臺灣博碩士論文加值系統

根據前人研究指出(Aaker 1996)，擁有獨特品牌特性(Brand identity)之品牌將可引發消費者對其品牌個性(Brand personality)較強烈之聯想，且可促進該品牌與消費者之間的關係(Consumer-brand relationship)。而近年來有許多品牌紛紛開始以品牌故事為其廣告訴求(Advertising appeal)，企圖強化品牌形象或與競爭對手差異化。本研究即以品牌故事為研究主體，探討其獨有之能量。品牌故事常以揭露該品牌歷史發源、特殊背景，或創造品牌之神秘力量為手法，營造該品牌獨一無二之形象，並拉進與消費者間之距離。因此當一品牌以品牌故事為廣告訴求時，應可創造獨特品牌特性印象，進一步地增強消費者之品牌個性認知，以及強化其與消費者之關係。
品牌個性方面，本研究根據Aaker (1997)提出五大構面之品牌個性，取其中三構面為本研究主題：真誠(Sincerity)、刺激(Excitement)，以及能力(Competence)。品牌關係方面，本研究根據Fletcher & Simpson (1999)之研究，將品牌關係分為兩大類：「親密-忠誠」(Intimacy-Loyalty)品牌關係，以及「熱情」(Passion)品牌關係。
Puto & Wells (1984)對於廣告訴求之研究，將廣告訴求分為資訊式訴求(Informational appeal)與傳達式訴求(Transformational appeal)。傳達式訴求之功能在於，當消費者接觸到此類廣告時，會回憶或聯想他們過去使用或購買此廣告品牌的經驗。傳達式訴求旨於引發消費者情感上與此廣告品牌之聯繫(Emotional response)，與此品牌產生共鳴(Sympathy)，進而將個人情感轉移(Empathy)至此品牌上，漸漸喜愛上此品牌。而品牌故事類廣告，以“說故事”(Narrative structure)為主，亦藉由引發消費者與故事主角情感上之連結，期望消費者與該品牌產生情感聯繫與共鳴，並回憶或聯想過去使用與購買此品牌之經驗(Grayson 1997; Escalas, Moore, & Britton 2004)。由此可知，傳達式訴求與品牌故事之功能相當類似，因此我們將品牌故事歸類於傳達式訴求，比較其與資訊式訴求於增強品牌個性認知與強化品牌關係上之差異。
另外，就像人們對於人類的起源故事充滿好奇一樣，消費者不只對於品牌的信念與優點有興趣，更想知道品牌的起源(Hanlon 2006)。品牌故事對於該品牌而言，就如同宗教神話、軼事等對於宗教的意義，提供該品牌真實的歷史起源、背景，或創造該品牌之神秘力量，增加品牌可信度與加深了消費者對品牌的崇拜與信仰(Linstrom 2005)。由此可知，相同於神話可神聖宗教，品牌故事亦可神聖化該品牌。是故，我們引用Belk & Sherry (1986)之神聖性消費之觀點，將品牌故事分為六類：地點(Place)、時間(Time)、經驗(Experience)、實體事物(Tangible Things)、非實體事物(Intangible Things)、人物(Persons)。本研究亦根據此分類，分別比較不同類別品牌故事相較於資訊式訴求而言，對品牌個性認知與強化品牌關係影響之差異。
然而，品牌故事所增加的品牌個性聯想與品牌關係，將會受到消費者品牌知識(Brand Knowledge)之影響。若消費者相當熟悉某一品牌，對該品牌個性認知，以及與該品牌的關係，相較於對該品牌不熟悉的消費者而言，應當已經有相當程度的基礎。因此，品牌故事所能增強的品牌個性認知與強化品牌關係的程度，是會因消費者品牌知識而異的。是故，本研究加入品牌知識為干擾變數，探討其對於品牌故事增加品牌個性認知與品牌關係之影響。
另外，品牌故事所增加的品牌個性聯想與品牌關係，亦會受到消費者資訊處理形態(Consumer Processing Style)之影響。根據Jung (1923&1971)以及Myers-Briggers (1985)的理論，消費者資訊處理形態分為兩種，知性型(Thinking)與感性型(Feeling)。知性型的人習慣以邏輯方式逐步分析，忽略情感面，並喜歡尋求因果關係。而感性型的人習慣從事物的價值來評斷問題，在乎他人的感覺，不喜歡理智分析，凡事以個人價值觀為標準。因此，品牌故事此種情感面導向，引起消費者與該品牌產生共鳴之訴求，對於知性及感性消費者而言，應有不同效果。是故，本研究亦加入消費者資訊處理型態為干擾變數，探討其對於品牌故事增加品牌個性認知與品牌關係之影響。
本研究共有兩個實驗矩陣，實驗一矩陣為，7(廣告訴求：6類品牌故事／資訊式訴求)對於增加品牌個性認知之影響。實驗矩陣二為，7(廣告訴求：6類品牌故事／資訊式訴求) X 2(高品牌知識／低品牌知識) X 2(知性型消費者／感性型消費者)。
本研究有以下幾點結論：
依變數：品牌個性
1. 整體而言，以品牌故事為廣告訴求，對於增強消費者品牌個性認知之效果，顯著地高於資訊式廣告訴求。其中，增強「真誠」與「刺激」品牌個性認知之效果猶佳。
2. 個別品牌故事而言，所有類型品牌故事，對於增強「真誠」品牌個性認知之效果，皆顯著地高於資訊式廣告訴求。再者，經驗、實體事物、非實體事物，以及人物型品牌故事，對於增強「刺激」品牌個性認知之效果，顯著地高於資訊式廣告訴求；然而，時間型品牌故事對於增加「刺激」品牌個性認知之效果顯著地低於資訊式廣告訴求。另一方面，個別品牌故事而言，非實體事物以及人物型品牌故事，對於增強「能力」品牌個性認知之效果，顯著地高於資訊式廣告訴求。
依變數：品牌關係
1. 整體而言，以品牌故事為廣告訴求，對於強化整體品牌關係之效果，顯著地高於資訊式廣告訴求。
2. 個別品牌故事而言，時間、經驗，以及非實體事物，對於強化「親密-忠誠」品牌關係之效果，顯著地高於資訊式廣告訴求。再者，所有類型品牌故事，對於強化「熱情」品牌關係之效果，皆顯著地高於資訊式廣告訴求。
干擾效果(二因子)
1. 整體而言，消費者品牌知識高低與消費者資訊處理形態，顯著地干擾廣告類別對於整體品牌關係強化之影響。即當消費者品牌知識較低時，使用品牌故事能顯著地強化整體品牌關係。而當消費者品牌知識高時，使用品牌故事與資訊式廣告訴求之效果無顯著差異。
2. 個別品牌故事而言，消費者品牌知識高低顯著地干擾廣告類別對於「親密-忠誠」品牌關係強化之影響，特別是使用地點與經驗型品牌故事時。另外，消費者資訊處理形態，顯著地干擾廣告類別對於「親密-忠誠」品牌關係強化之影響，特別是使用經驗型品牌故事時。
3. 對於所有類型之品牌故事而言，消費者品牌知識高低與消費者資訊處理形態，皆顯著地干擾廣告類別對於「熱情」品牌關係強化之影響。
干擾效果(三因子)
1. 廣告類別、消費者品牌知識高低，與消費者資訊處理形態三者有交互作用。使用實體事物與人物類型品牌故事時猶如是。

