中山管理評論

  期刊全文閱覽

中山管理評論  2018/6

第26卷第2期  p.173-209

DOI:10.6160/SYSMR.201806_26(2).0002


題目
愛屋及烏?品牌依附對於品牌延伸評價之影響
Love Me, Love My Dog? The Influence of Brand Attachment on Brand Extension Evaluation
(139_M5b2c538e882c8_Full.pdf 2,195KB)

作者
李家瑩、王禹驊/國立臺中科技大學企業管理系、國立臺中科技大學企業管理系
Chia-Ying Li, Yu-Hua Wang/

Department of Business Administration, National Taichung University of Science and Technology; Department of Business Administration, National Taichung University of Science and Technology


摘要(中文)

隨著消費市場的蓬勃發展,廠商提供多元的商品讓消費者進行選擇,如何在眾多商品中獲得消費者的青睞,成為廠商執行品牌策略時的關鍵議題。過去相關研究大多著重於消費者對於品牌的態度及認知,較少探討消費者與品牌之間的依附關係,甚至是依附母品牌對於子品牌延伸評價之影響。本研究以7-ELEVEN及7-SELECT為研究標的,從自我一致性理論的角度出發,探討消費者與母品牌之間的依附關係,並將知覺契合度對於母品牌依附與子品牌延伸評價之間關係的干擾效果納入考量。本研究以問卷調查的方式進行,總共蒐集367份有效樣本,並採用PLS分析方法驗證研究架構。實證結果顯示理想自我一致性會正向影響功能上的一致性;此外,真實自我一致性及功能上的一致性會正向影響母品牌依附,接著,母品牌依附會進一步正向影響子品牌延伸評價。再者,知覺契合度會干擾母品牌依附與子品牌延伸評價之間的關係。最後,本研究提出結論與管理意涵,以作為業者執行品牌策略時之參考。

(139_M5b2c538e882c8_Abs.pdf(檔案不存在))

關鍵字(中文)

品牌依附、自我一致性理論、品牌延伸評價、知覺契合度


摘要(英文)

With the fierce competition in the marketplace, firms provide a variety of products for consumers to choose. How to attract consumers’ attention has become a key issue for firms while implementing brand strategies. Most previous studies focused on consumers’ perceptions and attitudes toward the brand, rather than the relationship between brands and consumers, or the influence of parent brand attachment on sub-brand extension. By using 7-ELEVEN and 7-SELECT as research context and the self-congruity theory as the research foundation, this study explored the antecedents of brand attachment, which may further influence consumers’ brand extension evaluation. In addition, this study also explored the moderating effect of perceived fit on the relationship between brand attachment and brand extension evaluation. Questionnaire survey was used to validate research framework. By using PLS analysis with 367 usable questionnaires, the results indicated that ideal self-congruity has positive influences on functional congruity. Besides, actual self-congruity and functional congruity had positive impacts on parent brand attachment, which further influenced brand extension evaluation. Moreover, perceived fit would strengthen the positive influence of parent brand attachment on brand extension evaluation. Finally, this study proposed suggestions and managerial implications for firms to exercise their brand strategies.

(139_M5b2c538e882c8_Abs.pdf(檔案不存在))

關鍵字(英文)

Brand Attachment, Self-congruity Theory, Brand Extension Evaluation, Perceived Fit


領域
行銷管理

政策與管理意涵

在品牌策略之中,品牌依附至今仍然屬於較新的概念,代表著消費者與品牌之間情感的連結及關係的建立,可以解釋更深層的消費行為,亦即透過強化品牌依附,可以讓消費者與品牌之間,建立如同嬰兒對於母親的依附關係,甚至愛屋及烏,將正向的情感移轉至延伸品牌上。本研究以7-ELEVEN及7-SELECT為研究標的,從自我一致性理論的觀點來探討消費者的品牌依附,並進一步將知覺契合度作為干擾變數,驗證「愛屋及烏」(消費者因為依附母品牌,而將正向的情感移轉至延伸品牌)的效果。本研究歸納以下四點實務建議,以作為業者執行品牌決策時之參考。第一點,品牌依附是品牌情感因素的新視野,消費者會因為依附母品牌,而將對於母品牌的正面情感延伸至子品牌,因此業者在建立品牌時,應當要注重消費者與品牌之間的情感連結;第二點,知覺契合度會正向干擾品牌依附及品牌延伸評價之間的關係,亦即母品牌與子品牌間形象的高度契合,會強化「愛屋及烏」的效果,若業者希望子品牌能夠受到支持母品牌的消費者青睞,應當塑造母品牌與子品牌之間高度的契合,讓消費者能夠輕易將母品牌與子品牌進行連結;第三點,消費者與品牌之間的自我一致性連結,能夠提升消費者的品牌依附。若消費者與品牌之間的真實自我一致性程度高時,不需要透過功能上的一致性的連結,可以直接產生品牌依附。因此,品牌業者可以透過彰顯品牌特質,讓市場區隔內的消費者能夠將自我與品牌進行連結,使品牌被消費者納入其自我概念中,以提升消費者對於品牌的依附程度;第四點,消費者與品牌之間的理想自我一致性程度高時,並不會直接對於品牌產生依附感受,同時需要產品符合功能上的一致性時,才能對品牌產生依附的情感。因此,品牌業者不僅應當致力於建立品牌形象或是象徵意義,也應隨時檢視產品的功能及服務效率,以滿足消費者需求或是解決其所面臨的問題。


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