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博碩士論文 etd-0316114-181306 詳細資訊
Title page for etd-0316114-181306
論文名稱
Title
哀兵必勝還是強者愈強?落水狗與優勢狗品牌傳記之相對效果
The white feather finally wins or the strong become stronger?The comparative effects of the underdog and top-dog brand biographies
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
161
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-04-09
繳交日期
Date of Submission
2014-04-16
關鍵字
Keywords
產品身體知覺風險、品牌概念形象、品牌傳記類型、優勢狗、落水狗
Perceived physical risk of product, Brand concept image, Top-dog, Types of brand biographies, Underdog
統計
Statistics
本論文已被瀏覽 5749 次,被下載 277
The thesis/dissertation has been browsed 5749 times, has been downloaded 277 times.
中文摘要
用故事打造品牌已經是行銷策略中常見的方式,而近年更興起落水狗品牌傳記的行銷手法。所謂「落水狗」一般而言是指在一場競賽中處於不利地位、或嘗試想要完成一項困難的任務,但被預測即將失敗的個人或團體,而「落水狗品牌傳記」則是指品牌透過傳記故事描述其建立初期外部資源匱乏,但仍具備不屈不撓的精神對抗其他優勢對手,抱持著追求成功的熱情和決心。過去研究結果發現:基於自己生命經驗的投射,因而使落水狗品牌傳記相較於優勢狗,更容易獲得消費者認同並增加購買意願、品牌選擇。雖然落水狗品牌傳記的效果獲得初步實證支持,但仍有許多值得探討的缺口,且現今也鮮少學者對於可能影響品牌傳記類型相對效果之干擾變數做深入探討。
鑑此,本研究旨在深入比較落水狗及優勢狗品牌傳記,對於消費者的品牌認同、評價、態度、選擇及購買意願的相對效應,並探討消費者面對不同概念形象之品牌、不同知覺身體風險之產品時,對於兩種品牌傳記類型的反應是否有異。
本研究採2(品牌傳記類型)×2(品牌概念形象)×2(產品知覺身體風險)之受測者間實驗設計檢驗研究假說與研究問題。實驗結果得到下列結論:(一)落水狗相較於優勢狗品牌傳記較能夠提升消費者對品牌的選擇;(二)優勢狗品牌傳記類型對於高身體知覺風險產品能產生較佳廣告效果、落水狗品牌傳記類型則對低身體知覺風險產品產生較佳作用;(三)品牌傳記類型的相對效果會同時受到品牌概念形象與產品知覺身體風險之組合情況所干擾;(四)優勢狗品牌傳記需透過品牌評價、落水狗品牌傳記則需透過品牌認同之中介作用始能創造較佳的廣告效果。本研究結果對於品牌傳記之相關研究具有理論貢獻,有助於進一步釐清落水狗與優勢狗的相對效果與設計邏輯;並可提供廠商於使用品牌傳記行銷策略時之實務建議。
Abstract
It is a common marketing strategy to create stand-out brands through the power of story. In recent years, a new marketing tactic, the underdog brand biography, has been in the spotlight. Generally, the so-called “underdog” refers to an individual or a group in a contest who/which is at a disadvantage and very unlikely to succeed as predicted. The “underdog brand biography” tells a story about a brand with humble origins but sheer determination and will to pursue success that struggles against the competitors being at advantage, despite lacking the resources. Previous studies find that based on the reflection of one’s own experience towards life, consumers have greater identification with brands with underdog brand biographies rather than top-dog brand biographies, which further increases consumer purchase intentions and real brand chioce. Although the underdog effect has obtained initial support based on empirical evidence, there are many research gaps worth discussion. Additionally, few studies examine the moderators that may affect the compartive effects of the types of brand biographies.
Accordingly, the aim of this study is to compare the effects between underdog and top-dog brand biographies on consumers’ brand identification, evaluation, attitude, choice, and purchase intention, and to explore whether there is a difference in consumers’ reaction to brand biographies when they are exposed to brands with different concept images and products with different perceived physical risks.
A 2 (types of brand biographies) x 2 (brand concept images) x 2 (perceived physical risks of products) between-subjects experimental design was conducted to test the hypotheses and clarify the research question. The experimental results show that: 1) Underdog brand biographies, compared to top-dog ones, can increase consumer brand choice; 2) Top-dog brand biographies result in better effects for products with high perceived physical risk, while underdog brand biographies lead to better effects for products with low perceived physical risk; 3) The comparative effects between the two brand biographies are moderated by the interaction of brand concept image and perceived physical risk of product; 4) Top-dog brand biographies lead to better ad effects through the mediation of brand evaluation, while the ad effects of underdog brand biographies are mediated by brand identification. This research makes theoretical contributions to the related studies on brand biographies and helps to further clarify the relative effects and design logic of underdog and top-dog brand biographies. It also offers practical suggestions on the use of brand biographies for practitioners.
目次 Table of Contents
目 錄
摘 要 i
目 錄 iii
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 7
第四節 研究目的 8
第五節 研究流程 9
第二章 文獻探討 10
第一節 故事的溝通與品牌故事 10
一、故事的定義 10
二、故事的組成元素與分類 11
三、故事對品牌的影響 15
四、品牌傳記與相關研究 20
第二節 品牌概念形象 23
一、品牌概念形象定義 23
二、品牌概念形象分類 25
第三節 知覺風險 29
一、知覺風險的定義 29
二、知覺風險的構面 32
三、降低知覺風險的策略 33
四、知覺風險之相關研究 36
第三章 研究架構與假說推論 38
第一節 研究架構 38
第二節 研究假說 39
第四章 實驗設計 48
第一節 樣本與實驗設計 48
第二節 實驗刺激與前測 49
一、前測一 49
二、前測二 51
三、前測三 54
第三節 實驗程序 57
第四節 變數衡量 58
一、依變數 58
二、操弄性檢驗變數 60
三、控制變數 63
第五節 分析方法 65
第五章 資料分析 66
第一節 研究樣本基本敘述統計分析 66
第二節 變數的平均值、標準差及量表信度分析 67
第三節 操弄性檢驗與控制變數之檢定 68
一、品牌傳記類型 68
二、品牌概念形象 69
三、產品知覺身體風險與其他產品相關變數 70
第四節 假說驗證 71
一、主效果分析 71
二、品牌概念形象之干擾 74
三、產品知覺身體風險之干擾 78
四、小 結 82
第六章 結論與建議 88
第一節 研究結論 88
第二節 理論意涵 91
第三節 實務建議 96
第四節 研究限制和未來的研究方向 100

