Brand-pursuing: Needed or Wanted? Betty 吳巧愉 Sunny 張雨珊 Vicky 楊依柔 2012/01/02

Outline A. Introduction B. Thesis C. Conclusion D. References

A. Introduction (I) I. The concept 1. The origin The brick manufacturers The shepherds

A. Introduction (II) 3. The definition of the brand 2. In the fashion industry In the late 19th century:popular In the 20th century:luxurious

II. Motivation Make the purchase impulsively Be controlled by the brands A. Introduction (III)

B. Thesis I. Method Questionnaire Participants: 256 students in HHVS II. Results&Discussions

Results & Discussions RQ1 ： Why do the teenagers want to pursue the brands? RQ2 ： Do they really need these products after buying them? RQ3 ： What are the consequences if the teenagers blindly pursue the brands?

RQ1(I) Why do the teenagers want to pursue the brands? Figure 1

RQ1(II):Discussions 1. Following the trend 2. Peers’ influence 3. Massive media 4. Endorser in ads

RQ2(I) Do they really need these products after buying them? Figure 2

RQ2(II):Discussions can’t meet their expectations →media affecting their opinion →the false concept

RQ3(I) What are the consequences if the teenagers blindly pursue the brands? 1. Having economic burden 2. Developing false values 3. Losing their self-identification

RQ3(II):Discussions 1. Having economic burden is much more important make money buy the products of the brand

3.Losing their self-identification: to receive more recognition and respect among their peers 2. Developing false values: being eager to satisfy personal desire RQ3(III):Discussions

C. Conclusion (I) I.Cause : Environmental influence Peers Media

II. Results Lack the ability of the money−managing Imitate the trend to receive recognition and respect Have false values and lose self-identification C. Conclusion (II)

D. References (I) 邱碧玲 ( 譯 )(2012) 。品牌，就是戒不掉！。台灣：遠流出 版社。 孫德萍 ( 譯 ) (2010) 。顧客永遠是對的： B2B 品牌管理勝 經。台灣：寶鼎出版社。 吳正治 (2007) 。我的第一本家庭帳簿。台灣：台灣廣夏出 版社。 曾秀玲、莊明穎 / 攝影 (2006) 。手工自創品牌。台灣：積木 出版社。

D. References (II) 探討青少年追求名牌的原因及影響，並提出解決問題的方法 (2010 年 12 月 14 號 ) 。梁冠良、羅煒泉。取自： gp14plkcwc.blogspot.tw/2010/12/%E6%8E%A2%E8%A8%8E%E9 %9D%92%E5%B0%91%E5%B9%B4%E8%BF%BD%E6%B1%82 %E5%90%8D%E7%89%8C%E7%9A%84%E5%8E%9F%E5%9B% A0%E5%8F%8A%E5%BD%B1%E9%9F%BF%E4%B8%A6%E6%8 F%90%E5%87%BA%E8%A7%A3%E6%B1%BA%E5%95%8F%E9 %A1%8C%E7%9A%84%E6%96%B9%E6%B3%95.html 青少年 21 世紀的消費主體 (2000 年 5 月 4 號 ) 。《中國經濟時報》。 2012 年 11 月 11 日，取自： Wikipedia. Brand. Retrieved November 8, 2012, from

~Thank you for your listening~