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  • 學位論文

汽車品牌與代言行為關係

Car Brand and Endorsement Behavior

指導教授 : 林欣美
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摘要


關係的研究在當代的行銷研究中已經扮演了很重要的角色,但是能夠驗證關係現象的實務卻不多,尤其是探討品牌關係的文獻仍然不足。近年來,消費者對於品牌印象,隨著行銷多樣化,巳不僅是對單一品牌的關係概念,更有著聯合品牌的概念,例如明星/虛擬人物代言的方式,看到某位明星便會聯想到其代言的品牌,而明星/虛擬人物與該品牌的形象,更是具有相輔相成的關係。因此,本研究的目標即在於探討汽車品牌公司與異業結盟行為與客戶關係品質之模型,以提供台灣汽車品牌做為提升競爭力的參考。 本研究以Fournier提出的品牌關係品質與對關係穩定性的影響度之模型為基礎,闡述汽車異業結盟行為與客戶各個關係類型及面向,再透過訪談汽車消費者的採買與心得,以三角測量法(Triangulation)來檢驗資料的真實性,歸結出汽車聯合品牌行為對消費者的行銷行為是否能促進銷售及改善客戶對汽車品牌的認知印象,而決定是否購買。以故,本研究第四章即基於汽車品牌代言人行為,對台灣各種汽車品牌代言形成之品牌行為結果。期能藉由本研究,為企業及公司主參考,提高產品的銷售量,建立品牌形象,為企業帶來更緊密的品牌關係品質。且透過訪談的多位個案,證明選定良好代言人與汽車品牌的連接性的改善,確實為汽車品牌形象帶來更緊密的品牌關係品質,為理論提供足供範例的事證,提升了消費者與品牌之間的關係信度。

並列摘要


Relationship marketing research in contemporary has played a very important role, but the phenomenon can verify the relationship does not have much practice, especially in literature to explore the relationship between the brand is still insufficient. In recent years, consumer brand image, along with marketing diversification, had not only the relationship between the concept of a single brand, but also has the concept of co-branded, such as star / virtual characters speak the way, would think of seeing a star its endorsement of the brand, while the star / virtual characters with the brand's image, but is a complementary relationship. Thus, the goal of this study is to explore the car brand that is the company and cross-industry alliance behavior and the quality of the customer relationship model to provide Taiwan with car brands as to enhance the competitiveness of reference. Quality model of the impact of this study Fournier proposed brand relationship with the stability of the relationship is based on cross-industry alliance elaborate car behavior with customers and for each relationship type, then through interviews with auto consumers purchase and experience to triangulation France (Triangulation) to verify the authenticity of the information, attributed the behavior to whether co-branded car marketing behavior of consumers can boost sales and improve customer brand awareness impression of the car, and decide whether to buy. Yi Gu, the fourth chapter of this study which is based on the behavior of car brand ambassador of Taiwan brand endorsements behavior of various car brands form the result. This stage can be studied with reference to the company's main business and increase product sales, build brand image, to bring closer the relationship between the quality of the brand. Through interviews and a number of cases, prove good selection spokesperson improved connectivity with car brands, have brought closer the brand relationship quality automotive brand image, provide enough examples of things for certificate theory, enhance the consumers and reliability relationship between brands.

參考文獻


一. 中文部分
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