參考文獻 103
中文參考文獻 103
英文參考文獻 105

附錄一:品牌故事實例 114
附錄二:前測一問卷 118
附錄三:前測一之產品 124
附錄四:前測二問卷 125
附錄五:前測二之故事類型 131
附錄六:前測二之品牌形象類型 135
附錄七:前測二之品牌名稱 136
附錄八:前測三問卷 137
附錄九:前測三之故事類型 140
附錄十:前測三之品牌名稱 142
附錄十一:正式問卷 143
附錄十二:正式實驗之平面廣告 149

圖目錄
圖1-1 本研究流程圖 9
圖2-1 「打造品牌是為目標,說故事是為手段」之循環關係 18
圖2-2 故事金字塔圖 19
圖2-3 Taylor架構之消費者知覺風險理論圖 34
圖3-1 本研究架構圖 40

表目錄
表2-1 品牌概念形象分類彙整 25
表4-1 實驗設計組合 48
表4-2 操弄品牌概念形象之廣告訴求文字 53
表4-3 品牌傳記類型 55
表5-1 有效樣本分佈 66
表5-2 受測者敘述統計 67
表5-3 變數的平均值、標準差及量表信度分析 68
表5-4 品牌傳記類型組別統計量 69
表5-5 品牌傳記類型獨立樣本檢定 69
表5-6 品牌概念形象組別統計量 70
表5-7 品牌概念形象獨立樣本檢定 70
表5-8 產品知覺身體風險組別統計量 71
表 5-9 產品知覺身體風險獨立樣本檢定 71
表5-10 品牌傳記類型、品牌概念形象、產品知覺身體風險之共變數分析 73
表5-11 不同形象品牌情況下,品牌傳記類型與產品知覺身體風險之共變數分析 76
表5-12 不同產品知覺身體風險情況下,品牌傳記類型與品牌概念形象之共變數分析 79
表5-13研究假說驗證之結果及研究問題解答 87
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