The relevancy between regulatory focus and brand evaluation：Regulatory-focused consumers account of brand evaluation based on cases of globalization brands in IT industry

• Main Authors: Su-O Chen, 陳素娥
• Other Authors: Couchen Wu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/4x485n

碩士 === 國立臺灣科技大學 === 管理研究所 === 95 === Branding is a core competitive advantage for a globalize enterprise. Business operational mission is to create their brand equity to pursue profit maximum as the greatest target. The most important concept of building a strong brand is to manage customer relationship from clients’ subconscious viewpoints. Thus, this had a great effect to set up a long-term customer loyalty and identification with brand to encourage brand valuation by way of the sympathetic response of brands. This study investigates into the relevancy between regulatory focus and brand evaluation that looks into the influence of regulatory-focused consumers on brand evaluation. The objective is to provide evidence on regulatory focus theory that customers’ subconscious difference has influence on how they evaluate a brand. Regarding the study methodology, a qualitative research is taken by collecting the relevant information of original and secondary materials based on cases of globalization brands in IT industry. The collections are classified and deduced to a conclusion through case analysis and in-depth interviews to confirm regulatory focus theory. The results of study are summarized as bellow： 1、The prevention-focused individuality incline toward a mature and experienced consumers while promotion-focused individuality tends to be aggressive consumers. 2、The prevention-focused consumers tend to a competence dimensions of brand personality. The promotion-focused consumers tend to excitement dimensions of brand personality. 3、The psychological variables of prevention-focused consumers are realistic and concentrated, have a plan for executing and pursue for winning, potentially inflexible self-conservative. Easy and dependable appeal is suggested. The psychological variables of promotion-focused consumers are active and aggressive, keen on tasteful style, potentially inflexible self-breakthrough. Convenient appeal is suggested. 4、According to the study findings, based on IT brand regulatory goal, consumers prefer more on prevention target than promotion target. The promotion target will lead to double-edged effect if they adopt promotion-orientated goal. The results of goal compatibility and goal conflict with related brands will influence more v.s. less favorable attitudes in consumption and positive v.s. negative effect of brand evaluation. 5、The regulatory-focused consumers、business decision and brand evaluation are interrelated. The influence of results is to shed light on positive v.s. negative brand association and increased v.s. subtracted effect. In addition, whether the goal is compatible or not will affect brand equity and brand performance. 6、Gain potential interpretation includes greed and more concern. Loss potential interpretation includes caring about shortage and miss in subconscious construction. 7、The positive or negative interpretation of regulatory focus cognition will reflect consumers potential psychology needs and perception , which enhances insight into variance of consumer psychological construction of prevention focus and promotion focus. 8、The relevancy between regulatory-focused consumers and brand evaluation relies on whether consumers experience the process of regulatory fit. The result finds that regulatory fit is intervening variables influenced positive or negative brand outcome and brand valuation benefit. There are five most important extraneous variables. Firstly, consumer sweet spot maintains the relation between customers and brand equity. Second, the process of goal fluency affects the outcome of goal compatibility or conflict between gain/nongain and loss/nonloss target. Third, brand positioning identification appeals to brand association and awareness. Fourth, brand operational strategy includes customer value and products quality perception. Finally, marketing strategy of a brand understands consumer behavior and preference attitude. This research discloses close interrelation of regulatory-focused consumers and brand evaluation.