1
3
E10333
3
021
在地品牌如何透過品牌全球性知覺影響消費者評價之研究
How Does A Local Brand Influence Its Consumer Evaluation Through Perceived Brand Globalness
1.黃秀英
1.Hsiu-ying Huang
1.逢甲大學國際貿易學系
1.Department of International Trade, Feng Chia University
001,002,003,004
1.逢甲大學國際貿易學系
1.Department of International Trade, Feng Chia University
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2014-08-01
A.14 計畫執行期間(訖):2015-07-31
2015-05-032015-06-20
A.16 收到日期:2015-11-09
2
台中地區20歲已上之消費者

1

445


445
001
01
C.2 聯絡日期:2015-11-11
2
1.逢甲大學國際貿易學系
1.Department of International Trade, Feng Chia University
1
C.7 資料公開日期:2020-08-01
2
008
1
1
1
1
5
3
3
001
1,2
1.在地品牌
2.全球品牌
3.品牌全球性知覺
1.Local Brand
2.Global Brand
3.Perceived Brand Globalness
本研究以台灣消費者為研究對象,將「消費國效應」理論應用於在地/全球品牌競爭策略上,從新興國家(台灣)的消費者角度,探究在地品牌如何運用海外銷售佳績提升品牌全球性知覺,以增加消費者對品牌的正面態度。本研究採取準實驗設計搭配問卷調查法探討消費國形象知覺,如何透過PBG與PBL,影響品牌的知覺品質與知覺名望。特別是針對消費者知覺形象較正面的消費國與較負面消費國對消費者在PBG與PBL的影響上是否有差異,以及差異大小。   本研究計畫之結果,除了可以瞭解在地與全球元素如何相互強化影響在地品牌評價,也有助瞭解新興市場消費者如何形成在地/全球品牌混合消費的過程。本研究除了回應學者們對從新興市場或開發中國家觀點,發展在地品牌的全球競爭理論的呼籲,也可對照以先進市場作為背景所發展出的理論,產生新洞察。在實務貢獻上,研究結果將可提供台灣或新興國家在地品牌,作為發展抵禦全球品牌策略的參考。

Previous research shows that perceived brand globalness (PBC) is one distinguished advantage of a global brand. However, recent research reveals a different point that PBG is able to be a local brand’s way of defensing global brands in emerging markets. This research aims to explore how local brands increases its brand evaluation through their successful global expansion. The research adopts a consumer perception view and bases on the theory of country of consumption effects (COC effects) to investigate the relationship between PBG, local iconness, perceived quality and perceived prestige under different global expansion situation. Particularly, this research examines the moderating effects of country of consumption on the COC effects on perceived quality and perceived prestige.   The result of this research assists local brands in emerging markets to develop defensing strategy against global brands with the blending of local and global resources, as well as to understand how consumers in emerging markets shape their hybrid consumption. This research answers the call of taking the point to view from emerging/developing markets to develop global/local brand interaction theory, and may shed a new light into related theories developed under advanced markets\'contexts. Practically, the result of this research will contribute to defensing strategy against global brands for local brands in Taiwan as well as in other emerging countries.

D.16 完成檢誤日期:2016-10-05
D.17 預定釋出日期:2020-08-01
D.18 初次釋出日期:2020-08-01
D.19_1 最新版釋出日期:2020-08-01
1
1
2
1,3
10.6141/TW-SRDA-E10333-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10333
追蹤清單
下載(0)
申請(0)
遠距(0)