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題名：自我建構與自我複雜度對共品牌評價的影響
書刊名：管理學報
作者：蕭至惠 引用關係／蔡進發 引用關係／郭依儒
作者(外文)：Hsiao, Chih-hui／Tsai, Chin-fa／Kuo, Yi-ru
出版日期：2011
卷期：28:3
頁次：頁267-287
主題關鍵詞：自我建構；自我複雜度；契合度；共品牌評價；Self-construal；Self-complexity；Fitness；Co-brand evaluation
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(9) 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:4
  • 共同引用共同引用:5
  • 點閱點閱:52
過去文獻中顯示，「契合度」是影響共品牌評價最主要的因素之一，本研究將契合度細分為「品牌性格」、「領導品牌對共品牌產品」、「夥伴品牌對共品牌」等三種個別的契合度以及「總體契合度」，並探討前三種契合度與「總體契合度」的相關性為何？以及「總體契合度」與品牌評價的相關性為何？另外，本研究參照Mongo and Lau-Gesk(2007)的研究方法，分別以「自我建構」及「自我複雜度」兩個心裡變數搭配共品牌組合變數，以two-way ANCOVA來探討共品牌評價的影響。本研究共分六項前側以及兩個正式試驗，並選擇240位大學生為受測者。實驗一為2（自我建構：獨立我、相依我）×2（共品牌性格組合：單一性格、雙重性格）的實驗設計。2（自我參照：有、無）×2（共品牌性格組合：單一性格、雙重性格）的實驗設計，各自分別探討對共品牌評價的影響。實驗結果如下：1「品牌性格」、「領導品牌對共品牌產品」、「夥伴品牌對共品」等三種契合度與整體契合度呈現顯著正相關，2整體契合度與共品牌評價呈現顯著正相關。3自我複雜度的不同，對整體契合度並不具有顯著影響，4當獨立自我因素促發是，受刺激者單一性格共品牌的評價顯著高於雙重性格者。5最後，在自我複雜度情境下，受測者對單一或雙重性格共品牌的評價並沒有顯著差異；但在低自我難度情境下，相對於雙重性格共品牌，受測者對單一性格之共品牌會有顯著較高的評價。
Existing co-branding research indicates that "fitness" is one of the major factors to influence co-brand evaluation. We divided "fitness" info four variables, including "brand personality fitness", the fitness of leading brand to co-branding production "the fitness of partner brand to co-branding production" and "total fitness", then we examined the relationship between the first three fitness and total fitness, and the relationship between total fitness and co-brand evaluation. Especially we followed Mango and Lau-Desk's footsteps, exploring the influences of "self-construal" and "se/f-complexity" on co-branding evolution with co-branding personality combination as a moderator.This study included six pre-tests and two experiments, and we chose 240 university students as our subjects. Experiments 1 investigated 2(self-construals: independent, dependent) ×2(co-brand personality: single, double) experimental design. Experiment 2 conducts 2self-refrrencing: 1os high) ×2(co-brand personality: single, double) experimental design. Our research sifted Moto brand as a leading brand, and Nike brand as a partner brand from three pre-tests. Then we exposed the simulating co-brand "Moto-Nike" cell phone to 240 university students by plane advertisement. We can conclude five results from these two experiments. 1. The positive relationship between the first three fitness and total fitness is significant. 2. The positive relationship between total fitness and co-brand evaluation is significant. 3. Different se/f-complexities do not s significant affect total fitness. 4. When the independent self is primed, subjects evaluate the double personality more favorable than double: when dependent self is primed, subjects evaluate the single personality more favorable than double. 5. On the situation of high self-complexity, theme are not significant differences between single and double personality co-brand evaluation. Nevertheless, on the situation of low self-complex facing single personality co-brand subjects have higher co-brand evaluation compared with double personality co-brand.
