English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110944/141864 (78%)
Visitors : 48009300      Online Users : 1003
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 理學院 > 心理學系 > 學位論文 >  Item 140.119/32554
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/32554


    Title: 品牌性格本土化量表編製之初探
    An Exploratory Research on Development of Brand Personality Indigenous Questionnaire
    Authors: 康家維
    Kang, Chia Wei
    Contributors: 錢玉芬
    Chien,Yu Fen
    康家維
    Kang, Chia Wei
    Keywords: 品牌性格量表
    主位取向
    基本語彙策略
    本土化契合性
    brand personality scale
    emic approach
    fundamental lexical strategy
    indigenous compatibility
    Date: 2007
    Issue Date: 2009-09-17 13:24:14 (UTC+8)
    Abstract: 為建立適用於本土文化的品牌性格量表(brand personality scale),本研究以主位取向(emic approach)的角度,採取基本語彙策略(fundamental lexical strategy),依序建構「品牌性格語彙詞庫」與編製「品牌性格量表」,以期建立的量表具有本土契合性(indigenous compatibility)。本研究以六個階段依序進行,在語彙詞庫建構部分,透過「知名品牌調查」、「性格語彙蒐集」與「品牌性格語彙篩選」三個階段,得到253組相似詞組,收錄959個品牌性格語彙。最後,再利用使用頻率區分使用層級,進而建構出「品牌性格語彙詞庫」與「性格語彙檢索表」。在量表編製部分,則包含品牌性格語彙適合性調查、品牌性格語彙與品牌配對,以及品牌性格調查三個階段。經因素分析主成份法與信度分析,得到「知性與感性」、「冒險創新」、「能幹可靠」,以及「純淨健康」四個品牌性格構面,信度分別為.99、.97、.96與.91,總解釋變異量為87.45%;經純化後,四構面的信度分別為.96、.95、.94與.88,題項由89題縮減至37題。
    本研究透過對譯方式,分別與Aaker建構美國和日本品牌性格構面進行跨文化比較。結果顯示:(1)本土與美日的品牌性格構面不具有一對一的對應關係;(2)本土品牌性格構面,僅有「冒險創新」構面特質較接近美國「Excitement」構面(達47.62%),而「知性與感性」、「能幹可靠」與「純淨健康」三構面分別有57.14%、70.59%與69.23%的性格特質未出現在美國品牌性格構面中;(3)本土品牌性格構面,僅有「純淨健康」構面特質較接近日本「Sincerity」構面(達38.46%),而「知性與感性」、「冒險創新」與「能幹可靠」三構面則分別有69.05%、71.43%與70.59%的性格特質未出現在日本品牌性格中。此說明,本研究建立品牌性格構面在本質上是異於美國與日本品牌性格構面,是可以反映本土重視的品牌性格特質。
    Reference: 中文參考文獻
    行政院新聞局出版年鑑編輯委員會(2003)。行政院新聞局2003年出版年鑑。台北市:作者。
    行政院新聞局出版年鑑編輯委員會(2004)。行政院新聞局2004年出版年鑑。台北市:作者。
    行政院新聞局出版年鑑編輯委員會(2005)。行政院新聞局2005年出版年鑑。台北市:作者。
    吳祉芸(2003)。兩岸品牌性格之跨文化比較- 以報紙廣告為例。國立政治大學企業管理研究所,未出版碩士論文,台北市。
    宋秩銘、莊淑芬、白崇亮、黃復華(1996)。奧美的觀點。台北市:滾石文化。
    宋維貞、張妙清、謝東(1996)。從心理測驗看華人性格:(二)測驗結果。曾文星主編,中國人的心理與治療。台北:桂冠圖書。
    林清山(1992)。心理與教育統計學。台北:東華。
    邱皓政(2004)。量化研究與統計分析:SPSS中文視窗版資料分析範例解析。第二版。台北:五南圖書。
    洪瑞斌、劉兆明(2003)。工作價值觀研究之回顧與展望。應用心理研究,19,211-250。
    張妙清、張建新、宋維貞(1996)。從心理測驗看華人性格:(一)量表的運用。曾文星主編,中國人的心理與治療。台北:桂冠圖書。
    張春興(1993)。現代心理學。台北:東華書局。
    教育部重編國語辭典編輯委員會(1981)。重編國語辭典(三版)。台北市:作者。
    教育部國語推行委員會(1998)。重編國語辭典修訂本(網路版)。取自教育部全球資訊網-線上電子辭典,網址:http://140.111.34.46/dict/.
