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題名 品牌形象、廣告印象對品牌購買意願之關聯性研究－以N公司為例
Brand image, advertising image of the brand purchase intention of the association studies
作者 何秀玉
貢獻者 鄭宇庭
何秀玉
關鍵詞 品牌形象
廣告印象
購買意願
日期 2011
上傳時間 12-四月-2012 14:00:46 (UTC+8)
摘要 品牌對消費者及業者各有其不同的意義。對消費者而言，在許多不同的產品中作購買的決策是非常耗費時間的，而品牌是藉以辨認產品最簡便的方法，不但提供消費者許多有關產品的資訊，亦有助於消費者對不同品牌的產品做比較，減少挑選比較的時間。而廣告在消費者及業者之間同樣也扮演著關鍵性的資訊傳遞角色，經由廣告，消費者可以獲取更多產品相關知識，進而降低資訊蒐集的成本，對產品會有更深入的認知與了解。本研究主要在探討六個汽車品牌（Toyota、Honda、Nissan、Ford、Mitsubishi、Mazda）的品牌形象、廣告印象與購買意願之關聯性分析，為瞭解六個汽車品牌的品牌形象和廣告印象是否會對消費者的購買意願產生影響。
     本研究對象為台灣地區汽車購買決策者，本研究共收集864份問卷資料，調查地區主要是大台北、大台中和大高雄三大地區，依各個地區的實際人口比例分配其問卷數。本研究的資料分析的方法包括：描述性統計、獨立樣本T檢定、單因子變異數分析（若達顯著性則進行Scheffe事後比較），以及皮爾森積差相關分析。研究結果獲得以下結論：
     一、性別、年齡、婚姻狀態、家中成員人數、教育程度、職業、個人平均月收入、全家平均月收入的原因，對消費者在這六個汽車品牌（Toyota、Honda、
     Nissan、Ford、Mitsubishi、Mazda）的品牌形象和廣告印象上有顯著的差異。
     二、消費者會因品牌形象而影響其購買意願；而廣告印象則會因汽車品牌不同而對購買意願有不同的影響。
目 錄 I
     表目錄 II
     圖目錄 III
     第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 2
     第三節 研究流程 2
     第貳章 文獻探討 4
     第一節 品牌相關研究 4
     第二節 廣告印象 7
     第三節 購買意願 10
     第參章 研究方法 14
     第一節 分析架構與假設 14
     第二節 研究對象 16
     第三節 變數定義與衡量 16
     第四節 資料蒐集方法 19
     第五節 統計分析方法 19
     第肆章 實證分析 21
     第一節 人口統計變項之分佈狀況 21
     第二節 不同人口統計變項與各品牌之品牌形象知覺差異分析 24
     第三節 不同人口統計變項與各品牌之廣告印象差異分析 34
     第四節 品牌廣告印象與品牌購買意願之差異分析 43
     第五節 相關分析 44
     第伍章 結論與建議 46
     第一節 結論 46
     第二節 建議 50
     第三節 後續研究建議 51
     參考文獻 53
參考文獻 一、 中文文獻
1. 莊煥銘、王淑娟，2003，資訊系統採用行為意向之研究--以某大學為例，商管科技季刊，4(3)，239-259。
2. 姜定宇、虞邦祥、陳至芸譯，2004，Foxall, G., Goldsmith, R. and Brown, S.著，Consumer Psychology for Marketing，新加坡：亞洲湯姆生國際。
3. 郭菀玲譯，2003，Smith, S. & Wheeler, J.原著，創造顧客感動的品牌管理：把顧客變成忠誠的擁戴者，初版，台北縣汐止市：哈佛企管。
4. 郭瓊俐、曾慧琦、陳柏安譯，2003，Don E. Schultz and Beth E. Barnes原著，品牌策略，初版，台北：五南。
5. 陳志宏，2005，大陸沿海城市地區成人美語教育機構品牌形象及行銷滿意度對顧客忠誠度的影響，大葉大學企業管理研究所碩士論文。
二、 英文文獻
1. Aaker, D. A., and Keller, K. L., 1990. Consumer Evaluations of BrandExtensions
. Journal of Marketing, 54 (1), 27-41.
2. Aaker, D. A. and Biel, A. L., 1995. Brand Equity & Advertising: Advertising’s Role
in Building Strong Brands, Hillsdale, NJ: Lawrence Erlbaum Assoiates.
3. Alba, J., Marmorstein, H., and Chattopadhyay, A., 1992. Transitions in preference
over time: The effects of memory on message persuasiveness. Journal of Marketing
Research, 29(4), 406-416.
4. Ajzen, I. and Fishbein, M., 1975. Beliefs Attitudes Intension and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley.
