| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.author (Authors) | 黃聖棋 | zh_TW |
| dc.contributor.author (Authors) | Huang, Sheng-Chi | en_US |
| dc.creator (作者) | 黃聖棋 | zh_TW |
| dc.creator (作者) | Huang, Sheng-Chi | en_US |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 8-Dec-2010 13:08:21 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 13:08:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 13:08:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0094355036 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49521 | - |
| 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) | 94355036 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 本研究從消費者的觀點出發，比較功能型或象徵型的母品牌，進行產品線向下延伸時，以母品牌直接推出或品牌傘兩種策略下，不同奢華態度消費者的購買意願是否有所差異。本研究經由前測，選擇兩種產品類別進入正式實驗，並為兩產品類別進行品牌傘策略的產品線延伸，各創造一個副品牌，以及向下延伸的價格。數位相機類別中，以SONY為象徵型品牌，以Nikon為功能型品牌，並以Quanta為副品牌名稱，依7999元推出新款數位相機；手錶類別中，以Swatch為象徵型品牌，以Casio為功能型品牌，並以Axis為副品牌名稱，依899元推出新款手錶。本研究總共模擬8張彩色平面廣告，施測於320位政大學生，進行2 (產品線向下延伸策略：以母品推出、品牌傘策略) x 2 (品牌觀念：功能型、象徵型) x 2 (消費者奢華態度：高、低奢華態度群) 的實驗。研究結果顯示：一、就品牌策略主效果而言，消費者對於以母品牌直接推出低價新產品的購買意願，高於品牌傘策略。二、在品牌觀念的調節作用下，象徵型品牌推出低價新產品時，以母品牌直接推出低價新產品的消費者購買意願，優於品牌傘策略的程度，大於功能型品牌。三、在高價品牌推出低價新產品時，高奢華態度的消費者，在以母品牌直接推出時的購買意願，優於品牌傘策略的幅度，大於低奢華態度的消費者。當該品牌為功能品牌時，消費者在兩品牌策略下的購買意願間差距較小，此時企業可較為彈性運用此兩種策略推出低價新產品；而當品牌為象徵型品牌時，消費者對以母品牌推出的低價新產品之購買意願，較品牌傘策略下高出許多，因此企業以母品牌推出低價新產品，應能吸引較多的消費者。該品牌的目標客群主要為低奢華態度群時，目標客群對兩品牌策略的購買意願間差距較小，企業可彈性使用兩種策略；當目標客群主要為高奢華態度群，兩品牌策略下的購買意願差距大，以母品牌推出低價新產品，能吸引較多的消費者。 | zh_TW |
| dc.description.abstract (摘要) | The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated.Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio were also chosen as the watch brands. A 2 (product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy) x 2 (brand concept: functional brand and symbolic brand) x 2 (consumer’s attitude toward luxury: positive and negative) experimental design collected data from 320 Cheng-chi university students through 8 color printed advertisements.The main effect of brand strategy suggested that the original branding strategy is prior to the umbrella branding strategy on consumer purchase intention. Under the moderate effect of brand concept, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention is wider for the symbolic brand than for the functional brand.Under the moderate effect of consumer’s attitude toward luxury, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention of consumers with positive attitude toward luxury is wider than consumers with negative attitude toward luxury.To sum up, firms must differentiate brand strategies between brand concepts of brand and attitudes toward luxury of consumers, when deciding which branding strategy to extend to low priced products. | en_US |
| dc.description.tableofcontents | 摘要...................................iAbstract..............................ii目錄..................................iii表目錄.................................v圖目錄................................vii第一章 緒論............................1第一節 研究動機.........................1第二節 研究目的.........................3第二章 文獻探討.........................4第一節 產品線延伸策略....................4第二節 品牌傘策略與母品牌延伸策略.........8第三節 功能型與象徵型品牌觀念............16第四節 奢華與消費者對奢華的態度..........21第三章 研究方法........................25第一節 研究架構與假說...................26第二節 各變數的定義與衡量...............27第三節 前測...........................30第四節 實驗設計與程序...................49第五節 問卷設計........................54第四章 研究結果........................55第一節 受測者資料輪廓...................55第二節 消費者奢華態度之分群..............58第三節 操弄檢定........................64第四節 干擾檢定........................66第五節 順序檢定........................72第六節 假設檢定........................75第五章 結論與建議.......................82第一節 研究結果與討論...................82第二節 貢獻與建議.......................85第三節 研究限制與後續研究建議............88參考文獻................................90附錄附錄一 奢華態度中文化量表................94附錄二 前測一問卷.......................96附錄三 前測二題項.......................99附錄四 前測三問卷範例...................100附錄五 正式實驗問卷範例.................102附錄六 前測二平面廣告...................106附錄七 正式實驗平面廣告.................110 | 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/#G0094355036 | en_US |
| dc.subject (關鍵詞) | 品牌策略 | zh_TW |
| dc.subject (關鍵詞) | 品牌觀念 | zh_TW |
| dc.subject (關鍵詞) | 產品線延伸 | zh_TW |
| dc.subject (關鍵詞) | 消費者奢華態度 | zh_TW |
| dc.subject (關鍵詞) | 向下延伸策略 | zh_TW |
| dc.subject (關鍵詞) | 品牌傘策略 | zh_TW |
| dc.subject (關鍵詞) | Brand Strategy | en_US |
| dc.subject (關鍵詞) | Brand Concept | en_US |
| dc.subject (關鍵詞) | Line Extension | en_US |
| dc.subject (關鍵詞) | Consumer`s Attitude toward Luxury | en_US |
| dc.subject (關鍵詞) | Downward Line-Stretched Strategy | en_US |
| dc.subject (關鍵詞) | umbrella branding strategy | en_US |
| dc.title (題名) | 品牌觀念與消費者奢華態度對產品線向下延伸策略效果之影響 | zh_TW |
| dc.title (題名) | The Effects of Branding Strategy, Brand Concept, and Consumer`s Attitude toward Luxury on Consumer`s Acceptance of Downward Line-Stretched Products | en_US |
| dc.type (資料類型) | thesis | en |
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