用者形象，增加其使用者聯想與訊息記憶，並提升品牌故事可信度。
2. 「創立者故事」：三個層次構面對創立者故事之使用均有影響力，藉由創立者故事之溝通，低語境溝通文化企業表達其自力自強之品牌人格；功能品品牌企業可強調其在同品類產品中之差異化與功能性；有形商品企業可傳遞其承諾並增加知覺品質。
3. 「品牌代言人故事」：員工故事僅在國家文化構面下有影響力，個人主義國家企業會藉之強調個人之知識與技能；透過名人故事，形象品品牌可建立其品牌形象，在利益關係人記憶中形成長期持久之差異化，有形商品提升無形利益與承諾。
4. 「行銷訊息故事」：低語境溝通文化國家企業會藉由品牌象徵故事作為與利益關係人溝通品牌人格與生活型態之信念。此外，行銷訊息故事的廣泛運用反應品牌經理人面臨在品牌管理上的媒體訊息整合之挑戰。
參考文獻 中文部分
1. 吳錦勳(2006)，商業週刊 第920期
2. 黃光玉(2005)。「說故事打造品牌：一個分析的架構」，第十三屆中華民國廣告暨公共關係國際學術與實務研討會論文。
3. 賴佩婷(2005)。「品牌故事及其結構與內容在不同商品類型下對廣告效果的影響」.台灣大學管理學院商學研究所碩士班碩士論文。
英文部分
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4. Boje, D. M. (1991), "The Storytelling Organization: A Study of Story Performance in an Office-supply Firm". Administrative Science Quarterly, March, Vol.36, Iss.1, 106-127
5. Boje, D. M. (1995), "Stories of the storytelling organization: a postmodern
Analysis of Disney as `Tamara-land.`", Academy of Management, 997-1036
6. Breuer, N. L. (1998), “The power of storytelling,” Workforce, Vol.77, Iss.12, 36-40
7. Brown, S., Kozinets, R. and Sherry Jr., J. F. (2003), “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning,” Journal of Marketing, Vol.67, Iss.3, 19-39
8. Bruce, D. (2001), “Me and my brands: how the stories of the brands we use contribute to our own personal stories,” Marketing Magazine, Vol.106, Iss.8; pg. 30
9. Bruner, E. M. (1986), “Experience and Its Expressions,” in The Anthropology of Experience, Victor W. Turner and Edward M. Bruner, eds., Urbana: University of Illinois Press, 3-30
10. Bruner, E. M. (1990), Acts of Meaning, Cambridge, MA: Harvard University Press.
11. Business Week (2006), “The 100 Top Brands Scoreboard” Aug 7, Iss.3996, pg.60
12. Cartwright, D.P. (1953), Analysis of Qualitative Material, Research Method in the Behavioral Sciences, eds. New York: Holt, Rinehart & Winston, 421-470
13. Close, A. G., Finney R,Z., Lacey, R. Z., & Sneath, J. Z. (2006), “Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand,” Journal of Advertising Research, Vol. 46, Iss. 4, 420-433
14. De Chernatony, L. (2001) “A model for strategically building brands,” Journal of Brand Management, Vol. 9, Iss. 1; 32-44
15. DeLarge, C. A. (2004), “Storytelling as a Critical Success Factor in Design Process and Outcomes,” Design Management Review, Vol.15, Iss.3, 76-81
16. Dowling, G. R. (2006), “Communicating Corporate Reputation through Stories,” California Management Review, Vol.49, Iss.1, 82-100
17. Duncan, T. & Moriarty, S. E. (1998), “A communication-based marketing model for managing relationships,” Journal of Marketing, Vol. 62, Iss. 2, 1-13
18. Ehrenhaus, P. (1983), “Culture and the attribution process,” in Gudygust W. (Ed.), Intercultural Communication Theory. CA: Sage.
19. Escalas, J. E. (1998), “Advertising Narratives: What Are They and How Do They Work?” in Representing Consumers: Voices, Views, and Visions, Barbara Stern, ed., London: Routledge, 267-289.
