博碩士論文 etd-0103107-041151 詳細資訊


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姓名 潘鴻銘(Hung-ming Pan) 電子郵件信箱 rppno1@alumni.nccu.edu.tw
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 95學年第1學期
論文名稱(中) 促銷方式對品牌資產之影響-以虛擬品牌為例
論文名稱(英) Sales promotion effects on Brand equity-using fictitious brand as examples.
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    摘要(中) 以往學者對促銷之研究皆假設促銷對品牌資產有所損害,但在生活中,我們卻經常接觸到促銷的資訊;這不啻是對以往研究的反駁。而以往研究促銷訊息時,也往往採用與日常生活中所接觸訊息不相同的方式,如只使用簡單的幾行文字就代替了促銷廣告而要求受測者憑空想像促銷內容,相信會對實驗結果有所影響。
      因此本研究針對以上幾點並延伸Vidal and Ballester(2005)觀點,假設促銷活動可以增加品牌資產,採用貨幣與非貨幣性促銷之分類,再加入針對品牌之獨 特促銷活動。
      實驗中使用虛擬品牌並設計出虛擬廣告稿,讓受測者可以避免既有品牌在市場上已行銷多年;可能產生既定印象之影響。
      本研究之實驗結果,促銷能夠增加消費者基礎之品牌資產,在品牌聯想屬性的分數上有明顯正向差異;而如果要消費者辨識品牌,使品牌擁有獨特性,在本研究中建議企業主需要設計與品牌有關聯且獨特之促銷活動方能突顯自身,而不會使消費者產生混淆。
    摘要(英) In our daily life, we can receive the information about sales promotion usually, and it is confused that research in the past posited sales promotion may erode brand equity.
    In another aspect, when researching sales promotion, researcher used simple sentence instead of original colorful information, and asked participants imagine the advertisement. We may believe that will be harmful to the credibility.
    According to the reasons before, this research follow Vidal and Ballester(2005), posited that sales promotion can contribute to build brand equity.
      
    This research uses fictitious brand and designs the fictitious advertisement to avoid the effect of stereo type in consumers mind.
    The outcome of this research suggests that sales promotion actually can contribute to build consumer-based brand equity. If corporation wants to make the brand different from competitors to let consumer identify the brand, it needs to design unique sales promotion.
    關鍵字(中)
  • 品牌資產
  • 促銷
  • 虛擬品牌
  • 關鍵字(英)
  • Brand equity
  • Sales promotion
  • fictitious brand
  • 論文目次 目錄
    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
    第二章 文獻探討 5
    第一節 促銷之基礎理論 5
    一、促銷活動定義 5
    二、本研究對促銷的定義的歸納 8
    第二節 以消費者為目標的促銷活動分類 8
    第三節 品牌資產相關理論 11
    一、品牌與品牌資產定義 11
    二、品牌資產來源及構面 14
    三、品牌資產衡量方式 19
    四、促銷活動對品牌資產影響之文獻 21
    第三章 研究方法 24
    第一節 研究架構 24
    第二節 研究假設 26
    第三節 研究變數的操作型定義與衡量 28
    一、促銷方式 28
    二、虛擬品牌 29
    三、品牌資產 29
    第四節 研究設計 30
    一、設計虛擬品牌及促銷活動 31
    二、使用前測選擇具獨特性且相關性質高的促銷活動 32
    三、前測統計結果 33
    四、正式測實驗設計 35
    五、抽樣設計 35
    六、正式測前測 36
    第四章 實證分析與結果 40
    第一節 信度分析 40
    第二節 不同促銷方式影響品牌資產之分析 41
    一、促銷與否對整體品牌資產造成之影響 41
    二、非貨幣促銷與貨幣性促銷對品牌資產之影響 42
    三、獨特促銷與非獨特促銷對品牌資產之影響 44
    四、獨特非貨幣性促銷與獨特貨幣性促銷對品牌資產之影響 44
    五、獨特貨幣性促銷與普通非貨幣性促銷之間是否有顯著差異 45
    第三節 假說檢定結果 47
    第五章 結論與建議 48
    第一節 研究結論 48
    一、促銷可以用來建立品牌資產 48
    二、消費者會給予非貨幣性促銷較貨幣性促銷高的品牌資產 49
    三、消費者對獨特促銷活動會給予較普通促銷活動高的品牌資產 49
    四、獨特非貨幣性促銷得到的品牌資產高於獨特貨幣性促銷 50
    五、獨特貨幣促銷與普通非貨幣促銷之比較 51
    第二節 學術的貢獻與對實務界的建議 52
    一、學術的貢獻 52
    二、對實務上的建議 53
    第三節 研究限制與未來研究方向 55
    一、研究限制 55
    二、未來研究方向 56
    參考文獻 58
    中文部份: 58
    英文部分: 59
    附錄 64
    附錄一:虛擬雜誌平面稿設計 PAGE 01 64
    附錄二 虛擬廣告稿 65
    附錄三:虛擬雜誌平面稿設計 PAGE 03 70
    附錄四、正式問卷 71
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  • 口試日期 2006-06-09 繳交日期 2007-01-03

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