展露次序、品質訊號對主、次品牌知覺品質影響之研究

The Impact of Brand Display Orders and Quality Signals on Perceived Quality of Master Brand and Subbrand

彭怡文(Yi-wen Peng)

指導教授 ： 林建煌

國立中央大學/管理學院/企業管理學系/碩士(2007年)

摘要

有鑑於市場上的企業同時推出主品牌與次品牌的情形很普遍，而過去對於主次品牌的研究，大多是從管理層面來探討，因此本研究欲以單一品牌對單一品牌的影響為主要架構，探討當消費者先接觸到主品牌或是次品牌產品，而日後再認識另一個延伸品牌時，對於兩品牌的知覺品質差異會受到哪些因素影響。本研究以服飾業為實驗產品，以主次品牌的「展露次序」和「品質訊號」為影響知覺品質的自變數，實驗一結合「市場區隔方式」為干擾變數形成2x2x2的實驗設計，實驗二則結合「來源國形象」和「產品類別相似度」為干擾變數形成2x2x2x3的實驗設計，進一步瞭解自變數對主次品牌其知覺品質差異的影響效果以及加入干擾變數後的交互作用情形。兩組實驗並都將受測者依認知需求分為高低兩組，再探討對主效果有無干擾。而本研究採用多變量分析中的重複測量研究方法，主要是想探討主、次品牌在不同的反應情境下，上述因素是否會造成消費者對兩者品牌的知覺品質有不同的反應。
經由兩組實驗結果，本研究的結論如下：
1.主、次品牌展露次序的不同會讓受測者對於兩品牌的知覺品質差異有顯著影響。
2.品質訊號的好壞會讓受測者對先後展露兩品牌的知覺品質差異有顯著影響。
3.市場區隔和品質訊號有顯著的交互作用，以價格作為區隔方式時最為明顯。
4.來源國形象和品質訊號有顯著的交互作用，尤其不佳的來源國形象最為明顯。
5.產品類別相似度和品質訊號有顯著的交互作用，尤其是產品類別為高度相似時。

關鍵字

認知需求 ； 市場區隔 ； 來源國形象 ； 產品類別相似度 ； 知覺品質 ； 主品牌 ； 次品牌 ； 展露次序 ； 品質訊號

並列摘要

It’s more conventional that enterprises promote both master brands and subbrands, but former researches mostly pay great attention to the management of brand strategies. So this research is focused on the impact of unitary brand to unitary brand. We want to probe factors in the difference of perceived quality when consumers firstly contact one of the master brand or the subbrand, and then contacting the other extensive brand. We manipulate factors to two experiments and select clothes as the experiment objects. Experiment 1 is a 2(brand display order: master brand to subbrand vs. subbrand to master brand) x 2 (quality signals: positive vs. negative) x 2(market segment: price vs. non price) between-subject design. Experiment 2 is a 2(brand display order: master brand to subbrand vs. subbrand to master brand) x 2 (quality signals: positive vs. negative) x 2(country images: positive vs. negative) x 3(product category similarity: the same vs. high vs. low) between-subject design. Both of the experiments separate subjects by need for cognition (NFC) into two parts (high NFC vs. low NFC) to examine whether existing interaction effect. In this research method, we use multivariate repeat measure. This method can help to determine the perceived quality reaction in different condition.
Through two experiments, we summarize results as follows:
1.Brand display orders have significant impact on the difference of the perceived quality between two brands.
2.Quality signals have significant impact on the difference of the perceived quality between two brands.
3.There is a significant interaction between quality signal and market segment. Especially when market segment variable is price, the interaction on the difference of the perceived quality between two brands is mostly significant.
4.There is a significant interaction between quality signal and country image. Especially positive country image has more significant interaction than negative country on the difference of the perceived quality between two brands.
5.There is a significant interaction between quality signal and product category similarity. When product category is highly similar, the interaction on the difference of the perceived quality between two brands is mostly significant.

並列關鍵字

NFC ； perceived quality ； market segment ； country image ； product category similarity ； master brand ； subbrand ； display order ； quality signal

參考文獻

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8.陳順宇（2000），多變量分析，華泰文化事業股份有限公司。

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