20. Escalas, J. E. (2004), “Narrative processing: Building Consumer Connections to Brands,” Journal of Consumer Psychology, Vol.14, Iss.1&2, 168-180
21. Fanning, J. (1999), “Tell me a story: The future of branding,” Irish Marketing Review, Vol.12, Iss.2, 3-15
22. Fearing, F. (1953), “Toward a Psychological Theory of Human Communication,” Journal of Personality, Vol.22, 71-88
23. Fink, D. & Laupase, R. (2000), “Perceptions of Website Design Characteristics: a Malaysian/Australian comparison,” Internet Research, Vol.10, Iss.1, 44-55
24. Frost, C. (2002), “Source credibility: do we really believe everything we’re told?” Aslib Proceedings, Vol.54, Iss.4, 222-228
25. Gargiulo, T. L. (2006), “Power of Stories,” The Journal for Quality & Participation, Spring 5-8
26. Goyder, M. (1999), “Value and values: Lessons for tomorrow`s company,” Long Range Planning, Vol.32, Iss. 2, 217-225
27. Griffiths, J. S., Zimmer, M. and Little, S. K. (1999), “The effect of reality engineering on consumers’ brand perceptions using a fictional historical branding strategy,” Conference Proceedings, Vol.10, 250-259
28. Gudykunst, W. B. (1994), Bridging Differences Effective Intergroup Communication. CA: Sage Publications
29. Hall, E.T. (1976), Beyond Culture. New York: Doubleday
30. Hall, E.T. (1959), The Silent Language. New York: Doubleday
31. Hofstede, G. (1980), Culture’s Consequences: International Differences in Work-related Values, CA: Sage Publications
32. Hofstede, G. (1991), Culture and Organizations: Software of the Minds, New York: Mcgraw-Hill
33. Holsti, O. R. (1969), Content Analysis for the Social Sciences and Humanities. Reading, MA: Addison-Wesley Publishing.
34. Hopkinson G. C. and Hogarth-Scott S. (2001), “What happened was…Broadening the Agenda for Storied Research,” Journal of Marketing Management, Vol.17, 29-47
35. Jana, R. (2006), “Trend: Storytelling Jams,” Business Week, Iss. 40, pg.5
36. Jones, R. (2000), “The Big Idea,” HarperCollins, London.
37. Kassarjian, H. H. (1977), “Content Analysis in Consumer Research,” Journal of Consumer Research, Vol.4, Iss.1, 8-18
38. Kaufman, B. (2003), “Stories that sell, stories that tell,” The Journal of Business Strategy, Vol.24, Iss.2, 11-15
39. Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57, Iss.1, 1-22
40. Ki, E. J. and Hon, L. (2006), “Childers.Relationship maintenance strategies on Fortune 500 company web sites,” Journal of Communication Management, Vol.10, Iss. 1, 27-44
41. Kirsch, C. (2004), “Film and collective storytelling in corporate identity: a case study,” Corporate communication, Vol.9, Iss.3, 223-230
42. Kolbe, R. H. and Burnett, M. S. (1991), “Content Analysis Research: an Examination of Applications with Directives for Improving Research Reliability and Objectivity,” Journal of Consumer Research, Vol. 18, 243-250
43. Lasswell, H. D., Learner, D. & Pool, I. de S. (1952), The comparative study of symbols. Stanford: Stanford University Press
44. Lee, Yu-Jen (2005), “How to Tell a Good Story across Search-Expeience-Credence Products？,”中興大學科技管理研究所碩士班碩士論文。
45. Levitt, T. (1981), “Marketing Intangible Products and Product Intangibles,” Harvard Business Review, Vol.59, Iss.3, 94-102
46. Levy, S.J. (1959), “Symbols for sale,” Harvard Business Review, Vol.37, 117-124
47. Luna, D., Peracchio, L.A., and de Juan, M. D. (2002), “Cross-cultural and Cognitive Aspect of Website Navigation,” Journal of the Academy of Marketing Science, Vol.30, Iss.4, pg. 397-410
48. McCracken G. (1993), Brand equity & Advertising: advertising`s role in building strong brands, Hillsdale, N.J.: Lawrence Erlbaum Associates, c1993
49. Mckee, R. (1997), Story: substance, structure, style and the principles of screenwriting, New York: ReganBooks
50. Mullin, B. J., Hardy, S. and Sutton, W. A. (2000), Sport Marketing. Champaign, IL: Human Kinetics

51. Nath, R., Akmanligil, M., Hjelm, K., Sakaguchi, T. and Schultz, M. (1998), “Electronic commerce and the Internet: issues, problems and perspectives,” International Journal of Information Management, Vol. 18 No. 2, pp. 91-101.
