- 學位論文
集點贈品品牌置入與消費者品牌關係之探究
A Study of The effects of Brand Placement through Reward Programs on Consumer-Brand Relationship
摘要
現今企業盛行推出各種不同品牌的集點贈品給消費者，消費者是否有持續熱衷於蒐集各式各樣的品牌贈品。故本研究者想藉由品牌置入的集點贈品之行銷活動，從消費者與品牌關係的發展觀點出發，欲探究出消費者是否有意願蒐集不熟悉的品牌與其想法與感受；為何想要蒐集有品牌置入的贈品；以及在集點贈品活動期間和擁有這些品牌贈品之後，消費者和品牌之間關係會產生什麼變化與影響；並從中得知消費者對於品牌認知、品牌識別與品牌忠誠度為何，經由這樣的探索，也能發現集點贈品是如何與消費者的日常生活、情緒情咸、甚至人格特質產生連結。 本研究採用質化研究之焦點團體訪談方式進行研究，獲得消費者蒐集有品牌贈品的回應，以及消費者與品牌之間的關係及品牌置入的效果反應在集點贈品之活動上，消費者會因為甚麼樣的因素選擇、離開該品牌，或是產生其他變化，並歸納出本研究之結論與建議。結論如下： (一) 消費者會按照自己的需求或是對該品牌贈品有興趣而願意蒐集，並不會因為不熟悉該品牌而影響蒐集贈品的意願，甚至透過品牌置入的集點贈品，而知道該品牌。 (二) 透過品牌置入的集點贈品活動，能提高消費者認識該品牌的機率，包含新進入的品牌，消費者會主動的與品牌產生連結與情感關係。 (三) 不論品牌的忠實顧客，就一般消費者而言，在使用該品牌的贈品之後，與其品牌關係仰賴者贈品品質的優與劣，消費者對贈品的滿意程度會直接影響與品牌之間的關係。 (四) 當品牌在消費者的心中建立起一個很重要的地位，就能使消費者對該品牌產生品牌共鳴與強烈的品牌忠誠度，其彼此的關係就會變得很緊密。不過，因為品牌置入集點贈品活動發展許久，企業推出的品牌贈品類型同質性過高，消費者會隨著心智與年齡的成長與改變，進而影響蒐集品牌贈品的意願，其選擇也不會一成不變；再者，消費者也會比較「正品」與其「贈品」的品質與差異，若消費者對該品牌的贈品感受到失望，就會連帶影響與其品牌之間的關係。
並列摘要
Nowadays companies love to launch a various reward-gifts of different brands to consumers, while whether consumers are still having passion on collecting the gifts or not. That’s why I would like to study of the effects of Brand Placement through Reward Programs on Consumer-Brand Relationship, to explore whether consumers are willing to collect unfamiliar brands or not and what their feeling and thought is. Why do consumers want to collect the gifts having brands? Also, to see what the influences and changes is on Consumer-Brand Relationship during reward programs events and after having those brand-gifts. Base on this study, we will know that consumers’ Brand awareness, Brand identity, Brand recognition and Brand loyalty, as well as the relationships between brand-gifts and consumers. In this thesis, I adopted the qualitative research in semi-structural, focus on group interviews with interviewers. I got the feedbacks and effects from interviewers on reward programs with brand placement, as well as showed the results of relationships between consumers and brands. The following points are my conclusion: (一) Consumers will willing to collect the brand-gifts in accordance with their own needs or interest, unfamiliar brands will not impact their decision on the collections; also, they will know that brand which is using brand placement way on reward programs. (二) No matter what the new entered brands or existing brands is, it will increase the awareness rate from consumers on brands by using brand placement way on reward programs; besides, consumers will be actively connecting the brands and build the relationships. (三) Regardless of Brand loyal consumers, in terms of general consumers, after using the brand-gifts, the consumers’ satisfaction will direct impact consumer-brand relationships, which depended on good or bad quality of gifts. (四) When the brand established a very important position in the minds of consumers, it will cause brand resonance and stong brand loyalty on consumers and the relationships between each other will getting more and more close. However, the reward programs by using brand placement way is pretty mature and developed for a long time and the different companies launched lots of homogeneous brand-gifts, while the gifts of selection will be impact because of the growing age and mind from consumers, they won’t also keep the same needs and interest. Moreover, consumers will do compare the quality and difference between “Real product” and “Gift”; if they feel disappointed on brand-gifts, the influence is be expected on consumer-brand relationship.