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論文名稱 Title |
消費者對奢侈品品牌延伸之態度研究 Research on Consumer Attitude toward the Extension of Luxury Brands |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
72 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2018-06-15 |
繳交日期 Date of Submission |
2018-07-10 |
關鍵字 Keywords |
契合度、品牌形象、品牌態度、品牌延伸、奢侈品品牌 brand extension, fit, luxury brand, brand attitude, brand image |
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統計 Statistics |
本論文已被瀏覽 5781 次,被下載 82 次 The thesis/dissertation has been browsed 5781 times, has been downloaded 82 times. |
中文摘要 |
本研究探討奢侈品品牌延伸策略與消費者品牌態度之關係。首先探討影響品牌延伸態度之因素;再來探討品牌延伸態度對於原品牌態度之影響;最後探討消費者特徵對於上述關係之干擾效果。本研究採用問卷調查法,有效樣本數為125位。研究顯示消費者認知的品牌形象、品牌延伸契合度,對品牌延伸態度有顯著影響;而品牌延伸態度亦會顯著影響消費者對原品牌之態度。另外,高涉入程度與高物質主義消費者,在形象對品牌延伸態度之影響上,皆會大於低涉入程度與低物質主義消費者;然而在契合度對品牌延伸之影響上,高涉入程度與高物質主義消費者,相較於低涉入程度與低物質主義消費者,並無顯著差異。 |
Abstract |
Nowadays brand extension is a popular strategy of luxury brand managers to leverage the value of well-established brands. This strategy may increase sales but also risks diluting the parent brand. The purpose of this research is to discuss and identify how extending a luxury brand affect consumers’ brand attitude. The study examines the role of the brand image and brand extension fit in the impact of luxury brand extension on consumers’ brand attitude; meanwhile the moderating effects of consumer characteristics are also examined. A quantitative research approach is adopted analyzing sample data of 125 Taiwanese consumers. Results suggest that both brand image and brand extension fit significantly affect consumers’ attitude toward brand extension, which then strongly affect consumers’ attitude toward the parent brand. Further, consumer involvement and materialism are found to moderate the influence of brand image on brand extension attitude. Results show that when consumers are high- materialistic or are highly involved in extension product category, brand image have greater influence on brand extension attitude. This paper also provides guidelines to formulate successful brand extension strategies for luxury marketers. |
目次 Table of Contents |
論文審定書..................................................................................................................................... i 摘要 ................................................................................................................................................. ii Abstract .......................................................................................................................................... iii 目錄 ................................................................................................................................................ iv 表目錄............................................................................................................................................ vi 圖目錄........................................................................................................................................... vii 第一章、緒論............................................................................................................................... 1 第一節 研究背景.................................................................................................................... 1 第二節 研究動機與目的...................................................................................................... 2 第二章、文獻回顧與研究假設............................................................................................... 4 第一節 奢侈品與奢侈品品牌............................................................................................. 4 一、奢侈品........................................................................................................................... 4 二、奢侈品品牌 ................................................................................................................. 6 三、奢侈品品牌的管理.................................................................................................... 6 第二節 品牌延伸與品牌態度............................................................................................. 7 一、品牌延伸...................................................................................................................... 7 二、品牌態度...................................................................................................................... 8 三、回饋效果...................................................................................................................... 9 第三節 契合度 ...................................................................................................................... 10 一、契合度......................................................................................................................... 10 二、契合度對品牌延伸的影響.................................................................................... 11 第四節 品牌形象.................................................................................................................. 12 一、品牌形象.................................................................................................................... 12 二、品牌形象對品牌延伸的影響 ............................................................................... 13 第五節 消費者特徵 ............................................................................................................. 14 一、涉入程度.................................................................................................................... 14 二、物質主義.................................................................................................................... 15 第三章、研究設計.................................................................................................................... 17 第一節 研究架構.................................................................................................................. 17 第二節 變數定義.................................................................................................................. 17 第三節 研究方法.................................................................................................................. 22 第四章、資料分析.................................................................................................................... 23 第一節 敘述統計分析......................................................................................................... 23 第二節 測量模型分析......................................................................................................... 25 第三節 研究假設驗證......................................................................................................... 29 一、模型 1 之架構、假設、及分析........................................................................... 29 二、模型 2 之架構、假設、及分析........................................................................... 34 三、模型 3 之架構、假設、及分析........................................................................... 39 四、模型 4 之分析與結果 ............................................................................................. 43 第四節 研究結果歸納與說明........................................................................................... 46 第五章、結論與建議 ............................................................................................................... 48 第一節 研究發現.................................................................................................................. 48 第二節 管理意涵.................................................................................................................. 50 第三節 研究限制與未來建議........................................................................................... 51 參考文獻 ...................................................................................................................................... 53 |
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