品牌知識與延伸契合度對於品牌情感與口碑的影響-以Adidas公司為例

The effects of brand knowledge and extension fitness products on brand affect and word of mouth: evidence from Adidas

葉育廷(Yu-Ting Yeh)

指導教授 ： 陳水蓮

淡江大學/商管學院/管理科學學系碩士班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.01062

摘要

論文提要內容：
近年來，運動品牌隨著運動賽事掀起熱潮以及運動時尚潮流的引領下，許多廠商開始意識到消費者購買動機的轉換，認為消費者不再只是為了運動而購買運動產品，進而發現運動品牌也可以為消費者提升社交上的自我形象。廠商為了能夠創造更多的商機與市佔率，採用了品牌延伸的策略以提供更多樣化商品來滿足消費者的需求。然而廠商所推出的延伸產品是否能打入消費者的心中，取決於消費者對於該品牌擁有知識的多寡與產品之間適配程度的高低影響。因此本研究以Adidas為研究對象，主要探討消費者的品牌知識是否直接或間接影響延伸後品牌情感與口碑的傳播。首先，探討品牌知名度與品牌形象對於產品種類契合度與品牌形象契合度之影響，進而影響延伸態度的關聯性研究。第二，探討延伸態度對於品牌情感與口碑之影響。第三，探討品牌知名度與品牌形象對於品牌情感與口碑之影響。最後進一步探討是否受到性別不同作為干擾變數。
本研究主要研究對象為曾經購買過Adidas延伸產品之消費。本研究回收有效樣本為700份問卷。此外本研究以AMOS 20.0統計軟體進行相關信、效度分析，並以結構方程式進行假設檢定。實證結果如下:一、品牌知名度對於產品種類契合度無顯著影響，對於品牌形象契合度具有顯著負向影響，對於品牌情感具有顯著正向影響，對於口碑具有顯著正向影響;二、品牌形象對於產品種類契合度有顯著正向影響，對於品牌形象契合度有顯著正向影響，對於品牌形象契合度具有顯著正向影響，對於品牌情感無顯著影
響，對於口碑無顯著影響;三、產品種類契合度對於延伸態度具有顯著正向影響;四、品牌形象契合對於延伸態度具有顯著正向影響;五、延伸態度對於品牌情感具有顯著正向影響;六、延伸態度對於口碑具有顯著正向影響;七、性別對於品牌知識與知覺契合度顯著干擾效果。最後，本研究綜合研究結果提出管理與理論意涵，並對後續研究者提出建議與未來研究方向之參考。

關鍵字

品牌知識 ； 知覺契合度 ； 延伸態度 ； 品牌情感 ； 口碑

並列摘要

Sports brands are a recent development resulting from sports events and fashion trends and many manufacturers believe that consumer motivation for purchasing sports products has changed; consumers are no longer buying sport products for the purpose of doing exercise, but rather to enhance their self-image. In order to create greater business opportunities and grow market share, companies have adopted a strategy of brand extension to provide diversity of choice for consumers. However, the successful launch of extension products to the consumer depends on the degree of recognition of the brand and the product. Therefore, this study considers the company Adidas in order to explore whether brand knowledge (BK) directly or indirectly influences brand affect (BAF) and word of mouth (WOM). The study initially explores brand awareness (BAW) and brand image (BI) in relation to product category fit (PCF) and brand image fit (BIF) and examines the influence of PCF and BIF on extension attitude (EA). This study then defines the effect of EA on BAF and WOM. The relationship of BAW and BI on brand BAF and WOM is also explored and, finally, this study examines the moderating effects of gender.
The study participants are people who have purchased Adidas extension products. A total of 700 valid questionnaires were collected and statistical software AMOS 20.0 was used to examine the research hypotheses, employing structural equation modeling (SEM). The research findings are as follows: first, BAW has no significant effect on PCF and has a significant but negative effect on BIF; second, BI has a significant positive effect on PCF and BIF; third, PCF and BIF have significant positive effects on EA; fourth, EA has a significant positive effect on BAF and WOM; fifth, BAW has a significant positive effect on BAF and WOM; sixth, BI has no significant effect on BAF and WOM. Furthermore, this study demonstrates that gender has moderating effects. Finally, theoretical implications and research directions are provided for future studies.

並列關鍵字

Brand knowledge ； Perceived fit ； Extension attitude ； Brand affect ； Word of mouth

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