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題名 流行音樂名人品牌策略反饋效果初探
The reciprocal effect of Pop music celebrity brand strategy
作者 沈怡君
貢獻者 張郁敏
沈怡君
關鍵詞 品牌延伸
偶像品牌
品牌涉入
迷
日期 2012
上傳時間 1-Nov-2012 13:45:34 (UTC+8)
摘要 本研究以流行音樂名人品牌為範疇，探討品牌發展策略對反饋效果的影響，其中反饋效果可分為同類競食效果和外溢效果兩種。綜觀過去產品品牌文獻，反饋效果的強弱會因主副品牌契合度以及品牌忠誠度而有所不同，根據類別理論，契合度會正向影響同類競食和外溢效果，這是由於消費者感知到的契合度愈高，愈容易將主副品牌的處理經驗相互移轉；此外，過去研究顯示產品品牌忠誠度可調節反饋效果。因此，本研究根據產品品牌文獻提出假設，研究流行音樂名人品牌以多品牌策略或產品線延伸策略推出附屬品牌時，兩種品牌策略類型所導致的契合度和反饋效果有何差異，並探究品牌策略類型和粉絲崇拜程度兩者與反饋效果上的交互作用。本研究採問卷調查法，以既有之流行音樂名人品牌個案為例，共蒐集到929份網路問卷，研究結果顯示，流行音樂名人品牌中（一）產品線延伸策略之契合度大於多品牌策略；（二）產品線延伸策略之同類競食效果顯著低於多品牌策略，而品牌策略類型和粉絲崇拜程度兩者在同類競食效果上無顯著交互作用；（三）契合度完全中介不同品牌策略類型所產生之外溢效果；（四）品牌策略類型和粉絲崇拜程度兩者在外溢效果上呈顯著交互作用，與產品品牌文獻的結果一致。
參考文獻 田祖武、莊雅涵（2007）。品牌體驗與產業契合度對服務業品牌延伸評價之影響。行銷評論，4(3)，311-338。
別蓮蒂（2003）。企業品牌傘策略之企業名稱背書效果。管理學報，20(6)，1175-1199。
李天鐸（1997）。跨國傳播集團與華語流行音樂─政治經濟學分析。全球主義／本土主義：亞洲的現代性與文化生產研討會，香港中文大學。
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林富美（2004）。藝人與經紀人派遣勞動關係初探。新聞學研究，78，143-186。
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高雅勤（2009）以知覺契合度探討品牌認同感對副品牌延伸產品態度之影響─以流行音樂表演藝術團體為例。中國文化大學新聞學系碩士論文。
張茂嵩（2002）。契合度與產品知識對品牌策略效果之影響。國立政治大學企業管理系碩士論文。
夏學理、陳尚盈、羅皓恩、王瓊英（2003）。文化市場與藝術票房。臺北：五南。
創市際市場研究顧問（2011）。〈ARO觀察：年齡族群網路使用狀況〉，《創市際市場研究顧問電子報》。上網日期：2012年5月20日，取自 http://distance.shu.edu.tw/98dmcix/d41.htm
劉揚銘（2011年8月）。凝聚社群、導熱、擴散力量，讓粉絲替你創造暢銷商品。經理人月刊，81，128-147。
蔡瑤昇、呂文琴、林士超（2010）。品牌延伸稀釋量表建構之發展。臺北科技大學學報，43(1)，1-19。
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描述 碩士
國立政治大學
廣告研究所
99452007
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099452007
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.author (Authors) 沈怡君zh_TW
dc.creator (作者) 沈怡君zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 1-Nov-2012 13:45:34 (UTC+8)-
dc.date.available 1-Nov-2012 13:45:34 (UTC+8)-
dc.date.issued (上傳時間) 1-Nov-2012 13:45:34 (UTC+8)-
