台灣量販產業所推出的自有品牌，其營業額不斷成長，但過去研究對其行銷溝通策略的著墨不多，甚至鮮少將其區分為自有品牌與副品牌，細究兩種品牌策略之效果。因此，本研究以消費者「態度改變」、「抗拒說服」之相關研究，做為主要理論架構，並結合解釋水平理論，探討台灣量販店之品牌策略，對於消費者態度反應之直接影響，測試產品攸關性所引發之產品距離，是否影響消費者對於自有品牌二元角色相對重要性之解讀，而品牌策略、產品距離，又如何干擾代言人專業性的效果。

本研究共提出五項假說，進行三個實驗。實驗一證實：自有品牌低價、低品質之二元角色分別在消費者心中代表著高、低解釋水平的訊號，此外，產品攸關性會影響消費者對於產品之心理距離；補充實驗發現：產品距離的遠近，會影響消費者對於產品相關資訊採取高或低水平的方式建構；實驗二則證實：副品牌相較於自有品牌，能夠提升消費者的產品態度及購買意願，此外，品牌策略會干擾代言人專業性的效果，自有品牌時，低專業代言人可以降低消費者負面態度之態度信心；副品牌時，則高專業代言人可以改善消費者的態度反應；若進一步考量產品距離之角色，則自有品牌搭配產品距離遠的商品，高專業代言人可以提升消費者正面態度的態度信心，但是若搭配產品距離近的商品，則低專業代言人較有利於降低消費者負面態度的態度信心。本研究對於自有品牌策略、態度改變、抗拒說服以及解釋水平理論等相關研究，皆有其理論意涵；於實務上，也能為量販零售商提供新產品品牌策略之運用與代言人挑選之建議。

The development of retail private brands have grown continuously in Taiwan, but little previous research explores the marketing communication strategies of these brands or further divides them into private brands and sub-brands. This study combines related literature in consumer persuasion, resistance to persuasion, and construal level theory to explore consumers’ responses toward different brand strategies. Additionally, whether product distance resulted from product relevance affects consumer construal about relative importance of the dual roles that private brands have, and how brand strategy and product distance moderate the effects of spokesperson expertise are also explored.
There are five hypotheses and three experiments in this study. Experiment 1 demonstrates that private brands have dual roles. Perceived low price is a high construal-level signal, while perceived low quality is a low construal-level signal. Product relevance negatively affects consumers’ product distance. The follow-up experiment finds that consumers use different construal levels to construe the product-related information depending on their product distance. Experiment 2 demonstrates that consumers’ product attitudes and purchase intention are more favorable toward sub-brands than private brands. Brand strategy moderates the effects of spokesperson expertise. When a new product of a retailer uses a sub-brand, the high-expertise spokesperson improves consumers’ attitudinal responses. However, when using the private brand, the low-expertise spokesperson lowers consumers’ attitude confidence in their negative attitudes. Moreover, when further considering the role of product distance, for the private brand paired with the product with far product distance, the high-expertise spokesperson increases consumers’ attitude confidence in positive attitudes. For the private brand paired with the product with near product distance, the low-expertise spokesperson lowers consumers’ attitude confidence in negative attitudes. This study has a significant contribution to research domains, such as private brand strategy, attitude persuasion, resistance to persuasion, and construal level theory. In addition, the findings provide marketers in retail industries some suggestions on brand strategy and spokesperson choice for new products.

壹、 緒論 1
一、 研究背景 1
二、 研究動機與研究問題 3
三、 研究目的 9
貳、 文獻探討 10
一、 品牌策略 10
（ㄧ）零售業的品牌策略 10
（二）自有品牌 11
（三）副品牌 12
（四）自有品牌與副品牌之相關研究 13
（五）小結 16
二、 解釋水平理論(CONSTRUAL-LEVEL THEORY, CLT) 17
（ㄧ）解釋水平理論概述 17
（二）解釋水平理論相關研究 19
（三）小結 20
三、 捷思─系統性模式(HEURISTIC-SYSTEM MODEL, HSM) 21
（ㄧ）系統性模式(Systematic Processing) 22
（二）捷思式模式(Heuristic Processing) 22
（三）捷思─系統性模式之相關研究 23
（四）小結 24
四、 抗拒理論 25
（ㄧ）抗拒理論之緣起 25
（二）抗拒說服與態度信心 26
（三）小結 28
五、 代言人專業性 29
（ㄧ）代言人可信度的定義與構面 29
（二）代言人可信度與專業性的相關研究 31
（三）小結 32
參、 研究架構與假說推論 34
一、 研究架構 34
二、 假說推論 35
（一）自有品牌的二元角色與消費者的解釋水平 35
（二）產品攸關性與產品距離 37
（三）品牌策略之相對效果 39
（四）產品距離與品牌策略互動之干擾效果 43

肆、 實驗一 45
一、研究方法 45
（ㄧ）樣本與實驗設計 45
（二）實驗刺激與前測 47
（三）實驗程序 51
（四）變數衡量 52
二、分析結果 55
（ㄧ）研究樣本 55
（二）操弄性檢驗 56
（三）假說驗證 59
（四）小結 61
三、補充實驗 62
（ㄧ）研究方法 62
（二）分析結果 64
（三）小結 69
伍、 實驗二 70
一、研究方法 70
（ㄧ）樣本與實驗設計 70
（二）實驗前測與實驗刺激 72
（三）實驗程序 75
（四）變數衡量 76
二、分析結果 80
（ㄧ）研究樣本 80
（二）操弄性檢驗 82
（三）假說驗證 89
（四）補充分析 101
（五）小結 112
陸、 結論與建議 114
一. 研究發現與討論 114
二. 理論意涵 120
三. 實務意涵 127
四. 研究限制與未來研究方向 131
柒、 參考文獻 134
一、 中文參考文獻 134
二、 英文參考文獻 137
捌、 附錄一　前測問卷 (前測一、前測二) 148
玖、 附錄二　實驗問卷 (實驗一、補充實驗、實驗二) 161

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