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    題名: 非營利組織與營利組織間形象一致性對品牌聯盟成效影響之研究
    其他題名: A study of the effects of corporate image consistency between npo and po on the effectiveness of brand alliance
    作者: 許文馨;Sheu, Wen-shing
    貢獻者: 淡江大學國際貿易學系國際企業學碩士班
    曾義明;Tseng, Yi-ming
    關鍵詞: 非營利組織;企業形象;一致性;品牌聯盟;Non-profit Organization(NPO);Corporate Image;fit;Brand Alliance
    日期: 2006
    上傳時間: 2010-01-11 01:45:49 (UTC+8)
    摘要: 由於國內捐款風氣不盛,多仰賴政府與企業的贊助,多數非營利組織在非營利組織的快速成長與政府預算逐年縮編的情況下,其重要財源勢必將由仰賴政府與企業的贊助轉而朝向個人捐款。營利組織藉由與非營利組織合作品牌聯盟,可以提高企業自身形象,而非營利組織也藉此增加募款來源,提高自身形象,提升消費者贊助之意願,因此,近年來相關之合作方式屢見不鮮。雖然有關此方面的研究不少,但以往「品牌聯盟」和「品牌形象一致性」的研究大多個別探討其對於「營利組織」的影響效果,從未有學者針對「非營利組織」的角度加以研討。因此本研究擬站在「非營利組織」的角度來探討兩組織間形象一致性與否對品牌聯盟效果的影響。本研究先回顧相關文獻,從文獻推導出假設,再運用實驗設計方法蒐集實證資料,以淡江大學研究生級以上之學生及在職生作為研究對象,採分層隨機抽樣設計,共收集有效問卷748份以驗證假設。結果發現(1)品牌聯盟下具一致性之組織形象較不具一致性組織形象更能達到品牌聯盟的效果;(2)刻板印象下男女形象與理性感性形象間之ㄧ致性,僅止於品牌聯盟中之「消費者購買傾向」呈現顯著差異;(3)品牌聯盟的效果會因為非營利組織形象為正面型或防止型,男性或女性形象而產生顯著的差異。根據此研究結果,本研究建議非營利組織可以透過與自身形象一致性之營利組織品牌聯盟提升自身形象,然而,聯盟的事先規劃與過程控管皆是不可輕忽的步驟,必須謹慎小心的執行;最後,與女性形象之營利組織合作較可帶來預期之聯盟效益。
    By means of the brand alliances between NPO(Non-profit Organization) and PO(Profit Organization), not only could PO enhance its own image in consumers’ mind, but NPO could also increase the will of consumers to sponsor a specific NPO, therefore, there are lot’s of such cases happening recently in our society. A great deal of effort has been made on “Brand Alliance” and “Brand Image Consistency” about PO, little is known about their relationship with NPO. Hence, the purpose here is to explore a little further into the effectiveness of brand alliances on the brand image of NPO.

    This study was sampled from the students of TamKang University with 748 effective samples. The following results were obtained:(1)Under the brand alliances, organizations with better image consistency between two organizations would be able to achieve the better effectiveness of brand alliance.(2)The consistency between the impression of male and female image in sex stereotype and the rational and emotional image of the NPO only reveals the difference in "the consumer purchases the tendency".(3)With the difference images of NPOs, such as positive, preventing, male or female image, would have different impact on the effectiveness of brand alliances.
    According to the findings above, this research suggests that NPO could enhance its own image through successful brand alliances with POs. However, to reach the goal, it’s also important to make the steps of brand alliance plan more detailed and clear and put more emphasis on workflow management. Finally, when it refers to brand alliance, seeking a PO with the feminine image for cooperation will lead to the benefit expected.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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