產品造形特徵與品牌形象之一致性研究─以液晶電視為例

The Consistency of Product Form and Brand Image─An Example of LCD TV

張嘉萍(Chia-Ping Chang)

指導教授 ： 劉又升

大同大學/設計學院/工業設計學系所/碩士(2005年)

摘要

品牌是公司一項重要的資產，在良好的品質、便利的通路之外，良好的品牌可以讓企業更快獲得利潤，達到成長目標，而經由產品展現一貫的品牌形象，將有助於消費者接受該品牌及其產品。為探討品牌形象與產品造形特徵之間的關係，本研究採用問卷調查的方式，以Aaker所提出的測量品牌形象差異之品牌個性量表為基礎，就液晶電視與其品牌做評量，並將消費者對品牌形象的認知轉換為量化的資料，以分布圖比對產品造形特徵與品牌形象之一致性，最後則採用多元迴歸分析找出產品造形要素對品牌形象的影響。
研究結果證實，(1)產品造形特徵與品牌形象間具有一定程度的一致性，且品牌形象的認知強度與消費者偏好品牌的排名有著相同的變化；(2)國內外品牌相較之下，國外品牌較占有品牌形象之優勢；(3)液晶電視的各項產品造形要素中，最具顯著性影響之要素為形態，其次是色彩，材質要素則幾乎沒有顯著性影響，由此看來，更多不同色彩或材質的變化，或許正是將來液晶電視造形發展的契機。

關鍵字

品牌形象 ； 產品造形特徵 ； 一致性 ； 品牌個性量表

並列摘要

Brands are among a company’s most valuable assets, and smart companies today realize that capitalizing on their brands is important. Doing so can help them achieve their growth objectives more quickly and more profitably. To explore the relationship between product form and brand image, the study used questionnaire surveys, which were based on Aaker Brand Personality Scale to measure consumers’ perceptions of LCD TV and brand images. Finally, multiple regression analysis was adopted to seek how the elements of product form influence brand images.
The study resulted that: (1) the consistency of product form and brand image is exited, and the strength of recognitions of brand images is similar to the rank of consumers’ preferred brands; (2) compare with the internal brand, external brands are superior in brand images; (3) the form element that influences brand image of LCD TV on personality traits most is shape, then color, and texture influences least. Thus variations in colors or textures are probably the chances of the development of LCD TV design.

並列關鍵字

Brand image ； Brand Personality Scale ； Consistency ； Product form

參考文獻

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