以品牌訊息探討價格角色之研究

The Impact of Brand Message on the Role of Price

林舒虹(Shu-Hong Lin)

指導教授 ： 張心馨

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400234

摘要

價格經常扮演消費者評價購買方案時的重要角色，但除了價格因素之外，能影響消費者進行最終決策的因素尚有許多，鑒於現今有越來越多的零售商選擇推出自有品牌產品來因應製造商品牌之競爭，因此本研究以二項實驗探討品牌歸屬決策(製造商品牌vs.自有品牌)與品牌權益(高vs.低)對於知覺品質與知覺犧牲之影響。研究結果顯示，品牌歸屬決策與品牌權益確實會使高、低價產品間的知覺品質或知覺犧牲之距離有顯著差異，本研究的發現將有助於增進對消費者行為決定因素的理解，亦提供企業針對不同品牌權益及歸屬決策制定適合其訂價策略的方向。

關鍵字

自有品牌 ； 製造商品牌 ； 品牌權益 ； 知覺品質 ； 知覺犧牲

並列摘要

Price plays an impartment role in consumer' alternatives evaluation. The research extends prior work to investigate the impact of brand sponsor decisions(manufacturer's brand vs. private label brand) and brand equity(high vs. low) on the role of price by conducting two experimental designs. Consistent with the hypotheses, results show the expected effect of these two factors. When the product with high/low brand equity, the distance of perceived quality/sacrifice between high and low price will be significant larger than product with low/high brand equity. On the contrary, compared to private label brand/ manufacturer's brand, the distance of perceived sacrifice/quality between high and low price will be significant smaller of manufacturer's brand/ private label brand. Finally, the implication and research limitation will also be discussed.

並列關鍵字

perceived quality ； private label brand ； manufacturer's brand ； brand equity ； perceived sacrifice

參考文獻

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