    莊耀嘉、李雯娣(2001)。兒童性格結構:五大模型的本土化檢驗。中華心理學刊,43:1,65-82。
    許功餘、王登峰、楊國樞(2001)。臺灣與大陸華人基本性格向度的比較,本土心理學研究,16,185-225。
    陳俐琦(1998)。品牌性格構成向度之研究。國立政治大學企業管理研究所,未出版碩士論文,台北市。
    黃彤芸(2004)。品牌性格對品牌權益之影響-以麥當勞、肯德基及摩斯漢堡為例。國立政治大學企業管理研究所,未出版碩士論文,台北市。
    黃昭瑋(2005)。廣告圖片與文案內容一致性對廣告效果之影響:產品類別、人格類型與廣告設計調和效果之探討。元智大學國際企業學系,未出版碩士論文,桃園:中壢市。
    楊國樞、李本華(1971)。五百五十七個中文人格特質形容詞之好惡度、意義度及熟悉度。國立台灣大學心理學系研究報告,13,36-57。
    楊國樞(1993)。我們為什麼要建立中國人的本土心理學。本土心理學研究,1,6-88。
    楊國樞(1997)。心理學研究的本土契合性及其相關問題。本土心理學研究,8,75-120。
    葉光輝(2007)。性格心理學研究本土化之實踐與反思-從「文化-性格」關連建構本土化自我。上網日期:2008年5月1日。網址: http://www.psy.ntu.edu.tw/iopsy/press_center_content.asp?OnLineOrNot=1&tb_index=MT20071225175038。
    鄭英輝(1997)。品牌性格與產品類別對品牌延伸評價的影響。國立中央大學企業管理研究所,未出版碩士論文。
    盧怡安(2002)。世代特性與其認知品牌性格之比較研究。國立政治大學企業管理學研究所,未出版碩士論文,台北市。
    西文參考文獻
    Aaker, D. A. (1991). Managing Brand Equity- Capitalizing on the Value of a Brand Name. New York: Free Press.
    Aaker, D. A. (1996). Measurement Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120.
    Aaker, J. L. (1995). Brand Personality: Conceptualization, Measurement and Underlying Psychological Mechanisms. Doctoral dissertation, Stanford University, U.S.A
    Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
    Aaker, J., & Maheswaran, D. (1997). The Effect of Cultural Orientation on Persuasion. Journal of Consumer Research, 24(3), 315-328.
    Aaker, J. L., Garolera, J., & Benet-Marinez, V. (2001). Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology, 81(3), 492-508.
    Allport, G. W. (1961). Pattern and growth in personality. New York: Holt, Rinehart, & Winston.
    Ashton, M. C., & Lee, K. (2005). A Defence of the Lexical Approach to the Study of Personality Structure. European Journal of Personality, 19, 5-24.
    Batra, R., Lehmann, D. R., & Singh, D. (1993). The Brand Personality Component of Brand Goodwill: Some Antecedent and Consequence. In David A. Aaker and Alexander L. Biel (Eds). Brand Equity and Advertising. Hillsdale, NJ: Lawrence Erlbaum Associates, 83-96.
    Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
    Berry, J. W. (1969). On cross-cultural comparability. International Journal of Psychology, 4(2), 119-128.
    Biel, A. L. (1992). How Brand Image Drive Brand Equity. Journal of Advertising Research, 32(6), 6-12.
    Briggs, S. (1992). Assessing the Five-Factor Model of Personality Description. Journal of Personality, 60(2), 253-293.
    Burger, J. M. (2008). Personality (7th). Belmont, CA: Thomson/ Wadsworth.
    Caprara, G. V., Barbaranelli, C., & Guido, G. (2001). Brand Personality: How to Make the Metaphor fit? Journal of Economic Psychology, 22, 377-395.
    Cattell, R. B. (1943). The Description of Personality: Basic Traits Resolved into Cluster. Journal of Abnormal and Social Psychology, 38, 476-506.
    Cattell, R. B. (1973). Personality Pinned Down, Psychology Today, 7, 40-46.
    Costa, P. T., Jr., & McCrae, R. R. (1985). The NEO Personality Inventory Manual. Odessa, FL: Psychological Assessment Resources.
    Digman, J. M., & Inouye, J. (1986). Further Specification of the Five Robust Factors of Personality. Journal of Personality, 57, 195-214.
    Digman, J. M. (1997). Higher-Order Factors of the Big Five. Journal of Personality and Social Psychology, 73, 1246-1256.
    DiMaggio, P. (1997). Culture and Cognition. Annual Review of Sociology, 23, 263-287.
    Entriquez, V. (1979). Towards Cross-cultural Knowledge through Cross- indigenous Methods and Perspectives. Hong Kong Psychological Society Bulletin, 3, 7-21.
    Epstein, S. (1977). Trait and Alive and Well. In D. Magnusson & N. S. Endler (Eds.). Personality at the Crossroads. Hillsdale, NJ: Lawrence Erlbaum Associates, 83-98.
    Evertt, J. E. (1983). Factor Comparability as a Means of Determining the Number of Factors and Their Rotation. Multivariance Behavioral Research, 18, 197-218.
    Eysenck, H. J. (1990). Biological Dimensions of Personality. In Lawrence. A. Pervin (Ed.), Handbook of personality: Theory and Research, New York: Guilford Press, 244-276.
    Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(2), 343-373.
    Gardner, B. B., & Levy, S. J. (1955). The Product and the Brand. Harvard Business Review, 33(2), 33-39
    Geason, J. A. (2002). Brand Personality Trait Marking Using Non-verbal Measurement. Doctoral dissertation, University of Florida, Gainesville, U.S.A.
