發(fā)布時(shí)間：2018-03-05 04:25

  本文選題：測(cè)量與結(jié)構(gòu)不變形分析　切入點(diǎn)：霍夫斯塔德文化維度　出處：《東華大學(xué)》2017年博士論文　論文類型：學(xué)位論文

【摘要】：由于品牌資產(chǎn)能給公司帶來(lái)長(zhǎng)期競(jìng)爭(zhēng)優(yōu)勢(shì)和利潤(rùn),因此在業(yè)界實(shí)踐和學(xué)術(shù)研究中受到極大重視。公司可以通過(guò)營(yíng)銷努力來(lái)創(chuàng)建、維持和加強(qiáng)品牌資產(chǎn),然而因?yàn)榭缥幕牟町愐鸬膶?duì)于消費(fèi)者或市場(chǎng)的誤解可能毀了商業(yè)貿(mào)易、損害銷售業(yè)績(jī)和品牌形象,從而影響品牌資產(chǎn)創(chuàng)建。在國(guó)際市場(chǎng)營(yíng)銷中,影響消費(fèi)者的購(gòu)買(mǎi)動(dòng)機(jī),購(gòu)買(mǎi)決策和產(chǎn)品使用的一個(gè)重要因素就是文化。因此,要在國(guó)際市場(chǎng)上取得成功,決不能忽略文化意識(shí)。為提高品牌資產(chǎn),增加利潤(rùn),企業(yè)在為特定市場(chǎng)設(shè)計(jì)營(yíng)銷組合策略,就必須考慮該特定市場(chǎng)的文化意識(shí)。成功品牌的品牌戰(zhàn)略都是與其目標(biāo)市場(chǎng)的主導(dǎo)型文化相一致的。因此,這項(xiàng)研究是為了更好地了解文化對(duì)公司為了建立強(qiáng)大的品牌而制定的營(yíng)銷組合戰(zhàn)略決策的影響。具體而言,本研究測(cè)試所提出的研究模型的恒定性效應(yīng)以及探討文化的各個(gè)維度(權(quán)力距離、個(gè)體主義/集體主義、男性主導(dǎo)型社會(huì)/女性主導(dǎo)型社會(huì)和不確定性規(guī)避)對(duì)選定的營(yíng)銷活動(dòng)(價(jià)格、廣告支出與價(jià)格促銷)與品牌資產(chǎn)維度(品牌形象、感知質(zhì)量、品牌忠誠(chéng)度)之間關(guān)系的調(diào)節(jié)作用。因此,本研究將有助于公司能有效地對(duì)合適的營(yíng)銷活動(dòng)進(jìn)行投資。以牛仔褲品牌(李維斯,藍(lán)哥,迪賽,阿瑪尼)和運(yùn)動(dòng)鞋品牌(阿迪達(dá)斯,耐克,彪馬,銳步)類別產(chǎn)品為研究對(duì)象,本研究文采用加納和中國(guó)的本科以上學(xué)生和非學(xué)生(消費(fèi)者)年齡在18至35歲之間樣本數(shù)據(jù)進(jìn)行實(shí)證研究。本研究采用SPSS 19與AMOS 21進(jìn)行了兩種數(shù)據(jù)分析:個(gè)體分析(不同國(guó)家)與多組分析(數(shù)據(jù)融合)。主要進(jìn)行了探索性統(tǒng)計(jì)分析(效度與信度分析)并進(jìn)行了降維處理從而選擇并確定了最終用于假設(shè)檢驗(yàn)的因子。本文亦采用驗(yàn)證性因素分析(CFA)和結(jié)構(gòu)方程模型(SEM)來(lái)驗(yàn)證本文測(cè)量模型、測(cè)量數(shù)據(jù)的模型擬合、測(cè)量恒定性(measurement invariance)、結(jié)構(gòu)恒定性(structural invariance)參數(shù)估計(jì)、檢驗(yàn)研究假設(shè)和潛變量在結(jié)構(gòu)之間的關(guān)系。本文關(guān)于營(yíng)銷活動(dòng)對(duì)品牌資產(chǎn)各維度的影響作用的發(fā)現(xiàn)與前人的研究結(jié)論是一致的。研究結(jié)果表明,在加納與中國(guó),廣告支出對(duì)感知質(zhì)量與品牌形象有積極影響且是相等的,不過(guò)對(duì)品牌忠誠(chéng)有消極影響且不顯著。雖然高價(jià)格對(duì)感知質(zhì)量有積極影響,但在中國(guó)的影響比加納比較強(qiáng)。最后,價(jià)格促銷對(duì)品牌形象在加納與中國(guó)都有相等的消積影響,且感知質(zhì)量有消極影響,但不顯著。關(guān)于品牌資產(chǎn)維度之間的關(guān)系,研究發(fā)現(xiàn)在加納,品牌形象對(duì)品牌忠誠(chéng)有積極影響,而在中國(guó)則有消極影響且不顯著。此外,在加納與中國(guó),品牌形象對(duì)感知質(zhì)量有相等積極影響但都不顯著。更進(jìn)一步,在中國(guó),感知質(zhì)量對(duì)品牌忠誠(chéng)的積極影響比加納的高。在加納,該影響不顯著。在兩個(gè)市場(chǎng)中,品牌資產(chǎn)各維度(品牌忠誠(chéng),感知質(zhì)量與品牌形象)對(duì)品牌資產(chǎn)有相等積極影響。而且,在加納和中國(guó)樣本中,恒定性檢驗(yàn)(invariance test)也揭示了市場(chǎng)營(yíng)銷和品牌資產(chǎn)各維度對(duì)品牌資產(chǎn)有恒定性效應(yīng)(invariance effects)。更重要的是,研究結(jié)果表明文化維度對(duì)公司市場(chǎng)營(yíng)銷與品牌資產(chǎn)各維度之間關(guān)系有調(diào)節(jié)作用。研究結(jié)果同時(shí)表明,在高權(quán)利距離文化與女性氣質(zhì)文化中,廣告支出對(duì)感知質(zhì)量的積極影響會(huì)增加,然而在高不確定性的規(guī)避文化中,該影響會(huì)減小。此外,在高權(quán)利距離文化與集體主義文化中,價(jià)格促銷對(duì)感知質(zhì)量的消極影響會(huì)減小。本研究結(jié)果為國(guó)際品牌企業(yè)在建立品牌資產(chǎn)過(guò)程中有效地進(jìn)行市場(chǎng)營(yíng)銷投資提供了重要啟示。在加納與中國(guó)市場(chǎng)中,以價(jià)格作為信號(hào)影響感知產(chǎn)品質(zhì)量的營(yíng)銷策略不能相同。每個(gè)市場(chǎng)的定價(jià)策略需要適應(yīng)當(dāng)?shù)厥袌?chǎng),因?yàn)檫@將決定成功還是失敗。廣告是能使得品牌資產(chǎn)各維度基礎(chǔ)上發(fā)揮作用的重要營(yíng)銷傳播工具。盡管廣告數(shù)量(廣告強(qiáng)度)是一種產(chǎn)品關(guān)懷的暗示,但它塑造了產(chǎn)品在消費(fèi)者心目中的高質(zhì)量的感知,因此廣告信息質(zhì)量是至關(guān)重要的。因此,公司應(yīng)該按照市場(chǎng)文化特征去設(shè)計(jì)傳播活動(dòng)。并應(yīng)賦予銷售人員必要的技能和知識(shí)使得他們能夠歡迎的態(tài)度和友好的行為獲得消費(fèi)者們信任。頻繁的價(jià)格促銷會(huì)導(dǎo)致消費(fèi)者推斷產(chǎn)品質(zhì)量低。當(dāng)執(zhí)行促銷活動(dòng)時(shí),公司通過(guò)產(chǎn)品演示和試用以便在加納和中國(guó)兩個(gè)市場(chǎng)建立品牌資產(chǎn)。在以往的基礎(chǔ)于顧客而構(gòu)建的品牌資產(chǎn)創(chuàng)造模型中,文化常常被忽視。然而,本研究結(jié)果表明,引入文化作為調(diào)節(jié)變量,市場(chǎng)營(yíng)銷對(duì)品牌資產(chǎn)創(chuàng)造的作用效果可以得到增加,減小或拮抗。本研究結(jié)果強(qiáng)調(diào)為了有效地創(chuàng)造品牌資產(chǎn),就有必須要了解目標(biāo)市場(chǎng)的文化。并且,為了滿足目標(biāo)市場(chǎng)消費(fèi)者們的需求,公司需要進(jìn)行定制化的地市場(chǎng)營(yíng)銷活動(dòng)。從理論的角度,本論文構(gòu)建了文化與顧客品牌資產(chǎn)整合模型。本文最后指出了研究的不足之處并提出了未來(lái)的研究方向。
