Responsive image
博碩士論文 etd-0421115-134549 詳細資訊
Title page for etd-0421115-134549
論文名稱
Title
品牌形象與善因品牌結盟配適度對品牌權益之影響-以Uniqlo為例
Influence of Brand Image and Cause-brand Alliance Fit on Brand Equity - A Case of Uniqlo
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
84
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
2015-05-21
繳交日期
Date of Submission
2015-05-27
關鍵字
Keywords
廣告懷疑、社會價值、品牌形象、善因品牌結盟、利他主義、品牌權益、情感價值
Brand equity, Brand image, Cause-brand alliance, Social value, Emotional value, Altruism, Ad-skepticism
統計
Statistics
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The thesis/dissertation has been browsed 5777 times, has been downloaded 55 times.
中文摘要
近年來服飾業吹起一股快速時尚潮流,利用高度垂直整合的工廠生產及高效率物流配送至各分店,創造平價、快速且時尚的服飾業新模式。但許多國際大廠為求快速生產,服飾均有品質不佳、壓榨血汗工廠勞工、製衣流程不環保或殘留有害物質等批評產生。品牌商開始透過「善因行銷」 (Cause-related Marketing, CRM)結合非營利組織,共同為解決社會問題,落實企業社會責任的同時也吸引消費者認同來創造更多獲利。

 本研究以Uniqlo與聯合國難民署合作的善因品牌結盟為例,主要探討消費者對於品牌形象、善因品牌結盟配適度是否影響善因品牌結盟態度,進而影響品牌權益。並結合利他主義、廣告懷疑、社會價值和情感價值為干擾變數,探討消費者對於善因品牌結盟態度的影響效果。同時針對20-50歲的消費者進行問卷調查且收集304份有效問卷,並運用迴歸分析驗證變數間的關聯性、干擾效果及中介效果。

 研究結果發現品牌形象、善因品牌結盟配適度對善因品牌結盟態度對品牌權益有顯著影響。另外廣告懷疑在品牌形象、善因品牌結盟態度間有正向干擾作用;利他主義、社會價值和情感價值在善因品牌結盟配適度、善因品牌結盟態度間有正向干擾作用。以組織管理角度而言,當品牌商與非營利組織合作時,必須考量雙方組織形象的一致性、商品種類和活動型態與非營利組織的配適程度,才能達成正向行銷效果;在廣告行銷方面,品牌商可以透過代言人的方式,尋找關心社福議題、照顧弱勢族群、出席環保公益活動的代言人為此善因行銷活動站台,並揭露善因活動照片和成效,降低消費者的懷疑,才能觸及到更多消費者,達成善因行銷的成效。
Abstract
‘Fast Fashion’ has been swept across the apparel industry in the recent years. It has combined the newest styles into costume designing with rapid production and high efficiency distribution. Nevertheless, with the popularity of clothing, some issues have appeared; such as contamination to the rivers, products with poor quality and labors abuse in sweatshop factories. These problems have caused consumers’ negative brand image to the related companies. Therefore, many apparel companies have applied “Cause-related Marketing” by cooperating with NPO to solve the social concerns for establishing positive brand cognition.

The Japanese apparel company – ‘Uniqlo’ is taken as the research project to discuss the influence of brand image and cause-brand alliance fit on attitude toward cause-brand alliance and brand equity. Additionally, the four moderator variables - altruism, ad-skepticism, social value and emotional value are estimated in the research, for the influence of consumers’ attitude toward the cause-brand alliance by the action of cooperating with ‘UN Refugee Agency, which chiefly promote second-hand clothing donation campaign. The total number of 304 effective samples is collected by questionnaire for the primary data. The method of regression is applied for the analysis.

The research has found that there is the significant effect between brand image, cause-brand alliance fit and attitude toward the cause-brand alliance and brand equity. Besides, consumers with higher tendency of altruism, social value and emotional value have the significant effect on cause-brand alliance fit to attitude toward the cause-brand alliance. Furthermore, consumers with lower tendency of ad-skepticism have the significant effect on brand image to attitude toward the cause-brand alliance. In the aspect of organizational management, the image, product category and compaign fit with NPO should be considered. Regarding of the advertising and marketing aspect, it might help to decrease consumers’ suspicion via selecting a right spokenperson, who always stands out for social welfare or helps underpriviedged person, or to disclose all cause-related marketing information. As the result, it would achieve the efficiency of cause-related marketing.
目次 Table of Contents
【目錄】
論文審定書……………………………………………………………………….…i
論文公開授權書…………………………………………………………………….ii
誌謝……………………………………………………………………………….…iii
摘要……………………………………………………………………………….…iv
Abstract ………..…………………………………………………………………...v
目錄………………………………………………………………………………….vi
圖次………………………………………………………………………………….vii
表次………………………………………………………………………………….viii
第一章 緒論…………………………………………………………………….…1
第一節 研究背景與動機…………………………………………………..…1
第二節 研究目的…………………………………………………………..…2
第三節 研究流程……………………………………………………………..4
第四節 研究範圍與限制…………………………………………………..…5
第二章 文獻探討…………………...………………………………………….….6
第一節 快速時尚………….……………………………………………..…...6
第二節 品牌形象…………………………………………………………..…8
第三節 善因品牌結盟之配適度與態度…..………………………………....9
第四節 品牌權益…………………………………………………………..…13
第五節 利他主義…………………………………………………………..…16
第六節 廣告懷疑……………………………………………………………..17
第七節 消費價值裡論-社會價值與情感價值…………………………….....18
第三章 研究設計……………………………………………………...……....…...21
第一節 研究架構…………………………………………………………...…21
第二節 研究模式與假設……………………………………………………...21
第三節 研究變數衡量方式與操作型定義……………………………...……25
第四節 資料分析方法……………………………………………………...…31
第四章 實證分析…………………………………………………………...……...33
第一節 樣本結構敘述與變數基本分析……………………………………...33
第二節 品牌形象、結盟配適度對結盟態度對品牌權益之影響驗證……...36
第三節 利他主義之干擾效果驗證…………………………………………...39
第四節 廣告懷疑之干擾效果驗證…………………………………………...42
第五節 社會價值之干擾效果驗證…………………………………………...44
第六節 情感價值之干擾效果驗證…………………………………………...46
第七節 善因品牌結盟態度之中介效果驗證………………………………...49
第八節 實證分析小結………………………………………………………...51
第五章 結論與建議………………………………………………………...…...…53
第一節 研究結論…………………………………………………………...…53
第二節 研究建議……………………………………………………………...58
第三節 管理意涵……………………………………………………………...59
參考文獻…………………………………………………………………...………...62
附錄……………………………………………………………………...…………...68


【圖次】
圖1-1:品牌形象與善因品牌結盟配適度對品牌權益影響之研究流程圖……....4
圖3-1:品牌形象與善因品牌結盟配適度對品牌權益影響之架構圖…………....21
圖3-2:品牌形象與善因品牌結盟配適度對品牌權益影響之研究模式………....22
圖4-1:品牌形象與善因品牌結盟配適度對善因品牌結盟態度之研究模式.…...36
圖4-2:品牌形象對善因品牌結盟態度之迴歸分析圖….………………………...37
圖4-3:善因品牌結盟配適度對善因品牌結盟態度之迴歸分析圖……………....38
圖4-4:善因品牌結盟態度對品牌權益之研究模式………………………………38
圖4-5:善因品牌結盟態度對品牌權益之迴歸分析圖…………………………....39
圖4-6:利他主義的干擾效果之研究模式………………………………………....39
圖4-7:品牌形象、利他主義對善因品牌結盟態度之調節作用圖………………40
圖4-8:利他主義之干擾作用圖................................................................................41
圖4-9:廣告懷疑的干擾效果之研究模式…………………………………………42
圖4-10:廣告懷疑之干擾作用圖…………………………………………………..43
圖4-11:社會價值的干擾效果之研究模式…………………………………...…...44
圖4-12:品牌形象、社會價值對善因品牌結盟態度之調節作用圖……………..45
圖4-13:社會價值之干擾作用圖…………………………………………………..46
圖4-14:情感價值的干擾效果之研究模式……………………………………......46
圖4-15:品牌形象、情感價值對善因品牌結盟態度之調節作用圖……………..48
圖4-16:情感價值之干擾作用圖…………………………………………………..49
圖4-17:善因品牌結盟態度的中介效果之研究模式……………………………..49