5. Barker, C., and Groenne, P., 1997. Advertising on the web: Master¡¦s thesis, Copenhagen Business School.
6. Barry, T. E., 1993. Comparative Advertising: What Have We Learned in Two Decades, Journal of Advertising Research, 33, 19-29.
7. Bernstein, B., 1996. Pedagogy, Symbolic Control and Identity, London: Taylor and Francis.
8. Blackston, M., 1993. Beyond Brand Personality: Building Brand Relationships, in
Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, ed.
David Aaker and Alexander Biel. Hillsdale. New Jersey: Erlbaum, 113-124.
9. Biel, L. A. , 1992. How Brand Image drives Brand Equity, Journal of Advertising
Research, 32(6) ,6-12.
10. Chernatony, L. De. and McWilliam, G., 1989. Building Terminology the Real
Debate, Marketing Intelligence and Planning.
11. Davis, 2000. National culture and innovation: Implications for locating global R&D
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12. Droge, C., 1989. Shaping the Route to Attitude Change: Central versus Noncomparative Advertising, Journal of Marketing Research, 26, 193-204.
13. Dubas, K. M., Dubas, S. M. and Atwong, C., 1999. Some Difficulties in Predicting
New Product Trial Using Concept Test Score,” The Journal of Product and Brand
Management, 8(1), 50-60.
14. Dyer, G., 1988. Advertising as communication: Routledge.
15. Geuens, M. and Pelsmacker, P., 1998. Feelings Evoked by Warm, Erotic, Humorous
or Non-emotional Print Advertisements for Alcoholic Beverages,” Academy of Marketing Science Review, 19(1), 1-32.
16. Grewal, D., Krishnan, R., Baker, J. and Borin, N., 1998. The Effects of Store Name,
Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions, Journal of Retailing, 74(3), 331-352.
17. Heijden, K. V. D., 2000. Scenarios and Forecasting: Two Perspectives, Technological Forecasting and Social Change, 65, 31-36.
18. Hellier, P. K., Geursen, G. M., Carr, R. A., and Rickard, J. A., 2003. Customer repurchase intention: A general structural equation model, European Journal of Marketing, 37(11), 1762.
19. Holak, S. L. and Lehmann, D. R., 1990. Purchase Intentions and the Dimensions of Innovation: An Exploratory Model, Journal of Product Innovation Management, 7, 59-73.
20. Hoyer, W.D. and Steven P. B., 1990. Effects of Brand Awareness on Choice for a
Common, Repeat-Purchase Product, Journal of Consumer Research, 17(2), 141-148.
21. Hunt, S., 1976. Informational vs. persuasive advertising: An appraisal. Journal of Advertising, 5(3), 5-8.
22. Kamins, M. A., and Marks, L. J., 1991. The perception of kosher as a third party
certification claim in advertising for familiar and unfamiliar brands , Journal of the
Academy of Marketing Science, 19(3), 177-185.
23. Keller, K. L., 1993. Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57, 1-22.
24. Kotler, P., 1997. Marketing Management, 9th Ed.,N.J.：Prentice Hall.
25. Leiss, W., Kline, S., and Jhally, S., 1990. Social communication in advertising:
persons, products & images of well-being: Routledge.
26. Levitt, 1983. After the Sale Is Over, Harvard Business Review, 61.
27. Manrai, L.A., Lascu, D.N. and Manrai, A.K., 1998. Interactive effects of country of
origin and product category on product evaluations, International Business Review, 7, 591-615.
28. Mathwick, C., Malhotra, N. and Rigdon, E., 2001. Experiential value:conceptualization, measurement and application in the catalog and Internet shopping environment, Journal of Retailing, 77, 39-56.
29. Mullet, G. M. and Karson, M. J., 1985. Analysis of Purchase Intent Scale Weight by
Probability of Actual Purchase, Journal of Marketing Research, 22, 93-96.
30. Nandan, S., 2005. An exploration of the brand identity-brand image linkage: a communications perspective, Journal of Brand Management, 12(4), 264-278.
31. Parasuraman A., Zeithaml, V.A. and Berry, L. L., 1996. The Behavioral Consequences of Service Quality, Journal of Marketing, 60, 31-46.
32. Park, C. W., Jaworski, B. J. and Maclnnis, D. J., 1986. Strategic brand concept-image management. Journal of Marketing, 50, 135-45.
33. Pollay, R., 1986. The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 18-36.
34. Reynolds, F. D. and Wells, W. D., 1977. Consumer Behavior, 2nd ed., NY: McGraw-Hill.
35. Reynolds, T. J. and Gutman, J., 1984. Advertising is Image Management, Journal of
Advertising Research, 7-11.
36. Richardson, P. S., A. S. Dick, and A. K. Jain, 1994. Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality. Journal of Marketing Research, 58, 4, 28-36.