期刊論文
1.別蓮蒂(20030800)。消費者認知的廠商移轉能力、產品製造困難度與品牌聯想對品牌延伸合適性的影響。臺灣管理學刊，3:2，頁65-83。new window  延伸查詢new window
2.邱志聖、謝佳宏、葉相億(20031200)。國際購併組合及品牌名稱對消費者態度之影響--以銀行業為例。管理學報，20(6)，1123-1158。new window  延伸查詢new window
3.Uggla, Henrik(2004)。The Brand Association Base: A Conceptual Model for Strategically Leveraging Partner Brand Equity。Journal of Brand Management，12(2)，105-123。  new window
4.Linville, P. W.(1987)。Self-complexity as a Cognitive Buffer against Stress-related Illness and Depression。Journal of Personality and Social Psychology，52(4)，663-676。  new window
5.Kim, C. K.、Lavack, A. M.(1996)。Vertical brand extensions: current research and managerial implications。Journal of Product and Brand Management，5(6)，24-37。  new window
6.Monga, Alokpama B.、Lau-Gesk, Loraine(2007)。Blending Cobrand Personalities: An Examination of the Complex Self。Journal of Marketing Research，44(3)，389-400。  new window
7.Aaker, Jennifer L.、Williams, P.(1998)。Empathy versus Pride: The Influence of Emotional Appeals across Cultures。Journal of Consumer Research，25(3)，241-261。  new window
8.Linville, Patricia W.(1985)。Self-complexity and Affective Extremity: Don't Put all of Your Eggs in one Cognitive Basket。Social Cognition，3(1)，94-120。  new window
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12.Boush, D. M.、Loken, B.(1991)。A Process-Tracing Study of Brand Extension Evaluations。Journal of Marketing Research，28(1)，16-28。  new window
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14.Milewica, John、Herbig, Paul(1994)。Evaluating the brand extension decision using a model of reputation building。Journal of Product & Brand Management，3(1)，39-47。  new window
15.Tauber, Edward M.(1988)。Brand leverage: strategy for growth in a cost-controlled world。Journal of Advertising Research，28(4)，26-30。  new window
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20.Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research，34(3)，347-356。  new window
21.Trafimow, David、Triandis, Harry C.、Goto, Sharon G.(1991)。Some tests of the distinction between the private self and the collective self。Journal of Personality & Social Psychology，60(5)，649-655。  new window
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28.Aaker, Jennifer L.、Lee, Angela Y.(2001)。"I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion。Journal of Consumer Research，28(1)，33-49。  new window
29.別蓮蒂、沈永正(2007)。品牌與品牌相似度及品牌與屬性相似度對消費者評估品牌延伸產品的影響。管理學報，24(5)，551-567。  延伸查詢new window
30.Burke, B.(1994)。Position, Personality, not Price should Frame Consumer Messages。Brandweek，35(36)，20-43。  new window
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32.Macinnis, Deborah J.、Park, Whan C.(1991)。The Differential Role of Characteristics of Music on High-and Low-Involvement Consumers' Processing of Ads。Journal of Consumer Research，18(3)，161-173。  new window
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34.Gardner, Wendi L.、Gabriel, S.、Lee, Angela Y.(1999)。'I' Value Freedom, But 'We' Value Relationships: Self-construal Priming Mirrors Cultural Differences in Judgment。Psychological Science，10(4)，321-326。  new window
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會議論文
1.陳振燧、陳欣怡(2002)。品牌個性契合度與品牌關係對品牌聯盟成效之影響。  延伸查詢new window
2.錢玉芬、康家維(2008)。A Research on the Localization of Brand Personality。  new window
圖書
1.Keller, Kevin L.(2008)。Strategic Brand Management。New York：Prentice Hall。  new window
2.Guieford, J. P.(1965)。Fundamental statistics in phychology and education。N.Y：McGramn-Hill。  new window
3.Aaker, David A.、Joachimsthaler, Erich、高登第(2002)。品牌領導。臺北：天下文化。  延伸查詢new window
4.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
5.Hawkins, D. I.、Best, R. J.、Coney, K. A.(2004)。Consumer Behavior: Building Marketing Strategy。New York：Boston：McGraw-Hill。  new window
6.Batra, R.、Lehmann, Donald R.、Singh, D.(1993)。The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences。Brand Equity and Advertising: Advertising's Role in Building Strong Brands.。New York。  new window
7.Triandis, Harry C.(1989)。Cross-Culture Studies of Individualism and Collectivism。Nebraska Symposium of Motivation.。Lincoln。  new window
其他
1.Szczepanski, C. M.(2006)。General and Special Interest Magazine Advertising and the Elaboration Likelihood Model: A Comparative Content Analysis and Investigation of the Effects of Differential Route Processing Execution Strategies。  new window
圖書論文
1.Baumeister, R. F.(1998)。The self。Handbook of social psychology。New York：McGraw-Hill。  new window
 
 
 
 
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