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題名:可口可樂與百事可樂對跨文化品牌溝通之廣告效果影響研究
作者:王強強 引用關係
作者(外文):Thomas Chiang
校院名稱:國立雲林科技大學
系所名稱:設計學研究所博士班
指導教授:邱上嘉
學位類別:博士
出版日期:2012
主題關鍵詞:廣告媒體傳播跨文化品牌聯想廣告影響力AdvertisingBrand AssociationCommercial ImpactCross-culturalMedia Communication
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一般人都熟知,由於不同的文化背景會對人們產生不同的影響,然而,當談論到商品的開發程序,很多品牌和企業通常都不太重視文化所帶來的影響。因此本研究的主要目的便在於透過跨文化的觀點探討品牌形象的溝通方式。
本研究以兩個全球知名品牌的飲料-可口可樂和百事可樂為例,來探討品牌的形象溝通與跨文化間的關係,以及他們如何使用媒體來對消費者進行跨文化溝通。本研究之主旨為藉由跨文化廣告的背景,探索品牌之間的一致性、身份和形象,因此以這兩個全球性的品牌為例,企圖回答以下的問題:媒體是否影響品牌形象溝通的流程、利用媒體打廣告的目的為何、可口可樂與百事可樂如何透過跨文化進行品牌本身定位和形象的橋接、品牌在跨越文化上的相似與不同為何、什麼是建立品牌形象的最佳元素(或符號)及跨文化的品牌偏好對商業之影響為何等。針對所欲回答的問題,本研究採用李克特量表進行問卷調查後,將所蒐集的樣本資料,使用SPSS 18.0分別統計平均值和標準差,並以多變量變異數分析(MANOVA)和共變異分析(ANCOVA)探討在東西方不同文化背景上的差異。
經由本研究發現:媒體已成為社會學習中的重要來源;不論年齡、性別、收入、教育程度等,品牌形象透過自發的想像力為基礎,並受到同儕與個人經驗而影響品牌的溝通。因此,品牌之所以受到消費者的青睞,會因品牌形象或個人對品牌的依戀情感而影響消費者對品牌的態度。因此,許多不同的因素,如地理區位、時間、人口、社會經濟地位、教育程度、性別等都會影響消費者的品牌偏好。本研究之成果提供了當前及未來的品牌或公司如何經由跨文化溝通建立品牌形象的重要參考,並得以獲得競爭優勢。此外,本研究亦有助於跨文化行銷商對於跨文化產品擴散的影響有更深的瞭解,並藉此擬定跨文化產品和服務的指導方針。
The purpose of this dissertation is to develop a new way to view brand image communication within cross-culture. We all know that different cultures influence us differently; however, many brands and companies usually do not pay enough attention to culture effectiveness when comes to developing procedures.
In this dissertation, the author examines the relationship of brand communication cross-culture by looking at two global brands of soft drink and beverages: Coca-Cola and Pepsi, and how those brands use media to communicate with consumers’ across culture. The aim is to explore the congruence between brands, identity and image (association) in the context of the cross-cultural advertising. By using those 2 global brands which research intended to answer the following questions: 1) Do media effect brand image communication flow, 2) What is the purpose for using media to advertise? 3) What do Coca-Cola and Pepsi do to bridge brand identity and brand image cross-culture? 4) How is brand associated (knowledge) similar or different across culture? 5) What is the appropriate brand element (symbol) for brand to use to create image? and 6) What is the commercials impact had on brand preference cross-culture? These questions will be comparing within western and eastern cultures by way of mean score and standard deviation used five-point bipolar likert scales and analysis with multivariate analysis of variance (MANOVA) and analysis of covariance (ANCOVA) using SPSS 18.0.
Results show that the media have undoubtedly become indispensable sources in our social learning. It can reach people regardless of age, genders, income, educational level, etc. The research also indicates brand image (reputation) association is from the basis for spontaneous imaginations and are developed either through one’s own experiences, how the brand communicate or through experience from the peer groups. Hence, consumer’s attitudes are influenced by commercial favor one brand over the other one due to the brand image (reputation) association and what emotion attachment one may have for the given brand. Hence, as one can easily imagine, the “real” answer actually depends on many different factors, such as geographical location, time, demography, socioeconomic status, education level, and gender, etc.
The dissertation provides information that will benefit current and future brand or company on how to communicate cross-culture with a specific segment which can be used to attain competitive advantage in brand image creation. This will also provide cross-cultural marketers with a deeper understanding of how the cultures influence on product diffusion, which could guide marketers that intending to launch products and service cross-culture, especially between western countries and eastern countries.
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