廣告與價格促銷對品牌權益的影響－ 以產品類別為干擾變數

THE IMPACT OF ADVERTISING AND PRICE PROMOTION ON BRAND EQUITY: WITH PRODUCT CATEGORY AS A MODERATING VARIABLE

施均宜(Chun-Yi Shih)

指導教授 ： 孫碧娟

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

過去二十年，行銷人員已著重且研究整合性行銷溝通（Integrated Marketing Communications; IMC）及品牌權益之間的關係。在各種行銷溝通工具中，廣告及價格促銷在品牌行銷上總是扮演一個重要的角色。因此，在本研究中，主要以行銷組合中兩個行銷溝通變數，來衡量知覺廣告支出與價格促銷對品牌權益的正負向影響。因過去關於品牌權益現有的研究幾乎專注在產品上，缺乏考慮到服務產業(Smith, 1991)，故本研究調查跨搜尋經驗產品／服務中廣告與價格促銷對品牌權益的影響。在正式問卷設計上選擇牛仔褲作為搜尋品，銀行作為經驗品。並採SPSS13.0統計軟體以從事基本資料分析、探索性因素分析、相關分析與迴歸分析。
　　根據分析出來的結果，本研究發現到廣告不論對搜尋或是經驗產品的品牌權益都有顯著的正向關係，而產品類別對價格促銷與品牌權益間的關係亦存在著干擾效果。價格促銷對牛仔褲的品牌知曉與品牌聯想有顯著的負向影響，但對銀行的知覺品質與品牌忠誠度有正向影響。為了有效建立強勢品牌權益，經營者必須投資於廣告，但在價格促銷的使用上必須考慮產品類別。

關鍵字

廣告、價格促銷、品牌權益、產品類別

並列摘要

Over the last two decades, marketing researchers have focused on and studied the relationship between integrated marketing communication (IMC) and brand equity. Of the various marketing communication tools, advertising and price promotion have always played a pivotal role in marketing of brands. Hence, in this paper, two marketing communications variables were collected from the marketing mix that measure the positive and negative effect of perceived advertising spending and price promotion on brand equity. Finally, this study investigates the effects of advertising and price promotion on brand equity across search-experience goods/services, since the existing work on brand equity has focused almost exclusively on products and has failed to adequately consider service industries (Smith, 1991). The formal questionnaire design in this study chooses jean as search products and bank as experience products. SPSS13.0 statistic software is used to do basic data analysis, exploratory factor analysis, correlation analysis and regression analysis.
According to analytic results, this study finds that advertising has significant positive relationship on brand equity of search product and experience product. However, price promotion has the same moderate effect on brand equity due to the difference of product category. Price promotion in jean brand awareness and brand association has significant negative impact. However, it has positive effect on perceived quality and brand loyalty in banking industry. In order to build strong brand equity efficiently, managers must invest in the advertising but considering product categories when applying price promotion.

並列關鍵字

Price Promotion ； Brand Equity ； Product Category ； Advertising

參考文獻

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