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題名 公益行銷的適配組合：企業品牌個性、代言人類型、活動類型、人格特質
The Optimal Composition of Caused-Related Marketing: Brand Personality, Endorser Type, Philanthropy, and Personality作者 李家名
Li, Chia-Ming貢獻者 李嘉林
李家名
Li, Chia-Ming關鍵詞 適配
公益行銷
品牌個性
代言人類型
公益活動類型
fit
brand personality
endorser type
philanthropy
big five personality日期 2012 上傳時間 11-七月-2013 16:06:16 (UTC+8) 摘要 近半世紀以來，在許多市場競爭激烈的已開發國家中，公益行銷已被許多企業用來作為創造差異化價值的工具；隨著實務界的發展，學術上也有許多研究投入心力關注此議題，探討企業與公益活動間適配度高低對公益行銷成效的影響，以及探討不同公益活動與企業間的適配類型，不過少有文獻討公益行銷組合的適配原則。本研究透過聯合分析法，想了解企業品牌個性、代言人、公益活動以及消費者本身個性四者間不同適配組合的適配性，以找出公益行銷的適配原則。 本研究以聯合分析法與單因子變異數分析為主要工具。透過前測，我們把8個受測企業(消費性電子產品品牌商)以品牌個性分成4類，以及將代言人類型分為3類（名人、專家、卡通人物）、公益活動類型分成5種（環保、體育、教育、社會福利、社區服務），並選出代表受測水準；下一步則是將選出的水準排列組合成60張卡片，接著利用正交法將公益行銷的組合簡化，最後留下12張卡片作為正式施測使用。 本研究的結果指出：整體受測者認為最適合執行公益行銷的品牌個性與企業是「純真強壯型acer」，最偏好的代言人是「名人型的孫越」，最喜歡的活動是「社會福利型的急難救助」，這三個屬性的結合就是最適配的公益行銷組合；三個屬性的重要性依序是「公益活動的類型」、「品牌個性」、「代言人類型」。我們對於這樣的結果做了詮釋，也對沒有出現預期結果的組合做了解釋，並總結研究結果提出了實務上的建議；最後是本論文的研究限制與未來研究方向。
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國立政治大學
企業管理研究所
100355031
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G1003550312 資料類型 thesis dc.contributor.advisor 李嘉林 zh_TW dc.contributor.author (作者) 李家名 zh_TW dc.contributor.author (作者) Li, Chia-Ming en_US dc.creator (作者) 李家名 zh_TW dc.creator (作者) Li, Chia-Ming en_US dc.date (日期) 2012 en_US dc.date.accessioned 11-七月-2013 16:06:16 (UTC+8) - dc.date.available 11-七月-2013 16:06:16 (UTC+8) - dc.date.issued (上傳時間) 11-七月-2013 16:06:16 (UTC+8) - dc.identifier (其他 識別碼) G1003550312 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58758 - 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) 100355031 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 近半世紀以來，在許多市場競爭激烈的已開發國家中，公益行銷已被許多企業用來作為創造差異化價值的工具；隨著實務界的發展，學術上也有許多研究投入心力關注此議題，探討企業與公益活動間適配度高低對公益行銷成效的影響，以及探討不同公益活動與企業間的適配類型，不過少有文獻討公益行銷組合的適配原則。本研究透過聯合分析法，想了解企業品牌個性、代言人、公益活動以及消費者本身個性四者間不同適配組合的適配性，以找出公益行銷的適配原則。 本研究以聯合分析法與單因子變異數分析為主要工具。透過前測，我們把8個受測企業(消費性電子產品品牌商)以品牌個性分成4類，以及將代言人類型分為3類（名人、專家、卡通人物）、公益活動類型分成5種（環保、體育、教育、社會福利、社區服務），並選出代表受測水準；下一步則是將選出的水準排列組合成60張卡片，接著利用正交法將公益行銷的組合簡化，最後留下12張卡片作為正式施測使用。 本研究的結果指出：整體受測者認為最適合執行公益行銷的品牌個性與企業是「純真強壯型acer」，最偏好的代言人是「名人型的孫越」，最喜歡的活動是「社會福利型的急難救助」，這三個屬性的結合就是最適配的公益行銷組合；三個屬性的重要性依序是「公益活動的類型」、「品牌個性」、「代言人類型」。我們對於這樣的結果做了詮釋，也對沒有出現預期結果的組合做了解釋，並總結研究結果提出了實務上的建議；最後是本論文的研究限制與未來研究方向。 zh_TW dc.description.abstract (摘要) It is commonly accepted that cause-related marketing (CRM) is a communications tool for brand differentiation, increasing customer loyalty and building reputation. Whether CRM campaigns succeed or not depend a great deal upon how customers perceive the reasons for a company’s involvement in cause-related programs, as result the congruence of a company and cause matters. According to literature review, there many types of fit between company and cause, but fewer studies indicate what attributes of a CRM campaign are really match. The purpose of this thesis is to find what attributes, such as brand personality, endorser type as well as philanthropy, are the best congruent combination for CRM campaigns. The results indicate that consumers care more about ‘‘what they do’’ than ‘‘with whom they associate themselves.’’ en_US dc.description.tableofcontents 摘 要 iAbstract ii目 錄 iii表目錄 vi圖目錄 vii第一章 緖論 1第一節 研究背景與目的 1一、研究背景 1二、研究問題 2第二節 章節摘要 3第三節 研究流程 5第二章 文獻回顧 6第一節 公益行銷 6第二節 品牌個性 10第三節 代言人類型 14第四節 公益活動類型 17第五節 人格特質 19第三章 研究架構與設計 23第一節 研究架構 23第二節 問卷設計與抽樣結果 25一、前測 25（一）品牌個性 25（二）代言人類型 27（三）公益活動的類型 29（四）抽樣結果 31二、正式施測 31（一）聯合分析法之簡介 31（二）問卷設計 33（三）抽樣結果 35第四章 研究分析與結果 36第一節 前測分析 36一、品牌個性之集群分析 36二、最具代表性的代言人與公益活動之遴選 37第二節 相關性分析 40一、因素分析與集群分析：以人格特質分群的受測者 41二、單因子變異數分析 46三、皮爾森相關性檢定 49第三節 聯合分析 50一、整體結果 50二、各集群結果 55第五章 結論 59第一節 研究結果之討論 59一、適配組合的詮釋 59（一）屬性間一致的形象可以促成知覺適配：樸實特質之串連 59（二）代言人與活動類型的適配是關鍵：孫越與急難救助 59（三）人格特質與代言人類型的適配：外向穩健與卡通人物 60（四）人格特質會影響對公益行銷組合的態度 61（五）最適配組合：純真強壯型品牌個性、名人型代言人、社會福利型活動 61二、負效用值的解釋 62（一）專家代言人：醫師 62（二）流行創新的Apple與刺激愉悅的Samsung 62（三）環保活動型的節能減碳 62（四）體育活動型的捐贈硬體與資金 63第二節 管理與實務上的建議 64（一）對樸實形象的企業而言 64（二）模組化整體結果最適配的公益行銷組合，針對不同族群作調整 64（三）對創新與流行形象的企業而言 64（四）在一般化的原則下注意個別差異 65第三節 研究限制與未來研究方向 66一、研究限制 66二、未來的研究方向 67參考文獻 68附件：正式施測問卷 76 zh_TW dc.format.extent 2947214 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1003550312 en_US dc.subject (關鍵詞) 適配 zh_TW dc.subject (關鍵詞) 公益行銷 zh_TW dc.subject (關鍵詞) 品牌個性 zh_TW dc.subject (關鍵詞) 代言人類型 zh_TW dc.subject (關鍵詞) 公益活動類型 zh_TW dc.subject (關鍵詞) fit en_US dc.subject (關鍵詞) brand personality en_US dc.subject (關鍵詞) endorser type en_US dc.subject (關鍵詞) philanthropy en_US dc.subject (關鍵詞) big five personality en_US dc.title (題名) 公益行銷的適配組合：企業品牌個性、代言人類型、活動類型、人格特質 zh_TW dc.title (題名) The Optimal Composition of Caused-Related Marketing: Brand Personality, Endorser Type, Philanthropy, and Personality en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Aaker, D.A. 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