    Goldberg, L. R. (1992). The Development of Markers of the Big Five Factor Structure. Psychological Assessment, 4, 26-42.
    Goldberg, L. R. (1993). The Structure of Phenotypic Personality Traits. American Psychologists, 48, 26-34.
    Guilford, J. P. (2003). On personality. In Walter Mischel (Ed.), Introduction to personality: Toward and Integration, 7th Ed. (pp. 22-23). New York: Wiley.
    Han, S., & Shavitt, S. (1994). Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies. Journal of Experimental Social Psychology, 30(4), 326-350.
    Hofstede, G. (1983). National Cultures in Four Dimensions- A Research-Based Theory of Cultural Differences among Nations. International Studies of Management and Organization, 13(1-2), 46-74.
    Hofstede, G. (1991). Cultures and Organizations Software of the Mind. London: McGraw-Hill International, 1-20.
    Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57(Jan.), 1-22.
    Kim, H., & Markus, H. R. (1999). Deviance or Uniqueness, Harmony or Conformity? A Cultural Analysis. Journal of Personality and Social Psychology, 77(4), 785-800.
    Kitayama, S., Markus, H. R., Matsumoto, H., & Norasakkunkit, V. (1997). Individual and collective processes in the construction of the self: Self-enhancement in the United States and self-criticism in Japan. Journal of Personality and Social Psychology, 72, 1245-1267
    Kleine, R. E., Kleine, S. S., & Kernan, J. B. (1993). Mundane Consumption and the Self: A Social-Identity Perspective. Journal of Consumer Psychology, 2(3), 209-235.
    Levy, S. J. (1959). Symbols for Sales. Harvard Business Review, 37(4), 117-124.
    Lin, C. A. (2001). Cultural Values Reflected in Chinese and American Television Advertising. Journal of Advertising, 30(4), 83-94.
    Malhotra, N. K. (1988). Self Concept and Product Choice: An Intergrated Perspective. Journal of Economic Psychology, 9, 1-28.
    Martineau, P. (1958). The Personality of the Retail Store. Harvard Business Review, 36(1), 47-55.
    McCraken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-312.
    Morgan, D. L. (1998). Planning Focus Groups. Focus Group Kit V(2). CA: Sage.
    Murphy, J. (1990). Brand Strategy. New York: Prentice-Hall.
    Norman, W. T. (1963). Toward an Adequate Taxonomy of Personality Attributes: Replicated Factor Structure in Peer Nomination Personality Ratings. Journal of Abnormal and Social Psychology, 66, 574-583.
    Ouwersloot, H., & Tudorica, A. (2001). Brand Personality Creation through Advertising. MAXX Working Paper Series.
    Park, B. (1986). A Method for Studying the Development of Impressions of Real People. Journal of Personality and Social Psychology, 51, 907-917.
    Pervin, L. A., Cervone, D., & John, O. P. (2005). Persnality: Theory and Research (9th). New York: John Wiley & Sons.
    Plummer, J. T. (1984). How Personality Makes a Difference. Journal of Advertising Research, 24(6), 27-31.
    Plummer, J. T. (1985). Brand Personality: A Strategic Concept for Multinational Advertising, in Marketing Educators’ Conference. New York: Young & Rubicam, 1-31.
    Saucier, G., & Goldberg, L. R. (2001). Lexical Studies of Indigenous Personality Factors: Premises, Products, and Prospects. Journal of Personality, 69(6), 847-879.
    Schultz, D. P., & Schultz, S. E. (2005). Theories of Personality (8th). CA: Thomson/ Wadsworth.
    Shavitt, S. (1990). The Role of Attitude Objects in Attitude Functions. Journal of Experimental Social Psychology, 26 (2), 124-148
    Sirgy, J. (1982). Self-Concept on Consumer Behavior: A Critical Review. Journal of Consumer Research, 9, 287-300.
    Smith, E. E., Nolen-Hoeksema, S., Ben, D. J., Fredrickson, B. L., Loftus, G., & Maren, S. (2003). Atkinson and Hilgard’s Introduction to Psychology. CA: Thomson/ Wadsworth.
    Yoon, C., Gutchess, A. H., Feinberg, F., & Polk, J. A. (2006). A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments. Journal of Consumer Research, 33(1), 31-40.
    Description: 碩士
    國立政治大學
    心理學研究所
    93752015
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0937520151
    Data Type: thesis
    Appears in Collections:[心理學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    015101.pdf121KbAdobe PDF21086View/Open
    015102.pdf196KbAdobe PDF21152View/Open
    015103.pdf726KbAdobe PDF22446View/Open
    015104.pdf718KbAdobe PDF22493View/Open
    015105.pdf889KbAdobe PDF21674View/Open
    015106.pdf966KbAdobe PDF21196View/Open
    015107.pdf545KbAdobe PDF21360View/Open
    015108.pdf226KbAdobe PDF21761View/Open
    015109.pdf1786KbAdobe PDF22065View/Open
    015110.pdf73KbAdobe PDF21112View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback