English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110934/141854 (78%)
Visitors : 47807600      Online Users : 761
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 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/54980
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/54980


    Title: 品牌概念地圖:結構化與非結構化方法比較研究
    Brand concept maps: comparative research of structured and unstructured
    Authors: 凌筠婷
    Contributors: 張郁敏
    凌筠婷
    Keywords: 品牌概念地圖
    激發擴散理論
    結構化
    非結構化
    方法比較研究
    Date: 2012
    Issue Date: 2012-10-30 14:33:18 (UTC+8)
    Abstract: 在產品充斥市場的時代,追求獨特的產品功能已經不是各品牌最重要的目標,建立正確的品牌形象已經是目前最重要的議題,一個明確的品牌形象能建立長期的品牌價值,進而影響消費者的品牌滿意度、忠誠度與購買行為(Bhat & Reddy, 1998)。一般品牌形象研究者多用量化的問卷調查法來進行研究,部分研究者也使用質化的研究方法如自由聯想法、深度訪談法等,概念地圖此種研究方法在心理學領域早已開始使用,源自於激發擴散理論,認為人們腦子中對事物的概念彼此之間互相連結成一個網狀系統,若一個概念被觸動,其它的概念便會連動產生。這種圖像式的方法近年被用在品牌行銷方面,用來了解人們記憶中的品牌形象聯想結構(Henderson, Iacobucci, & Calder, 1998)。
    過去在概念地圖的操作上,各有不同的操作流程,當受試者要繪製品牌概念地圖時有提供受試者備選概念的方法稱做「結構化方法」,沒有提供備選概念而讓受試者針對研究品牌進行聯想的方法稱為「非結構化方法」,過去雖然這兩種方法皆有研究者使用,但未有研究比較這兩種方法操作結果上的差異,也沒有針對非結構化方法進行信效度檢測,故本研究目的在於了解結構化與非結構化方法在實驗之後繪製成的「品牌共識地圖」之差異,以及使用結構化方法信效度的檢測方式來檢測非結構化方法,以確定非結構化方法是否有足夠的信效度與在品牌形象研究上的適用性。
    本研究挑選與大學生較為相關的牛仔褲品類進行研究,以網路問卷方式尋找出熟悉度居中的品牌「Blue way/鬼洗」牛仔褲做為研究品牌。本研究發現,不論是結構化或非結構化方法皆無法穩定且有效地測量「Blue way/鬼洗」牛仔褲的品牌形象,但這並非代表品牌概念地圖是一個不具有信效度的研究方法,可能是因為本研究所選擇的產品品類屬於低涉入且高體驗性產品,一般消費者若沒有實際購買或使用過此類產品,較難留下深刻印象,且一般大學生在購買此類產品時品牌忠誠度不高,對品牌的印象也不深。
    本研究延伸分析未來欲研究非結構化方法的研究者一個訂定標準的方向,若非結構化方法欲繪製品牌共識地圖,可將挑選核心概念的標準稍做修正,以求更符合非結構化方法的特性。在實務建議方面,本研究發現不論是結構化或非結構化方法,在核心概念的選擇上都有一定的信度水準,可知若是新推出的品牌希望知道消費者對這個品牌的印象,或是研究競品在消費者心目中的定位,可利用品牌概念地圖來蒐集相關的概念。
    Reference: 一、 中文文獻
    丁源宏(1999)。《不同媒介特性,廣告訴求與產品涉入度對於廣告效果影響之探討-比較平面媒體與網際網路》。國立中山大學傳播管理學系碩士論文。
    交通部觀光局(2010)。〈中華民國99年國人旅遊狀況調查〉。上網日期:2011年9月13日,取自http://taiwan.net.tw/w1.aspx
    行政院主計處(2011)。〈100年度中央政府總預算案〉。上網日期:2011年9月13日,取自http://www.dgbas.gov.tw/mp.asp?mp=1
    巫康菱、葉連祺(2007)。《大學品牌知名度與品牌形象指標之建構》。教育行政與評鑑學刊,4,49-74。
    林怡佳(2011)。《國民小學學校形象之研究》。暨南大學公共行政與政策學系碩士論文。
    祝鳳岡(1995)。《「廣告感性訴求策略」之策略分析》。廣告學研究,5,85-112。
    祝鳳岡(1996)。《「廣告理性訴求策略」之策略分析》。廣告學研究,8,1-26。
    胡凱傑、吳曉鈺(2009)。《宅配業品牌形象與品牌聯盟契合度對消費者購買意願之影響》。中華管理評論國際學報,12(2),1-21。
    夏荷倩(2008)。《以品牌概念地圖探討品牌聯想網路--以某區域教學醫院為例》。 佛光大學管理學系碩士論文。
    席汝楫(1997)。社會與行為科學研究方法。台北市:五南。
    張原皓(2004)。《休閒農場體驗行銷策略、體驗滿意度與品牌形象關係之研究》。國立屏東科技大學農企業管理系碩士論文。
    張愛華、何少天、吳家州(2010)《網路企業品牌形象之研究--以web2.0網站為例》。電子商務研究,8(2),259-290。
    陳烜之(2007)。認知心理學。台北市: 五南。
    陳銘薰、許耀仁(2006)。品牌形象與品牌忠誠度之關係探討-以遠雄建設入口網站為》。2006資訊管理學術與實務研討會論文。
    黃振家、宗靜萍(2007)。大眾媒體研究導論。台北市: 湯姆生。
    楊志良、王沛、郭力平、陳寧(2001)。記憶心理學。台北市: 五南。
    潘婉欣(2010)。《品牌向下延伸決策之研究--品牌聯想與品牌概念圖比較之觀點》。淡江大學國際貿易學系國際企業學碩士論文。
    鄭麗玉(2006)。認知心理學。台北市: 五南。
    羅玲妃(1997)。心智繪圖。台北:一智企業有限公司。
    創市際市場研究顧問(2010)。〈2010年09月口碑篇〉,《創市際市場研究顧問電子報》。上網日期:2011 年7 月11 日,取自http://www.insightxplorer.com/specialtopic/2010_09_24.htm
    創市際市場研究顧問(2011)。〈2011.06 台灣地區網路及媒體使用基礎調查〉。上網日期:2011年9月13日,取自 http://www.insightxplorer.com/specialtopic/crossmedia_201106.html


    二、 英文文獻
    Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
    Aaker, D. A. (1996). Building strong brands. New York: The Free Press.