[Abstract]:Because the brand assets can bring long-term competitive advantage and profit to the company, so the industry practice and academic research has been paid great attention. The company can be created by marketing efforts to maintain and strengthen brand equity, but for consumers or markets because of cross cultural differences caused by misunderstanding could destroy the commercial trade, sales and brand damage the image, thus affecting the brand equity creation. In international marketing, influence consumer purchase motivation, an important factor in purchasing decision and products is the use of culture. Therefore, to achieve success in the international market, cannot ignore the cultural awareness. To increase profits to enhance the brand assets, enterprises in the market for a particular design marketing strategy, we must consider the market specific cultural awareness. The success of the brand's brand strategy is consistent with the dominant culture of the target market. Therefore, this study is to better understand the cultural influence on the marketing strategy in order to establish a strong brand and make decision. Specifically, the constant effect of this study test the proposed research model and explore the various dimensions of culture (power distance, individualism / collectivism, male dominated society female dominated society and uncertainty avoidance) of selected marketing activities (price, advertising spending and price promotion) and brand equity dimensions (brand image, perceived quality, brand loyalty) regulating effect relationship. Therefore, this study will help the company to effectively invest in appropriate marketing activities. The Jeans Brands (Levi's, Diesel, blue brother, Armani) and sneaker brands (Adidas, Nike, Puma, Reebok) categories of products as the research object, this paper uses Garner and the Chinese More than science students and non students (consumers) at the age of 18 to 35 years between the sample data for empirical research. This research uses the SPSS 19 and AMOS 21 of the two kinds of data: individual analysis (various countries) and multi group analysis (data fusion). Mainly carried out exploratory statistical analysis (analysis of validity and reliability) and reduce the dimension to select and finally used for hypothesis testing factor is determined. This paper also uses confirmatory factor analysis (CFA) and structural equation model (SEM) to verify the measurement model, model fitting measurement data, measurement constant (measurement invariance), the qualitative structure constant (structural invariance) parameter estimation, test hypotheses and latent variables in the structure between. Is consistent with the previous research on the role of the discovery of the influence of the marketing activities on the different dimensions of brand equity. Conclusion the results of the study show that, In Garner and Chinese, advertising spending has a positive effect and is equal to the perceived quality and brand image on brand loyalty, but has a negative effect and not significant. Although high prices have a positive impact on perceived quality, but the effect in the China of Ghana is relatively strong. Finally, the effect of price promotion on consumer product brand image are equal in Garner and China, and perceived quality has a negative impact, but