52. O’Connor, E. (2002), “Storied Business: Typology, Intertextuality, and Traffic in Entrepreneurial Narrative,” The Journal of Business Communication, Vol.39, Iss.1, 36-54
53. Padgett, D. and Allen, D. (1997), “Communicating experiences: A narrative approach to creating service brand image,” Journal of Advertising, Winter97, Vol. 26 Issue 4, 49-62
54. Pollach, I. (2005), “Corporate self-presentation on the WWW: Strategies for enhancing usability, credibility and utility,” Corporate Communications, Vol.10, Iss.4; 285-301
55. Pringle, H. and Binet, L. (2005), “How marketers can use celebrities to sell more effectively,” Journal of Consumer Behaviour, Vol.4, Iss.3, 201-214
56. Rode, V. and Vallaster, C. (2005), “Corporate Branding for Start-ups: The Crucial Role of Entrepreneurs,” Corporate Reputation Review, Vol. 8, Iss. 2, 121-137
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58. Schmitt, B. H. (1999), Experiential Marketing, New York: The Free Press.
59. Singh, N., Kumar, V., and Baack D. (2005), “Adaptaton of Cultural Content: Evidence from B2C e-commerce Firms,” European Journal of Marketing, Vol.39, Iss.1/2, 71-86
60. Silverman, L. (2004), “Story Time,” Credit Union Management, Vol.27, Iss.1, 18-22
61. Silverman, L. (2007), “There are Five Sides to Every Story,” Communication World, Vol.24, Iss. 1, 38-41
62. Simon, S.J. (2001), “The Impact of Culture and Gender on Web Sites: An Empirical Study,” Database for Advances in Information Systems, Vol.32, Iss.1, 18-37
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網路資料部分
1. Benson, Joseph (2005)
http://www.allaboutbranding.com/index.lasso?article=393 (2007/06/18)
2. Hofstede, G.
http://www.geert-hofstede.com/ (2007/04/30)
3. Fortune (2006), “Fortune Global 500”
http://money.cnn.com/magazines/fortune/global500/2006/full_list/ (2007/05/16)
4. 企業品牌故事網站如附表一
描述 碩士
國立政治大學
國際經營與貿易研究所
94351017
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094351017
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 吳宛穎zh_TW
dc.creator (作者) 吳宛穎zh_TW
dc.date (日期) 2006en_US
dc.date.accessioned 18-Sep-2009 14:13:04 (UTC+8)-
dc.date.available 18-Sep-2009 14:13:04 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 14:13:04 (UTC+8)-
dc.identifier (Other Identifiers) G0094351017en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35123-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 94351017zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 良好的品牌都有自己的故事，並且會一直地說著自己的故事。過去研究已證實故事能夠使聽者融入其觀點中，加深聽者的記憶，並在聽者心中產生共鳴。不同的故事主體有其不同的管理意涵，而其在品牌管理之意義為何？本研究依據「國家文化」、「產品品類」與「品牌屬性」三層次探討品牌故事在故事主體選擇上之差異。
本研究使用內容分析法，依據Fortune與Business Week兩個排序之全球百大企業品牌，對其網站「關於我們」(About us)揭露之品牌故事的故事主體進行編碼，並獲得以下結論：
1. 「顧客故事」：能夠觸碰到消費者的情感，增加故事對其相關性與影響力。有形商品會運用顧客故事詮釋消費過程中產生的服務與象徵意義，提升企業對商品無形之承諾；形象品品牌會使用顧客故事給予利益關係人一個明確的使用者形象，增加其使用者聯想與訊息記憶，並提升品牌故事可信度。
2. 「創立者故事」：三個層次構面對創立者故事之使用均有影響力，藉由創立者故事之溝通，低語境溝通文化企業表達其自力自強之品牌人格；功能品品牌企業可強調其在同品類產品中之差異化與功能性；有形商品企業可傳遞其承諾並增加知覺品質。
3. 「品牌代言人故事」：員工故事僅在國家文化構面下有影響力，個人主義國家企業會藉之強調個人之知識與技能；透過名人故事，形象品品牌可建立其品牌形象，在利益關係人記憶中形成長期持久之差異化，有形商品提升無形利益與承諾。
