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題名 品牌併購相關性與品牌個性相似度對品牌權益與購買意願之影響
Effects of Merger Type and Brand Personality on Brand Equity and Purchase Intention in Brand Merger and Acquisition作者 謝文豪
Hsieh, Wen Hao貢獻者 張愛華
謝文豪
Hsieh, Wen Hao關鍵詞 品牌併購
併購類型相關性
品牌個性
品牌權益
消費者購買意願
brand merger and acquisition
merger type
brand personality
brand equity
purchase intention日期 2013 上傳時間 1-Sep-2014 13:44:53 (UTC+8) 摘要 隨著資金、市場與人才國際化的趨勢，企業面對的競爭越來越激烈，企業從單品牌策略逐漸走向多品牌策略；其中，併購品牌為最快速、控制與投資程度高的品牌組合建立方式，也是目前品牌組合建立的主要趨勢，尤其以國際大型集團發起的併購案件，近幾年於市場上更是層出不窮。然而，目前關於併購行為所產生的益處與影響，多著重於有形資產財務指標的表現，而忽略無形資產的變化，然而品牌是企業彰顯價值以及與消費者溝通的橋梁，是競爭優勢來源之一，因此，本研究欲以消費者的觀點，探討品牌併購會消費者品牌認知的影響。 本研究選定保養品牌作為研究目標，操弄「併購類型相關性」與「品牌個性相似度」等變數，探究品牌併購前後，消費者對主併品牌與被併品牌「品牌權益」與「購買意願」的變化；本研究首先進行前測，找出保養品牌個性差異小與個性差異大的品牌組合，以作為正式實驗之研究標的；接著透過實驗分組，探究受試者對這些品牌組合的反應，以得到其對品牌權益與購買意願產生的變化。 本研究結果顯示，對主併品牌而言，在併購之後，對品牌權益與消費者購買意願變化並無明顯差異，但有相關性併購優於非相關性併購、品牌個性相近組合優於品牌個性相異組合的傾向；而對被併品牌而言，在被併購之後，品牌權益與消費者購買意願變化皆有顯著提升，並且相關性併購提升程度大於非相關性併購，品牌個性相似組合提升程度亦大於品牌個性相異組合。透過本研究結果分析，發現併購活動會造成企業無形資產品牌權益與購買意願的變化，因此，企業在進行併購活動時，應將品牌納入併購活動策略考量中，同時也應注重併購品牌的相關性與品牌個性相似度，以避免對彼此的品牌受損。
With the internationalization of capital, market and human resources, companies are facing more and more intense competitions. In order to deal with this situation, companies moves from single brand strategy to multi-brand strategy, especially the strategy of merger and acquisition (M&A), which is a fast, highly controlled and highly invested method to develop multi brands. At the same time, M&A is the most common way nowadays to apply multi-brand strategy, especially for international corporations. However, the researches about the advantages and influences of M&A have focused on tangible assets, such as financial performance, instead of focusing on intangible assets, such as brand equity and brand image, which are also important to the corporations. Brand is not only a channel for company to communicate with customers but also a source of competitive advantages. Therefore, this study wants to research how the brand merger and acquisition affects customers’ brand recognitions. This study chooses beauty care brands as research object, and “merger type” and “brand personality” as variables. By undergoing an experiment, this study examines the changes of “brand equity” and “purchase intention” after M&A for both acquiring and acquired brands. The findings are, for the acquiring brand, there is no significant change in brand equity and purchase intention after M&A, and related M&A is better than unrelated M&A, while the similar brand personality combination is better than distinc one. As for the acquired brand, there are significant rises in brand equity and purchase intention after M&A, and just like the acquiring brand, related M&A is better than unrelated M&A, while the similar brand personality combination is better than distinc one as well. This study’s results show that the M&A would actually affect corporation’s intangible assets, brand equity and purchase intention. Therefore, when corporations decide to implement M&A strategy, they should take “brand” in consideration. Also, corporations should pay attention on the merger type and brand personality between acquiring and acquired brand to prevent the harm on both brands after M&A.