A cross cultural study on brand relationship and possessiveness

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Title:	A cross cultural study on brand relationship and possessiveness
Other Titles:	產品依附及所屬產品之跨國研究
Authors:	鍾光蘭;Chung, Kong-lan
Contributors:	淡江大學企業管理學系碩士班李月華;Lee, Yueh-hua
Keywords:	品牌關係;品牌依附感;社會與文化環境;來源國;印度與台灣;Brand Relationship;Brand attachment;Social and cultural environment;Country of origin;India and Taiwan
Date:	2007
Issue Date:	2010-01-11 04:13:08 (UTC+8)
Abstract:	研究目的 – 本論文的研究目的，在於研究消費者與品牌之間所建立的各類型關係，以及這些不同類型的關係如何影響到消費者目前以及未來的消費選擇。這項研究同時涵蓋了兩個國家 : 印度及台灣。研究方法 – 本論文是採用深度訪談作為主要的研究方法，一共採訪了來自台灣及印度兩個不同國家的六位女性消費者。之後，這些訪談個案再用人際關係的比喻加以研究分析，並建立其與品牌間的關係模式。研究發現 – 在像台灣這類型的現代化社會中，現今的消費者在做各種消費選擇時，泰半會受到品牌滿意度及品牌形象的影響；而反觀像印度這種現代化程度較低的國家，品牌滿意度與品牌形象並不會是主要消費選擇的考量，反而是價格及價值感扮演了更重要的角色。運用上的蘊涵 – 根據本項研究結果顯示，對於有心想要打入像印度這類型新興市場的行銷人員來說，如果企業想要創造正面品牌價值，並進一步帶動產品銷售，特別需要謹慎地操作並培育品牌，尤其需要了解消費市場的差異性，以及影響消費者決策的關鍵因素。原創性 – 對於品牌關係的相關研究已多如繁星。然而，僅有極少數的研究是針對兩國社會型態與消費市場現況做研究比較。本論文是首篇探索印度及台灣兩國之品牌關係的研究報告。 Purpose – The purpose of this paper is to study different types of relationships consumers form with brands and how these relationships affect current and future purchases. This study involves two countries; India and Taiwan. Methodology – This paper uses in-depth interview using 6 female participants from two countries. The case interviews are then analyzed using interpersonal relationship metaphor. Findings – It is found that in a modern society like Taiwan, current purchases are affected by brand satisfaction and brand image whereas in a less modern society like India, brand satisfaction and brand image are not sufficient, price and value must also be taken into consideration. Practical implications – The results implied that marketers with an intention to penetrate into emerging market like India requires careful steering and nurturing if companies want to attach a positive value to its brand. Originality – Research into brand relationships has been extensive. However, very few comparisons have been made between two countries. This paper is a first to explore the concept of brand relationship in India and Taiwan
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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