【表次】
表1-1:Uniqlo與非營利組織合作整理表…………………………………………3
表2-1:Aaker 品牌權益十項衡量指標……………………………………………15
表3-1:品牌形象之衡量問項……………………………………………………....26
表3-2:善因品牌結盟配適度之衡量問項…………………………………………27
表3-3:善因品牌結盟態度之衡量問項……………………………………………27
表3-4:品牌權益之衡量問項………………………………………………………28
表3-5:利他主義之衡量問項………………………………………………………29
表3-6:廣告懷疑之衡量問項……………………………………………………....30
表3-7:社會價值之衡量問項………………………………………………………30
表3-8:情感價值之衡量問項………………………………………………………31
表4-1:樣本結構敘述統計表………………………………………………………33
表4-2:各構面之KMO值與信度分析…………………………………………....35
表4-3:變數間之相關分析表………………………………………………………36
表4-4:品牌形象與善因品牌結盟配適度對善因品牌結盟態度之迴歸分析表…37
表4-5:善因品牌結盟態度對品牌權益之迴歸分析表……………………………38
表4-6:利他主義在品牌形象、善因品牌結盟態度間之干擾效果分析表………40
表4-7:利他主義在善因品牌結盟配適度與態度間之干擾效果分析表…………41
表4-8:廣告懷疑在品牌形象、善因品牌結盟態度間之干擾效果分析表………43
表4-9:廣告懷疑在善因品牌結盟配適度與態度間之干擾效果分析表…………43
表4-10:社會價值在品牌形象、善因品牌結盟態度間之干擾效果分析表……..45
表4-11:社會價值在善因品牌結盟配適度與態度間之干擾效果分析表..………46
表4-12:情感價值在品牌形象、善因品牌結盟態度間之干擾效果分析表……..48
表4-13:情感價值在善因品牌結盟配適度與態度間之干擾效果分析表………..48
表4-14:善因品牌結盟態度在品牌形象與品牌權益間之中介分析表…………..50
表4-15:善因品牌結盟態度在善因品牌結盟配適度與品牌權益之中介分析表..51
表4-16:實證分析結果彙整表……………………………………………………..51
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【網路部分】
Uniqlo Taiwan,2015,Uniqlo Taiwan 公司簡介:http://www.uniqlo.com/tw/zh/company/corp_about/index.html
Uniqlo Taiwan,2015,讓世界朝更好的方向發展Uniqlo CSR,http://www.uniqlo.com/tw/zh/csr/
聯合國難民署,2015,UNHCR聯合國難民署.我們的工作:http://www.unhcr.org.hk/unhcr/tc/our_work.html
Kasra, F., Michael A. L., & Jose A. D. M. 2005. Zara's Secret for Fast Fashion. HBS Working knowledge, Retrieved March 16, 2015, from http://hbswk.hbs.edu/archive/4652.html
Caroline, W. 2014. H&M's Fast Fashion Gives a Slow Start to Organic Cotton. Bloomberg Businessweek in New York. Retrieved March 18, 2015, from http://www.bloomberg.com/bw/articles/2014-08-06/organic-cotton-starts-slow-with-h-and-m-leading-users-in-new-report.
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