參考文獻 中文文獻1. 陳欣怡(2000)，品牌個性契合度對品牌聯盟成效之影響，國立雲林科技大學企業管理研究所碩士論文。2. 陳錦堂與沈仰斌(1988)，「併購動機之理論與實證：以美國與亞洲之併購歷史為例」，經濟情勢暨評論季刊，第4卷，第2期。3. 吳統雄(1985)，「態度與行為研究的信度與效度：理論、應用、反省」，民意學術專刊夏季號，頁29-53。英文文獻1. Aaker, D.A. (1991), Managing Brand Equity：Capitalizing on the Value of Brand Name, New York：Free Press.2. Aaker, D.A. and Keller, K.L. (1990), “Consumer evaluations of brand extensions”, Journal of Marketing, 54(1), pp.27-41.3. Aaker, D.A. (1992), Strategic Marketing Management (3rd ED.), New York：John Wiley & Sons.4. Aaker, D.A. (1995), Building Strong Brand, New York：Free Press.5. Aaker, D.A. (2004), Brand Portfolio Strategy：Creating Relevance, Differentiation, Energy, Leverage, Clarity, New York：Free Press.6. Assael, H. (1992), Consumer Behavior and Marketing Action (4th ED.), PWS-KENT Publishing Company.7. Balmer, J.M.T. and Dinnie, K. (1999), “Corporate identity and corporate communications：the antidote to merge madness”, Corporate Communications：An International Journal, 4(3), pp.182-192.8. Barwise, P. and Robertson, T. (1992), “Brand portfolio”, European Management Journal, 10(3), pp.277-285.9. Bartra, R., Lenmann, D.R. and Singh, D. (1993), “The brand personality component of brand good will：Some antecedents and consequences”, Brand Equity and Advertising：Advertising’s Role in Building Strong Brands.10. Burk, B. (1994), “Position, personality, not price, should frame consumer message”, Brandweek, Sep. 19.11. Capron, L. and Hulland, J. (1999), “Redeployment of brands, sales forces, and general marketing management expertise following horizontal acquisition：A resource-based view”, Journal of Marketing, 63(2), pp.41-53.12. Dimingo, E. (1998), “The fine art of positioning”, The Journal of Business Strategy, 9(2), pp.34-38.13. Dobni, D. and Zinkhaml V.A. (1990), “In search of brand image：A foundation analysis”, In Advances in Consumer Research, 17, pp.110-119.14. Dodds, B.W., Monroe, K.B. and Grewal D. (1991), “Effect of price, brands and store information on buyers’ product evaluation”, Journal of Marketing Research, 28(Aug), pp.307-319.15. Ehrenberg, A.S.C., Coodhardt, G.J., and Barwise, T.P. (1990), “Double jeopardy revisited”, Journal of Marketing, 54, pp.82-91.16. Ettenson, R. and Knowles, J. (2006), “Merging the brands and branding the merger”, MIT Sloan Management Review, 47(4), pp.38-49.17. Farguhar, P.H. (1990), “Managing Brand Equity”, Journal of Advertising Research, 30(4), pp.7-12.18. Fishbein, Martin and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior：An Introduction to Theory and Research, MA：Addison-Wesley.19. Gaughan, P.A. (2002), Mergers, Acquisitions and Corporate Restructurings, John Wiley & Sons, Inc..20. Grewal, D., Krishnam, R., Baker, J. and Borin, N. (1998), “The effect of store name brand name and price discounts on consumers’ evaluation and purchase intentions”, Journal of Retailing, 74(3), pp.331-352.21. Harlam, B.A., Krishna, A., Lehmann, D.R. and Mela, C. (1995), “Impact of bundle type, price framing and fakiliarity on purchase intention for the bundke”, Journal of Marketing Research, 27(4), pp.390-401.22. Hawkins, D.I., Roger, J.B and Kenneth A.C. (1998), Consumer Behavior：Building