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中文論文名稱 時尚精品品牌聯想與品牌忠誠度之關係
英文論文名稱 The Relationship between Brand Association and Brand Loyalty in Luxury Goods
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 96
學期 2
出版年 97
研究生中文姓名 姜駿傑
研究生英文姓名 Jun-Jie Jiang
學號 795610376
學位類別 碩士
語文別 中文
口試日期 2008-06-11
論文頁數 82頁
口試委員 指導教授-王居卿
共同指導教授-何錦堂
委員-李文瑞
委員-曾義明
中文關鍵字 時尚精品  品牌聯想  品牌忠誠度 
英文關鍵字 Luxury Goods  Brand Association  Brand Loyalty 
學科別分類 學科別社會科學管理學
中文摘要 到底是什麼因素讓這些昂貴的時尚精品有強烈的吸引力?在全球景氣低靡,全民收入降低的情況之下,仍然有許多人願意花大把的鈔票,去搶購全球限量的商品。如何成功經營「品牌」,就成為各精品品牌業者最致力去達成的目標。這些精品品牌在精品集團的經營下,其品牌價值遠超過產品本身的實用價值,並且由全球各大精品品牌中可以發現,時尚精品品牌價值絲亳不輸其他消費或科技品牌。

本研究與過去國內對名牌精品的相關研究最大的區別,即以時尚名媛本身觀點來看其精品體驗的消費行為,同時也將研究對象與研究現象放入整體的社會情境脈絡之下,挖掘現象背後更深層的社會意義,採用質化研究途徑來理解名牌精品的消費現象。

從訪談研究中發現,我們理解到精品的本身具有其複雜性,它可以象徵身分地位、財富與成就,它也可以是一種使個人有特色,搭配各種場合服裝的實用性產品,可以引發人們對美的體驗,同時取悅自己也取悅他人;精品亦是走在時代尖端、融合傳統與創新的時尚產品,它的時尚本質,滿足人們求同與求異的心理渴望;精品還是一種社會性產品,人們使用它來表達自我並和他人互動,也藉由它傳遞情感和關係。

因此,根據訪談研究成果,可以得到以下三點結論:

1.時尚名媛之品牌聯想與品牌忠誠度之間有相當大的關係
2.時尚名媛屬於情感型忠誠者
3.精品業集團必須藉由高品牌聯想,讓消費者提高忠誠度
英文摘要 What exactly are the factors that make expensive fashionable luxury items so attractive? Despite the gloomy outlook of the global economic and falling incomes, many people are still willing to spend stacks of cash to buy limited edition products all over the world. The successful cultivation of a “brand” has become the goal that every luxury brand company strives most to achieve. Under the management of luxury goods groups, the brand value of luxury brand goods far exceeds the practical use value of the product itself. Among the world’s major luxury brands, the brand value of fashionable luxury items is no less than that of other consumer or technology brands.

The greatest difference between this study and past domestic studies involving luxury brands is that this study examines the consumptive behavior of female fashion connoisseurs based on their own views. At the same time, the individuals and phenomena researched are placed in a broader social context, delving into the deeper social implications behind these phenomena, using qualitative research methods to better understand luxury brand goods consumption phenomena.

The interviews conducted reveal the complex nature of luxury goods. They can symbolize identity, status, wealth, and achievements, while they can also be practical items that add personal flair to dress for all occasions, allowing people to experience beauty, simultaneously pleasing the owner and others. Luxury goods are the most fashionable items of the times, melding the traditional and the innovative to satisfy people’s psychological need to both fit in and stand out by being different. Luxury goods are also a kind of social product, used by people to express themselves and interact with others and, in doing so, cultivate feelings and relationships.

Therefore, three conclusions can be made based on the results of the interviews:
1.There is a significant relationship between female fashion connoisseurs’ brand associations and their brand loyalty.
2.Female fashion connoisseurs’ brand loyalty is of the emotional variety.
3.Luxury goods groups must increase their brand association in order to increase consumers’ brand loyalty.
論文目次 目錄 I
表次 II
圖次 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 8
第一節 品牌之意涵與重要性 9
第二節 品牌聯想 13
第三節 品牌忠誠度 20
第四節 品牌聯想與品牌忠誠度之關係 33
第三章 研究設計 36
第一節 研究架構 36
第二節 研究方法 37
第四章 精品消費研究 47
第一節 精品品牌Hermes集團經營概況 47
第二節 產品聯想之體驗觀點 51
第三節 組織聯想之體驗觀點 56
第四節 態度忠誠度之體驗觀點 61
第五節 行為忠誠度之體驗觀點 64
第五章 結論與建議 68
第一節 研究發現及結論 68
第二節 研究貢獻 72
第三節 研究限制及對後續研究的建議 73
參考文獻 76
一、中文部份 76
二、英文部份 78
三、網路部份 82

表目錄
表1-1 2006年全球前百大品牌 3
表2-1 品牌資產下各類別所提供的價值 21
表3-1 受訪者基本資料 42
表3-2 滾雪球後受訪者基本資料 42

圖目錄
圖1-1 研究流程圖 7
圖2-1 Keller 之品牌知識構面 17
圖2-2 五種強勢品牌資產 20
圖2-3 品牌識別與品牌資產關係圖 22
圖2-4 品牌忠誠金字塔 28
圖3-1 觀念性架構 36
參考文獻 一、中文部份
1.王德剛(1997)。品牌概念形象、廣告策略與品牌權益之關係,東吳大學企業管理研究所碩士論文。
2.江明修(1992)。社會科學多重典範的爭辯:試論質與量研究方法的整合,國立政治大學學報,64:315-344。
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二、英文部份
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23.Keller, Kevin L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57 (January), 1-22.
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32.Morrison, M. A., Haley, E., Sheehan, K. B., and Taylor, R. F. (2002). Using qualitative research in advertising: strategies, techniques, and applications.Thousand Oaks, CA: Sage.
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三、網路部份
1.Business Week, (2006), http://bwnt.businessweek.com/brand/2006/

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