隨著全球化的加速，使得顧客的選擇性從受限的地域性品牌，轉變成為數可觀的
所有國際品牌。由於這樣的現狀，激發了我們的好奇，也就是對於不同文化背景
的顧客是否在品牌經驗的感受上也會有程度上的差異。從回答這個問題中，行銷
者能決定在品牌定位時，是否在不同國家都只統一使用單一策略。因此，當自家
品牌在國際市場上與其他品牌競爭時，行銷者面臨到的第一個決定便是品牌在不
同市場的定位，並且要釐清不同文化特性將會對品牌產生的衝擊會是為何。本研
究檢驗由於文化背景的不同而導致顧客在感官上、情感上、行為上、思想上等所
謂的品牌經驗的差異。本研究使用了有效樣本，台灣為180 份、法國為179 份，
從中，我們發現了當文化傾向於低度的權力距離、集體主義、低度的不確定性規
避等特性時，消費者容易與品牌經驗產生較強的連結關係。本研究對於國際品牌
管理，提供了一個不同角度的觀察，使之能針對不同國家的文化特性，改善顧客
的品牌經驗，並且能夠採用有效的品牌定位策略。

When globalization as accelerated, consumers worldwide can make their own
decisions from a large number of brands, either foreign or domestic. This circumstance
evokes the question of whether consumers from different nations would have different
perceptions of brand experience. The answer can help marketers when determining if
they should apply same brand strategies across nations. Thus, as brands in a multinational
competitive market, marketers should first position their brands in those
markets and clarify the cultural characteristics that would cause impacts to the brand.
This study examines the discrepancies caused by cultural differences on consumers’
brand experience, which contains sensory, affective, behavioral, and intellectual factors.
Using responses from 180 Taiwan and 179 French consumers, this study found
consumers within cultures low on power distance, collectivistic, and low uncertainty
avoidance have more intensive relationship with brand experience. This research
provides global brand management an insight to optimize brand positioning and
improving brand experience across cultures.

INTRODUCTION 1
1.1 Research Background 1
1.2 Motivation 2
LITERATURE REVIEW 5
2.1 Luxury Brand and Luxury Market 5
2.2 Brand Experience 7
2.3 National Culture 9
HYPOTHESES AND METHODOLOGY 13
3.1 Hypotheses 13
3.1.1 Sensory factors and brand experience across cultural dimensions 13
3.1.2 Affective factors and brand experience across cultural dimensions 15
3.1.3 Behavioral factors and brand experience across cultural dimensions 16
3.1.4 Intellectual factors and brand experience across cultural dimensions 19
3.2 Methodology 22
3.2.1 Data collecting 22
3.2.2 Measures 25
ANALYSIS AND RESULTS 26
4.1 Measurement Model 26
4.2 Hypothesis Testing 27
CONCLUSION 29
5.1 Preamble 29
5.2 Managerial Implications 30
5.3 Limitation and Further Research 32
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