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題名：博物館文創商品共品牌評價因素之研究
書刊名：博物館學季刊
作者：李聖賢 引用關係／林鴻洲 引用關係／周明君
作者(外文)：Lee, Sheng-hsien／Lin, Hung-chou／Chou, Ming-chun
出版日期：2015
卷期：29:4
頁次：頁29-47+49
主題關鍵詞：共品牌策略；契合度；品牌知名度；藝術呈現；共品牌評價；Co-branding；Fit；Brand awareness；Art influence；Co-branding valuation
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(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:87
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品牌能夠辨別企業，而品牌策略隨著時代的演進而有新的風貌。從早期的單一品牌策略，進而演變成多產品線的品牌延伸策略，至今則有結合不同品牌優勢而衍生的共品牌策略。博物館基於社會福祉與經濟財源的緣故，也開始以共品牌模式行銷與博物館特有之文創商品。契合度是共品牌研究中主要焦點。本研究探討博物館的共品牌策略是否會因博物館知名度與產品上的藝術呈現，而影響高低契合度的組合的評價。 本研究採因子實驗設計，施測人次共計 338人次。研究結果發現：一、品牌間契合度顯著影響共品牌評價；二、博物館與其合作品牌間契合度對博物館共品牌評價的影響，將受博物館知名度調節；三、品牌間契合度對於博物館共品牌評價之影響，受到產品藝術呈現調節。本研究根據以上研究結果提供政策與管理意涵。
Branding has been considered as a powerful tool for distinguishing companies and products when facing the dynamic business environment, thus resulting in a diversity of brand strategies. For example, single brand strategy is often followed by brand extension strategy. The co-branding strategy is widely implemented as it combines the strengths of two or more brands. As nonprofit organizations focused on social responsibility and in need of financial support, some museums have attempted to market their activities, and creative and cultural products via a co-branding model. Previous co-branding studies have mainly focused on the fit dimension. In the present study, the authors attempted to examine how the valuation of high/low fit brand mix is affected by the brand awareness of museums and the influence of art in co-branded products. A factorial experimental design was used in this study with 338 valid questionnaires collected. The results indicate that: 1. Brand fit enhances the valuation of co-branded products. 2. Brand awareness of museums moderates the relationship between the brand fit and valuation of co-branded products. 3. Art-influenced co-branded products moderate the relationship between the brand fit and valuation of co-branded products. Based on these results, policies and implications for brand management of museum creative and cultural products are suggested and discussed.
期刊論文
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4.林媛婉(20110400)。博物館教育與商品設計開發--以國立故宮博物院典藏清院本清明上河圖紙本遊戲為例。博物館學季刊，25(2)，107-121+123。new window  延伸查詢new window
5.Washburn, J. H.、Plank, R. E.(2002)。Measuring Brand Equity: An Evaluation of a Consumerbased Brand Equity Scale。Journal of Marketing Theory and Practice，10(1)，46-63。  new window
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9.翁翠蓮(20130400)。1960年代以來臺灣企業博物館的發展脈絡。博物館學季刊，27(2)，55-75。new window  延伸查詢new window
10.蔡怡怡、董澤平、吳祖勝(20131000)。國立博物館財務捐助策略探究--以中正紀念堂為例。博物館學季刊，27(4)，89-114。new window  延伸查詢new window
11.蕭至惠、蔡進發、沈宗奇、葉錦樺(20110300)。夥伴品牌的品牌延伸契合度對共品牌總體契合度與共品牌評價的影響。行銷評論，8(1)，1-30。new window  延伸查詢new window
12.Bouten, L. M.、Snelders, D.、Hultink, E. J.(2011)。The impact of fit measures on the consumer evaluation of new co-branded products。Journal of Product Innovation Management，28(3)，270-284。  new window
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19.Levin, A. M.、Davis, J. C.、Levin, I. P.(1996)。Theoretical and Empirical Linkages Between Consumers' Responses to Different Branding Strategies。Advances in Consumer Research，23，296-300。  new window
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30.李如菁、何明泉(20091200)。博物館文化商品的再思考：從跨界的觀點出發。設計學報，14(4)，69-84。new window  延伸查詢new window
31.Simonin, Bernard L.、Ruth, Julie A.(1998)。Is a Company Known by the Company It Keeps? Assessing the Feedback Effects of Brand Alliances on Consumer Brand Attitudes。Journal of Marketing Research，35(1)，30-42。  new window
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37.Rao, Akshay R.、Qu, Lu、Ruekert, Robert W.(1999)。Signaling Unobservable Product Quality through a Brand Ally。Journal of Marketing Research，36(2)，258-268。  new window
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圖書
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6.Kotler, Philip、Keller, Kevin Lane、Ang, Swee Hoon、Leong, Siew Meng、Tan, Chin Tiong、謝文雀(2010)。行銷管理：亞洲觀點。臺北：華泰文化事業股份有限公司。  延伸查詢new window
7.Alexander, E.、Alexander, M.(2007)。Museums in Motion。AltaMira。  new window
8.Maquet, J.、武珊珊、王慧姬(2004)。美感經驗：一位人類學者眼中的視覺藝術。臺北：雄獅美術出版社。  延伸查詢new window
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10.詹偉雄(2005)。美學的經濟--臺灣社會變遷的60個微型觀察。臺北：風格者出版社。  延伸查詢new window
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圖書論文
1.Rentschler, R.(2007)。Museum marketing: Understanding different types of audiences。Museum Management and Marketing。Routledge。  new window
 
 
 
 
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