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題名：透過品牌要素、廣告代言人形成品牌態度之研究：以少淑女流行服飾業為例
書刊名：東吳經濟商學學報
作者：陳澤義／盧葦蓁
作者(外文)：Chen, Tser-yieth／Lu, Wei-chen
出版日期：2006
卷期：55
頁次：頁35-67
主題關鍵詞：品牌要素；廣告代言人；品牌形象；品牌個性；品牌態度；服飾業；Brand elements；Spokesperson；Brand image；Brand personality；Brand attitude；Fashion industry
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  • 被引用次數被引用次數:期刊(10) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:10
  • 共同引用共同引用:0
  • 點閱點閱:59
本文係以少淑女服飾業為例，以品牌要素、廣告代言人為自變數，探討品牌要素與廣告代言人，透過品牌形象、個性影響品牌態度的效果。以LISREL 驗證變數間之因果關聯性，結果顯示： 品牌要素對於品牌形象的形成並無顯著的影響；品牌要素對於品牌個性的形成有顯著影響；品牌代言人對於品牌形象及品牌個性的形成有顯著影響；品牌形象及品牌個性對於品牌態度的形成有顯著影響；高價格的產品將會強化品牌形象、品牌個性正向影響品牌態度的關係。本研究之結果可供具有明顯市場區隔，或是消費決策傾向個人化及主觀性的產品做為參考之用。
The study takes the ladies’fashion industry as an example to investigate the relationship among the brand elements, spokesperson, brand image and brand personality toward the brand attitude. According the result of LISREL: brand elements have no significant influence to brand image; brand elements have a significant influence to brand personality; endorser have significant influences to brand image and brand personality; brand image and brand personality have significant influences to brand attitude; by the moderating mechanism of high price, the effect of brand image and brand personality to brand attitude would be strong. Finally, the result of this study can apply for the industry with market differentiation strategy or individual products industry.
期刊論文
1.Robertson, K.(1987)。Strategically Desirable Brand Name Characteristics。Journal of Consumer Marketing，6(4)，61-71。  new window
2.Davis, Scott、Inman, Jeffrey J.、McAlister, Leigh(1992)。Promotion has a negative effect on brand evaluations or does It? Additional disconfirming evidence。Journal of Marketing Research，29，143-148。  new window
3.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
4.Dodson, J. A.、Tybout, Alice M.、Sternthal, Brian(197802)。Impact of Deals and Deal Retraction on Brand Switching。Journal of Marketing，15(1)，72-81。  new window
5.Lankford, S. V.、Howard, D. R.(1991)。Developing a tourism impact attitude scale。Annals of Tourism Research，21(1)，121-139。  new window
6.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。  new window
7.Reynolds, Thomas J.、Gutman, Jonathan(1984)。Advertising is image management。Journal of Advertising Research，24(1)，27-37。  new window
8.Bagozzi, Richard P.(1992)。The self-regulation of attitudes, intentions, and behavior。Social Psychology Quarterly，55(2)，178-204。  new window
9.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
10.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
11.Richardson, P. S.、Dick, A. S.、Jain, A. K.(1994)。Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality。Journal of Marketing Research，58(4)，28-36。  new window
12.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
13.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
14.Ohanian, Roobina(1990)。Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness。Journal of Advertising，19(3)，39-52。  new window
15.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
16.吳若權(1990)。「相信我還是相信它」。突破雜誌，第55 期，14-16。  延伸查詢new window
17.Aaker, J. L.(1997)。“Dimension of Brand Personality.”。Journal of Marketing Research，24,no.3，347-356。  new window
18.Blackett, T.(1988)。“Researching Brand Names.”。Marketing Intelligence and Planning，6,no.3，5-8。  new window
