English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110944/141864 (78%)
Visitors : 47923850      Online Users : 1006
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 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/48857
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48857


    Title: 世代特性與其認知品牌個性之比較研究
    Authors: 盧怡安
    Contributors: 別蓮蒂
    盧怡安
    Date: 2002
    Issue Date: 2010-12-08 01:51:53 (UTC+8)
    Abstract:   國內外報章雜誌普遍常見世代特性之報導,國外亦有研究指出三個主要世代:嬰兒潮世代、X世代、Y世代生活背景不同,造成其生活經驗不同,進而影響了三個世代的價值觀及個性。國內較少對此研究,故本研究中研究一部份首先針對三世代生活型態、價值觀及個性之差異性探討,研究台灣地區B世代是否較傳統、保守,重視傳統道德,個性較不開放、不獨立自主。以及Y世代是否如一般所言,喜愛及追求新奇流行事物,與家庭較疏離,喜愛與同儕溝通相處,重視學識才能,個性較開放、挑戰威權。
      經分析E-ICP次級資料庫中資料證實,B世代的生活型態較傾向順從傳統思維,以及具有傳統宗教行為,且因家庭團聚以及幫助別人而感到滿足的人數比例,顯著勝於其他兩世代,與過去中國傳統思想中,重視家庭倫理、助人為樂等觀念相符合,個性較穩定不易波動,亦較服從常規、保守傳統,且較不開放時髦。Y世代之生活型態具有追求流行之傾向,因家庭團聚感到滿足的人數比例不及B世代,但喜歡購物、喜愛與朋友相聚,並且想要知識、技能,個性上則較其他兩世代挑戰權威、開放時髦。X世代之生活型態、價值觀級個性則較介於兩者之間。
      過去文獻亦顯示,廣告對不同世代而言會激起不同情感,進而造成不同世代對於品牌形象認知之差異,各世代對於品牌個性之不同構面之認知亦有不同,推測各世代對於同樣品牌之品牌個性認知具有差異,並且與該世代之個性相關。學術界尚無品牌個性量表,故經前測中開放性問卷取得品牌個性形容詞後建立量表,並選取適當品牌進行世代品牌個性認知差異之研究二。
      透過問卷分析,發現品牌個性認知可分為五個因素,分別是新穎迷人─守舊內斂、亮麗迷人─平凡無奇、開朗輕鬆─陰沉嚴肅、秀氣優雅─剛強粗獷、穩重勤奮─俏皮悠閒。結果顯示整體而言,新穎迷人─守舊內斂與開朗輕鬆─陰沉嚴肅方面,自身個性較為開朗輕鬆的Y世代在品牌個性上之認知亦較偏向開朗輕鬆,而較守舊內斂的B世代對品牌個性之認知亦較多偏向守舊內斂。
      但在亮麗迷人─平凡無奇因素方面,自身個性與品牌個性認知之關聯性為負向;穩重勤奮─俏皮悠閒方面,各世代自身個性與可口可樂、黑松、Nokia之品牌個性認知成正向關係,而在金莎、花旗之品牌個性認知上呈負向關聯。秀氣優雅─剛強粗獷個性上,品牌個性與世代個性間則無明顯之關係。
      本研究主要貢獻在於提供初步華文品牌個性量表及消費者品牌個性認知與世代個性間關聯比較,供後續研究發展之參考。
    Reference: 中文部分:
    內政部戶役政 (2001),http://www.moi.gov.tw/
    行政院主計處 (2001),http://www.dgbasey.gov.tw/
    宋秩銘等 (1996),奧美的觀點。台北:滾石文化。
    李天蛟 (2000),世代別於品牌個性認知與品牌關係型態差異性之研究:產品類別與自我形象干擾效果之探討,私立元智大學管理研究所碩士論文。
    別蓮蒂 (2000),生活型態白皮書:2000年臺灣消費習慣調查報告。臺北市:商業周刊出版,城邦文化發行。
    姜靜繪譯 (1998),Smith and Clurman原著(1997),世代流行大調查。台北市:時報文化。
    陳淑芬 (1998),品牌個性與品牌偏好之關聯性研究,淡江大學管理科學研究所碩士論文。
    陳德文 (1998),「別被X世代顛覆」,卓越雜誌,十二月份。
    陳德文 (1999),「嬰兒潮和前熟年大趨勢」,卓越雜誌,二月份。
    黃識銘 (1999),「生活型態」、「消費態度」與「消費行為」之關連性研究:臺灣地區世代群剖析,私立元智大學管理研究所碩士論文。
    黃文雄 (1993),台灣人的價值觀。台北:前衛。
    劉淑凰 (2001),台灣近代廣告文化訴求趨勢與不同文化訴求對情感激起度,廣告態度之影響,國立成功大學企業管理研究所碩士論文。
    內政部 (2001),歷年中華民國台閩地區人口統計。
    行政院主計處 (2001),歷年中華民國統計月報。
    行政院主計處統計局 (2001),歷年中華民國統計提要。
    英文部分:
    Aaker, David A. (1991). Managing Brand Equity, New York: The Free Press.
