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系統識別號 U0002-1106201914110100
中文論文名稱 使用STEPPS進行A&F之品牌管理的研究
英文論文名稱 Brand Management of Abercrombie & Fitch By Using STEPPS
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 107
學期 2
出版年 108
研究生中文姓名 陳品妤
研究生英文姓名 Ping-Yu Chen
學號 606580057
學位類別 碩士
語文別 英文
口試日期 2019-06-06
論文頁數 67頁
口試委員 指導教授-李旭華
委員-楊斯琴
委員-陳瑞陽
中文關鍵字 Abercrombie and Fitch  品牌管理  STEPPS  時尚產業  風潮行銷 
英文關鍵字 Abercrombie and Fitch  Brand Management  STEPPS  Fashion Industry  Contagious Marketing 
學科別分類
中文摘要 由於社群網站的興起加上消費者需求變化多端和服裝流行主題變化快速,因此業者間競爭激烈,有不同的銷售策略,像是 Forever21, H&M 等快速時尚品牌的出現。然而,品牌對於消費者而言是一種表彰服務與商品來源的判斷依據,以及影響其消費行為的原因之一,由此可知,一個品牌的經營優劣對於其母企業營收佔有舉足輕重的地位。本研究以 CASE STUDY 美國國際服飾品牌 Abercrombie and Fitch為例,作為探討對象來了解作為當代服飾流行經典品牌 的 A&F ,如 何透過消費者心理來營銷自身品牌。 (本文提及的 A&F 為 整個 A&F 集團)
英文摘要 Due to the rise of social media, volatile consumer demands, and rapidly-changing subjects of fashion-wear, intense competitions exist among businesses with various sales strategies, examples being the emergence of fast-fashion brands such as Forever 21 and H&M. Nevertheless, a brand, in the eyes of consumers, is the judging basis upon which services and product sources are validated. In addition, a brand is also one of the reasons that impacts consumers behavior. Hence, whether a brand is managed superbly or poorly plays a pivotal role in the revenue of its mother-corporation. This paper takes the case study of Abercrombie and Fitch Co., an American international fashion clothing retailer, as the research subject to understand how Abercrombie and Fitch, as a classic brand of contemporary fashion wear, managed to sell its own brand through consumer psychology.
(The A&F mentioned below refers to the A&F Conglomerate)
論文目次 Table of Contents
Acknowledgements........................................... I
摘要...................................................... II
Abstract .................................................. III
Table of Contents .......................................... IV
List of Tables ............................................ VI
List of Figures .......................................... VII
Chapter 1 Introduction .......................................1
1.1 Background ...............................................1
1.2 Motivation ...............................................2
1.3 Purpose of Study .........................................4
1.4 Research Flow ............................................5
Chapter 2 Literature Review ..................................6
2.1 Consumer Behavior ........................................6
2.2 Fashion Industry .........................................8
2.3 Brands ................................................. 10
2.4 Brand Management........................................ 12
2.5 Brand Image ............................................ 13
2.6 Brand Equity ........................................... 14
2.7 Social Media ........................................... 19
2.8 A&F Co.-OVERALL ........................................ 19
Chapter 3 Methodology-STEPPS ............................... 23
3.1. Social Currency ....................................... 24
3.2 Triggers ............................................................ 25

3.3 Emotion ............................................................ 28
3.4 Public ............................................................ 30
3.5 Practical Value ........................................ 34
3.6 Story ............................................................ 39
Chapter 4 Case Study of Abercrombie and Fitch ............................................................ 43
4.1 The social currency of A&F ............................. 43
4.2 Triggers of A&F ........................................ 45
4.3 Emotion of A&F ......................................... 45
4.4 A&F’s Public........................................... 48
4.5 A&F’s Practical Value ................................. 49
4.6 The stories of A&F ..................................... 51
4.7 Semi-Structured Interview .............................. 52
Chapter 5 Conclusion ....................................... 58
Reference .................................................. 62

List of Tables
Table 1 Consumer behavior is illustrated with 7O and 7W......7
Table 2 Human emotions are divided into four parts ..........28
Table 3 Summarize of STEPPS..................................41
Table 4 The linkage between STEPPS and Abercrombie&Fitch Co..55
Table 5 The linkage between STEPPS and Brand Management......61

List of Figures
Figure 1: Aaker’s brand equity model source.................16
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