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中文論文名稱 非營利組織與營利組織間形象一致性對品牌聯盟成效影響之研究
英文論文名稱 A Study of the Effects of Corporate Image Consistency Between NPO and PO on the Effectiveness of Brand Alliance
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 94
學期 2
出版年 95
研究生中文姓名 許文馨
研究生英文姓名 Wen-Shing Sheu
學號 693480294
學位類別 碩士
語文別 中文
口試日期 2006-06-25
論文頁數 113頁
口試委員 指導教授-曾義明
委員-方文昌
委員-王居卿
中文關鍵字 非營利組織  企業形象  一致性  品牌聯盟 
英文關鍵字 Non-profit Organization(NPO)  Corporate Image  fit  Brand Alliance 
學科別分類 學科別社會科學商學
中文摘要 由於國內捐款風氣不盛,多仰賴政府與企業的贊助,多數非營利組織在非營利組織的快速成長與政府預算逐年縮編的情況下,其重要財源勢必將由仰賴政府與企業的贊助轉而朝向個人捐款。營利組織藉由與非營利組織合作品牌聯盟,可以提高企業自身形象,而非營利組織也藉此增加募款來源,提高自身形象,提升消費者贊助之意願,因此,近年來相關之合作方式屢見不鮮。雖然有關此方面的研究不少,但以往「品牌聯盟」和「品牌形象一致性」的研究大多個別探討其對於「營利組織」的影響效果,從未有學者針對「非營利組織」的角度加以研討。因此本研究擬站在「非營利組織」的角度來探討兩組織間形象一致性與否對品牌聯盟效果的影響。本研究先回顧相關文獻,從文獻推導出假設,再運用實驗設計方法蒐集實證資料,以淡江大學研究生級以上之學生及在職生作為研究對象,採分層隨機抽樣設計,共收集有效問卷748份以驗證假設。結果發現(1)品牌聯盟下具一致性之組織形象較不具一致性組織形象更能達到品牌聯盟的效果;(2)刻板印象下男女形象與理性感性形象間之ㄧ致性,僅止於品牌聯盟中之「消費者購買傾向」呈現顯著差異;(3)品牌聯盟的效果會因為非營利組織形象為正面型或防止型,男性或女性形象而產生顯著的差異。根據此研究結果,本研究建議非營利組織可以透過與自身形象一致性之營利組織品牌聯盟提升自身形象,然而,聯盟的事先規劃與過程控管皆是不可輕忽的步驟,必須謹慎小心的執行;最後,與女性形象之營利組織合作較可帶來預期之聯盟效益。
英文摘要 By means of the brand alliances between NPO(Non-profit Organization) and PO(Profit Organization), not only could PO enhance its own image in consumers’ mind, but NPO could also increase the will of consumers to sponsor a specific NPO, therefore, there are lot’s of such cases happening recently in our society. A great deal of effort has been made on “Brand Alliance” and “Brand Image Consistency” about PO, little is known about their relationship with NPO. Hence, the purpose here is to explore a little further into the effectiveness of brand alliances on the brand image of NPO.

This study was sampled from the students of TamKang University with 748 effective samples. The following results were obtained:(1)Under the brand alliances, organizations with better image consistency between two organizations would be able to achieve the better effectiveness of brand alliance.(2)The consistency between the impression of male and female image in sex stereotype and the rational and emotional image of the NPO only reveals the difference in "the consumer purchases the tendency".(3)With the difference images of NPOs, such as positive, preventing, male or female image, would have different impact on the effectiveness of brand alliances.
According to the findings above, this research suggests that NPO could enhance its own image through successful brand alliances with POs. However, to reach the goal, it’s also important to make the steps of brand alliance plan more detailed and clear and put more emphasis on workflow management. Finally, when it refers to brand alliance, seeking a PO with the feminine image for cooperation will lead to the benefit expected.
論文目次 目錄
第一章 緒論 ………………………………………………………… 1
 第一節 研究背景 ……………………………………………………………… 1
 第二節 研究動機與目的 ……………………………………………………… 3
 第三節 研究步驟 ……………………………………………………………… 5 
第二章 文獻探討 …………………………………………………… 6       
 第一節 非營利組織 …………………………………………………………… 6   
 第二節 企業形象 ………………………………………………………………12          
第三節 品牌聯盟 ………………………………………………………………16          
第四節 品牌延伸 ………………………………………………………………23
 第五節 研究架構 ………………………………………………………………29
第三章 研究方法 ……………………………………………………30       
 第一節 變數操作型定義與組織分類 …………………………………………30      
 第二節 前測結果 ………………………………………………………………42     
 第三節 研究對象與樣本結構 …………………………………………………44  
第四章 研究結果 ……………………………………………………49              
 第一節 一致性搭配的主要效果與交叉效果 …………………………………49           
 第二節 理性感性形象搭配陽剛陰柔形象一致性的比較 ……………………55         
 第三節 其他搭配一致性的比較 ………………………………………………64


