近年來許多國內外歷史品牌紛紛進行品牌轉型，學者提出「品牌活化」(brand revitalization) 與「品牌復古」(retro branding) 兩種轉型策略：前者聚焦於將老品牌帶進許多創新的元素，進而轉型為現代化的品牌；而後者則強調歷史品牌應維持、甚至強化與過去的連結，聚焦於維持歷史品牌的經典元素。然而，現有研究對兩種策略的概念內涵、相對的影響效果、對於消費者態度的影響機制、甚至兩種策略的適用情境，皆缺乏系統性的檢視與探討。
　　本論文以五個延續性的研究，並以功能最大化與社會認同歷程為理論基礎，深入檢視兩種轉型策略的相對效果，以彌補前述的研究缺口。研究一以虛擬的滴雞精歷史品牌為對象，檢視相較於不做任何轉型，品牌活化策略或品牌復古策略是否可帶來更佳的品牌態度與購買意願，並檢測知覺品牌價值、品牌情感認同的中介效果。研究二則檢視兩種策略的影響效果與歷程，是否會被品牌個性與消費者物質主義干擾。研究三進一步探討消費者自我建構和產品涉入程度是否干擾兩種策略的效果。為增加研究結果的外在效度與跨文化類推性，研究四以真實品牌，邀請美國受試者參與實驗，再次驗證前述假設。研究五則進行實地實驗，以真實店家做為兩種策略的比較組別，檢視消費者的實際購買金額。研究結果發現：品牌活化策略透過提升知覺品牌價值，而品牌復古策略透過提升品牌情感認同，進而改善消費者的品牌態度/購買意願/最高願付金額/購買金額；當歷史品牌偏向刺激性、產品為高涉入、或當消費者物質主義程度越高、偏向獨立我時，會強化品牌活化的知覺價值機制；當歷史品牌偏向真誠性、產品為低涉入、或當消費者偏向相依我時，則會強化品牌復古的情感認同機制。實務上，本研究可供企業主在選擇轉型策略時，更瞭解注意事項，並因應品牌、消費者特質、產品面向作調整，以期獲取較佳的效果。

　　Researchers have suggested that historical brands can employ “brand revitalization” or “retro branding” strategies for brand transformation. The former focus on how historical brands can add more innovative and creative elements in their brand, leading historical brands to be more modern. The latter suggests that the historical brands have to focus on their classic elements via enhancing the linkage between current images and the past ones. However, no known studies have systematically examined the relative effects, mediating mechanisms, and moderators of these two strategies.
　　The present study designed five studies with various participants and different research designs to test the effects, mechanisms, and boundary conditions of brand revitalization and retro branding strategies: (1) Study 1 found that brand revitalization or retro branding strategies can increase consumer brand attitudes and purchase intentions (comparing with control groups) via perceived brand value and brand identity, respectively; (2) Study 2 found that brand personality and consumer materialism moderate the indirect effects of brand revitalization or retro branding on consumer outcomes; (3) Study 3 further indicated that the indirect effects of brand revitalization or retro branding on consumer outcomes also depend on consumer self-construal and product involvement; (4) Study 4 used Mturk to collect responses from U.S. consumers to test our proposed model again; (5) Study 5 used the field experiment to chose two real historical shops that employed brand revitalization or retro branding strategies, and found that most hypotheses were again supported. Theoretical and methodological contributions, as well as managerial implications, are further discussed.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的與預期貢獻 7
第二章 文獻探討與假設推導 14
第一節 文獻探討 14
第二節 假設推論 26
第三章 研究一：轉型策略主效果與中介機制 40
第一節 前言 40
第二節 樣本和實驗設計 40
第三節 實驗刺激與前測 41
第四節 變數衡量 49
第五節 資料分析 53
第四章 研究二：品牌個性與物質主義之干擾 60
第一節 前言 60
第二節 樣本和實驗設計 60
第三節 實驗刺激 61
第四節 變數衡量 62
第五節 資料分析 64
第五章 研究三：自我建構與產品涉入之干擾 75
第一節 前言 75
第二節 樣本和實驗設計 75
第三節 實驗刺激 76
第四節 實驗程序 77
第五節 變數衡量 80
第六節 資料分析 83
第六章 研究四：以美國樣本測試研究結果類推性 94
第一節 前言 94
第二節 樣本和實驗設計 95
第三節 實驗刺激與前測 95
第四節 變數衡量 103
第五節 資料分析 104
第七章 研究五：以實地實驗檢視物質主義、自我建構、產品涉入之干擾 119
第一節 前言 119
第二節 樣本和實驗設計 119
第三節 實驗刺激 121
第四節 實驗流程 122
第五節 變數衡量 124
第六節 資料分析 126
第八章 討論與建議 129
第一節 研究結果 129
第二節 理論意涵 130
第三節 方法貢獻 134
第四節 管理意涵 135
第五節 研究限制與未來研究建議 138
參考文獻 141
附錄 151
各組別主要變數平均數與標準差 151
前測：品牌復古策略問卷 (針對研究一、二、三) 152
前測：品牌活化策略問卷 (針對研究一、二、三) 158
研究一問卷：控制組 164
研究一：轉型策略廣告刺激彙整 172
研究一：轉型策略報導文案彙整 173
研究二問卷：品牌個性刺激性＋品牌活化策略 174
研究二：品牌個性實驗刺激彙整 183
研究三問卷：品牌復古策略＋高涉入產品 184
研究三：產品涉入高低操弄彙整 190
研究三：品牌網站截圖 191
研究四前測 195
研究四問卷：品牌活化策略＋獨立自我建構＋高涉入 201
研究四：自我建構操弄彙整 208
研究四：轉型策略與高低涉入產品廣告刺激彙整 209
研究五問卷：第一階段問卷 210
研究五：轉型策略廣告刺激彙整 212
研究五問卷：第二階段問卷 213

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