Marketing Strategy (7th ED.), New York：McGraw Hill.23. Hill, S. and Lederer, C. (2001), The Infinite Asset：Managing Brands to Build New Value, Boston：Harvard Business School Press.24. Hooke, J.C. (1997), M&A- A Practical Guide to Doing the Deal, John Wiley & Sons, Inc..25. Jaju, A., Joiner, C. and Reddy S.K. (2006), “Consumer Evaluation of corporate brand redeployment”, Journal of the Academy of Marketing Science, 34(2), pp.206-215.26. Jones, G.R. (1986), “Socialization tactics, self-efficiency, and newcomers’ adjustment to organization, Academy of Management Journal, 29, pp.262-279.27. Keengan, Warren, Moriarty, S. and Duncan, T. (1991), “Marketing”, New Jersey：A division of Simon and Schuster, pp.226-660.28. Keller, K.L. (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, 57(1), pp.1-22.29. Keller, K.L. (2003), Strategic Brand Management：Building, Measuring, and Managing Brand Equity, New York：Prentice Hall.30. Kim, P. (1991), “A perspective on brands”, Journal of Consumer Marketing, pp.20-30.31. Kotler, P. (2000), Marketing Management：Analysis, Planning, Implementation, and Control (10th ED.), New York：Prentice Hall.32. Kotler, P. (2004), Marketing Management (3rd ED.), New York：Prentice Hall.33. Martin K.J. and McConnell, J.J. (1991), “Corporate performance, corporate takeovers, and ,management turnover”, Journal of Finance, 46, pp.671-687.34. Murphy, J. (1990), Brand Strategy, NY：Prentice-Hall.35. Park, C.W., Jaworski, B.J. and MacInnis, D.J. (1986), “Strategic brand concept-image management”, Journal of Marketing, 50 (Oct.), pp.135-145.36. Pierce, A. and Moukanas, H. (2002), “Portfolio Power：Hamessing a group of brands to drive profitable growth”, Strategy & Leadership, 30(5), pp.15-21.37. Pitta, D.A. and Katsanis L.P. (1995), “Undersatnding brand equity for successful brand extension”, Journal of Consumer Marketing, 12(4), pp.51-64.38. Porter, M. (1985), Competitive Advantage, New York：The Free Press.39. Randall, G. (1997), Do Your Own Market Research (1st ED.), California：Kogan Page Ltd... 40. Rosenberg, M.J. and Hanland, C.I., (1960), “Cognitive, affective, and behavior components of attitude”, Attitude Organization and Change：An Analysis of Consistency among Attitide Components.41. Sappington, D.E.M. and Wernerfelt, B. (1985), “To brand or not to brand? A theoretical and empirical question”, Journal of Business, 58(3), pp.279-293.42. Shocker, A. and Weitz, B. (1988), “A perspective on brand equity principles and issues”, In summary of marketing science institute conference, Cambridge, MA：Marketing Science Institute, pp.88-104.43. Simon, C.J. and Sullivan, M.W. (1993), “The measurement and determinants of brand equity：A financial approach”, Marketing Science, 12(1), pp.28-52.44. Simonin, B.L. and Ruth, J.A. (1995), “Bundling as a strategy for new product introduction：Effects on consumers’ reservation prices for the bundle, the new product and its tie-in”, Journal of Business Research, 33, pp.219-230.45. Stobart, P. (1989), Alternative Methods of Brand Valuation：Establishing a True and Fair View, London：The Interbrand Group.46. Swaminathan, V., Murshed, F. and Hulland, J. (2008), “Value creation following merger and acquisition announcement：The role