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題 名 | 哀兵與優勢者品牌傳記的相對效果:以品牌概念形象、產品知覺身體風險為干擾=The Comparative Effects of Underdog and Top-Dog Brand Biographies: The Moderation of Brand Concept Images and Perceived Physical Risk of Products |
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作 者 | 周軒逸; 許婷媛; | 書刊名 | 企業管理學報 |
卷 期 | 119 2018.12[民107.12] |
頁 次 | 頁1-39 |
分類號 | 496.1 |
關鍵詞 | 品牌傳記; 哀兵; 優勢者; 品牌概念形象; 產品知覺身體風險; Brand biographies; Underdog; Top-dog; Brand concept images; Perceived physical risk; |
語 文 | 中文(Chinese) |
中文摘要 | 用故事打造品牌是行銷策略中常見的方式,而近年更興起哀兵品牌傳記的行銷手法。本研究旨在比較哀兵及優勢者品牌傳記,對於消費者品牌認同、信念、態度、購買意願及選擇的相對效果,實驗結果發現:(1)哀兵品牌傳記(相較於優勢者)能有效提升消費者的品牌選擇;(2)優勢者品牌傳記對於高知覺身體風險產品能產生較佳廣告效果,然哀兵品牌傳記則對低知覺身體風險產品產生較佳作用;(3)在不同概念形象品牌與知覺身體風險產品的組合情況下,品牌傳記類型的相對效果有異;(4)優勢者品牌傳記需透過品牌信念、哀兵品牌傳記需透過品牌認同之中介始能創造較佳效果。 |
英文摘要 | Using the power of stories to create outstanding brands is a common marketing strategy. In recent years, a new marketing tactic, the "underdog brand biography," has been proposed and used frequently in various industries. This study compares the effects of underdog and top-dog brand biographies on consumers' brand identification, beliefs, attitudes, purchase intentions, and choices. The experimental results reveal the following: (1) underdog brand biographies can increase consumer brand choices more than top-dog ones can; (2) top-dog brand biographies result in better ad effects for products with high perceived physical risk, while underdog brand biographies produce better effects for products with low perceived physical risk; (3) the comparative effects of the two brand biographies differ across the combinations of brand concept images and the perceived physical risk of the products; and (4) top-dog brand biographies lead to better ad effects through the mediation of brand beliefs, while underdog brand biographies' ad effects are mediated by brand identification. |
本系統中英文摘要資訊取自各篇刊載內容。