探討球鞋迷與NIKE的品牌關係－品牌認同演進觀點

Explore The Brand Relationship Between Fans And NIKE From Perspective Of Brand Identity Evolution

高晟哲(Chen-Che Kao)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00894

摘要

本研究企求以『品牌個性』之概念將NIKE賦予生命特徵，並利用『品牌認同』的觀點，來探討過去十年的NIKE鞋迷與NIKE的品牌關係，以發現他們持續支持或是中途離開NIKE之原因。
本研究採取質性研究中深度訪談作為資料收集的方法，以詮釋學方法進行資料分析，研究者先對自身進行詳實的反思，並在瞭解自身的狀態之後進入對受訪者的分析。結果發現，『NIKE是否流行』將是影響他們品牌關係類型的重要因素，所以根據此因素來劃分關係歷程為三大階段，第一階段命名為『NIKE的初波流行』，第二階段命名為『NIKE的流行退潮』，第三階段命名為『NIKE的流行再起』。
本研究發現，因為NIKE能夠反映受訪者期望或是相似的個性，故他們會成為NIKE的鞋迷。而本篇提出『外在的品牌認同』以及『內在的品牌認同』，前者將會受到流行的影響，故傾向會隨著流行退潮而弱化；後者則需仰賴鞋迷與NIKE有深刻地交往與互動才會養成。在參考Fournier(1998)之概念後，本篇研究提出球鞋迷與NIKE的品牌關係類型為『親密程度較高的探索期』、『親密程度較低的探索期』、『好朋友』、『親密程度較高的探索期且在乎回憶』、『親密程度較低的探索期且不在乎回憶』、『在乎回憶的承諾夥伴關係』六種形態，並且加入階段性時間的考量，即消費者與品牌的關係不會固定在某種品牌關係的類型上。
本研究建議NIKE並行『流行導向』以及『運動功能』導向的行銷策略。此為一方面利用『流行導向』的行銷策略吸引愛好流行的消費者，並且持續地創新，以滿足求新求變的流行愛好者。另一方面藉由『運動功能』導向的策略，不斷地改進與研發商品，讓他們不論環境如何變動，他們還是會繼續選擇NIKE，並成為其忠誠顧客。

關鍵字

品牌 ； 品牌個性 ； 品牌認同 ； 品牌關係 ； 流行 ； 質性研究

並列摘要

In order to understand the brand relationship between fans and NIKE, this research employed the brand personality and the brand identity to explore the reason why fans stand for NIKE abidingly and why they faded out in the process. The research included a series of semi-structured in-depth personal interviews with fifteen NIKE fans. After analyzing the data through hermeneutic method, the researcher found that fashion was a key variable to influence the brand relationship between fans and NIKE, and it could be used to divide the process to three stages .
Because some personalities of NIKE were equal to interviewers, they became NIKE fans. “The outer brand identity” would be influenced by fashion, and it would be fade away when fashion ebbed. If fans had more comprehensive interaction with NIKE, “the inner brand identity” would arise, and it would not be influenced by fashion. This research discovered six brand relationships after referring to the theory of Fournier(1998) : “High intimacy courtships”, “Low intimacy courtships”, “Best friendships”, “High intimacy courtships with memory”, “Low intimacy courtships without memory”, and “committed partnerships with memory”. As a result of considering time factor, the brand relationships would not be fixed in one type.
The recommendations of the research is that NIKE can consider two marketing strategy, that is, the fashion-oriented and the sport-oriented strategy. To be different from other sports brands, the fashion-oriented strategy can attract fashion-lover. The sport-oriented strategy will notify consumers that the quality of the product, and it can be contributive to cultivate the inner brand identity.

並列關鍵字

Brand ； Brand personality ； Brand identity ； Brand relationship ； Fashion

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