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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30307
Title: | 品牌信任、品牌情感與契合度類型對品牌延伸之影響:以搜尋品及體驗品為例 The Effect of Brand Trust, Brand Affect and Type of Fitness on Brand Extension: Comparison between Search and Experience Goods |
Authors: | Ta-Hsuan Tseng 曾大軒 |
Advisor: | 黃恆獎(Heng-Chiang Huang) |
Keyword: | 品牌延伸,品牌信任,品牌情感,契合度,搜尋品,體驗品,LISREL, brand extension,brand trust,brand affect,fitness,search goods,experience goods,LISREL, |
Publication Year : | 2007 |
Degree: | 碩士 |
Abstract: | 論文摘要
本研究主要針對年輕的學生族群進行調查分析,以獲得青年人之功能性品牌選擇風險、情感性品牌選擇風險、品牌信任、品牌情感、購買意願、品牌形象契合度、產品屬性契合度與品牌延伸態度之間的關係。儘管國內外的文獻研究裡,品牌信任與品牌情感對於母品牌態度的影響效果著墨甚多,但很少直接拓及至品牌延伸的相關領域。本研究以商品性質(搜尋品及體驗品)為劃分基礎,分別探討消費者之品牌信任與品牌情感對於購買意願的影響與品牌延伸的評價;並將契合度細分為品牌形象契合度與產品屬性契合度,觀察不同延伸方向的產品對於品牌延伸的強弱效果。 本研究利用LISREL統計檢定分析來了解各構念之間的相關關係,實證結果可歸納出以下幾點: 1.體驗品之品牌選擇風險對品牌信任與品牌情感有較強的連結關係。 2.品牌信任與品牌情感均會促進消費顧客之購買意願。 3.品牌信任與品牌情感不易直接對消費者之品牌延伸態度產生明顯影響。 4.消費者對母品牌既有產品購買意願不會明顯對品牌延伸態度產生影響。 5.消費者看待延伸產品的態度受到延伸產品與母品牌之間契合度的影響。 6.相較於搜尋品,體驗品之契合度對品牌延伸態度的影響效果較為強烈。 THESIS ABSTRACT The study examines the relationship among functional brand-choice risk, emotional brand-choice risk, brand trust, brand affect, purchase intention, prototype fit, exemplar fit, and brand extension attitude by focusing on the young students. Though issues on “how brand trust and brand affect affects brand attitude” have been widely discussed, little extend to brand extension directly. Hence, the study investigates how brand trust and brand affect influence purchase intension and brand extension attitude based on the nature of products (search goods and experience goods). In addition, dividing fitness into prototype fit and exemplar fit, observing the effect of different extension direction on brand extension attitude. The study establishes a model to examine the relationship between each construct built in model by LISREL. The induced conclusions are as follows: 1.The brand-choice risk of experience goods has stronger relationship to brand trust and brand affect. 2.Brand trust and brand affect both promote purchase intention. 3.Brand trust and brand affect couldn’t influence brand extension attitude obviously. 4.Purchase intention hasn’t obvious influence on brand extension attitude. 5.Prototype fit and exemplar fit affect brand extension attitude. 6.Prototype fit and exemplar fit of experience goods have stronger influence on brand extension attitude. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30307 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 國際企業學系 |
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ntu-96-1.pdf Restricted Access | 2.95 MB | Adobe PDF |
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