促銷形式對品牌態度之影響：品牌形象與品牌忠誠度的干擾角色

Effects of Promotion Type on Brand Conative Attitude: the Moderating Role of Brand Image and Brand Loyalty

吉中行(CHUNG-HSING CHI)

指導教授 ： 陳家祥 ； 沈永正

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

本研究發現釐清了過去文獻討論價格誘因產生正或負效果的分歧，實驗證實：當品牌形象屬於尊貴，價格誘因會使得高品牌忠誠者的品牌情感產生負面影響；對於低品牌忠誠者的品牌情感不會有負面影響。相反地，當品牌形象屬於非尊貴時，價格誘因會使得高品牌忠誠者的品牌情感產生正面影響。由此證實品牌形象與品牌忠誠度調節了價格誘因產生的正/負效果，並且本研究也探討過去價格誘因文獻中未有深入討論的議題─忠誠度所扮演的角色，避免了使用整體機率探討的缺點。另外本文加入探討非價格誘因的效果，補充過去文獻對於非價格誘因的研究不足，研究發現：對於提升購買意願，當品牌是屬於非尊貴形象時，價格誘因相較於非價格誘因能發揮較大效用；對於提升品牌情感，當品牌是屬於尊貴形象時，非價格誘因相較於價格誘因能發揮較大效用。過去文獻多集中於價格誘因的議題，此發現貢獻非價格誘因的研究，非價格誘因可以顯著提升尊貴品牌的品牌情感，而價格誘因相較於非價格誘因可以提升購買意願，不過此效果只出現在非尊貴品牌上。
本研究亦延伸Roehm et al. (2002) 觀念加入不同忠誠度消費者的新探討。發現對於不同忠誠度消費者而言，與品牌利益相符的非價格誘因增加品牌情感的程度也會有差異。非價格誘因皆能提升高低忠誠者的品牌情感，而且低品牌忠誠者增加的程度會高於高品牌忠誠者。
最後本研究採用實驗設計的方式研究價格誘因與購買意願的關係，結果與過去文獻採用panel data方式的研究發現一致。對於價格誘因與非價格誘因的刺激比較發現：無論品牌本身的形象或是對於高低忠誠度者而言，價格誘因引發短期行為上的購買意願大於非價格誘因。本研究也印證過去許多文獻提出價格誘因所增加的銷售，是來自於品牌轉換，尤其是游移顧客的品牌轉換，本研究亦證實無論品牌本身的形象，價格誘因引起的購買意願，低忠誠度者程度會大於高忠誠度者。

關鍵字

促銷 ； 誘因 ； 品牌忠誠度 ； 品牌形象

並列摘要

This research reconciles the debate that effects of price incentives are positive or negative in literatures. Our study suggests that when the brand image is prestige, price incentives would decrease the brand affect of high loyalty and no negative effect on the brand affect of low loyalty; in contrast, when the brand image isn’t prestige, price incentives would raise the brand affect of high loyalty. This conclusion proves the moderating role of brand image and brand loyalty on effects of price incentives. Besides a research on price incentives, this research contributes new insights to non-price incentives literatures, which are less paid attention. The conclusion of research on non-price incentives is that non-price incentives have more powerful influence on improving brand affect in the prestige brand; on the other side, price incentives have more powerful influence on inducing purchase intention in the non-prestige brand.
This study also extends the research in Roehm et al. (2002) to brand loyalty and finds that when non-price incentives are associated to brand image, they could raise more brand affect in low loyal consumers than in high loyal ones. Finally, this research applies an experimental design to replicate the relationship between price incentives and purchase intention, which has almost proven in the panel data research in literatures. This relationship suggests that price incentives inducing more purchase intention than non-price incentives in the short term whatever brand image and brand loyalty are, and price incentives induce more purchase intention for low loyal consumers than for high loyal ones.

並列關鍵字

promotion ； incentive ； brand loyalty ； brand image

參考文獻

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