產品類型對顧客賦權與品牌延伸評價關係之干擾效果

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/24601

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题名:	產品類型對顧客賦權與品牌延伸評價關係之干擾效果 The Moderating Effect of Product Type on the Relationship between Customer Empowerment and Brand Extension Evaluation
作者:	沈玉瑋
贡献者:	國際企管管理研究所碩士在職專班
关键词:	品牌延伸評價 Brand Extension Evaluation 知覺品質 Perceived Quality Of Parent Brand 知覺契合度 Perceived Fit 顧客賦權 Customer Empowerment 產品類型 Product Type
日期:	2012
上传时间:	2013-03-21 13:51:54 (UTC+8)
摘要:	在全球激烈的商業競爭中，如何利用品牌延伸策略將既有的母品牌優勢延伸到其他產品與服務，一直是企業和學者不斷思考和改進的議題；顧客賦權，則是現今行銷策略的新思維，讓企業能夠和消費者產生更多的互動、共同享受價值創造的過程以提高顧客對產品品質的認知、滿意度、忠誠度及對產品的所有權感。本研究之目的在於以不同產品類型分析其對顧客賦權與品牌延伸評價關係之干擾效果。研究結果發現，顧客賦權對於品牌延伸評價之間具有正向顯著關係。其次，發現產品類型對於顧客賦權與品牌延伸評價呈現負相關，實證結果顯示當企業販售的產品之信用屬性越高時，採用顧客賦權策略將有助於提高消費者對於品牌延伸的評價。 In the global fierce business competition, how to extend existing mother brand advantage to another products and services by utilizing brand extension strategy are the issue that both enterprises and scholars continue thinking and improving; Customer empowerment, which is new thought of current marketing strategy that make enterprises have more interactions with customers, more common enjoyment in the progress of value creation in order to improve customer awareness of product quality, satisfaction, loyalty and sense of ownership. The purpose of this research focuses on the moderating effect of different product type on the relationship between customer empowerment and brand extension evaluation. The result of this study shows customer empowerment is positively correlated to brand extension evaluation. Next, it found that product type is negative related to the relationship between customer empowerment and brand extension evaluation. The analysis result indicated that it is helpful to raise customer’s evaluation of brand extension by applying customer empowerment strategy when the product has a higher credence attribute.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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