The Study of Automobile Consumers for Brand Personality Cognition and Brand Relationships

• Main Authors: Ming-Tung Tseng, 曾銘銅
• Other Authors: Shu-Ling Liao
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/77714854136660388323

碩士 === 元智大學 === 管理研究所 === 92 === Brand plays an extremely important role in the business, today and future. It is also important origin of intangibles and profit in enterprise. The study uses purposeful convenient sampling. The sample contains separately sex, generations and self-concept on the automobile consumers. We use three aspects to sift balanced samples from sampling. The study carries in depth interview for 36 automobile consumers. We collect the data from two aspects which contain the profound feeling of the brand, and cognition of automobile brand. The data by induces and convergence, was divided into five cognitive dimensions of automobile consumers, eleven structural factors of automobile brands personality, and six relationships between consumers and automobile brands. The five cognitive dimensions contain sincerity, excitement, competence, sophistication, and masculine. The six relationships between consumers and automobile brands are ordinary friends, good friends, passionate lovers, pledge partner, enslaved relationship, also the hostility relationships. The background of this research is mainly focus on automobile consumers for brand personality and brand character. The research target’s characteristic contains sex, generations, and self-concept. The study after convergence, we find three structural factors that could influence consumer’s cognition about brand personality and brand relationship. The three blocks contain the consumer sources of learning, the value system of consumer and the meaning of consume. The aspect by cognition of structural factors, the consumer sources of learning could subdivided into the experience origin and the media origin, the consumer value system also divide into the value of consume and the motivation of needs; the meaning of consume may also divide into the consumer meaning and the exchange meaning. The consumer value could divide into functional value and emotional value, and the need motivation could divide into safety need, social need, and ego need. The meaning of consume could divide into utilitarian meaning, hedonic meaning, and society meaning. In the exchange meaning, more than, according to consumers'' buying situation in the past, present, and further, they are divided into five types -Consumers pursue high, then jump, clear; consumers pursue high, gradually, clear; consumers pursue high, gradually, fuzzy; consumers are maintain status, then stay, clear; consumers are maintain status, then stay, fuzzy by trend and order of consuming cars and clear level of the consumer meaning. After constructed main structural factors, the 36 samples analyzed and concluded one by one, carry on hives off grouping, and intersect to compare each other. The study obtain three relationships of main structural factors from the automobile consumer characteristic, consumer sources of learning, consumer value system, and the meaning of consume. And we use the three main structural factors toward cognition of brand personality and brand relationship by detail and conclude of the fourth chapter. Then find 36 propositions by every study’s finding. The fifth chapter except study result, it recommend in the brand management and realistic service.