文化影響品牌延伸效能之研究:以臺灣與越南為例

Culture Affects the Effectiveness of Brand Extension:An Empirical Study of Taiwan and Vietnam

陳玉清(Ngoc Thanh – Tran)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2012年)

摘要

本研究試圖以Hofstede 文化五個構面探討文化影響品牌延伸的效能
程度。Hofstede 文化五個構面包括：權力距離（指組織或團體中低度權力
成員願意接受與期望權力分配是不平等的程度）、避免不確定性（在衡量
對於社會的不確定性與模糊的容忍程度，在此構面下成員對無結構化的情
境感到抗拒或接收）、個人/集體主義（社會中的人們會偏好成爲獨立個
體，不願成爲團體中的一個成員）、男/女性作風（指社會價值強調財富與
成就，渴望獲得別人的認同）、長/短期導向（個體趨向節省、堅持、願意
接受緩慢的結果及調適傳統以符合現代化）本研究以臺灣與越南人為受訪
對象，問卷共發出425 份，回收樣本407 份，回收率95.76%，並利用簡單
迴歸分析問卷。本研究提出五項研究假設，結果顯示五項研究假設中四項
支持，並且五項文化構面皆顯著影響品牌延伸效能。最後，本研究提出結
論與建議，提供日後研究與相關人員之參考依據。

關鍵字

品牌延伸效能 ； 權力距離 ； 個人/集體主義 ； 男/女性作風 ； 避免不確定性 ； 長/短期導向

並列摘要

This thesis attempted to investigate the effectiveness of brand extension from Hofstede’s five cultural dimensions. On the basis of this conceptualization,Hofstede has developed a model of culture, consisting of the following dimensions: power distance (the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally), uncertainty avoidance (the extent to which the members
of a culture feel threatened by uncertain or unknown situations), individualism (pertains to societies in which the ties between individuals are loose: everyone is
expected to look after himself or herself and his or her immediate family)/collectivism (pertains to societies in which people from birth onwards are integrated into strong, cohesive in groups, which throughout people’s lifetime continue to protect them in exchange for unquestioning loyalty), masculinity/femininity (the extent to which dominant values in a society tend to be assertive and look more interested in things than in concerning for people and
the quality of life), long/short term orientation (the fostering of virtues oriented towards future rewards, in particular perseverance and thrift). Four hundred and
seven (n=407) respondents from Taiwan and Vietnam were selected and invited to participate in this study. Simple regression analysis was utilized to examine the five propose research hypotheses through a questionnaire designed on the
Likert five-point scale. The results indicated that four of five hypotheses are supported and all five cultural dimensions of Hofstede have shown significant positive influence on brand extension effectiveness. Finally, this thesis was wrapped up with a conclusion and the suggestions for the future studies as well as practitioners.

並列關鍵字

Brand Extension Effectiveness ； Power Distance ； Individualism/Collectivism ； Masculinity/Femininity ； Uncertainty Avoidance ； Long/Short Term Orientation.

參考文獻

[1] Aaker, D. A. (1990), Brand Extensions: The good, the bad and the ugly, MIT

[2] Aaker, D. A. (1991), Managing brand equity: Captitalizing on the value of a

brand name, The Free Press, New York, pp.1-22.

[3] Aaker, D. A. (1996), Building strong brands, New York: The Free Press.

[4] Aaker, D. A. (1996), Measuring brand equity across products and markets,