37. Romano, C., 2004. Comparative Advertising in the United States and in France. Nw. J. Int`l L. & Bus., 25, 371.
38. Samiee, S., 1994. Consumer Evaluation of Product in a Global Market, Journal of
International Business Studies, 25(3), 579-604.
39. Schiffman, W. L. and Kaunk, L. L., 2000. Consumer Behavior, 7th ed., New Jersey Prentice-Hall, 4.
40. Sciulli, L. and Taiani, V., 2001. Advertising content for the global audience: A research proposal. Competitiveness Review: An International Business.
41. Sewall, M. A., 1981. Relative Information Contributions of Consumer Purchase
Intentions and Management Judgment as Explanators of Sales, Journal of Marketing
Research, 18, 249-253.
42. Shao, C. Y., Baker, J. and Wagner, J. A., 2004. The Effects of Appropriateness
of Service Contact Personnel Dress on Customer Expectations of Services Quality
and Purchase Intention: The Moderating Influences of Involvement and Gender,
Journal of Business Research, 57, 1164-1176.
43. Sherry, J., 1987. Advertising as a cultural system. Marketing and Semiotics: New Directions In The Study of Signs For Sale, 441-461.
44. Whitlark, D. B., Geurts, M. D. and Swenson, M. J., 1993. New Product Forecasting
with a Purchase Intention Survey, The Journal of Business Forecasting Methods and
Systems, 12(3), 18-21.
45. Wright, J. C., St. Peters, M., and Huston, A. C., 1990. Family television use and its
relation to children’s cognitive skills and social behavior. In J. Bryant (Ed.),
Television and the American family, 227-251. Hillsdale, NJ: Lawrence Erlbaum
Associates.
46. Zhang, Y. and Gelb, B., 1996. Matching advertising appeals to culture: The
influence of products` use conditions. Journal of Advertising, 25(3), 29-46.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
99932175
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099932175
資料類型 thesis
dc.contributor.advisor 鄭宇庭zh_TW
dc.contributor.author (作者) 何秀玉zh_TW
dc.creator (作者) 何秀玉zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 12-四月-2012 14:00:46 (UTC+8)-
dc.date.available 12-四月-2012 14:00:46 (UTC+8)-
dc.date.issued (上傳時間) 12-四月-2012 14:00:46 (UTC+8)-
dc.identifier (其他 識別碼) G0099932175en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/52595-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 99932175zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 品牌對消費者及業者各有其不同的意義。對消費者而言，在許多不同的產品中作購買的決策是非常耗費時間的，而品牌是藉以辨認產品最簡便的方法，不但提供消費者許多有關產品的資訊，亦有助於消費者對不同品牌的產品做比較，減少挑選比較的時間。而廣告在消費者及業者之間同樣也扮演著關鍵性的資訊傳遞角色，經由廣告，消費者可以獲取更多產品相關知識，進而降低資訊蒐集的成本，對產品會有更深入的認知與了解。本研究主要在探討六個汽車品牌（Toyota、Honda、Nissan、Ford、Mitsubishi、Mazda）的品牌形象、廣告印象與購買意願之關聯性分析，為瞭解六個汽車品牌的品牌形象和廣告印象是否會對消費者的購買意願產生影響。
     本研究對象為台灣地區汽車購買決策者，本研究共收集864份問卷資料，調查地區主要是大台北、大台中和大高雄三大地區，依各個地區的實際人口比例分配其問卷數。本研究的資料分析的方法包括：描述性統計、獨立樣本T檢定、單因子變異數分析（若達顯著性則進行Scheffe事後比較），以及皮爾森積差相關分析。研究結果獲得以下結論：
     一、性別、年齡、婚姻狀態、家中成員人數、教育程度、職業、個人平均月收入、全家平均月收入的原因，對消費者在這六個汽車品牌（Toyota、Honda、
     Nissan、Ford、Mitsubishi、Mazda）的品牌形象和廣告印象上有顯著的差異。
     二、消費者會因品牌形象而影響其購買意願；而廣告印象則會因汽車品牌不同而對購買意願有不同的影響。		zh_TW
dc.description.abstract (摘要) 目 錄 I
     表目錄 II
     圖目錄 III
     第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 2
     第三節 研究流程 2
     第貳章 文獻探討 4
     第一節 品牌相關研究 4
     第二節 廣告印象 7
     第三節 購買意願 10
     第參章 研究方法 14
     第一節 分析架構與假設 14
     第二節 研究對象 16
     第三節 變數定義與衡量 16
     第四節 資料蒐集方法 19
