In order to explore the contribution of the funding supports from National Science Council of Taiwan for the R&D outcomes of the universities in Taiwan after the implementation of “Foundamental Act of Science and Technology“ and “Act of Ownership and Utilization of Government’s Scientific and Technological R&D Outcomes”. We employed a census study in the Taiwanese universities, and the rate of the valid questionnaires was up to 80%. This research found out that 54.5% of patent applications, 56.25% of patent counts, 81.15% of technology transfer cases, and 64.76% of technology transfer incomes are contributed to the funding supports from National Science Council of Taiwan. Therefore, the funding supports from National Science Council of Taiwan were beneficial for the R&D outcomes of the universities in Taiwan.

Keywords: National Science Council of Ex, University-Industry Collaboration, R&D Results, Technology Transfer Executive Yuan

 

黃營杉

國立台北大學企業管理系兼任教授

解名禮

國立台北大學企業管理系博士生

Ing-San Hwa

Adjunct Professor, Department of Business Administration,
National Taipei University

Ming-Li Hsieh

Doctoral Student, Department of Business Administration,
National Taipei University

摘要

由於許多產品已達到產品生命週期的成熟期，產品內部屬性差異化不易塑造，品牌所具備人格形象及品牌權益資產的營造恰可提供一決策選擇，同時學者已對品牌人格、自我形象及自我一致觀念的進一步澄清，故本研究遵循Kressmann et al.（2006）、Sirgy（1982）及Helgeson and Supphellen（2004）的研究探討品牌人格與品牌忠誠度的關係及其間中介因子及干涉因子探討，選取具符號意義的汽車，採非機率抽樣的便利抽樣方法選取台北縣市3 所技術學院夜間部及假日班曾使用汽車的學生，有效問卷355 份，其中具1 年以上汽車駕駛經驗的觀察者佔78%，各構念信度及收斂及區別效度檢定均達可接受水準，研究結果品牌人格與自我形象為不同構念，品牌人格顯著正向影響品牌忠誠度，這關係下自我形象及情感涉入呈現顯著的部份中介效果，而干涉效應有財務風險干涉自我形象與品牌忠誠度的關係、職業干涉品牌人格的真摯構面及情感涉入與品牌忠誠度的關係而產品涉入的興趣項目會干涉實際自我形象與品牌忠誠度的關係，而年齡、性別及績效風險為獨立變項顯著直接影響品牌忠誠度，這提供了汽車廠商為營造品牌忠誠度時除強化品牌人格形象外，應注意顧客的自我形象及情感涉入情況及針對不同市場區隔擬定合適策略時的參考。

關鍵詞：品牌人格、自我形象、品牌忠誠度、干涉變項、中介變項

 

ABSTRACT
 

Nowadays, many products have reached the mature stage of its product life cycle. Thus, one can hardly obtain any competitive advantage in product intrinsic attribute differentiation. A good brand image and brand equity can provide alternatives to solve this problem. Moreover, many articles have clarified the differences between brand personality, self image, and self congruity. This research follows Kressmann et al.（2006）, Sirgy （1982）and Helgeson and Supphellen’s（2004）articles and investigates the relationship
between brand personality and brand loyalty. It also mediates and moderates on this relationship. We study cars owing to its symbolism and employ the non-probability sampling method to sample a population of university students who have car driving experience, attend night classes, and also study during holidays by survey. There were 355 respondents and 78% of these respondents have driving experience over one year. The study illustrates good reliability and validity. We found brand personality and self image are distinct constructs. Brand personality has a significantly positive effect on brand loyalty. Self image and feelings involved are mediators which have a partially mediating effect. Financial risk has a moderating effect on the relationship between self image and brand loyalty. An observer’s profession has a moderating effect on the relationships between sincerity and brand loyalty and also between feelings involved and brand loyalty.
Interest has a moderating effect on the relationship between actual self image and brand loyalty. Age, gender, and performance risk directly effect on brand loyalty. These results can provide managers with some suggestions on brand loyalty strategies. Managers might notice the effects on customers’ self image and feelings involved when they perform a brand personality program.

Keywords: Brand Personality, Self-Image, Brand Loyalty, Moderators, Mediators