dc.identifier (Other Identifiers) G0099452007en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/55101-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 99452007zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 本研究以流行音樂名人品牌為範疇，探討品牌發展策略對反饋效果的影響，其中反饋效果可分為同類競食效果和外溢效果兩種。綜觀過去產品品牌文獻，反饋效果的強弱會因主副品牌契合度以及品牌忠誠度而有所不同，根據類別理論，契合度會正向影響同類競食和外溢效果，這是由於消費者感知到的契合度愈高，愈容易將主副品牌的處理經驗相互移轉；此外，過去研究顯示產品品牌忠誠度可調節反饋效果。因此，本研究根據產品品牌文獻提出假設，研究流行音樂名人品牌以多品牌策略或產品線延伸策略推出附屬品牌時，兩種品牌策略類型所導致的契合度和反饋效果有何差異，並探究品牌策略類型和粉絲崇拜程度兩者與反饋效果上的交互作用。本研究採問卷調查法，以既有之流行音樂名人品牌個案為例，共蒐集到929份網路問卷，研究結果顯示，流行音樂名人品牌中（一）產品線延伸策略之契合度大於多品牌策略；（二）產品線延伸策略之同類競食效果顯著低於多品牌策略，而品牌策略類型和粉絲崇拜程度兩者在同類競食效果上無顯著交互作用；（三）契合度完全中介不同品牌策略類型所產生之外溢效果；（四）品牌策略類型和粉絲崇拜程度兩者在外溢效果上呈顯著交互作用，與產品品牌文獻的結果一致。zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節　研究背景與動機 1
第二節　研究目的與貢獻 4
第二章　文獻回顧 5
第一節　流行音樂名人品牌定義 5
第二節 流行音樂名人品牌策略 9
第三節　流行音樂名人品牌契合度 12
第四節　流行音樂名人品牌策略反饋效果定義與類型 17
第五節　流行音樂粉絲的崇拜程度 23
第三章　研究方法 29
第一節　研究架構、研究假設與研究問題 29
第二節　研究母體與抽樣方法 30
第三節　問卷前測 31
第四節　問卷設計與變項測量 31
第四章　研究結果 36
第一節　樣本輪廓 36
第二節　效度和信度分析 40
第三節　研究假設檢定 46
第五節　假設驗證整理 53
第五章 研究討論與建議 56
第一節 研究發現與討論 56
第二節 研究貢獻 60
第三節 研究限制與建議 64
參考文獻 66
附錄一：前測之受試者資料及訪談結果 75
附錄二：正式施測網頁截圖（以張惠妹&阿密特為例） 77		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099452007en_US
dc.subject (關鍵詞) 品牌延伸zh_TW
dc.subject (關鍵詞) 偶像品牌zh_TW
dc.subject (關鍵詞) 品牌涉入zh_TW
dc.subject (關鍵詞) 迷zh_TW
dc.title (題名) 流行音樂名人品牌策略反饋效果初探zh_TW
dc.title (題名) The reciprocal effect of Pop music celebrity brand strategyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 田祖武、莊雅涵（2007）。品牌體驗與產業契合度對服務業品牌延伸評價之影響。行銷評論，4(3)，311-338。
別蓮蒂（2003）。企業品牌傘策略之企業名稱背書效果。管理學報，20(6)，1175-1199。
李天鐸（1997）。跨國傳播集團與華語流行音樂─政治經濟學分析。全球主義／本土主義：亞洲的現代性與文化生產研討會，香港中文大學。
周文賢（2002），多變量統計分析：SAS/STAT使用方法，智勝出版社。
林富美（2004）。藝人與經紀人派遣勞動關係初探。新聞學研究，78，143-186。
波仕特線上市調（2010）。〈你有多久沒有買唱片？〉。上網日期：2012年5月20日，取自http://n.yam.com/pollster/life/201011/20101120966815.html
高雅勤（2009）以知覺契合度探討品牌認同感對副品牌延伸產品態度之影響─以流行音樂表演藝術團體為例。中國文化大學新聞學系碩士論文。
張茂嵩（2002）。契合度與產品知識對品牌策略效果之影響。國立政治大學企業管理系碩士論文。
夏學理、陳尚盈、羅皓恩、王瓊英（2003）。文化市場與藝術票房。臺北：五南。
創市際市場研究顧問（2011）。〈ARO觀察：年齡族群網路使用狀況〉，《創市際市場研究顧問電子報》。上網日期：2012年5月20日，取自 http://distance.shu.edu.tw/98dmcix/d41.htm
劉揚銘（2011年8月）。凝聚社群、導熱、擴散力量，讓粉絲替你創造暢銷商品。經理人月刊，81，128-147。
蔡瑤昇、呂文琴、林士超（2010）。品牌延伸稀釋量表建構之發展。臺北科技大學學報，43(1)，1-19。
Aaker, D. A. (1991). Managing brand equity: capitalizing on the value of a brand name. New York, NY: Free Press.
Aaker, D. A. (2009). Strategic market management (9th ed.). New York, NY: Wiley.
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