A Sense of Yuan toward a Brand: the Concept, Antecedents, and Consequences

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基本資料

Project title

Code/計畫編號

MOST109-2410-H431-011

Translated Name/計畫中文名

品牌緣感：概念、前因、與結果

Project Coordinator/計畫主持人

Hui-Ju Wang

Funding Organization/主管機關

National Science and Technology Council

Website

https://www.grb.gov.tw/search/planDetail?id=13550473

Year

2020

Start date/計畫起

01-08-2020

Expected Completion/計畫迄

31-07-2021

Bugetid/研究經費

480千元

ResearchField/研究領域

管理科學

過去幾年來，「消費者-品牌關係」是研究者們關注的一個重要議題；然而，過去的研究忽略了「緣」概念在消費者-品牌關係中的角色。緣，華人文化獨特的價值觀或信念，長久以來被視為人際關係發展的一個重要觸媒。近年來，一些研究開始注意到緣對於行銷實務的影響，以及緣對於非人際關係的適用性；儘管如此，這些研究鮮少為實證調查，特別是聚焦在消費者對於品牌所知覺到的緣感議題上。隨著全球消費市場中的華人漸增，了解華人文化中的消費者心理，已成為一個重要的國際行銷管理議題。因此，本研究提出一個新概念：品牌緣感，試圖透過台灣消費者樣本及多重的研究方法，探討這個概念的本質、影響因素、及結果。本研究是第一個探討品牌緣感的研究，研究結果將增進華人消費者文化心理的知識外，並提供跨文化行銷管理的研究者及實務工作者重要的理論與實務意涵。Consumer-brand relationships have been a significant issue focused by researchers over the past several years; nevertheless, the previous studies have overlooked the role of Yuan (緣) concept in consumer-brand relationships. Yuan, a distinct value or belief of Chinese culture, has been suggested as a critical catalyst for development of interpersonal relationships. Recently, some studies have begun to notice the influences of Yuan on marketing practices and its applicability to non-interpersonal relationships; nonetheless, few of them are empirical investigation and specifically center on consumers’ perceptions of Yuan toward brands. With an increasing number of Chinese people in global consumption market, understanding consumers’ psychology in Chinese culture has become critical for international marketing management. Accordingly, this study proposes a new concept—a sense of Yuan toward a brand, and attempts to understand its nature, antecedents, and consequences via the sample of Taiwanese consumers and multiple approaches. This study serves as a first attempt to explore a sense of Yuan toward a brand. The results of this study contribute to advancing knowledge of consumers’ psychology in Chinese culture, and offering significant theoretical and pragmatic implications for researchers and practitioners in the area of cross-culture marketing management.

Keyword(s)

緣感
品牌
a sense of Yuan
branding

DSpace CRIS

A Sense of Yuan toward a Brand: the Concept, Antecedents, and Consequences

基本資料

Description