實體與非實體產品品牌個性之比較

The comparison between physical products brand personality and intangible products brand personality

江泠平(Ling-ping Chiang)

指導教授 ： 蕭　嬋 ； 張東生

國立中央大學/管理學院/企業管理學系/碩士(2011年)

摘要

品牌個性不但可以作為建立差異化品牌的重要工具，還可以打動人心讓消費者與品牌的關係如同親密朋友一般。過去對於品牌個性的研究是單獨找出實體產品品牌的品牌個性構面，或是單獨找出非實體產品品牌的品牌個性，本研究試圖以探索性的方式綜合比較，找出捆綁銷售的實體產品品牌和非實體產品品牌的品牌個性是否存在差異，利用的是基本敘述統計、主成分分析、二階驗證性因素分析、變異數分析、對應分析和集群分析等研究方法，並以行動電話和行動通訊服務為例。
研究結果顯示，實體產品品牌和非實體產品品牌的品牌個性是存在差異的，實體產品品牌較為刺激，非實體產品品牌較為純真，此外消費者對於實體產品品牌的品牌個性認同程度明顯大於非實體產品品牌，而產業龍頭的品牌無論是實體或非實體產品，其品牌個性都是稱職的。再者，實體產品品牌的品牌個性無論在消費者心中的品牌形象，或是透過廣告所想要呈現出的品牌識別都是相同的，非實體產品品牌卻是不相同的。

關鍵字

品牌個性 ； 品牌形象 ； 非實體產品 ； 實體產品 ； 品牌識別

並列摘要

Brand personality is one of the techniques for building strong brands, it can touch customers’ heart, and build close relationship with customers. In the past, the related researches about brand personality are usually focus on physical products or intangible products separately. The main purpose of this study is to find out whether they are different, by using descriptive statistics, principal component analysis, 2nd confirmatory factory analysis, ANOVA test, correspondence analysis, and cluster analysis, taking mobile phone and mobile telecom services for example.

According to the research result, there are some different on brand personality between physical products and intangible products, physical products are more excitement, intangible products are more sincerity. Besides, Customers feel that brand personality on physical products is more obvious than intangible products, but the brand personality on industry leader whether physical products or intangible products are competence. Moreover, brand image and brand identity on brand personality at physical products are the same, but intangible products are not.

並列關鍵字

brand identity ； brand image ； physical products ； intangible products ； brand personality

參考文獻

﹝3﹞江義平、林志穎，「網路品牌個性對品牌權益影響效果探究」，管理學報，27(1), 17-38頁，民國99年。

﹝8﹞康家維，「品牌性格本土化量表編製之初探」，國立政治大學，碩士論文，民國97年

﹝1﹞Aaker, D. A. (1996). Building Strong Brands, NY: The Free Press.

﹝3﹞Aaker, J. L. (1997). "Dimensions of brand personality." Journal of Marketing Research 34(3): 347-356.

﹝4﹞Aaker, J. L., V. Benet-Martínez, et al. (2001). "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs." Journal of Personality and Social Psychology 81(3): 492-508.