- 學位論文
品牌依附對於品牌延伸評價之影響：以7-11和7-SELECT為例
The Influence of Brand Attachment on Brand Extension Evaluation: An Empirical Validation of 7-11 and 7-SELECT
摘要
一般消費者將選擇到便利商店購物視為生活的一部份，而 7-ELEVEN在台灣便利商店市場佔有率接近 50%，身為台灣最大零售通路，在民眾荷包緊縮及各通路的殺價競爭下，開始積極拓展自有品牌「7-SELECT」系列商品，提供減價或是加量的超值商品。由於 7-ELEVEN單日來客數超過千萬，而 7-SELECT最多的產品屬於食品類產品及基本民生必需品，因此應當還有相當大的成長幅度。有鑑於過去研究大多著重於品牌與消費者自我之間的關係，卻缺乏對於品牌依附和母子品牌延伸之間關係的探討。因此，本研究從母品牌（7-ELEVEN）間的自我一致性理論的角度出發，探討消費者與母品牌（7-ELEVEN）間品牌依附關係，及其對於子品牌（7-SELECT）的品牌延伸評價，並進一步探討知覺契合度對於品牌依附及品牌延伸評價之間的干擾效果；並利用 SPSS與 PLS統計軟體作為資料之主要分析工具，來分析數據資料及理論模型驗證，共回收 367份有效樣本進行實證分析。實證結果顯示，消費者的理想自我一致性會提升功能一致性，真實自我一致性及功能一致性會正向影響品牌依附行為；而品牌依附會正向影響子品牌延伸評價；知覺契合度在品牌依附及子品牌延伸評價之間具有干擾效果，研究結果將提出管理意涵與建議做為 7-11及其他便利商店產業業者執行行銷策略的參考。
並列摘要
A convenience store may be part of life for most consumers. 7-11, the biggest retail store in Taiwan, began to actively expand their private brand "7-SELECT". Most customers have negative impression on private brand, because they think private brand products are cheaper and with poor quality. It is interesting to explore that whether the rapid growth of 7-11 brings benefit to 7-SELECT. Most previous studies focused on the relationship between brands and consumers, rather than brand attachment and brand extension. This study tries to explore the antecedents of brand attachment for 7-11, which may further consumers’ brand extension evaluation on 7-SELECT. In addition, the moderating effect of perceived product on the relationship between brand attachment and brand extension evaluation is also explored. 367 questionnaires were collected. SPSS and PLS software were used to analyze the data and theoretical model. The empirical results demonstrated that ideal self-congruence impacted functional self-congruence. Both actual-congruence and self-congruence positive had influences on brand attachment. The brand attachment would further positive affect the brand extension evaluation. Perceived fit would play a moderating role to influence the relationship between brand attachment and brand extension evaluation. This study would further propose suggestions and managerial implications for retailers to exercise their brand strategies.