酒类品牌要素与品牌联想之关系初探.docVIP

酒類品牌要素與品牌聯想之關係初探 馬光宜1 張宏生2 1德霖技術學院餐旅管理系講師 2德霖技術學院餐旅管理系助理教授兼系主任 摘 要 本研究目的在探討品牌要素與品牌聯想之間的關係，並進一步探索區域次文化對此種關係之影響。本研究屬質化研究，透過深度訪談法，初探研究變數間之關係，並以三角測量法確認研究效度。研究發現，品牌的三個聯想構面分別受到五個品牌要素的影響，而區域次文化則從旁增減此種聯想效果之強度。本研究建議後續研究者可進一步探討其他次文化對品牌要素與品牌聯想之間關係的影響。實務上，威士忌酒商管理者可以自行研究或贊助委託學界進行更多實務研究，以精確掌握影響威士忌消費者之相關因素，進而採用有效行銷作為以擴大行銷成果。最後，本研究主要貢獻在於發展出五個品牌要素構面、兩個區域次文化、與三個品牌聯想構面之間的一個關係模型。 關鍵字: 品牌要素 品牌聯想 區域次文化 威士忌 The Relational Study between Wine Brand Elements and Brand Associations in Thinking Kuang-I Ma* Hong-Sheng Chang** *Lecturer, Department of Hospitality Management, De Lin Institute of Technology **Assistant Professor, Department of Hospitality Management, De Lin Institute of Technology, Abstract The study discussed the relationship between brand elements and brand associations in thinking, which was also moderated by subculture. The research was classified as qualitative study, which was done by using in-depth interviews. Triangulation measurement was also adopted to make sure its validity. The study found that three dimensions of brand association were related with five dimensions of brand element, and the effect between them was also moderated by two subculture of whisky drinking in Taiwan. For future research, other variables of subculture may influence brand association of whisky drinking in Taiwan should be discussed. In practice, Alcohol manufacturers, importers and distributors can do by themselves or sponsor academic researchers to do more relevant studies to improve their understanding to the whisky consumers in alcohol industry. Finally, this study provides a new relation framework among brand elements and brand association in thinking. Keywords: brand element, brand association, subculture, whisky 壹、前言 美國學者Kevin lane Keller(1993）提出品牌權益創建模型，認為品牌的權益(價值)基於顧客的認知，以及基於認知而產生的對企業的 HYPERLINK /wiki/%E5%93%81%E7%89%8C%E8%90%A5%E9%94%80 \o 品牌营销 品牌行銷所做出的相對於無品牌產品而言的差異性反應，如果這個差異反應是正面和積極的，則這個品牌就有正面價值，反之，如果顧客做出的是消極的反應，則這個品牌就有負面的 HYPERLINK /wiki/%E5%