of strategic emphasis alignment”, Journal of Marketing Research, 14(2), pp.33-47.47. Tauber, E.M. (1988), “Brand leverage：Strategy for growth in a cost-control world”, Journal of Advertising Research, 28, pp.26-31.48. Trout, J. and Rivkin, S. (1996), The new positioning：The Latest on the World’s #1 Business Strategy, New York：McGraw Hill.49. Urde, M. (1994), “Brand orientation- a strategy for survival”, Journal of Consumer Marketing, 11(3), pp. 18-32.50. Vernon, R. (1966), “International investment and international trade in the product cycle”, Quarterly Journal of Economics, 80, pp. 190-207. 描述 碩士
國立政治大學
企業管理研究所
101355029
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G1013550292 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.author (Authors) 謝文豪 zh_TW dc.contributor.author (Authors) Hsieh, Wen Hao en_US dc.creator (作者) 謝文豪 zh_TW dc.creator (作者) Hsieh, Wen Hao en_US dc.date (日期) 2013 en_US dc.date.accessioned 1-Sep-2014 13:44:53 (UTC+8) - dc.date.available 1-Sep-2014 13:44:53 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2014 13:44:53 (UTC+8) - dc.identifier (Other Identifiers) G1013550292 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/69436 - 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) 101355029 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 隨著資金、市場與人才國際化的趨勢，企業面對的競爭越來越激烈，企業從單品牌策略逐漸走向多品牌策略；其中，併購品牌為最快速、控制與投資程度高的品牌組合建立方式，也是目前品牌組合建立的主要趨勢，尤其以國際大型集團發起的併購案件，近幾年於市場上更是層出不窮。然而，目前關於併購行為所產生的益處與影響，多著重於有形資產財務指標的表現，而忽略無形資產的變化，然而品牌是企業彰顯價值以及與消費者溝通的橋梁，是競爭優勢來源之一，因此，本研究欲以消費者的觀點，探討品牌併購會消費者品牌認知的影響。 本研究選定保養品牌作為研究目標，操弄「併購類型相關性」與「品牌個性相似度」等變數，探究品牌併購前後，消費者對主併品牌與被併品牌「品牌權益」與「購買意願」的變化；本研究首先進行前測，找出保養品牌個性差異小與個性差異大的品牌組合，以作為正式實驗之研究標的；接著透過實驗分組，探究受試者對這些品牌組合的反應，以得到其對品牌權益與購買意願產生的變化。 本研究結果顯示，對主併品牌而言，在併購之後，對品牌權益與消費者購買意願變化並無明顯差異，但有相關性併購優於非相關性併購、品牌個性相近組合優於品牌個性相異組合的傾向；而對被併品牌而言，在被併購之後，品牌權益與消費者購買意願變化皆有顯著提升，並且相關性併購提升程度大於非相關性併購，品牌個性相似組合提升程度亦大於品牌個性相異組合。透過本研究結果分析，發現併購活動會造成企業無形資產品牌權益與購買意願的變化，因此，企業在進行併購活動時，應將品牌納入併購活動策略考量中，同時也應注重併購品牌的相關性與品牌個性相似度，以避免對彼此的品牌受損。 zh_TW dc.description.abstract (摘要) With the internationalization of capital, market and human resources, companies are facing more and more intense competitions. In order to deal with this situation, companies moves from single brand strategy to multi-brand strategy, especially the strategy of merger and acquisition (M&A), which is a fast, highly controlled and highly invested method to develop multi brands. At the same time, M&A is the most common way nowadays to apply multi-brand strategy, especially for international corporations. However, the researches about the advantages and influences of M&A have focused on tangible assets, such as financial performance, instead of focusing on intangible assets, such as brand equity and brand image, which are also important to the corporations. Brand is not only a channel for company to communicate with customers but also a source of competitive advantages. Therefore, this study wants to research how the brand merger and acquisition affects customers’ brand recognitions. This study chooses beauty care brands as research object, and “merger type” and “brand personality” as variables. By undergoing an experiment, this study examines the changes of “brand equity” and “purchase intention” after M&A for both acquiring and acquired brands. The findings are, for the acquiring brand, there is no significant change in brand equity and purchase intention after M&A, and related M&A is better than unrelated M&A, while the similar brand personality combination is better than distinc one. As for the acquired brand, there are significant rises in brand equity and purchase intention after M&A, and just like the acquiring brand, related M&A is better than unrelated M&A, while the similar brand personality combination is better than distinc one as well. This study’s results show that the M&A would actually affect corporation’s intangible assets, brand equity and purchase intention. Therefore, when corporations decide to implement M&A strategy, they should take “brand” in consideration. Also, corporations should pay attention on the merger type and brand personality between acquiring and acquired brand to prevent the harm on both brands after M&A. en_US 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 4 第三節 研究流程 5第二章 文獻探討 6 第一節 品牌定義與功能 6 第二節 品牌權益 14 第三節 品牌建立與管理 28 第四節 品牌併購與消費者購買意願因素 33第三章 研究方法 39 第一節 研究架構 39 第二節 研究假說 40 第三節 變數之定義、操弄與衡量 43 第四節 研究設計 46第四章 研究分析 53 第一節 整體樣本描述 53 第二節 信度分析 56 第三節 假說檢定 64第五章 結論與建議 82 第一節 研究結果 82 第二節 管理意涵 86 第三節 研究限制與未來研究建議 88參考文獻 89附錄一 前測問卷 94附錄二 問卷a卷 100附錄三 問卷b卷 114 zh_TW dc.format.extent 1192806 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/#G1013550292 en_US dc.subject (關鍵詞) 品牌併購 zh_TW dc.subject (關鍵詞) 併購類型相關性 zh_TW dc.subject (關鍵詞) 品牌個性 zh_TW dc.subject (關鍵詞) 品牌權益 zh_TW dc.subject (關鍵詞) 消費者購買意願 zh_TW dc.subject (關鍵詞) brand merger and acquisition en_US dc.subject (關鍵詞) merger type en_US dc.subject (關鍵詞) brand personality en_US dc.subject (關鍵詞) brand equity en_US dc.subject (關鍵詞) purchase intention en_US dc.title (題名) 品牌併購相關性與品牌個性相似度對品牌權益與購買意願之影響 zh_TW dc.title (題名) Effects of Merger Type and Brand Personality on Brand Equity and Purchase Intention in Brand Merger and Acquisition en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文文獻1. 陳欣怡(2000)，品牌個性契合度對品牌聯盟成效之影響，國立雲林科技大學企業管理研究所碩士論文。2. 陳錦堂與沈仰斌(1988)，「併購動機之理論與實證：以美國與亞洲之併購歷史為例」，經濟情勢暨評論季刊，第4卷，第2期。3. 吳統雄(1985)，「態度與行為研究的信度與效度：理論、應用、反省」，民意學術專刊夏季號，頁29-53。英文文獻1. Aaker, D.A. (1991), Managing Brand Equity：Capitalizing on the Value of Brand Name, New York：Free Press.2. Aaker, D.A. and Keller, K.L. (1990), “Consumer evaluations of brand extensions”, Journal of Marketing, 54(1), pp.27-41.3. Aaker, D.A. (1992), Strategic Marketing Management (3rd ED.), New York：John Wiley & Sons.4. Aaker, D.A. (1995), Building Strong Brand, New York：Free Press.5. Aaker, D.A. (2004), Brand Portfolio Strategy：Creating Relevance, Differentiation, Energy, Leverage, Clarity, New York：Free Press.6. Assael, H. (1992), Consumer Behavior and Marketing Action (4th ED.), PWS-KENT Publishing Company.7. Balmer, J.M.T. and Dinnie, K. (1999), “Corporate identity and corporate communications：the antidote to merge madness”, Corporate Communications：An International Journal, 4(3), pp.182-192.8. Barwise, P. and Robertson, T. (1992), “Brand portfolio”, European Management Journal, 10(3), pp.277-285.9. Bartra, R., Lenmann, D.R. and Singh, D. 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