    Aaker, David A. (1995). Building Strong Brands, New York: The Free Press.
    Aaker, Jennifer L. (1997). “Dimensions of Brand Personality,” Journal of Marketing Research, 34 Aug.
    Belk, Russell W. (1988). “Possessions and The Extended Self,“ Journal of Consumer Research, 2, Sept.,pp.139-168
    Biel, Alexander L. (1992). “How Brand Image Drives Brand Equity”, Journal of Advertising Research, 32(11).
    Biel, Alexander L. (1993). “Converting Image into Equity, in Brand Equity and Advertising,” David A. Aaker and Alexander Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates.
    Blackston, Max (1992). “Observations: Building Brand Equity by Managing the Brand’s Relationships,” Journal of Advertising Research, May/June, pp.79-83.
    Coleman, Richard P. (1983). “The Continuing Significance of Social Class to Marketing,” Journal of Consumer Research, Dec, pp.265-280.
    Digman, John M. (1990). “Personality Structure: Emergence of The Five-Factor Model,” Annual Review of Psychology, 41, pp.417-440.
    Epstein, Seymour (1977). Traits Are Alive And Well, NY:Lawrence Erlbaum Associate, pp.83-98.
    Farquhar, Peter H. (1990). “Managing Brand Equity,” Journal of Advertising Research, Aug/Sept, pp. RC7-12.
    Fournier, Susan (1998). “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 22(3), pp. 327-343.
    Glenn Noval D. (1997). Cohort Analysis, Beverly Hills: Sage.
    Halliday, Jean (1996). “Chrysler Brings out Brand out Brand Personalities with ’97 Ads,” Advertising Age, 3, Sept.
    Hoyer, Wayne D. and Deborah Maclnnis J. (1997). Consumer Behavior, Houghton Mifflin.
    Kapferer, Jean-Noel (1994). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York: The Free Press.
    Kamakura, Wagner A and Gary J. Rusell (1993). “Measuring Brand Value with Scanner Data,” International Journal of Research in Marketing, 10(Mar), pp.9-22
    Keller, Kevin L. (1993) “Conceptualizing, Measuring, and Managing Customer-Based Equity,” Journal of Marketing, 57, Jan.
    Kolter, Philip (1991) Marketing Management, 7th Edition Prentice-Hall International, Inc. New Jersey.
    Macrae, Chris (1991) World Class Brands, Harlow : Addison-Wesley Publishing Company.
    Malhotra, Naresh K. (1981) “A Scale to Measure Self-Concepts, person Concept and Product Concepts,” Journal of Marketing Research, 23, Nov., pp.456-464
    Norman, Smothers (1992) “Can Products and Brands Have Charisma?” David A. Aaker and Alexander Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates.
    Omelia, Johanna (1998). “Understanding Generation Y: A Look At The Next Wave of US Consumers,” Global Cosmetic Industry, 163(6), pp. 90-96.
    Park, Bernadette (1986). “A Method for Studying the Development of Impressions of People,” Journal of Personality and Social Psychology, 51, pp.907-917
    Perkins, Natalie (1993). “Zeroing in on consumer values,” Advertising Age, Mar.
    Plummer, Joseph (1984) “How personality Make A Difference,” Journal of Advertising Research, 24(6), pp.27-31.
    Radice, Carol (1998). “Targeting Tomorrow’s Consumers,” Progressive Grocer, Jul.
    Ritchie, Karen (1995). “Marketing to Generation X,” American Demographics, Apr.
    Schultz, Don E. and Beth Barnes, (1995) Strategic Advertising Campaigns, Illinois: NTC Publishing Group.
    Schiffman, Leon G.. and Leslie Lazar Kanuk (2000). Consumer Behavior, 7th Edition, Prentice Hall International, Inc.
    Simon, Carol J. and Mary W. Sullivan (1993). “The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science, 12 (winter), pp.28-53.
    Sirnivasan (1979). “Network Models for Estimating Brand-specific Effects in Multi-Attribute Marketing Models,” Management Science, Jun, 11-21
    Solomon, Michael. R. (1995). Consumer Behavior: Buying, Having, and Being, 3rd ed., NJ: Prentice-Hall
    Strauss, William and Neil Howe (1991). Generations: The History of American’s Future 1584-2069.
    Strauss, William and Neil Howe (1991). “The Cycle of Generations,” American Demographics, Apr.
    Taiwan Statistical Data Book (1990), Republic of China
    Triplett, Tim (1994). “Brand Personality Must Be Managed or It Will Assume A Life of Its Own,” Marketing News, May 9, Chicago.
    Tulgan, Bruce (1996). “Common Misconceptions About Generation X,” Cornell Hotel and Restaurant Administration Quaterly, Dec.
    Upshaw, Lynn B. (1995). Building Brand Identity, New York: John Wesley and Sona, Inc.
    Description: 碩士
    國立政治大學
    企業管理研究所
    89355050
    91
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2010000540
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    There are no files associated with this item.



    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