品牌知覺映射之前因與後果─SCM與BIAF之整合

The Antecedents and Consequences of Brand Perception Mapping: An Integration of SCM and BIAF

江筮豪(Jiang, Shih-Hao)

指導教授 ： 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

從品牌知覺到購買行為，一直是行銷領域中所探討的熱門話題，而擬人化更逐漸成為品牌行銷的必備工具。本研究借鏡於社會心理領域之刻板印象模型理論，將社會知覺中的知覺對象，由社會群體替換成品牌，並延續行銷領域中的品牌意圖性主體架構之研究，以親和力與能力刻畫出品牌知覺，並以此品牌知覺雙維度作為核心，探討其所引發的不同情緒及對購買意圖之影響，此外，更透過價格卅品質定位策略，作為親和力與能力之預測指標，並以二維座標闡述整體架構，形成一組從四種具體的定位策略，到抽象的四種品牌知覺，乃至引發四種情緒反應及對購買意圖之影響，提供從品牌定位到購買行為的基本過程與架構。
本研究以親和力及能力之品牌知覺雙維度作為基礎，向前探討品牌定位策略及向後探討情緒及行為，針對各象限的選取準則分別選出十六種品牌，以集群分析法將品牌於二維座標中進行群集化分析，以集群結果分別描述其不同變數之平均與標準差。在假說確證部分，主要利用成對樣本T檢定驗證四種情緒於雙維度上之差異性，並以階層迴歸分析驗證雙維度對購買意圖及價格卅品質對雙維度之影響。本研究主要貢獻於提供一套以品牌知覺為出發點的基本架構，以品牌擬人化的角度探討從品牌定位策略到購買意圖的過程，使行銷人員能在親和力與能力雙維度的角度下思索消費者的情緒與行為，並且斟酌價格卅品質策略的定位對知覺雙維度之影響，考量其對定位之適切度。

關鍵字

品牌意圖性主體架構、刻板印象內容模型、品牌定位、品牌知覺、消費者情緒、購買意圖

並列摘要

It is a popular topic from brand perception to purchasing behavior which is explored in field of marketing. Because of the brand anthropomorphism issues have been attended by scholars recently. we substitute brand for people in the object of social perception theory in this study and extend the research of BIAF (Brand as Intentional Agent Framework), use warmth and competence of SCM (Stereotype Content Model) to carve brand perception and test the two domain how to elicit distinct emotion and drive purchase behavior. In addition, we use price-quality to predict warmth-competence. This paper building on warmth and competence to map two dimension coordinate. According to distinct quadrant description to choose sixteen brands and cluster together, paired-sample T test to determine whether there are significant differences between the four emotional of warmth and competence, use of hierarchical regression analysis to test whether its warmth and competence have an effect on purchase intention and price-quality have an effect on warmth and competence. From four concrete price -quality positioning strategy to four abstract warmth-competence of brand perception, then elicit four emotions (admiration, envy, pity, contempt) and drive purchase intention. This systematic research can using two-dimensional coordinates to communicate and correspond to each other, provides a set of basic process and model of brand positioning to purchase intention.

並列關鍵字

Brand as intentional agents framework ； Stereotype content model ； Brand positioning ； Brand perception ； Consumer emotion ； Purchase intention.

參考文獻

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