    Aaker, D. A., & Jacobson, R. (2001). The value relevance of brand attitude in high-technology markets. JMR, Journal of Marketing Research, 38(4), 485-493.
    Anderson, J. R. (1983). The Architecture of Cognition. Cambridge: MA:Harvard University Press.
    Anderson, T. H., & Huang, S.-C. C. (1989). On using concept maps to assess the comprehension effects of reading expository test Technical Report (Vol. 483). University of illnois at urbana-champaign: Center for the Study of Reading.
    Atkinson, R. C., & R.M., S. (1971). The control of short term memory. Scientific American, 225(2), 82-90.
    Atkinson, R. C., & Shiffrin, R. M. (1968). Human memory: A proposed system and its control processes. In K. W. Spence & J.T.Spence (Eds.), The psychology of learning and motivation: Advances in research and theory (Vol. 2). Nes York: Academic Press.
    Axelrod, J. N. (1968). Attitude measures that predict purchase. Journal of Advertising Research, 8(1), 3-17.
    Babbie, E. (2002). The Basics of Social Research (林佳瑩 & 徐富珍, Trans.). Wadsworth: Thomson Learning, Inc.
    Barenholz, H., & Tamir, P. (1992). A comprehensive use of concept mapping in design instruction and assessment. Research in Science & Technological Education, 10, 37-52.
    Barnard, N. R., & Ehrenberg, A. S. C. (1990). Robust measres of consumer branda beliefs. Journal of Marketing Research, 27(November), 477-484.
    Bartlett, F. C. (2003). 記憶:一個實驗的與社會的心理學研究 (黎煒, Trans.). 臺北市: 昭明.
    Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning of brands. The Journal of Consumer Marketing, 15(1), 32-45.
    Biel. (1992). How brand image drives brand equity. Journal of Advertising Research, 32, 6-12.
    Bloemer, J., & Ruyter, K. d. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513.
    Brandt, C., & de Mortanges, C. P. (2011). City branding: A brand concept map analysis of a university town. [Article]. Place Branding & Public Diplomacy, 7(1), 50-63. doi: 10.1057/pb.2010.37
    Brandt, M. (1998). Don`t dis your brand. MC: Technology Marketing Intelligence, 18(1), 46.
    Cariston, D. E. (1991). Free Association and the Represen-tation of Comptex Cognitive Structures. In R. S. W. Jr & H. T.K. Srull (Eds.), Advances in Social Cognition (Vol. IV, pp. 87-96). NJ: Eribaum.
    Collins, A. M., & Loftus, E. F. (1975). A Spreading-Activation Theory of Semantic Processing. Psychological Review, 82(6), 407-428.
    Cooper, D. R., & Schindler, P. S. (2003). Business Research Methods. New York: McGraw-Hill.
    Dobni, D., & Zinkhan, G. M. (1990). In Search Of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17, 110-119.
    Driesener, C. (2002). Comparing and Contrasting Three Brand Image Measures. Marketing Science Centre,University of South Australia. Adelaide,p.179.
    Driesener, C., & Romaniuk, J. (2006). Comparing methods of brand image measurement. International Journal of Market Research, 48(6), 681-698.
    Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). THE EFFECT OF BRAND ATTITUDE AND BRAND IMAGE ON BRAND EQUITY. [Article]. Journal of Marketing Theory & Practice, 9(3), 61.
    Graeff, T. R. (1996). Using Promotional Messages to Manage the Effects of Brand and Self-image on Brand Evaluations. Journal of Consumer Marketing, 13(3), 4-18.
