霹靂布袋戲之品牌形象研究

A Study on Brand Image of Pili Puppet Theatre

張婷玥(Chang, Ting-Yueh)

霹靂布袋戲 ； 品牌形象 ； 表演團體 ； Pili Puppet Theatre ； brand image ； performing art groups

明新學報

43卷1期（2017 / 02 / 01）

83 - 102

繁體中文

鑒於品牌對於文化創意產業之重要性，本研究以霹靂布袋戲為研究品牌，針對觀眾（消費者）觀點的品牌形象進行探索性研究，首先從觀眾（消費者）訪談結果，歸納整理霹靂品牌形象之內涵，包括劇情與對白、創新性、教育性、生活連結性與獨特性等五個構面，並且發展觀眾（消費者）知覺之霹靂品牌形象的衡量工具，採用驗證性因素分析來驗證構念的單一構面性以及檢驗量表的收斂效度與鑑別效度，研究結果驗證了以文化和創意體驗為主的霹靂品牌形象內涵是不同於有形產品與無形服務，本研究結果不僅能增加學理對於表演團體品牌形象內涵的認識，也可以作為其他表演團體之品牌形象研究參考，同時亦能提供相關產業重視品牌形象之管理。

Recognizing branding is critical for Cultural and Creative Industries, the study undertook an exploratory research to investigate audience’s (consumer’s) perception of brand image for Pili Puppet Theatre. Pili is a Taiwanese drama performing art group, which is famous for displaying cultural and creative drama experience to audiences. A conceptual model, which captured audience’s (consumer’s) perception of Pili brand image, was proposed by in-depth interviews. A measurement of brand image was thereby developed. In addition, this research empirically evaluated its unidimentionality and psychometric properties by structural equation model analysis. The findings demonstrate that Pili brand image is different from tangible goods and intangible service. The result can provide insights to relevant researches and to practical application. Relevant discussion was also presented.

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