科技部專題研究計畫主持人
MOST 105-2410-H-035-040 -SSS
品牌在地性知覺對本土品牌延伸至外國產品類別之影響-是資產或負債 ?
An Asset or Liability? How Perceived Brand Globalness Affects Consumers’ Evaluations of Foreign-Category Extensions of Local Brands
科技部
Ministry of Science and Technology
逢甲大學國貿系
Department of International Business, Feng Chia University
黃秀英
Huang, Hsiu Ying
逢甲大學國貿系
Department of International Business, Feng Chia University
黃秀英
助理教授
04-24517250 ext.4253
huanghy@fcuoa.fcu.edu.tw
計畫執行期間起:2016-08-01
計畫執行期間迄:2017-07-31
2017-01-01
2017-05-31
一般消費者
1
001
01
品牌本土性知覺,外國類別,本土類別,品牌延伸
Perceived brand localness, Foreign category, Local category, Brand extension
本研究以新興市場(台灣)為背景,研究本土品牌延伸至「外國產品類別」的品牌延伸策略。研究焦點為本土代表性品牌(Local iconic brands)是否及如何能將「品牌在地性知覺(Perceived brand localness)」優勢移轉至新延伸產品上。 所謂「品牌在地性知覺」優勢,指的是本土品牌因與在地文化強烈連結,熟諳在地風俗民情與偏好習慣,代表著本土驕傲,於在地市場享有高品質與高尊貴的知覺優勢。然而本土品牌雖具有此獨特在地優勢,但若其欲品牌延伸進入消費者心目中所謂「外國產品類別(例如披薩對台灣消費者而言屬外國產品類別)」時,「品牌在地性知覺」卻反而可能成為品牌延伸的障礙。 本研究整合品牌延伸理論與本土/全球品牌知覺架構重要變數,從消費者知覺角度,探討「品牌在地性知覺」在本土品牌延伸至「外國產品類別」時的可能角色-資產抑或負債?本研究的主要目的,可分為以下三點研究問題: 第一、 探討「外國產品類別(Foreign category)」與「本土產品類別(local category)」是否影響到品牌延伸產品的評價?亦即「產品類別來源效果(the category-origin effect)」是否存在? 第二、 探討本土代表性品牌如何將其「品牌在地性知覺」優勢延伸於外國產品類別的新產品上?亦即其影響路徑為何? 第三、 探討並測試此延伸模型中可能的干擾變數-品牌聲譽(Brand reputation)。 本研究根據過去文獻與實際觀察,討論與提出「外國產品類別(Foreign category)」與「本土產品類別(Local category)」之概念,繼以實驗設計法證明「產品類別來源地效果(the category-origin effect)」是否存在。結果證實該效果在,當本土代表性品牌欲在本土市場採品牌延伸策略時,消費者對其延伸至本土類別產品的評價,會較延伸至外國類別產品的評價高。 由於「品牌在地性知覺」有可能成為本土品牌延伸至「外國產品類別」的助力(資產),或者成為阻礙(負債),故本研究提出一影響模型,並以結構方程模式(SEM)統計方法檢視驗證之。結果顯示「品牌在地性知覺」在此品牌延伸策略上,是為一資產。「品牌在地性知覺」乃是透過提升本土品牌與延伸產品間的適合度,增加消費者對延伸產品的評價。此外,研究結果也發現,品牌聲譽(Brand reputation)是一重要干擾變數,本土品牌聲譽愈高者,更多受惠於因適合度提高而造成的延伸產品較高評價。 研究結果除了可填補新興市場下消費者品牌行為的研究缺口外,研究主題為探討「同一產品類別下的土洋品牌競爭策略」,回應學者對此重要議題研究的缺乏。本研究所提出的影響模式,將本土/全球品牌知覺架構延伸至品牌延伸策略應用;而研究所發現的「產品類別來源效果(the category-origin effect)」,不但提出了一個新的適合度面項,補充了品牌延伸策略理論。研究結果將可提供本土品牌廠商,以品牌延伸做為對抗外國品牌時的策略參考。
This research aims to examine the role of perceived brand localness in brand extension strategies for local brands in a globalized market. Two competing product categories, foreign and local category, were conceptualized first in the research. An experimental study was conducted to evidence the existence of category-origin (foreign vs. local) effects. A model depicting how perceived brand localness influences the extension evaluation of a local brand when it extends to a foreign-category product was proposed and tested with SEM method. The result showed that local iconic brands are capable of benefiting from “local-category” advantages when making brand extensions. The result also indicated that perceived brand localness is an asset, rather than a liability, when a local brand wants to increase its share in its domestic market by entering a product category that is atypical to the local and often dominated by foreign brands. In addition, brand reputation moderates the effects of the perceived fit between the local brand and the extension on consumers’ evaluations of the extension. High-reputed brands benefit more from the perceived-fit effects than low-reputed brands. The research contributes to the literature by proposing a new concept of “category advantage” in a market where local and foreign brands compete. Moreover, it explained the route of perceived brand localness impacting the consumer’s evaluation of a “foreign-category” extension. Therefore, the results provide theoretical and managerial implications for local brands to draw brand extension strategies against foreign brands.
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