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題 名 | 多品牌策略廣告效果之實證研究--以聯合利華洗髮精再行銷為例=Advertising Effects of Multi-Brands Strategy: Case Study of Unilever Shampoo Relaunch |
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作 者 | 黃志文; 戴嬡坪; 胡渝淦; | 書刊名 | 淡江人文社會學刊 |
卷 期 | 9 2001.12[民90.12] |
頁 次 | 頁1-24 |
分類號 | 496.5 |
關鍵詞 | 多品牌策略; 品牌再行銷; 洗髮精; 廣告效果; 聯合利華; Advertising effects; Multi-brands; Relaunch; Shampoo; Uniliver; |
語 文 | 中文(Chinese) |
中文摘要 | 在今日產品泛濫的時代,消費者面對眾多可選擇的品牌,往往會因為某些誘因而產生轉換品牌的行為。廠商為了更能掌握消費者,紛紛採用多品牌策略,以擴大同類產品的整體市場佔有率。本研究採「分層隨機抽樣-比例配置法」,以聯合利華公司(Unilever)所生產的兩個洗髮精品牌─麗仕(Lux)與坎妮(Organics)的廣告片做為實證之廣告,以淡江大學企業管理學系日間部學生為研究對象。回收之資料以適合度檢定得知樣本足以代表母體,透過因素分析萃取因素,以集群分析將研究對象分群,再以交叉分析、單因子變異數分析將群與人口統計變數做相關性分析。研究結果發現:(1) 在麗仕品牌方面,廣告認知構面群與性別、戶籍地有顯著相關性;廣告態度構面群與年齡有顯著相關性;品牌態度構面群與戶籍地有顯著相關性。(2) 在坎妮品牌方面,品牌認知構面群與性別有顯著相關性。 |
英文摘要 | In the previous decade of over supply of products, consumers encounter so many brands that they always switch brands for some incentives. Manufacturers adopt a multi-brands strategy to attract consumers and to expand the whole market share for the same category of products. This study looks at the case of Unilever’s Lux brand and Organics brand shampoos with data obtained from a stratified random proportional allocation sampling from the students in the Department of Business Administration, Tamkang University. Several statistical methods were used to dissert the datum, such as validity analysis, reliability analysis, one sample t-test, frequency distribution, factor analysis, cluster analysis, analysis of variance (one-way), discriminate analysis and chi-square test. The findings of this research are as follows: 1. Lux brand: advertising cognition group is obviously related with gender and native origin; advertising attitude group is obviously related with age; brand attitude group is obviously related with native origin. 2. Organics brand: brand cognition group is obviously related with gender. |
本系統中英文摘要資訊取自各篇刊載內容。