Several strong brands start using brand story to introduce themselves to consumers, such as Coca-Cola’s secret prescription “7X merchandise,” “Microsoft CEO- Bill Gate’s life story,” or “Disney’s child-like soul,” etc…. Therefore, it is interesting to analyze effectiveness of brand story, a special advertisement different from traditional approach, such as informational appeals.
Dependent variables of this study are perceived brand personality and consumer-brand relationship. In addition, we also include brand knowledge and consumer processing style (i.e., thinking or feeling) as moderators.
Two models are set up in this study. The experimental of model ONE is 7 (advertising appeal: six brand stories/informational appeal). Hence, we have 7 different sets in this experiment. On the other hand, the experimental design of model TWO is 7 (advertising appeal: six brand stories/informational appeal) by 2 (high brand knowledge/low brand knowledge) by 2 (thinking processor/feeling processor). Therefore, we have 28 different sets in this experiment.
The main conclusions are listed in the following:
1. Compared with informational appeal, brand story do differently impact perceived brand personality and consumer-brand relationship.
2. Brand knowledge and consumer processing style do interact with advertising appeal, including brand story an informational appeal, influencing consumer-brand relationship.

Title Page i
Letter of Approval ivi
Letter of Authority ivii
Abstract in Chinese iv
Abstract in English vii
Acknowledgements viii
Table of Contents xix
List of Tables xvii
List of Figures xvii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Questions 6
1.4 Research Objective 7
1.5 Research Procedure 8
CHAPTER 2 LITERATURE REVIEW 10
2.1 Brand Identity 10
2.2 Brand Personality 15
2.3 Sacred Consumption 16
2.4 Authenticity 22
2.5 Narrative Structure 24
2.6 Advertising Appeal 26
2.7 Consumer-Brand Relationship 30
2.8 Brand Knowledge 39
2.9 Consumer Processing Style 42
2.10 Hypothesis Inference 45
CHAPTER 3 METHODOLOGY 75
3.1 Research Framework 75
3.2 Research Hypotheses 78
3.3 Operational Definition and Variables Measurements 81
3.4 Experimental Design and Data Collection 92
3.5 Pilot Study 94
3.6 Questionnaire Design and Experiment Procedure 104
3.7 Statistical Methods 110
CHAPTER 4 DATA ANALYSIS AND RESULTS 112
4.1 Data Collection and Personal Information Analysis 112
4.2 Reliability Analysis 117
4.3 Hypothesis Testing- Model One 121
4.4 Hypothesis Testing- Main Effect of Model Two 140
4.5 Hypothesis Testing- Moderating EffectⅠ 153
4.6 Hypothesis Testing- Moderating EffectⅡ 177
4.7 Hypothesis Testing- Three-way analysis (H7) 203
4.8 Coordinating results of Hypotheses 216
CHAPTER 5 CONCLUSIONS 221
5.1 Research Conclusions 221
5.2 Research Contribution 240
5.3 Limitation and Future Research Direction 243
REFERENCE 247
Chinese References 247
English References 247
APPENDIX 252
Appendix One 253
Appendix Two 279
Appendix Three 288
Appendix Four 308

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