認知實體性在社會學中已經是一個廣泛討論的概念，意謂著個人對群體成員一致性、協調性程度的認知，然而尚未有學者將此概念運用在家族品牌的分群中。因此，本研究檢視了實體性八個指標（互動、重要性、結果、目標、相似性、存續期間、大小、可透性）運用在家族品牌分類上的適切性。
本研究選取十五個世界前百大品牌作為研究標的，並收集學生與工作樣本共六十一份。研究結果顯示，不論在學生或工作樣本中，集群分析的結果皆顯示三群為最適合的集群個數，集群間差異較大且較能解釋。
其中，學生樣本的集群分析結果是顯著的，依照互動、目標、相似性、大小四項指標可以畫分為三群，且這三個集群的實體性有顯著的差異，以緊密型家族品牌的實體性為最高、其次為一般型家族品牌、鬆散型家族品牌。 / The concept about perceived entitativity is an established area in social cognition which means the degree of a collection of persons are perceived as being bonded together in a coherent unit. However, this concept has not yet been implemented to family brand evaluations. This research is to examine the applicability of using the eight entitativity measures (interaction, importance, outcomes, goals, similarity, duration, size and permeability) to analysis the differences of family brands.
Fifteen family brands are selected from Businessweek’s 100 top global brands 2006 and sixty-one valid samples are collected. The research shows three-cluster solution is the most stable solution and also the most interpretable in both student and job sample.
According to the differences of interaction, goals, similarity and size, family brands can be divided to three clusters in student sample and the entitativity ratings of the clusters is significant. The intimacy family brands is the highest in entitativity, followed by general family brands and loose family brands.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095355018 |
| Creators | 張伊婷 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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