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系統識別號 U0002-1806201402404300
中文論文名稱 以品牌概念圖衡量指標探討聯合品牌之品牌延伸效果
英文論文名稱 A study of the decision-making in brand downward extension— comparative perspective of brand association and brand concept map
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 102
學期 2
出版年 103
研究生中文姓名 楊士傑
研究生英文姓名 Shih-Chieh Yang
學號 601550980
學位類別 碩士
語文別 中文
口試日期 2014-05-30
論文頁數 85頁
口試委員 指導教授-黃哲盛
委員-張嘉雯
委員-周文瓊
中文關鍵字 品牌聯想  品牌概念圖  聯合品牌 
英文關鍵字 brand association  brand concept map  co-branding 
學科別分類
中文摘要 對於現今許多企業而言,透過品牌延伸發展新產品,已經成為企業常見且重要的品牌策略之一,企業利用聯合品牌來發展新產品可以達到降低成本、快速建立知名度的好處。本研究主要在探討中國信託掛名贊助兄弟象隊後,消費者針對此新建立的聯合品牌,會產生何種類型的品牌聯想。
本研究運用品牌聯想的理論基礎,首次以事後觀點驗證「母品牌」與「聯合品牌」策略之適切性。亦即,相互比較聯合前母品牌與聯合後聯合品牌兩者間品牌聯想內容與結構之異同,從所建構的衡量指標與診斷構面中,分析是否成功達成推出聯合品牌之目的,以及研判其避免聯合品牌常見風險之可能性。在研究方法上,採用黃哲盛與潘婉欣(2012)所發展之品牌聯想衡量指標,分別是(1)第一層品牌聯想的「聯想迴響性」、「相互關連性」與「聯想強度」,(2)第一層聯想的次級聯想數目,以及(3)跨品牌間第一層聯想與其次級聯想跨層級之語意關聯性。接著再從其診斷構面, (1) 品牌概念, (2) 相互的外溢效果,和(3)品牌專屬聯想,分別探聯合品牌的延伸效果為何。
研究發現,中國信託與中信兄弟兩者的品牌概念圖,中信兄弟有其相互聯結具有關連性的聯想群,表示主要的品牌概念透過延伸後已成型。由於有近五成受訪者對與此聯合品牌感到陌生,三成認為兩品牌的聯合行為不搭,因此會有「品牌認知模糊」的風險。「打假球」與「熱愛運動」分別產生了負面前向效果和正面後向效果,而「熱愛運動」是先透過「中國信託」再由「辜家」連結而出,可以得知母品牌中國信託意函所具有的延展性,符合中國信託以中信兄弟做為聯合品牌之目的。比較兄弟象職棒隊與中信兄弟兩者的品牌概念圖,發現兄弟象職棒隊的第一層聯想只有「球迷多」與「彭政閔」有相互關連性,表示主要的品牌概念未成型。兩者的品牌概念「資金不足」與「資本多」為對比,可能有「品牌轉型」的後向外溢效果產生,而「打假球」不會直接影射到聯合品牌中信兄弟上,有助於淡化母品牌兄弟象職棒隊的負面品牌形象。「黃色」與「兄弟象」為其相同的聯想,可推論為兄弟象職棒隊使用聯合品牌策略的用意是,藉由某些共享聯想的保有,以協助品牌延伸,符合兄弟象職棒隊以中信兄弟做為聯合品牌之目的。
英文摘要 For many companies today, developing new products through brand extension has become one of the common and important branding strategies. Co-branding helps companies to lower the costs of new product development, and rapidly build awareness. Therefore, this study is to investigate Chinatrust Banking Corporation sponsor Brother Elephants, consumers will generate what kind of brand association.

In this study, using the theoretical basis of brand association, it is the first time to test the appropriateness for "parent brand" and "co-branding" strategy by afterwards view. Based on the brand association as measurement indicator proposed by Je-sheng Huang and Wan-Hsin Pan(2012), Namely (1) first-order associations of "resonance of associations" "interconnectivity of associations" "strength of associations" , (2) first-order associations of secondary associations, (3) cross-brand of semantic relevance. Then again its diagnostic facet (1) brand concept, (2) the mutual spillover effects, and (3) exclusive brand association, respectively explore the effect of brand extension.

The most important contributions of this study were the generation brand concept map, the clearly outlining the consumer for the parent brand and co-branding ideas. Moreover, the concept map could provide its studied object the enterprise a reference for acquiring planning, so as to establish business direction, to have a hold on the advantages in planning for the future. Finally, enterprises can understand the importance of the link between brand association and customers; thus, they attempt to enhance the co-branding value in order to obtain sustaining competitive advantage.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 IV
第一章、緒論 1
第一節 研究動機與背景 1
第二節 研究問題 2
第三節 研究流程 3
第二章、文獻探討 5
第一節 品牌 5
第二節 品牌概念圖與品牌聯想網路 14
第三節 品牌延伸 17
第四節 聯合品牌 20
第三章、研究設計 24
第一節 研究觀念架構 24
第二節 研究操作步驟 26
第三節 資料收集工具及內容 27
第四節 資料分析方法 28
第四章、研究結果與分析 31
第一節 訪談對象 31
第二節 資料處理 32
第三節 繪製公眾圖 37
第四節 檢查公眾圖繪製過程的適切性 48
第五節 研究結果 49
第六節 比較品牌聯想之差異 52
第五章、結論與建議 56
第一節 結論 57
第二節 研究貢獻 59
第三節 研究建議 61
第四節 研究限制 62
參考文獻 63
附錄一 71
附錄二 74
表目錄
表4-1-1個人基本資料統計 32
表4-2-1中國信託品牌聯想測量統計表 33
表4-2-2兄弟象職棒隊品牌聯想測量統計表 34
表4-2-3中信兄弟品牌聯想測量統計表 35
表4-3-1公眾品牌概念圖的繪製規則 37
表4-3-2中國信託品牌聯想連結線強度及次數矩陣 39
表4-3-3兄弟象職棒隊品牌聯想連結線強度及次數矩陣 42
表4-3-4中信兄弟品牌聯想連結線強度及次數矩陣 45
表4-5-1中國信託品牌概念圖診斷 49
表4-5-2兄弟象職棒隊品牌概念圖診斷 50
表4-5-3中信兄弟品牌概念圖診斷 51
表4-6-1中國信託與中信兄弟之聯想比較 52
表4-6-2兄弟象職棒隊與中信兄弟之聯想比較 54
表5-1-1研究結果彙整表 58
圖目錄
圖1-2-1研究流程 4
圖2-1-1品牌聯想間的關係特性 11
圖2-2-1 Mayo診所聯想網路─品牌概念圖 16
圖2-3-1品牌延伸矩陣圖 17
圖2-3-2品牌策略的四種類型 18
圖4-3-1中國信託聯想連結次數折線圖 40
圖4-3-2中國信託品牌概念圖 41
圖4-3-3兄弟象職棒隊連想連結次數折線圖 43
圖4-3-4兄弟象職棒隊品牌概念圖 44
圖4-3-5中信兄弟連想連結次數折線圖 46
圖4-3-6中信兄弟品牌概念圖 47
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