The Impact of Ingredient Brand on the Evaluation of Core Brand

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研究生：	任孟德 David Reinier Amador Andino
論文名稱：	The Impact of Ingredient Brand on the Evaluation of Core Brand 要素品牌對母品牌態度影響之研究
指導教授：	蕭中強 Chung-Chiang Hsiao
口試委員:
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 科技管理研究所 Institute of Technology Management
論文出版年：	2008
畢業學年度：	96
語文別：	英文
論文頁數：	70
中文關鍵詞：	品牌構成因素、產品估價、重要因素、提升品質
外文關鍵詞：	Ingredient Branding, Product Evaluation, Ingredient Importance, Noticeably Better Quality Performance
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Current research on impact of ingredient brand on the evaluation of core brand has focused primarily in how the importance of the ingredient and the noticeably better quality according to the performance can influence on customers preferences when they choose a product. In one experiment realized with a notebook as or product, we find that when the notebook was coming with an important ingredient noticeably better quality, the ratings of ingredient importance was higher than when the notebook was coming without an importance ingredient noticeably better quality in the advertisement and when the notebook was coming with an important ingredient noticeably better quality, the ratings of brand favorability was higher than when the notebook was coming with an importance ingredient not noticeably better quality in the advertisement. Implications and future research directions are discussed.

ABSTRACT    ii
ACKNOLEDGMENT    iii
TABLE OF CONTENT    iv
LIST OF TABLES    vii
LIST OF FIGURES    viii
CHAPTER 1 INTRODUCTION    1
1.1 Motivation    1
1.2 Objective    2
CHAPTER 2 LITERATURE REVIEW    3
2.1 Ingredient Branding    3
2.2 Customer-Based Brand Equity (CBBE)    6
2.3 Examples of Ingredient Branding of Durable Goods    10
2.3.1 Intel    10
2.3.2 Gore-Tex®    13
2.3.3 NutraSweet    15
CHAPTER 3 PROPOSE THEORY AND HYPOTHESIS    17
3.1 Proposed Theory    17
3.2 Hypotheses    19
CHAPTER 4 RESEARCH METHODOLOGY    22
4.1 Experiment    22
4.2 Pretest    22
4.2.1 Pretest Participants    23
4.2.2 Pretest Design    23
4.2.3 Outcome of the First Pretest    25
4.2.4 Outcome of the Second Pretest    28
4.3 Main Experiment    31
4.3.1 Participant and Design    31
4.3.2 Experimental Procedure    32
4.3.3 Independent Variables    34
4.2.4 Dependent Variables    35
4.2.5 Manipulation Check    36
CHAPTER 5 RESEARCH RESULT    37
5.1 Manipulation Check    37
5.2 Target Attitudes    37
5.3 Tests for Hypotheses    38
CHAPTER 6 GENERAL DISCUSSION    41
6.1 Contribution    41
6.1.1 Academic    41
6.1.2 Business and Marketing    42
6.2 Limitations    43
6.3 Future Research    43
REFERENCES    44
Appendix (I) Pretest No.1    46
Appendix (II) Pretest No.2    49
Appendix (III) Questionnaire No.1 With Absence of Ingredient Branding.    51
Appendix (IV) Questionnaire No.2 With the Presence of an Important Ingredient Noticeably Different.    55
Appendix (V) Questionnaire No.3 With the Presence of an Important Ingredient Unnoticeably Different.    59
Appendix (VI) Questionnaire No.4 With the Presence of an Unimportant Ingredient Noticeably Different.    63
Appendix (VII) Questionnaire No.5 With the Presence of an Unimportant Ingredient Unnoticeably Different.    67

                                

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