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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110761

    Title: 品牌故事真實性的前置與結果因素之研究
    Other Titles: Research on antecedents and consequences of brand story authenticity
    Authors: 廖禹涵;Liao, Yu-Han
    Contributors: 淡江大學國際企業學系碩士班
    曾義明;Tseng, Yi-Ming
    Keywords: 品牌故事真實性;品牌專屬性;品牌辨識;心理轉換成本;正面口碑;Brand Story Authenticity;Brand exclusive;Brand Identity;Psychological Switching Cost;Positive word-of-mouth
    Date: 2016
    Issue Date: 2017-08-24 23:35:23 (UTC+8)
    Abstract:   本研究主要在探討品牌在塑造品牌形象時,可利用品牌故事真實性來引起消費者的注意。隨著網路科技的發展,消費者接受的資訊愈來愈快且多樣化,因此現今消費者選擇較多,而為了讓消費者留下深刻的印象,品牌可利用品牌故事真實性去操弄廣告,提高消費者的移轉成本,使他們對品牌產生獨特情感,藉而獲得消費者的支持與認同。
      The purpose of this study explores when a brand is building brand image, the authenticity of the brand story can be used to arouse consumers’ curiosity. With the development of the internet, consumers receive information faster and more diverse. Therefore, consumers nowadays have more choices. In order to impress consumers, authenticity of brand story can be manipulated in advertisement and increase consumers’ switching cost, hence provoking consumers with emotional attachment and identification.
      This research is divided into three parts. Study 1 examines the antecedents of brand story authenticity. The result suggests some solutions in the cause of keeping consumers. In order to include more different potential elements of brand story authenticity, We propose study 2 form literature review. Study 2 examines the influence of brand story authenticity on brand identity. Study 3 examines the consequences of brand story authenticity. Most hypotheses are supported.
      This research focuses on the service industry, with Toms, 木酢達人 and YUAN as case studies. The target participants students come from University located north in Taiwan who often surf the internet and can easily get information about the companies daily.
      The result shows that: (1) A good brand story which will attract consumers. Hence, company can attract consumers through brand exclusive and connection. (2) Consumers’ perception of the brand identity is based on their understanding of the brand. Consequently, the more distinct and prestige the brand identity are, the more authenticity is perceived by the consumer. (3) The more authenticity perceived by consumer, the higher the brand attractiveness, psychological switching cost and positive word-of-mouth will increase.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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