如何在不同種類之續集產品中調整品牌正統性

Abstract

自Beverland（2009）提出建構品牌的正統性原則後，此領域的研究多著重於品牌正統性本質之探索性研究或進行量表之建構，目前針對品牌正統性進行相關消費者議題上之實證研究依舊相當有限，本研究試圖回答下列幾個問題 1.產品正統性消費者品牌信任之關係為何，品牌信任是評估品牌延伸活動之因素，消費者能否透過正統性之尋找來加強品牌信任? 2.什麼元素構成品牌正統性?消費者如何回應不同續集產品（體驗性/收尋性）之正統性。本研究分別使用Apple iPhone and The Fast And The Furious做為搜尋性產品及體驗性產品之代表，透過紙本問卷調查，針對同時使用及消費過上述產品的消費者來了解其如何評估不同產品屬性之正統性。本研究採用複迴歸偏最小平方（Partial Least Squares, PLS）來進行測量模型之檢測。研究發現並非所有正統性元素皆能夠反映出消費者的品牌信任。此外，不同產品類型下，不同品牌正統性元素會各自影響到消費者的品牌信任。一致性代表往往是消費者辨識品牌的準則，更是正統性中重要元素，類似品牌延伸中的契合度概念，因此不論在何種產品類型下，一致性皆會對品牌信任產生影響。然而只有在體驗性產品中，原創性只會會影響消費者信任。  Since Beverland (2009) put forward the principle of brand legitimacy, research in this field has mostly focused on exploratory research on the nature of brand legitimacy or the construction of scales. Currently, empirical research on related consumer issues in conducting for brand legitimacy still quite limited. This study attempts to answer the following questions: 1. What is the relationship between product legitimacy and consumer brand trust? Brand trust is a factor in evaluating brand extension activities. Can consumers strengthen brand trust through the search for legitimacy? 2 . What elements constitute brand legitimacy? How consumers respond to the legitimacy of different sequel products (experiential/searchable). This research uses Apple iPhone and The Fast And The Furious as representatives of search products and experiential products respectively. Through paper questionnaires, consumers who have used and consumed the above products at the same time are chosen to understand how they evaluate the relationship between different product attributes of orthodoxy. In this study, partial least squares (PLS) was used to test the model. Research has found that not all elements of legitimacy reflect consumer brand trust. In addition, under different product types, different elements of brand legitimacy will individually affect consumers’ brand trust. Consistency is often a criterion for consumers to identify a brand, and it is an important element in legitimacy. Therefore, no matter what type of product, consistency will have an impact on brand trust. However, only in experiential products, originality only affects consumer trust.