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姓名 黃蘭貴(Lang-kwei Huang) 電子郵件信箱 E-mail 資料不公開
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 96學年第2學期
論文名稱(中) 品牌形象、涉入程度、與延伸契合度對品牌態度的影響-以捷安特品牌延伸為例
論文名稱(英) Impact of consistency between brand image, involvement and brand extension on brand attitude - A case of Giant brand extension
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    摘要(中) 本研究以自行車製造廠巨大公司之自創品牌-「捷安特」為測試對象,瞭解當捷安特進行品牌延伸,消費者對品牌延伸的評價是否會影響品牌延伸評價,研究中亦探討品牌形象(brand image)與產品涉入程度(product involvement)對品牌延伸態度影響。
      本研究採用深入訪談與問卷調查法,深入訪談中分別訪問高、低涉入程度的受訪者,瞭解他們對該品牌形象看法,利用受訪者自由聯想該品牌可發展之品牌延伸,作為問卷調查中品牌延伸之受測項目。
      本研究發現在品牌形象對產品和服務延伸評價影響的部分,功能性品牌形象對產品和服務延伸有顯著影響,亦即,消費者對廠商推出功能性的延伸產品(車身與人身用品)和延伸服務(車子維修、組裝課程和人身運動課程)評價較正面。
       其次,高、低契合度對延伸服務評價都有顯著影響,消費者對高契合度延伸服務(車子維修、組裝課程和人身運動課程)評價最高,而對低契合度延伸服務(銀行與保險業)評價最低。
      再者,涉入度程度對延伸產品與高、低契合度延伸服務評價之影響中,高涉入者對高契合度延伸服務(車子維修、組裝課程和人身運動課程)有顯著影響,高、低涉入程度對延伸產品和低契合度無顯著影響。
      最後,涉入程度對品牌形象看法的影響,高涉入者對功能性、象徵性與經驗性品牌形象看法較正面。
    摘要(英) “Giant” is the study case of this research, which attempts to establish what influences consumers’ attitude to brand extension and brand attitude when Giant promoted extension of its brand. The study also investigated the influence of brand image and product involvement on attitude to brand extension.
      The methodology of the study includes in-depth interview and questionnaire survey. Consumers with high and low levels of product involvement were interviewed. An understanding of their perspective on brand image was gained. Interviewers’ free thoughts of potential brand extensions were gathered. These were used in the brand extension items of the questionnaire.
      It is found from the study, with respect to the influence of brand image on product and service extension, functional brand image bears significant influence on product and service extension. In other words, consumers have positive responses to functional product (the bike and personal gear) and service (bike repair, assembly tuitions and exercise courses) extensions.
      Secondly, high and low consistencies both bear significant influence on the service extension. Consumers have the greatest response to highly consistent service extension (bike repair, assembly tuitions and exercise courses). Consumer response to low consistent service extension (bank and insurance) is the lowest.
      Furthermore, with respect to the influence of involvement in high and low consistent service extension, those with high involvement have significant influence on high consistency service extension (bike repair, assembly tuitions and exercise courses). The level of involvement has not significant influence on product extension and low consistency. With respect to the influence of involvement on brand image, those with high involvement has more positive response on functional, symbolic and experience brand image.
    關鍵字(中)
  • 涉入程度
  • 品牌形象
  • 契合度
  • 延伸評價
  • 品牌態度
  • 捷安特
  • 關鍵字(英)
  • fit
  • involvement
  • brand image
  • brand attitude
  • Giant
  • brand evaluation
  • 論文目次 摘 要 1
    Abstract 2
    誌謝 3
    第一章 緒論 8
    第一節 研究背景與動機 8
    第二節 研究目的 11
    第三節 研究流程 12
    第二章 文獻探討 13
    第一節 品牌( brand ) 13
    第三節 產品涉入程度 29
    第三章 個案描述 33
    第一節 公司簡介 33
    第二節 經營方針及重要產銷政策 35
    第三節 臺灣捷安特通路經營 38
    第四章 研究方法 41
    第一節 研究架構 41
    第二節 研究假設 41
    第三節 深入訪談 43
    第四節 研究變數、操作型定義與問卷設計 44
    第五節 資料分析方法 49
    第五章 資料分析 51
    第一節 樣本結構 51
    第二節 信度分析 52
    第三節 假說檢定驗證結果 54
    第六章 結論與建議 66
    第一節 研究結果 66
    第二節 總結 69
    第三節 管理意涵 71
    第四節 研究限制 73
    第五節 未來研究建議 74
    參考文獻 76
    一、中文部分 76
    二、英文部分 77
    附錄一 前測問卷設計 84
    附錄二 正式問卷設計 88
    附錄三 深入訪談內容 92
    附錄四 表 102
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