not significant. The relationship between brand equity dimensions, the study found that in Garner, the brand image has a positive impact on brand loyalty, but in China had negative effects and not significant. In addition, Garner and China, brand image has positive effect but equal are not significant on perceived quality. Further, in China, perceived quality brand loyalty of the positive impact of Ghana high. In Garner, the effect is not significant. In the two markets, the dimensions of brand equity (brand loyalty Honesty, perceived quality and brand image) has equal positive impact on brand equity. Moreover, in Garner and China samples, constant test (invariance test) also revealed the marketing and brand equity dimensions have a constant effect on brand equity (invariance effects). More importantly, the results show that the cultural dimension on the relationship between marketing and brand equity dimensions have moderating effect. The results also show that, in high power distance culture and feminine culture, positive influence on perceived quality of advertising spending will increase, but in high uncertainty avoidance cultures, the effect will be reduced. In addition, the high power distance culture with the collective culture, price promotion negative impact on perceived quality will be reduced. The results of this study for the international brand enterprises in the establishment of brand assets effectively in the process of investment in marketing The information provided important inspiration in the market. Garner and China, the price as the signal does not affect the marketing strategy of perceived product quality is the same. Each market pricing strategy to adapt to the local market, because it will determine the success or failure of the advertisement is to play the role of the brand equity dimensions on the basis of important marketing communication tools. Although the number of ads (advertisement strength) is a product of concern that it creates products in the minds of consumers high quality perception, so the quality of advertising information is essential. Therefore, the company should be according to the market characteristics to design cultural dissemination activities. And sales personnel should be given the necessary skills and knowledge to make them welcome to the friendly attitude and behavior for consumers trust. Frequent price promotion will lead consumers to infer low product quality when executing promotional activities, The company through product demonstration and trial in order to Garner and Chinese two market to build brand equity. In the past, based on customer and build brand equity creation model, culture is often ignored. However, the results of this study show that the introduction of cultural marketing as a variable, the effect on the creation of brand equity can be increased, reduced or antagonistic. The results of this study emphasizes that in order to effectively create brand equity, it is necessary to understand the culture of the target market and target market, in order to meet the consumers demand, the company needs the customized marketing activities. From the theoretical point of view, this paper constructs the integration of culture and brand equity model. Finally the paper points out the shortcomings of the study and proposes future research directions.

【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F713.8
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本文編號(hào)：1568744