第五章 結論與建議 …………………………………………………67          
 第一節 假說驗證 ………………………………………………………………67     
第二節 假說驗證相關探討 ……………………………………………………69
 第三節 研究結果 ………………………………………………………………71    
 第四節 學術與實務之意含 ……………………………………………………75   
 第五節 後續研究建議 …………………………………………………………78     
 第六節 研究限制 ………………………………………………………………80      
第六章 參考文獻 ……………………………………………………81      
 中文部分 …………………………………………………………………………81   
 英文部分 …………………………………………………………………………83  
附錄 ……………………………………………………………………91
附錄一 虛擬品牌品牌DM - Fantasy Beer ……………………………………91
附錄二 虛擬品牌品牌DM –捷渴運動飲料 ……………………………………93    
附錄三 虛擬品牌品牌DM –尊爵卡 ……………………………………………95       
附錄四 虛擬品牌品牌DM –藍馨卡 ……………………………………………97      
附錄五 前測問卷1 -受測者對虛擬品牌廣告形象分類之認同 ………………99     
附錄六 前測問卷2 -針對非營利組織個別形象之認 ……………………… 104      
附錄七 正式問卷……………………………………………………………… 109
表目錄
表2.1: Friedman組織分類 ……………………………………………………… 7     
表2.2:公部門私部門和非營利組織的比較 …………………………………… 8    
表2.3:品牌聯盟定義彙整表 ……………………………………………………17  
表3.1:理性訴求訴求點  ………………………………………………………30 
表3.2:感性訴求訴求點 …………………………………………………………31        
表3.3:非營利組織形象表 ………………………………………………………36     
表3.4:變數之衡量項目與信度 …………………………………………………40     
表3.5:營利組織形象前測問卷相關統計表 ……………………………………42 
表3.6:樣本結構 …………………………………………………………………45
表3.7:有效樣本與母體之適合度檢定 …………………………………………46     
表3.8:有效樣本之性別分佈 ……………………………………………………47            
表3.9:有效樣本之教育程度分佈 ………………………………………………47          
表3.10:有效樣本之戶籍地址分佈 ……………………………………………47          
表3.11:有效樣本支月可支配所得分佈…………………………………………48
表4.1:非營利組織與營利組織形象之各項目變異數分析摘要表 ……………49     
表4.2:品牌形象一致性之各項目變異數分析摘要表 …………………………53     
表4.3:非營利組織形象(理感)與營利組織形象(男女)之各項目變異數分析摘要表 ………………………………………………………………55            
表4.4:品牌形象一致性與性別搭配之各項目變異數分析摘要表 ……………57   
表4.5:理性形象非營利組織搭配不同性別形象營利組織之各項目變異數分析摘要表 …………………………………………………………………59
表4.6:感性形象非營利組織搭配不同性別形象營利組織之各項目變異數分析摘要表 …………………………………………………………………60
表4.7:理性(非)搭陽剛(營)v.s感性(非)搭陰柔(營)之各項目變異數分析摘要表 …………………………………………………………61
表4.8:感性(非)搭陽剛(營)v.s理性(非)搭陰柔(營)之各項目變異數分析摘要表 …………………………………………………………62
表4.9:理性正面型(非)搭配理性(營)v.s理性防止型(非)搭配理性(營)各項目變異數分析摘要表 ………………………………………64
表4.10:感性正面(非)搭配感性(營)v.s感性防止(非)搭配感性(營)各項目變異數分析摘要表 ………………………………………………66
表5.1:假說檢定結果 ……………………………………………………………67
表5.2:支持理性訴求廣告效果相關研究 ………………………………………69


圖目錄
圖1.1:研究流程圖 …………………………………………………………………5       
圖2.1:研究架構圖 ………………………………………………………………29    
圖4.1:消費者對於營利非營利組織形象在對組合的評價產生的反應 ………51
圖4.2:消費者對於營利非營利組織形象在對品牌增加新聯想產生的反應 …52  
圖4.3:消費者對於營利非營利形象在對組合的購買傾向產生的反應 ………52    
圖4.4:消費者對於非營利組織形象(理感)與營利組織形象(陽剛陰柔)在對非營利組織的偏好產生的反應 ………………………………………56          
參考文獻 中文部分
網頁部分:
內政部統計資訊服務網,http://www.moi.gov.tw/stat/

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