题名

哀兵訴求必勝？品牌故事與品牌強度對消費者品牌認同與購買意願之影響

并列篇名

Underdog Win? The Influences of Brand Story and Brand Strength on Consumer-brand Identification and Purchase Intentions

作者

蔡進發(Chin-Fa Tsai)；蕭至惠(Chih-Hui Hsiao)；蕭元笙(Yuan-Seng Hsiao)

关键词

哀兵效應:品牌強度 ； 知覺風險 ； 消費者品牌認同 ； 購買意願 ； Underdog Effect ； Brand Strength ； Perceived Risk ； Consumer-brand Identification ； Purchase Intentions

期刊名称

商略學報

卷期/出版年月

6卷4期（2014 / 12 / 01）

页次

261 - 279

内容语文

繁體中文
中文摘要

本研究採2（品牌故事：哀兵、優勝者）×2（品牌強度：強勢、弱勢）×2（知覺風險：高風險產品、低風險產品）的三因子實驗設計，有效受測樣本為533位大學生，並將之隨機分派到8個實驗情境中。研究發現：一、哀兵品牌故事比優勝者品牌故事能獲得更高的消費者品牌認同；二、品牌強度並不能對消費者品牌認同產生影響；三、品牌故事與品牌強度具有交互作用，相較於強勢品牌，消費者對於弱勢品牌採取哀兵品牌故事時會產生較高的品牌認同；四、知覺風險會顯著干擾品牌故事與品牌強度對消費者品牌認同的影響；五、品牌故事以消費者品牌認同為中介，進而影響購買意願；且消費者品牌認同對購買意願具有正向影響。
英文摘要

This study employed three-factor between-subjects experiment design: 2(brand story: underdog/topdog) ×2(brand strength: stronger brand/low brand)×2(perceived risk: high/low) to examine 533 subjects participated in the experiment. The main results of this study are as follows: 1. In contrast to top-dog brand story, underdog brand story have higher consumer-brand identification. 2. Brand strength isn't effective to consumer-brand identification. 3. There is an interaction between brand story and brand strength when examining their influences on consumer-brand identification. In the situation of underdog brand story, low brand has higher consumer-brand identification effect than stronger brand. While in the situation of topdog brand story, stronger brand has higher consumer-brand identification effect than low brand. 4. The interaction between brand story and brand strength on consumer-brand identification is moderated by perceived risk. 5. The ways of brand story have influences on purchase intentions through consumer-brand identification. And consumer-brand identification has positive influence on purchase intention.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 許婷媛,周軒逸(2018)。哀兵與優勢者品牌傳記的相對效果：以品牌概念形象、產品知覺身體風險為干擾。企業管理學報，119，1-39。
  2. 周繼祥、周軒逸、吳秀玲(2016)。哀兵訴求簡訊在競選中之廣告效果。東吳政治學報，34(3)，1-63。
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