五星級飯店中餐廳從業人員對金門高粱酒品牌形象之雙重認知

The Duality of Brand Image Perception of Kinmen Kaoliang Liquor

范涵昱(Han-Yu Fan)

指導教授 ： 孫路弘

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00002

摘要

過去關於品牌形象之研究聚焦於消費者對特定產品或品牌既有的想法或感受，長期以來，品牌形象相關研究中從業人員所扮演的角色一直被忽略。本研究使用隱喻抽取技術（Zaltman Metaphor Elicitation Technique）探究12位具有一年以上五星級飯店中餐廳經驗之從業人員對於金門高粱酒的品牌形象認知。研究結果發現，受訪者的品牌形象認知具有雙重性（duality），受訪者本身所具備的雙重角色—消費者與從業人員—致使他們對於金門高粱酒的品牌形象也有不同的認知，當他們以消費者的角度思考時，他們認為金門高粱酒突顯男子氣概（masculine）、增加凝聚力（uniting）以及包裝單調（low-profile）；而當以從業人員的立場切入時，他們則認為金門高粱酒是很道地（authentic）與高級的（top-class）臺灣代表性酒類產品。

關鍵字

品牌形象 ； 金門高粱酒 ； 中餐廳從業人員 ； 隱喻抽取法

並列摘要

Research of brand image has been focused on consumers’ preconceived ideas and feelings about a brand or a product. The role of employees’ perceptions has long been neglected. This research applies the Zaltman Metaphor Elicitation Technique (ZMET) to explore employees’ brand images of Kinmen Kaoliang Liquor. The participants of the study are twelve Chinese restaurant employees who have at least one year of working experience in a five-star hotel in Taiwan. The results of this study indicate that employees’ perceptions of Kinmen Kaoliang Liquor are dual in nature. When thinking as a consumer, the participants regard Kinmen Kaoliang Liquor as low-profile, masculine, and uniting: when thinking as a service provider, they think Kinmen Kaoliang Liquor as authentic and top-class.

並列關鍵字

Brand Image ； Kinmen Kaoliang Liquor ； Chinese Restaurant Employee ； ZMET

參考文獻

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