    Haley, R. I., & ACase, P. B. (1979). Testing thirteen attitude scales for agreement and brand discrimination. Journal of Marketing, 43(Fall), 20-32.
    Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer behavior: building marketing strategy: McGraw-Hill Irwin.
    Heise, D. R. (1970). The Semantic Differential and Attitude Research. In G. F. Summers (Ed.), Attitude Measurement (pp. 235-253). Chicago: Rand McNally.
    Henderson, G. R., Iacobucci, D., & Calder, B. J. (1998). Brand diagnostics: mapping branding effects using consumer associative networks. European Journal of Operational Research, 111(2), 306-327.
    Hintzman, D. L. (1987). 學習記憶心理學 (韓進之, 李月明, 韓耀輝 & 張寧生, Trans.). 台北市: 五洲.
    Jo, M.-S., Nakamoto, K., & Nelson , J. E. (2003). The Shielding Effects of Brand Image Against Lower Qualitycountries- of- Origin in Global Manufacturing. Journal of Business Research, 56(8), 637-646.
    John, D. R., Loken, B., Kim, K., & Mong, A. B. (2006). Brand Concept Maps: A Methodology for Identifying Brand Association Networks. Journal of Marketing Research, 43(4), 549-563.
    Joiner, C. (1998). Concept Mapping in Marketing: A Research Tool for Uncovering Consumers` Knowledge Structure Associations. Advances in Consumer Research, 25, 311-317.
    Joyce, T. (1963). Techniques of Brand Image Measurement. New Developments in Research. London: Marketing Research Society.
    Kalwani, M. U., & Silk, A. J. (1982). On the reliability and predictive validity of purchase intention measures. Marketing Science, 1(3, Summer), 243-286.
    Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing Research, 57(Jan), 1-22.
    Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2), 139-155.
    Kent, R. J., & Allen, C. T. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing Research (JMR), 58(3), 97-105.
    Loken, B., & John, D. R. (2006). Brand Concept Maps: Measuring What Your Brand Means to Consumers from www.csom.umn.edu/Assets/75422.pdf
    Lomask, M., Baron, J. B., Greig, J., & Harrison, C. (1992,March). connMap: Connecticut`s use of concept mapping to assess the structure of students` knowledge of science. Paper presented at the National Association of Research in Science Teaching, Cambridge, MA.
    Lord, C. G., Desforges, D. M., Fein, S., Pugh, M. A., & Lepper, M. R. (1994). Typicality effects in attitudes toward social policies: A concept-mapping approach. Journal of Personality and Social Psychology, 66(4), 658-673.
    Low, G. S., & Jr, C. W. L. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.
    Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? [Article]. Journal of Marketing Research (JMR), 18(3), 318-332.
    Nakhleh, M. B., & Krajcik, J. S. (1991). The effect of level of information as presented by different technology on students` understanding of acid, base, and pH concepts National Association for the Research in Science Teaching. Lake Geneva: WI.
    Novak, J. D., & Cañas, A. J. (2008). The Theory Underlying Concept Maps and How to Construct and Use Them Technical Report IHMC CmapTools 2006-01 Rev 2008-01 Florida Institute for Human and Machine Cognition.
    Novak, J. D., & Gowin, D. B. (1984). Learning how to learn. Cambridge: Cambridge University Press.
    Osgood, C. E., & Suci, G. J. (1957). The Measurement of Meaning. Urbana: I11.:Uni. of I11. Press.
    Park, C. W., Jaowrski, B. J., & Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing Research, 50(Oct), 145-165.
    Priest, S. H. (2010). Doing media research : an introduction (2 ed.). Los Angeles, Calif: Sage.
    Ruiz-Primo, M. A., & Shavelson, R. J. (1996). Problems and Issues in the Use of Concept Maps in Science Assessment. Journal of research in science teaching, 33(6), 560-600.
    Russo, J. E., & Johnson, E. J. (1980). What Do Consumers Know About Familiar Products? Advances in Consumer Research, 7, 417-423.
    Schacter, D. L. (1996). Searching for memory: The brain, the mind, and the past. New York: Basic Books.
    Schau, C., & Mattern, N. (1997). Use of Map Techniques in Teaching Applied Statistics Courses. The American Statistician, 51(2), 171-175.
    Stuart, H. A. (1985). Should Concept Maps be Scored Numedcalty. European Journal of Science Education, 7(1), 73-81.
    Till, B. D., Baack, D., & Waterman, B. (2011). Strategic brand association maps: developing brand insight. Product & Brand Management, 20(2), 92-100.
    Wilkie, W. L. (1986). Comsumer Behavior. New York: John Wiley and Sons, Inc.
    Wimmer, R. D., & Dominick, J. R. (2006). Mass media research : an introduction Belmont, Calif.: Thomson, Wadsworth.
    Description: 碩士
    國立政治大學
    廣告研究所
    98452005
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0984520051
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

    Files in This Item:

    File SizeFormat
    005101.pdf2451KbAdobe PDF22166View/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