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博碩士論文 etd-0627111-160003 詳細資訊
Title page for etd-0627111-160003
論文名稱
Title
建構新奢華品牌之關鍵要素探討-以服飾業為例
A Study on Key Factor of New Luxury Brand-Example from Apparel Industry
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
130
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
2011-05-25
繳交日期
Date of Submission
2011-06-27
關鍵字
Keywords
新奢華品牌、品牌權益
brand equity, New luxury brand
統計
Statistics
本論文已被瀏覽 5727 次,被下載 19
The thesis/dissertation has been browsed 5727 times, has been downloaded 19 times.
中文摘要
21世紀初興貣了消費升級(Trading Up)現象,到至今已成為一種普遍性現象,反映著全球重要的消費行為轉變。2003年波士頓顧問集團資深副總 Michael J. Silverstein and Neil Fiske 進而提出新奢華概念,他指出新奢華為一種新穎的商業獲利模式,其奠基在將高品質的商品行銷至中階市場的消費者,在同類的產品中消費者願意且渴望去支付這些溢出價格,並且將這產品擺在選購的優先順位。本研究發現新奢華管理的在學術文獻與實務上探討多為西方國家之研究。然而亞洲國家卻是在奢華市場上崛貣占據相當重要的地位,不少新興國家的消費者越來越重視自我價值的追求,並購置購置奢華品來犒賞自己或是展現自我獨特的品味以及風格。可見得新奢華商品以品質優且價格較低的策略在亞洲市場上必定對消費者有獨特的吸引力以及購買價值。因此,本研究背景與探討以下三點:
一、建構服飾業中新奢華品牌的品牌關鍵要素
二、各個品牌關鍵要素對於品牌權益的影響
三、不同型態的新奢華品牌在品牌要素間重要程度是否不同
最後,研究結果發現
一、建構新奢華品牌要素有品質、知覺價值、奢華主義以及獨特性四大要素,其中依重要影響程度排列則為獨特性、品質、奢華主義,最後則為知覺價格。
二、新奢華品牌要素正向影響品牌聯想、品牌知名度以及品牌忠誠度三大構面
三、新奢華品牌品牌權益中以品牌聯想、品牌忠誠度對品牌權益具正向影響,品牌知名度對品牌權益則不顯著
四、不同新奢華品牌類型其對於品牌權益各構面的影響不同
Abstract
The phenomenon which called Trading Up was rising in early 21st century. And it has become a common sense in today’s world showing the global consumer behavior change. At 2003 year the Boston Consulting Group senior vice president Michael J. Silverstein and Neil Fiske present a new concept of New luxury, and he pointed out that the new luxury is a profitable new business model, it puts the high-quality products to the middle market. And it makes the consumer willing and eager to pay the premium price, and put these products first choice in their mind. In our reaserch finding, the new luxury management in the academic literature and practice are mostly made form Western countries.Asian countries, however, is on the rise in the luxury market and it occupies a very important position. Now many emerging countries, consumers are increasingly value the pursuit of self-importance, and the purchase of luxury goods to reward their purchase or to show their unique taste and style. In our reaserch we think that the good quality and low price strategy in New luxury goods must appeal consumers in the Asian market.
Therefore, this research background and explore the following three points:
First, finding the key elements of a new luxury brand in the fashion industry's of brand.
Second, investigate the key elements influence of a new luxury brand to the brand equity.Third, investigate the difference of different types of new luxury brand to influent the brand equity
Finally, the study found that:
First, there are four key elements of a new luxury brand which is quality, perceived price, luxury doctrine and uniqueness. And they are arranged by the important influence of the uniqueness, quality, luxury doctrine, the final is perceived price.
Second, the four key elements of brand new luxury brand is positively impact on association ,brand loyalty and brand awareness
Third, in the band equity of new luxury brand, the brand association and brand loyalty have a positive impact on brand equity, but the impact of brand awareness to brand equity is not significant.
Four different types of its new luxury brand for impact to brand equity is different.
目次 Table of Contents
致謝詞 .............................................................. i
摘要 ............................................................... ii
Abstract .......................................................... iii
目錄 ................................................................ v
圖次 ............................................................... vi
表次 .............................................................. 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、研究目的 ............................................... 3
第二章、文獻探討 .................................................... 4
第一節、新奢華品牌 .............................................. 4
第二節、奢華 .................................................... 8
第三節、品牌與品牌權益 ......................................... 16
第四節、知覺價格 ............................................... 31
第三章、研究方法與設計 ............................................. 33
第一節、研究觀念性架構 ......................................... 33
第二節、研究假說 ............................................... 34
第三節、變數操作型定義 ......................................... 36
第四節、問卷設計與資料收集 ..................................... 49
第五節、研究方法 ............................................... 53
第四章、研究結果 ................................................... 57
第一節、樣本結構分析 ........................................... 57
第二節、信度分析 ............................................... 59
第三節、敘述性統計 ............................................. 61
第四節、效度分析 ............................................... 63
第五節、結構方程式模型分析 ..................................... 65
第五章、結論與建議 ................................................. 86
第一節、研究發現與討論 ......................................... 86
第二節、研究結論 ............................................... 92
第三節、研究限制 ............................................... 95
第四節、後續研究建議 ........................................... 96
參考文獻 ........................................................... 97
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三、網站部分
Agnes b. 官方網站:http://asia.agnesb.com/zh/
DKNY 官方網站:http://www.dkny.com/
ESPRIT 官方網站:http://www.esprit.com/
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