品牌認同感對跨業種品牌延伸評價及顧客滿意度之影響-以消費者創新性為調節變項

The Impact of Brand Identity on Evaluation of Brand Extention and Customers’ Satisfaction- Using Consumers’ Innovation as the Moderator

王怡蓉(Yi-Jung Wang)

指導教授 ： 洪英正 ； 李芸蕙

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00732

摘要

咖啡文化已成為台灣飲食文化的一部份，就算目前台灣街頭巷尾都見得到咖啡店、也都買得到咖啡，仍有後進者不斷地搶進市場，可見得「黑金」商機無限。目前在台灣市場中的法國品牌”agnes b.”就經營起咖啡店，而加拿大服飾品牌”Roots”也開始打造咖啡店，甚至國內著名樂團五月天主唱阿信也以自創潮服品牌”STAYREAL”開設咖啡店，其不約而同都採用品牌延伸策略，以原品牌名稱開設咖啡店，紛紛搶攻休憩飲食消費群，如此模式在服飾業中已蔚為風潮。
消費者在購買品牌產品時通常會選擇自己認同或是能夠表達自我的品牌。Tauber(1981）在研究企業的品牌延伸策略中認為品牌價值是企業的重要資源，它不僅可降低延伸性產品開發新市場的困難度，也可降低進入市場的風險。對延伸產品的正面情感容易有較高的購買意願與顧客滿意度（Bhat & Reddy,2001），因此品牌認同感對跨業種品牌延伸評價及顧客滿意度是否有影響？而品牌認同感對跨業種品牌延伸評價之影響，是否會受消費者創新性之調節作用，這些議題都是本研究所探討，因此藉由上述理論發展為本論文之架構。
本研究問卷調查對象以大台北地區一般消費大眾為主，採便利抽樣，回收165份，有效問卷回收率為75%，藉由因素分析、差異性分析與迴歸分析等方法，進行資料分析。由研究結果得知高品牌認同度的消費者較易接受延伸產品，加強品牌延伸評價才可滿足顧客，因此企業必須發展良好的品牌延伸評價可有效滿足固有客群。而消費者創新性對影響品牌延伸評價無顯著調節作用，顯示消費者創新性在便利性產品市場中無作用。
建議未來在品牌延伸評價的研究中加入行銷溝通變項，並以中高價位品牌延伸產品為探討對象，如此再深入探討品牌認同感對跨業種品牌延伸評價及顧客滿意度之影響，探索消費者創新性與品牌延伸評價之間的關係，以再次驗證消費者創新性在品牌延伸評價中的存在性。

關鍵字

品牌認同感 ； 消費者創新性 ； 品牌延伸評價 ； 顧客滿意度

並列摘要

Coffee culture has become part of Taiwan culture. Even though Coffee shops are everywhere and coffee beans can purchase easily, but new comers are still trying to enter Taiwan market. Coffee, so called “Black Gold”, has unlimited market opportunity in many people’s eyes. “agnes b.” from France begins to serve coffee, “Roots” from Canada is starting coffee shop, and Taiwan rock band “May Day” has setup coffee shop inside their clothing store “STAYREAL”. Using existing brand to setup coffee shop has become a trend to attract consumer, especially in fashion wear industry.
Consumer usually purchases products which can indentify with it. In another word, consumer will purchase products what can shows his/her personality. Tauber (1981) claimed that Brand extension theory, and indicated the brand value is industry’s assets.It can reduce the difficulties and risks for developing new market.
Experimental studies show that there is a positive effect leading to the higher purchase intentions by the brand extension（Bhat & Reddy,2001）., Does brand identity influence exist across different market sector in terms of brand extension evalution and c has the impact on ustomer satisfaction? Does customer’s satisfaction be influence by his innovation as a moderator when facing brand identity extension across different market sectors? These are the topics will be discussed in this research. The research will use brand identity as the independent variable, customer satisfaction for the dependent variable, evaluation of brand extension as the intervening variable, and consumer innovation as the moderator in the as the research eframework.
The subjects are customers living on north part of Taiwan region by convenient sampling. One hundred and fifty samples are valid which 75% of the total surveys are. Factor Analysiss, Difference Analysis and Regression were used as methods. Result shows that consumers with high brand identity tend to accept brand the extension product. So enhancing brand extension evaluation can satisfy existing customers. C ustomer’s innovation has no moderating effect on the relationship between brand identity and brand extension evaluation. Marketing communication and targeting on middle to high brand extension product are recommended to be included in the future research for verifying the moderating effect of customer innovation on the brand extension evaluation.

並列關鍵字

Brand Identity ； Consumers’ Innovation ； Brand Extension Valuation ； Customer Satisfaction

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