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題名：哀兵訴求必勝？品牌故事與品牌強度對消費者品牌認同與購買意願之影響
書刊名：商略學報
作者：蔡進發 引用關係／蕭至惠 引用關係／蕭元笙
作者(外文)：Tsai, Chin-fa／Hsiao, Chih-hui／Hsiao, Yuan-seng
出版日期：2014
卷期：6:4
頁次：頁261-279
主題關鍵詞：哀兵效應；品牌強度；知覺風險；消費者品牌認同；購買意願；Underdog effect；Brand strength；Perceived risk；Consumer-brand identification；Purchase intentions
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 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:2
  • 共同引用共同引用:36
  • 點閱點閱:39
本研究採2（品牌故事：哀兵、優勝者）×2（品牌強度：強勢、弱勢）×2（知覺風險：高風險產品、低風險產品）的三因子實驗設計，有效受測樣本為533位大學生，並將之隨機分派到8個實驗情境中。研究發現：一、哀兵品牌故事比優勝者品牌故事能獲得更高的消費者品牌認同；二、品牌強度並不能對消費者品牌認同產生影響；三、品牌故事與品牌強度具有交互作用，相較於強勢品牌，消費者對於弱勢品牌採取哀兵品牌故事時會產生較高的品牌認同；四、知覺風險會顯著干擾品牌故事與品牌強度對消費者品牌認同的影響；五、品牌故事以消費者品牌認同為中介，進而影響購買意願；且消費者品牌認同對購買意願具有正向影響。
This study employed three-factor between-subjects experiment design: 2(brand story: underdog/topdog) ×2(brand strength: stronger brand/low brand)×2(perceived risk: high/low) to examine 533 subjects participated in the experiment. The main results of this study are as follows: 1. In contrast to top-dog brand story, underdog brand story have higher consumer-brand identification. 2. Brand strength isn't effective to consumer-brand identification. 3. There is an interaction between brand story and brand strength when examining their influences on consumer-brand identification. In the situation of underdog brand story, low brand has higher consumer-brand identification effect than stronger brand. While in the situation of topdog brand story, stronger brand has higher consumer-brand identification effect than low brand. 4. The interaction between brand story and brand strength on consumer-brand identification is moderated by perceived risk. 5. The ways of brand story have influences on purchase intentions through consumer-brand identification. And consumer-brand identification has positive influence on purchase intention.
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研究報告
1.賴孟寬(2004)。新產品品牌策略對消費者的消費情感、 知覺風險與行為的影響。台北：國家科學委員會。  延伸查詢new window
2.Srivastava, Rajendra K.、Shocker, Allan D.(1991)。Brand equity: A perspective on its meaning and measurement。Marketing Science Institute。  new window
學位論文
1.Goldschmied, N.(2005)。The Underdog Effect: Definition, Limitations and Motivations-Why Do We Support Those at a Competitive Disadvantage(碩士論文)。University of South Florida，Tampa, FL。  new window
圖書
1.Polkinghorne, Donald E.(1988)。Narrative Knowing and the Human Sciences。Albany：The State University of New York Press。  new window
2.Simmons, A.(2002)。The story factor: Inspiration, influence and persuasion through the art of storytelling。Cambridge, MA：Perseus Publishing。  new window
3.Kapferer, J. N.(1992)。Strategic brand management: New approaches to creating and evaluating brand equity。New York：Free Press。  new window
4.Chatman, Seymour B.(1980)。Story and Discourse: Narrative Structure in Fiction And Film。Cornell University Press。  new window
5.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
6.Aaker, David A.(1996)。Building Strong Brands。New York, NY：Simon & Schuster UK Ltd.：The Free Press。  new window
7.Gordin, S.(2003)。Purple Cow: Transform Your Business by Being Remarkable。New York：Portfolio。  new window
8.Holt, Douglas B.(2004)。How brands become icons: The principles of cultural branding。Harvard Business School Press。  new window
 
 
 
 
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