系統識別號 | U0002-0608200718090400 |
---|---|
DOI | 10.6846/TKU.2007.00215 |
論文名稱(中文) | 產品依附及所屬產品之跨國研究 |
論文名稱(英文) | A Cross Cultural Study on Brand Relationship and Possessiveness |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 企業管理學系碩士班 |
系所名稱(英文) | Department of Business Administration |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 95 |
學期 | 2 |
出版年 | 96 |
研究生(中文) | 鍾光蘭 |
研究生(英文) | Kong-Lan Chung |
學號 | 693451055 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
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 |
關鍵字(中) |
品牌關係 品牌依附感 社會與文化環境 來源國 印度與台灣 |
關鍵字(英) |
Brand relationship Brand attachment Social and cultural environment Country of origin India and Taiwan |
第三語言關鍵字 | |
學科別分類 | |
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 |
第三語言摘要 | |
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 |
參考文獻 |
Aaker, D. and Keller, K.L. (1990), ‘Consumer evaluations of brand extensions”, Journal of Marketing, Vol. 45, January, pp.27-41 Aaker, J.L. (1999), “The malleable self: the role of self-expression in persuasion”, Journal of Marketing Research, Vol. 36 No.1, February, pp.45-57. Bailey, Kenneth D. (1994), Methods of Social Research, 4th ed. New York: Macmillan. Ball, A. Dwayne and Lori H. Tasaki (1992), “The Role and Measurement of Attachment in Consumer Behavior,” Journal of Consumer Psychologh, 1, 155-172. Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J. and Ramachander, S. (2000), “Effects of brand local and nonlocal origin on consumer attitudes in developing countries”, Journal of Consumer Psychology, Vol.9 No.2, pp.83-95. Belk, Russel W. (1988), “Possessions and the Extended Self,” Journal of Consumer Research, 15(2), 139-68. Bhat, S. and Reddy S.K. (1998), “Symbolic and functional positioning of brands”, Journal of Consumer Marketing, Vol. 15 No.1, pp.32-43. Blackston, Max (1993), “Beyond Brand Personality: Building Brand Relationships,” in Brand Equity and Advertising: Advertiser’s Role in Building Strong Brands, ed. David Aaker and Alexander Biel, Hillsdale, NJ: Erlbaum, 113-124. Boush, D.M. and Loken, B. (1991), “A process-tracing study of brand extension evaluation”, Journal of Marketing Research, Vol. 28, February, pp. 16-28 Burgess, S. (1999), “ Social identity in an emerging consumer market: how do the wash may say a lot about who you think you are”, Advances in Consumer Research, Vol. 26, pp. 170-75. Cantor, Nancy and Christopher Langston (1989), “Ups and Downs of Life Tasks in a Life Transition,” in Goal Concepts in Personality and Social Psychology, ed. L. Pervin, Hillsdale, NJ: Erlbaum, 127-167. Caughey, John L. (1984), Imaginary Social Worlds: A Cultural Approach, Lincoln: University of Nebraska Press. Churchill, Gilbert (1999), Marketing Research: Mythological Foundations, 7th ed. Orlando, FL:Dryden. Czikszentmihalyi, M. and Rochberg-Halton, E. (1981), The Meaning of Things: Domestic Symbols and the Self, Cambridge University Press, Cambridge. Elliot, R. (1997), “Existential consumption and irrational desire”, European Journal of Marketing, Vol. 31 No. 3/4, pp. 285-96. Ericksen, M.K. (1996), “Using self-congruity and ideal congruity to predict purchase intention: a European perspective”, Journal of Euro-Marketing, Vol. 6 No.1, pp.41-56 Escalas, Jennifer Edson and James R. Bettman (2003), “ You are what they eat: The influence of reference groups on consumers’ connections to brands,” Journal of Consumer Psychology, 13 (3), 339-48. Farquhar, P.H., P.M. and Fazio, R.H. (1990), “A relational model for category extensions of brands”, Advances in Consumer Research, Vol. 17, pp.856-60. Fournier, S. (1998), “Consumer and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24 (4), 343-73. Fournier, S.M. and Yao, J.L. (1997), “Reviving brand loyalty: a reconceptualization within the framework of consumer-brand relationship theory”, International Journal of Research in Marketing, Vol. 14, pp.451-72. Gardner, Burleigh B. and Sidney J. Levy (1955), “The product and the brand,” Harvard Business Review, 33 (April), 33-39. Gordon, Raymond L. (1975), Interviewing: Strategy, Techniques, and Tactics. Homewood, IL: Dorsey. Gottdeiner, M. (1985), “Hegemony and mass culture: a semiotic approach”, American Journal of Sociology, Vol. 90, Fall, pp. 979-1001. Grubb, E.L. and