哀兵與優勢者品牌傳記的相對效果：以品牌概念形象、產品知覺身體風險為干擾_

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題名：	哀兵與優勢者品牌傳記的相對效果：以品牌概念形象、產品知覺身體風險為干擾
書刊名：	企業管理學報
作者：	周軒逸／許婷媛
作者(外文)：	Chou, Hsuan-yi／Hsu, Ting-yuan
出版日期：	2018
卷期：	119
頁次：	頁1-39
主題關鍵詞：	品牌傳記；哀兵；優勢者；品牌概念形象；產品知覺身體風險；Brand biographies；Underdog；Top-dog；Brand concept images；Perceived physical risk
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:68 點閱:11

用故事打造品牌是行銷策略中常見的方式，而近年更興起哀兵品牌傳記的行銷手法。本研究旨在比較哀兵及優勢者品牌傳記，對於消費者品牌認同、信念、態度、購買意願及選擇的相對效果，實驗結果發現：(1)哀兵品牌傳記(相較於優勢者)能有效提升消費者的品牌選擇；(2)優勢者品牌傳記對於高知覺身體風險產品能產生較佳廣告效果，然哀兵品牌傳記則對低知覺身體風險產品產生較佳作用；(3)在不同概念形象品牌與知覺身體風險產品的組合情況下，品牌傳記類型的相對效果有異；(4)優勢者品牌傳記需透過品牌信念、哀兵品牌傳記需透過品牌認同之中介始能創造較佳效果。

以文找文

Using the power of stories to create outstanding brands is a common marketing strategy. In recent years, a new marketing tactic, the ＂underdog brand biography,＂ has been proposed and used frequently in various industries. This study compares the effects of underdog and top-dog brand biographies on consumers' brand identification, beliefs, attitudes, purchase intentions, and choices. The experimental results reveal the following: (1) underdog brand biographies can increase consumer brand choices more than top-dog ones can; (2) top-dog brand biographies result in better ad effects for products with high perceived physical risk, while underdog brand biographies produce better effects for products with low perceived physical risk; (3) the comparative effects of the two brand biographies differ across the combinations of brand concept images and the perceived physical risk of the products; and (4) top-dog brand biographies lead to better ad effects through the mediation of brand beliefs, while underdog brand biographies' ad effects are mediated by brand identification.

以文找文

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