品牌危機下不同子品牌促銷策略與消費者品牌喜好度、品牌信任度及購買意願之研究

Effects of Different Sub-brand Promotion Strategies on Consumer Brand Likeability, Brand Trust and Purchase Intention under Brand Crisis

蕭子謙(Hsiao Tzu-Chien)

指導教授 ： 邱志聖

國立政治大學/商學院/國際經營與貿易學系/碩士(2021年)

https://doi.org/10.6814/NCCU202100615

摘要

近年來，品牌發生危機的事件屢見不鮮，引發學者們探討品牌危機背後的原因，以及當面臨到品牌危機時，身為同集團企業下的其他子品牌該如何因應。
首先從文獻探討中推論出當發生品牌危機時，身為同集團企業下的其他子品牌該採用甚麼促銷策略來提升消費者對於危機品牌以及其他子品牌之品牌喜好度、品牌信任度和購買意願，而不同的企業聲譽程度以及不同的危機事件調查結果，也會影響其他子品牌在採用不同促銷策略時，對消費者所產生的不同影響。因此，透過探討企業聲譽與危機事件調查結果及其他子品牌之促銷策略之間的交互作用，分析在不同的情況下，消費者是否會對品牌有不同的品牌喜好度、品牌信任度和購買意願。
本研究主要分析企業聲譽(高聲譽、中等聲譽)、危機事件調查結果(品牌疏失、消費者疏失)與其他子品牌之促銷策略(折價促銷、加量促銷、無促銷)的三因子實驗，共分成12組，並探討三個控制之間的交互作用是否會對消費者對於危機品牌與其他子品牌的品牌喜好度、品牌信任度和購買意願造成影響。
經過分析後本研究發現，當調查結果顯示為消費者疏失時，不論其他子品牌採用何者促銷策略，消費者對於高聲譽企業都有著較高的品牌喜好度、品牌信任度和購買意願。當調查結果為品牌疏失時，此時其他子品牌在採用折價促銷或是加量促銷下，消費者對於高聲譽程度企業也會有更高的品牌喜好度、品牌信任度和購買意願。反觀，當調查結果為品牌疏失，且其他子品牌不採用促銷時，消費者反而對於中等聲譽企業有著更好的品牌喜好度、品牌信任度以及購買意願。
本次研究提供了企業在不同企業聲譽、不同危機事件調查結果的背景下，企業發生品牌危機後其他子品牌該如何透過促銷策略應對之意見，以幫助品牌管理者在發生品牌危機後，了解台灣消費者在其他子品牌採不同促銷策略下的品牌喜好度、品牌信任度和購買意願。

關鍵字

品牌危機 ； 企業聲譽 ； 品牌危機調查結果 ； 促銷策略 ； 其他子品牌

並列摘要

In recent years, the occurrence of brand crisis is common, prompting scholars to discuss the complex reasons behind the brand crisis, and how to deal with the brand crisis as other sub-brands under the same group.
It is inferred from the literature discussion that after occurring brand crisis, as a sub-brands under the enterprise, what promotional strategy should other sub-brands used to enhance consumers’ brand likeability, brand trust and purchase intention toward crisis brand other sub-brands. Different degree of corporate reputation and the investigation result of the brand crisis incident will also have different influence when other sub-brands adopt different promotional strategies. Therefore, by exploring the interaction between corporate reputation, the investigation results of the crisis incident and the promotional strategies of other sub-brands, we analyze whether consumers have different brand likeability, brand trust and purchase intention towards brands under different circumstances.
The research analyzes the three-factor experiment of corporate reputation (high reputation, moderate reputation), the investigation result of the brand crisis incident (brand negligence, consumer negligence), and other sub-brands' promotional strategies (discount promotion, bonus pack, no promotion), which were divided into 12 groups. Moreover, the research explores whether the interaction between these three control variables will affect consumers' brand likeability, brand trust and purchase intention towards the crisis brand and other sub-brands.
The results of this study show that consumers have higher brand preference, brand trust and purchase intention for high reputation enterprises, regardless of the promotion strategies adopted by other sub-brands, when the investigation result of the brand crisis incident show that consumers are negligent. When the investigation
results show that it is brand negligence, consumers will have higher brand likeability, brand trust and purchase intention for enterprises with high reputation when other sub-brands adopt discount promotion or bonus pack. On the contrary, when the investigation results show that it is brand negligence, and other sub-brands do not use promotion, consumers will have better brand likeability, brand trust and purchase intention for the enterprises with moderate reputation.
This study provides other sub-brands different opinion of promotion strategies to cope with the band crisis, when facing in different corporate reputation and the different investigation results of crisis incident, and also help brand managers to understand Taiwan consumers’ brand likeability, brand trust and purchase intention under different sub-brands’ promotion strategy when occurring brand crsis.

並列關鍵字

Brand crisis ； Corporate reputation ； Investigation result of the brand crisis incident ； Promotion strategy ； Other sub-brands

參考文獻

邱志聖，2016。行銷研究 實務與理論應用 四版 智勝文化

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