Gwarthwohl, H.L. (1967), “Consumer self-concept, symbolism and market behavior: a theoretical approach”, Journal of Marketing, Vol. 31 No.4, pp.22-7. Han, C.M. (1989), “ Country image: halo or summary construct”, Journal of Marketing Research, Vol.XXXVI, May, pp.222-9. Hogg, M. (1992), The Social Psychology of Group Cohesiveness: From Attraction to Social Identity, Harvester Wheatsheaf, New York, NY. Holt, D.B. (1995), “How consumers consume: a typology of consumption practices”, Journal of Consumer Research, Vol. 22, June, pp.1-15. Kassarijian, H.H (1971), “Personality and consumer behavior: a review”, Journal of Marketing Research, Vol.8 pp.409-18. Kleine, Susan Schultz, Robert E. Kleine 111, and Chris T. Allen (1995), “How is a possession ‘me’ or ‘not me?’ Characterizing types and an antecedent of material possession attachment, Journal of Consumer Research, 22 (December), 327-43. Leigh, J.H. and Gabel, T.G. (1992). “ Symbolic interactionism: its effects on consumer behavior and implications for marketing strategy”, The Journal of Services Marketing, Vol.6 No.3, Summer, pp.5-16. Levy. S.J. (1959), “Symbols for sale”, Harvard Business Review, Vol. 37, July-August, pp.117-24. Markus, H. and Kunda, Z. (1986), “Stability and malleability of the self concept”. Journal of Personality and Social Psychology, Vol. 51 No.4, pp.858-66. Markus, H, Nurius, P. (1986), “Possible selves”, American Psychologist, pp.954-69. McAlexander, J.H., Schoutne, J.W. and Koening, H.F. (2002), “Building brand community”, Journal of Marketing, Vol. 66 No.1, pp.38-51. McCracken, G. (1986), “Culture and consumption: a theoretical account of the structure and movement of cultural meaning of consumer goods”, Journal of Consumer Research, Vol. 13, June, pp.71-84. Mick, D.G. (1986), “Consumer research and semiotics: exploring the morphology of signs, symbols, and significance”, Journal of Consumer Research, Vol.13 No.2, pp. 196-213. Mick, David and Claus Buhl (1992), “A Meaning-based Model of Advertising Experiences,” Journal of Consumer Research,19 (December), 317-38. Mikulincer, Mario (1995), “Attachment Style and the Mental Representation of the Self,” Journal of Personality and Social Psychology, 69, 1203-1215. Onkvisit, S. and Shaw, J. (1987), “Self-concept and image congruence: some research and managerial implications”, Journal of Consumer Marketing, Vol.4, pp.13-23. Patton, Michael Q. (1990), Qualitative Evaluation and Research Methods. Newbury Park, CA: Sage. Pitta, D.A. and Katsansi, L.P. (1995), “Understanding brand equity for successful brand extension”, Journal of Consumer Marketing, Vol.12 No.4, pp.51-64. Schiffman, L.G, Kanuk, L.L (2000), Consumer Behavior, 7th ed, Prentice-Hall, Englewood Cliffs, NJ,. Schouten, John W. (1991), “Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction, “Journal of Consumer Research, 17 (March), 412-25. Sirgy, M. Joseph (1982), “Self Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9 (December), 287-300. Stainback, Susan and William Stainback (1988), Understanding and Conducting Qualitative Research. Dubuque, IA: Kendall/Hunt Strauss, Anselm and Juliet Corbin (1988), Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory, 2nd ed. Thousand Oaks, CA: Sage. Stueve, C. Anne and Kathleen Gerson (1977), “Personal Relations across the Life Cycle,” in Networks and Places: Social Relations in the Urban Setting, ed. Claude S. Fischer, New York: Free Press, 79-98. Thomson, Matthew, Deborah J. MacInnis and C. Whan Park (2005), “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands,” Journal of Consumer Psychology, 15(1), 77-91. Wallendorf, Melanie, and Arnould, Eric J. (1988), “My Favorite Things”: A cross-cultural inquiry into object attachment, possessiveness, and social linkage, Journal of Consumer Research, 14, 531-47. Wylie, R.C. (1961), The Self Concept: A Critical Survey of Pertinent Research Literature, University of Nebraska, Lincoln, NB. Zinkham, G.M. and Hong, J.W. (1991), “Self concept and advertising effectiveness: a conceptual model of congruency, conspicuousness, and response mode”, in Holman, R.H. and Solomon, M.R. (Eds), Advances in Consumer Research, Vol.18, Association for Consumer Research, Provo, UT, pp.348 |
論文全文使用權限 |
如有問題,歡迎洽詢!
圖書館數位資訊組 (02)2621-5656 轉 2487 或 來信