     第五節 統計分析方法 19
     第肆章 實證分析 21
     第一節 人口統計變項之分佈狀況 21
     第二節 不同人口統計變項與各品牌之品牌形象知覺差異分析 24
     第三節 不同人口統計變項與各品牌之廣告印象差異分析 34
     第四節 品牌廣告印象與品牌購買意願之差異分析 43
     第五節 相關分析 44
     第伍章 結論與建議 46
     第一節 結論 46
     第二節 建議 50
     第三節 後續研究建議 51
     參考文獻 53		-
dc.description.tableofcontents 目 錄 I
     表目錄 II
     圖目錄 III
     第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 2
     第三節 研究流程 2
     第貳章 文獻探討 4
     第一節 品牌相關研究 4
     第二節 廣告印象 7
     第三節 購買意願 10
     第參章 研究方法 14
     第一節 分析架構與假設 14
     第二節 研究對象 16
     第三節 變數定義與衡量 16
     第四節 資料蒐集方法 19
     第五節 統計分析方法 19
     第肆章 實證分析 21
     第一節 人口統計變項之分佈狀況 21
     第二節 不同人口統計變項與各品牌之品牌形象知覺差異分析 24
     第三節 不同人口統計變項與各品牌之廣告印象差異分析 34
     第四節 品牌廣告印象與品牌購買意願之差異分析 43
     第五節 相關分析 44
     第伍章 結論與建議 46
     第一節 結論 46
     第二節 建議 50
     第三節 後續研究建議 51
     參考文獻 53		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099932175en_US
dc.subject (關鍵詞) 品牌形象zh_TW
dc.subject (關鍵詞) 廣告印象zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.title (題名) 品牌形象、廣告印象對品牌購買意願之關聯性研究－以N公司為例zh_TW
dc.title (題名) Brand image, advertising image of the brand purchase intention of the association studiesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、 中文文獻zh_TW
dc.relation.reference (參考文獻) 1. 莊煥銘、王淑娟，2003，資訊系統採用行為意向之研究--以某大學為例，商管科技季刊，4(3)，239-259。zh_TW
dc.relation.reference (參考文獻) 2. 姜定宇、虞邦祥、陳至芸譯，2004，Foxall, G., Goldsmith, R. and Brown, S.著，Consumer Psychology for Marketing，新加坡：亞洲湯姆生國際。zh_TW
dc.relation.reference (參考文獻) 3. 郭菀玲譯，2003，Smith, S. & Wheeler, J.原著，創造顧客感動的品牌管理：把顧客變成忠誠的擁戴者，初版，台北縣汐止市：哈佛企管。zh_TW
dc.relation.reference (參考文獻) 4. 郭瓊俐、曾慧琦、陳柏安譯，2003，Don E. Schultz and Beth E. Barnes原著，品牌策略，初版，台北：五南。zh_TW
dc.relation.reference (參考文獻) 5. 陳志宏，2005，大陸沿海城市地區成人美語教育機構品牌形象及行銷滿意度對顧客忠誠度的影響，大葉大學企業管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 二、 英文文獻zh_TW
dc.relation.reference (參考文獻) 1. Aaker, D. A., and Keller, K. L., 1990. Consumer Evaluations of BrandExtensionszh_TW
dc.relation.reference (參考文獻) . Journal of Marketing, 54 (1), 27-41.zh_TW
dc.relation.reference (參考文獻) 2. Aaker, D. A. and Biel, A. L., 1995. Brand Equity & Advertising: Advertising’s Rolezh_TW
dc.relation.reference (參考文獻) in Building Strong Brands, Hillsdale, NJ: Lawrence Erlbaum Assoiates.zh_TW
dc.relation.reference (參考文獻) 3. Alba, J., Marmorstein, H., and Chattopadhyay, A., 1992. Transitions in preferencezh_TW
dc.relation.reference (參考文獻) over time: The effects of memory on message persuasiveness. Journal of Marketingzh_TW
dc.relation.reference (參考文獻) Research, 29(4), 406-416.zh_TW
dc.relation.reference (參考文獻) 4. Ajzen, I. and Fishbein, M., 1975. Beliefs Attitudes Intension and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley.zh_TW
dc.relation.reference (參考文獻) 5. Barker, C., and Groenne, P., 1997. Advertising on the web: Master¡¦s thesis, Copenhagen Business School.zh_TW
dc.relation.reference (參考文獻) 6. Barry, T. E., 1993. Comparative Advertising: What Have We Learned in Two Decades, Journal of Advertising Research, 33, 19-29.zh_TW
dc.relation.reference (參考文獻) 7. Bernstein, B., 1996. Pedagogy, Symbolic Control and Identity, London: Taylor and Francis.zh_TW
dc.relation.reference (參考文獻) 8. Blackston, M., 1993. Beyond Brand Personality: Building Brand Relationships, inzh_TW
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