19.Bollen, K.、Long, J. S.(1992)。Test for Structural Equation Models: Introduction。Sociological Methods and Research，21(2)，123-131。  new window
20.Boyd, C. W.(1985)。“Point of View, Alpha-Numeric Brand Name.”。Journal of Advertising Research，25,no.5，48-52。  new window
21.Faircloth, J. B., L. M. Capella, and B. L. Alford(2001)。“The Effect of Brand Attitude and Brand Image on Brand Equity.”。Journal of Marketing Theory and Practice，9, No. Summer，61-73。  new window
22.Holbrook, M. B. and K. P. Corfman(1985)。“Quality and Value in the Consumption Experience: Phaedrus Rides Again.”。Perceived Quality，4，31-57。  new window
23.Lutz, R. J.、Mackenie, S. B.、Belch, G. E.(1991)。Attitude toward the Ad. As a Mediator of Advertising Effectiveness: Determinants and Consequences。Advance in Consumer Research，10，532-539。  new window
24.Plummer, J. T.(1985)。“How Personality Makes a Different.”。Journal of Advertising Research，24,no.6，27-31。  new window
25.Sirgy, M. J.(1980)。“The Self-Concept in Relation to Product Preference and Purchase Intention.”。Developments in Marketing Science，3，350-354。  new window
26.Underwood, R. I.(2003)。“The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience.”。Journal of Marketing Theory and Practice，11, No. Winter，62-74。  new window
27.Walker, M., L. Langmeyer, and D. Langmeyer(1992)。“Celebrity Endorsers: Do You Get What You Pay For?”。Journal of Consumer Marketing，2,no.3，69-76。  new window
學位論文
1.吳泓哲(2001)。直接經驗與廣告對消費者認知、情感及行為意向之影響--以台灣國產品牌水果為個案研究(碩士論文)。國立中興大學。  延伸查詢new window
2.吳莉華(2000)。符號化品牌對品牌延伸效果之研究，台北縣。  延伸查詢new window
3.洪燕燕(1999)。消費者來源國形象流行知識與價格促敏感度對購買態度之影響─以進口牌成衣為例，新北市。  延伸查詢new window
4.高彩如(1995)。消費者對行銷傳播訊息的認同程度與自我概念之關連性研究─以Corona和Lancer汽車為例，台北市。  延伸查詢new window
圖書
1.Sheth, J. N., Mittal, B.,、Newman, B. I.(1999)。Consumer Behavior。New York, NY：Prentice-Hall, Englewood Cliffs。  new window
2.Aaker, David A.、Joachimsthaler, Erich(2000)。Brand Leadership: The Next Level of the Brand Revolution。New York：Free Press。  new window
3.Aaker, D. A.、Biel, A. L.(1993)。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Lawrence Erlbaum Associates。  new window
4.Zaltman, Gerald、Burger, P. C.(1975)。Marketing research: Fundamentals and dynamics。Dryden Press。  new window
5.Sharma, Subhash(1996)。Applied Multivariate Techniques。John Wiley & Sons, Inc.。  new window
6.張劭勳(2001)。研究方法。台中：滄海書局。  延伸查詢new window
7.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
8.Churchill, G. A. Jr.(1995)。Marketing Research: Methodological Foundations。The Dryden Press。  new window
9.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
10.Hovland, Carl Iver、Janis, Irving L.、Kelley, Harold H.(1953)。Communication and Persuasion: Psychological Studies of Opinion Change。Yale University Press。  new window
11.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
12.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
13.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
14.林磐聳(1919)。企業識別系統。台北市。  延伸查詢new window
15.楊中芳(1990)。廣告的心理學原理。台北市。  延伸查詢new window
16.Hair, J. F. Jr., R. E. Anderson, R. L. Tatham, and W. C. Black(1982)。Multivariate Data Analysis with Reading, 3rd ed.。NY。  new window
17.Vaccard, James, and Choi K. Wan(1996)。LISREL Approaches to Interactions Effects in Multiple Regression。Thousand Oaks。  new window
圖書論文
1.Olshavsky, Richard W.(1985)。Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Books。  new window
 
 
 
 
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