研究生: |
楊仁佑 Yang, Jen-Yu |
---|---|
論文名稱: |
自有品牌的品牌識別與其對購買意願的影響 The Brand Identification of Private Brand and the Impact on Purchase Intention |
指導教授: |
劉宗其
Liu, Tsung-Chi |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理學系 Department of Business Administration |
論文出版年: | 2011 |
畢業學年度: | 99 |
語文別: | 中文 |
論文頁數: | 126 |
中文關鍵詞: | 自有品牌 、品牌識別 、購買意願 |
外文關鍵詞: | private brand, brand identification, purchase intention |
相關次數: | 點閱:122 下載:25 |
分享至: |
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目前台灣通路商自有品牌市場的競爭已趨白熱化,但跟以往自有品牌不同的是,許多通路商自有品牌開始透過廣告、代言人等行銷活動建立不同的品牌識別和改變消費者對自有品牌的觀感,因此本研究著重在自有品牌的品牌識別所扮演的角色。以通路商的「企業聲譽」、自有品牌的「品牌個性」、「知覺品質」、「品牌名稱」為研究自有品牌識別的變數,選擇便利商店與藥妝店兩種業態的自有品牌做分析,便利商店選擇7-11、藥妝店以屈臣氏為研究對象。
研究結果發現7-11與屈臣氏的自有品牌識別都具有部分中介效果,能提高消費者的購買意願。通路商企業聲譽中的滿意度(7-11、屈臣氏)和口碑(屈臣氏)以及自有品牌的個性、知覺品質、名稱均對自有品牌的識別有顯著影響,但是消費者的知覺品質不受到品牌識別的中介效果影響,意味著自有品牌的品質是影響品牌識別與購買意願最重要的關鍵,故通路商對旗下自有品牌建立獨特的品牌識別之外,應加強對於代工廠商的選擇以及品質的管理,使消費者對自有品牌的購買意願增加。
The private brand market in Taiwan has become highly competitive now. However, comparied to former private brands, some have started to build different brand identies. This changes consumers’ perception by marketing communications and activities. This research has focused on the role of private brands’ identification.
Use retailer’s “Corporate Reputation” and private brand’s “Brand Personality”, “Perceived Quality” and “Brand Name” as the variables of private brand’s identification research framework. Choose two operational types, “convenient store” and “drug store“as research objectives. Convinient store chose”7-11” and drug store chose “Watson’s”.
The results show that both the brand identification of “7-11” and “Watson’s” has partially mediated effect on purchase intention. In corporate reputation, the satisfaction of 7-11 and Watson’s, word of mouth of Watson’s and the Brand Personality, Perceived Quality, Brand Name all have significant effects on brand identification, but consumers’ perceived quality isn’t affected by the mediate effect of brand identification. Means private brand’s perceived quality is the key factor of brand identification and purchase intention. Recommand retailers not only need to build specific brand identification, but also need to enhance the standard of choosing outsourcing firms and the quality control to increase consumers’ purchase intention.
一、 網站
1. 統一超商網站:http://www.7-11.com.tw/
2. 屈臣氏網站:http://www.watsons.com.tw/
3. 卡優新聞網(2009):超商吹平價時尚風 自有品牌跳躍成長
http://www.cardu.com.tw/commfun/print_news.htm?mt_pk=6&mg_pk=10687
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4. 林祝菁(2009),國內藥妝連鎖店自有品牌大車拚,工商時報A11
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6. 郭華生(2007),台灣地區集團量販店 推動自願性節約能源,綠基會通訊
7. 陳立儀(2008),開架美妝 向平價奢華靠攏 品牌愈來愈多元,成分愈來愈高級,價格愈來愈「專櫃」,戰火也愈來愈猛烈,聯合報D8
8. 陳林幸虹(2009),台灣便利商店高密度 2500人就有一家,中央廣播電台
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