4. 「行銷訊息故事」：低語境溝通文化國家企業會藉由品牌象徵故事作為與利益關係人溝通品牌人格與生活型態之信念。此外，行銷訊息故事的廣泛運用反應品牌經理人面臨在品牌管理上的媒體訊息整合之挑戰。		zh_TW
dc.description.tableofcontents 目錄 ………………………………………………………………... i
圖表目次 ………………………………………………………………... ii
第一章 緒論………………………………………………………… 1
第一節 研究動機…………………………………………… 1
第二節 研究背景…………………………………………… 2
第三節 研究問題…………………………………………………3
第二章 文獻探討……………………………………………………........4
第一節 說故事建立品牌—品牌故事策略………………………4
第二節 故事………………………………………………………5
第三節 品牌故事種類……………………………………………12
第四節 國家文化…………………………………………………18
第五節 產品品類…………………………………………………25
第六節 品牌屬性…………………………………………………26
第七節 研究架構…………………………………………………27
第三章 研究設計……………………………………………………....... 35
第一節 研究方法…………………………………………………35
第二節 資料收集與定義…………………………………………36
第三節 編碼準則…………………………………………………39
第四節 信度檢測…………………………………………………43
第四章 研究結果與發現……………………………………………........45
第一節 整體樣本描述……………………………………………45
第二節 國家文化與品牌故事主體………………………………54
第三節 產品品類與品牌故事主體………………………………58
第四節 品牌屬性與品牌故事主體………………………………61
第五章 結論與建議…………………………………………………........66
第一節 研究結果摘要與討論……………………………………66
第二節 研究限制…………………………………………………73
第三節 未來發展方向與建議……………………………………75
參考文獻 ………………………………………………………………......77
中文部分…………………………………………………………… 77
英文部分…………………………………………………………….78
網附資料…………………………………………………………….84
附錄一 ……………………………………………………………… 85		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094351017en_US
dc.subject (關鍵詞) 故事zh_TW
dc.subject (關鍵詞) 品牌故事zh_TW
dc.subject (關鍵詞) 企業網站zh_TW
dc.subject (關鍵詞) 國家文化zh_TW
dc.subject (關鍵詞) 產品品類zh_TW
dc.subject (關鍵詞) 品牌屬性zh_TW
dc.subject (關鍵詞) 敘事zh_TW
dc.title (題名) 說故事建立品牌：國家文化、產品品類、品牌屬性之探討zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分zh_TW
dc.relation.reference (參考文獻) 1. 吳錦勳(2006)，商業週刊 第920期zh_TW
dc.relation.reference (參考文獻) 2. 黃光玉(2005)。「說故事打造品牌：一個分析的架構」，第十三屆中華民國廣告暨公共關係國際學術與實務研討會論文。zh_TW
dc.relation.reference (參考文獻) 3. 賴佩婷(2005)。「品牌故事及其結構與內容在不同商品類型下對廣告效果的影響」.台灣大學管理學院商學研究所碩士班碩士論文。zh_TW
dc.relation.reference (參考文獻) 英文部分zh_TW
dc.relation.reference (參考文獻) 1. Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Presszh_TW
dc.relation.reference (參考文獻) 2. Aaker, D. A. (1996), Building strong brands, New York: Free Presszh_TW
dc.relation.reference (參考文獻) 3. Berealson, B. (1952), Content analysis in Communication Research. Glencoe, Ill: Free Press.zh_TW
dc.relation.reference (參考文獻) 4. Boje, D. M. (1991), "The Storytelling Organization: A Study of Story Performance in an Office-supply Firm". Administrative Science Quarterly, March, Vol.36, Iss.1, 106-127zh_TW
dc.relation.reference (參考文獻) 5. Boje, D. M. (1995), "Stories of the storytelling organization: a postmodernzh_TW
dc.relation.reference (參考文獻) Analysis of Disney as `Tamara-land.`", Academy of Management, 997-1036zh_TW
dc.relation.reference (參考文獻) 6. Breuer, N. L. (1998), “The power of storytelling,” Workforce, Vol.77, Iss.12, 36-40zh_TW
dc.relation.reference (參考文獻) 7. Brown, S., Kozinets, R. and Sherry Jr., J. F. (2003), “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning,” Journal of Marketing, Vol.67, Iss.3, 19-39zh_TW
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