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系統識別號 U0002-0608200718090400
中文論文名稱 產品依附及所屬產品之跨國研究
英文論文名稱 A Cross Cultural Study on Brand Relationship and Possessiveness
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 95
學期 2
出版年 96
研究生中文姓名 鍾光蘭
研究生英文姓名 Kong-Lan Chung
電子信箱 danielchung18@hotmail.com
學號 693451055
學位類別 碩士
語文別 英文
口試日期 2007-06-12
論文頁數 85頁
口試委員 指導教授-李月華
共同指導教授-劉燦樑
委員-陳中奬
委員-黄曼琴
委員-李月華
中文關鍵字 品牌關係  品牌依附感  社會與文化環境  來源國  印度與台灣 
英文關鍵字 Brand relationship  Brand attachment  Social and cultural environment  Country of origin  India and Taiwan 
學科別分類 學科別社會科學管理學
中文摘要 研究目的 – 本論文的研究目的,在於研究消費者與品牌之間所建立的各類
型關係,以及這些不同類型的關係如何影響到消費者目前以及未來的消費選擇。
這項研究同時涵蓋了兩個國家 : 印度及台灣。
研究方法 – 本論文是採用深度訪談作為主要的研究方法,一共採訪了來自
台灣及印度兩個不同國家的六位女性消費者。之後,這些訪談個案再用人際關係
的比喻加以研究分析,並建立其與品牌間的關係模式。
研究發現 – 在像台灣這類型的現代化社會中,現今的消費者在做各種消費選擇
時,泰半會受到品牌滿意度及品牌形象的影響;而反觀像印度這種現代化程度較
低的國家,品牌滿意度與品牌形象並不會是主要消費選擇的考量,反而是價格及
價值感扮演了更重要的角色。
運用上的蘊涵 – 根據本項研究結果顯示,對於有心想要打入像印度這類型
新興市場的行銷人員來說,如果企業想要創造正面品牌價值,並進一步帶動產品
銷售,特別需要謹慎地操作並培育品牌,尤其需要了解消費市場的差異性,以及
影響消費者決策的關鍵因素。
原創性 – 對於品牌關係的相關研究已多如繁星。然而,僅有極少數的研究
是針對兩國社會型態與消費市場現況做研究比較。本論文是首篇探索印度及台灣
兩國之品牌關係的研究報告。
英文摘要 Purpose – The purpose of this paper is to study different types of relationships consumers form with brands and how these relationships affect current and future purchases. This study involves two countries; India and Taiwan.
Methodology – This paper uses in-depth interview using 6 female participants from two countries. The case interviews are then analyzed using interpersonal relationship metaphor.
Findings – It is found that in a modern society like Taiwan, current purchases are affected by brand satisfaction and brand image whereas in a less modern society like India, brand satisfaction and brand image are not sufficient, price and value must also be taken into consideration.
Practical implications – The results implied that marketers with an intention to penetrate into emerging market like India requires careful steering and nurturing if companies want to attach a positive value to its brand.
Originality – Research into brand relationships has been extensive. However, very few comparisons have been made between two countries. This paper is a first to explore the concept of brand relationship in India and Taiwan

論文目次 TABLE OF CONTENT
TABLE OF CONTENT Ⅰ
List of Figures Ⅱ
Chapter 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND: 1
1.2 RESEARCH OBJECTIVE: 3
Chapter 2 LITERATURE REVIEW 6
2.1 SELF CONCEPT 6
2.2 BRAND RELATIONSHIP 7
2.3 SELF EXTENSION AND THE CORE BRAND 10
2.4 BRAND ATTACHMENT 12
2.5 BRAND PERSONALITY 14
2.6 Social and Cultural Environment (India and Taiwan)16
2.6.1 Social identity theory 16
Chapter 3 RESEARCH METHODOLOGY 18
3.1 RESEARCH CONCEPT 18
3.2 METHOD AND DATA COLLECTION 19
3.3 OUTLINE OF INTERVIEW 22
3.4 RESEARCH PARTICIPANTS 23
Chapter 4 IDIOGRAPHIC ANALYSIS 25
4.1 CASE BACKGROUND 25
4.2 IDIOGRAPHIC ANALYSIS 56
4.3 Cross Case Analysis 65
4.4 Cultural differences between Taiwan and India- 72
Chapter 5 DISCUSSION AND CONLUSIONS 77
5.1 Limitations and Managerial Implications 79
References 81

List of Figures
Figure 1: Angela’s dream car 43
Figure 2: Dior’s advertisement 55
Figure 3: Case analysis of Kimberly 58
Figure 4: Case analysis of Emily 59
Figure 5: Case analysis of Fay 61
Figure 6: Case analysis of Angela 62
Figure 7: Case analysis of Mandy 63
Figure 8: Case analysis of Annie 65
Figure 9: Cross case analysis 66
Figure 10: Summary of cross case analysis 72
Figure 11: Social and cultural differences between Taiwan and India 73
Figure 12: Social and cultural differences between Taiwan and India 75
Figure 13: Result 76
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