對學術界與實務界而言,品牌研究一直是普遍關心的熱門話題。在現今如此多元的媒體環境之中,電視節目該如何品牌化之經營,便成為一個重要的課題。因此,本研究目的為暸解綜藝性節目在品牌管理各構面之間的關聯性,並探討品牌管理與顧客回應之關係,進而對於綜藝性節目品牌管理提出建議。 本研究根據AGB尼爾森公司於2008年所做的收視調查報告,以青少年族群之前五名收視率的綜藝性節目做為本研究所選定的標的。由於綜藝性節目分類太廣,因此,本研究先採多元尺度分析以區別其內部差異性,再經網路問卷調查法並搭配非隨機抽樣中之便利抽樣發放問卷;共回收有效問卷395份,並利用統計軟體SPSS 12.0分析,其統計分析結果經由相關文獻對照進而提出結果與討論。 本研究結果發現,在收視群之個人屬性方面,大學學歷者對品牌回想、組織聯想與品牌延伸之效果較強;18-20歲者對組織聯想、態度與行為忠誠、品牌延伸、口碑推薦之效果較強;經常收視者對品牌回想、組織聯想、態度與行為忠誠、口碑推薦效果也較強。其次,品牌知名度與品牌聯想有顯著之正向關聯;知覺品質與品牌忠誠度有顯著之正向關聯。再者,知覺品質、品牌忠誠度對品牌延伸具有顯著之關聯;品牌知名度、知覺品質、品牌忠誠度對口碑推薦具有顯著之關聯。
For the academia and practical world, branding research is always a popular topical. In Taiwan, TV programs are extremely general media. Thus,how to strengthen customer response and build up brand management is the most important subject. Therefore, the purpose of this research is to make sure the influence of customer response in managing brand. This research is to analyze the successive brand and relationship of customer response. This research’s object is focus on teenager and the valid sample is 395. Using MDS method to analyze the internal variation, and verifying it by questionnaire and then giving practical and academic suggestions. The conclusions of this research are as below: 1.On the aspect of personal information, the most likely factors to the influence of brand recall, organizational association, brand loyalty and customer response are level of education, age and frequency. 2.Brand awareness has a positive correlation with brand association;Perceived quality has a positive correlation with brand loyalty. 3.Brand awareness, perceived quality and brand loyalty are positive correlation with brand extension. 4.Perceived quality and brand loyalty are positive correlation with wom effect.
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