The Effect of Handmade on Brand Authenticity and

Implications of Product Design: A Case of

Cultural and Creative Product

Tsai Yi Ting

Department of International Trade
Tamkang University

Yi Ming Tseng

Department of International Trade
Tamkang University

251 151
TEL:(02)26215656- 2091, 2567 FAX:(02)26209730 0932939661
e-mail: tymba852@mail.tku.edu.tw

2011

Sheth, Newman & Gross (1991)

(1) (functional value)

(2) (emotional value)

(3) (social value)

(4) (situational value)

(5) (epistemic value)

4
 Sheth

authenticity

2005
Grayson & Martinec2004

1985 Fawcett
Beck
Gwyther1988
Beverland & Luxton2005

Beverland & Luxton(2005)

5

Beverland, 2005
Beverland2009

2006

Kotler &
Keller2006

(2008)

(Veryzer, 1993)

Veryzer(1995)
1.

2.

3.


4. Chang & Hsu2005

Page & Herr (2002)

(2007)

Christian Homburg, Martin Schwemmle & Christina Kuehnl2015

Homburg, Schwemmle & Kuehnl

Christoph Fuchs, Martin Schreier, & Stijn M.J. van

Osselaer(2015)Chiu, Hsieh, Kuo2012 Homburg, Schwemmle &
Kuehnl2015 3-1

H1
Brand
Authenticity
H2
Aesthetics
Handmade

H3
Machine-
made Function

H4
Symbolic

3-1

H1:

H2:

H3:

H4:

9


10

6
35 210

Napoli et al.(2014), Homburg et al.(2015)

3-1

3-1

210 210

10
 3-2 55.7% 19-
24

3-2

() (%)
85 44.3
117 55.7
210 100
18 () 2 0.9
19-21 101 48.1
22-24 93 44.3
25 () 14 6.7
210 100
5,000 () 24 11.4
5,001-6,000 29 13.8
6,001-7,000 22 10.5
7,001-8,000 31 14.8
8,001-9,000 11 5.2
9,001-10,000 31 14.8
10,001 () 62 29.5
210 100

Cronbach's
4-1

4-1
Cronbach's




.882

11


.944



.911



.935

4-2

35 4.9500
35 4.2643
70 4.6071
35 4.3429
35 3,7286
70 4.0357
35 4.6000
35 4.1143
70 4.3571
35 4.1238
35 3.4190
70 3.7714

4-3 ANOVA

df F

8.229 1 8.229

23.468 68 .345 23.843***

31.696 69
6.604 1 6.604
54.682 68 .804 8.221**
61.286 69

12
 4.129 1 4.129
39.276 68 .578 7.148**
43.405 69
8.692 1 8.692
71.206 68 1.047 8.301**
79.898 69
* p<0.05** p<0.01*** p<0.001

4-2 4-3

4-4

35 4.4857
35 4.1000
70 4.2929
35 4.0929
35 3.5429
70 3.8179
35 4.6381
35 3.8857
70 4.2619
35 3.8381
35 2.7714
70 3.3048

4-5 ANOVA

df F

2.604 1 2.604
29.018 68 .427 6.101*
31.621 69
5.294 1 5.294
62.446 68 .918 5.765*
67.740 69
9.906 1 9.906
64.959 68 .955 10.370**
74.865 69

13
 19.911 1 19.911
96.476 68 1.419 14.034***
116.387 69
* p<0.05** p<0.01*** p<0.001

4-4
4-5

4-6

35 5.2000
35 3.9286
70 4.5643
35 4.6571
35 3.4286
70 4.0429
35 5.1143
35 3.8286
70 4.4714
35 4.0095
35 2.9048
70 3.4571

4-7 ANOVA

df F

28.289 1 28.289
28.921 68 .425 66.514***
57.211 69
26.414 1 26.414
49.322 68 .725 36.410***
75.746 69
28.929 1 28.929
40.737 68 .599 48.289***
69.665 69
21.359 1 21.359
55.124 68 .811 26.348***
76.483 69
* p<0.05** p<0.01*** p<0.001

14
 4-6
4-7

4-8

105 4.8786
105 4.0976
210 4.4881
105 4.3643
105 3.5667
210 3.9655
105 4.7841
105 3.9429
210 4.3635
105 3.9905
105 3.0317
210 3.5111

4-9 ANOVA

df F

32.019 1 32.019
92.576 208 .445 71.940***
124.595 209
33.400 1 33.400
173.662 208 .835 40.005***
207.062 209
37.156 1 37.156
152.320 208 .732 50.738***
189.476 209
48.256 1 48.256
232.440 208 1.118 43.182***
280.696 209
* p<0.05** p<0.01*** p<0.001

4-8 4-9

15
H1:
H2:
H3:
H4:

1.

Beverland, Lindgreen &

Vink (2008)

2.

16


1. CIS
Corporate Identity System, CIS

2.

3.

17


1. 20102011

2. 2005

3. 2007

65-86
4. 2008
1-16
5. 2006
26 1-26

1. Beverland, Michael B. (2005), Crafting brand authenticity: The case of

luxury wines, Journal of Management Studies, 42(5), pp. 1003-1029.
2. Beverland, Michael B. and Luxton Sandra. (2005), Managing Integrated
Marketing Communication (IMC) Through Strategic Decoupling: How Luxury
Wine Firms Retain Brand Leadership While Appearing to be Wedded to the
Past, Journal of Advertising, 34(4), pp. 103-116.
3. Beverland, M.B., Lindgreen, A., and Vink, M. W. (2008), Projecting
Authenticity through Advertising: Consumer Judgment of Advertisers Claims,

18
 Journal of Advertising, 37(1), pp. 5-15.
4. Beverland, Michael B. (2009), Building Brand Authenticity: 7 Habits of Iconic
Brands, New York: Palgrave Macmillan Press.
5. Chang, W. C. and Y. Hsu (2005), Strategic Groups, Performance, and Issues
Related to Product Design Strategy, International Journal of Innovation
Management, 9(2), pp. 133-154.
6. Chiu, Hung-Chang, Yi-Ching Hsieh, and Yi-Chu Kuo (2012), How to Align
Your Brandstories with Your Products, Journal of Retailing, 81(1), 7582.
7. Fuchs, Christoph, Martin Schreier, and Stijn M. J. van Osselaer (2015), The
Handmade Effect: Whats Love Got to Do with It? , Journal of Marketing,
79(2), 98 110.
8. Grayson, Kent and Radan Martinec (2004), Consumer perceptions of
iconicity and indexicality and their influence on assessments of authentic market
offerings, Journal of Consumer Research, 31(2), pp. 296-312.
9. Gwyther, M. (1988), State of the at in PR, Business, 44-46.
10. Homburg, Christian, Martin Schwemmle, and Christina Kuehnl (2015), New
Product Design: Concept, Measurement, and Consequences, Journal of
Marketing, 79(3), 41 56.
11. Kotler, Philip and Kevin Lane Keller (2006), Marketing Management, New
Jersey: Prentice hall Press.
12. Napoli, Julie, Sonia J. Dickson, Michael B. Beverland, and Francis Farrelly
(2014), Measuring Consumer: Based Brand Authenticity, Journal of Business
Research, 67, pp. 1090-1098.
13. Page, C. and P. M. Herr (2002), An Investigation of the Processes by which
Product Design and Brand Strength Interact to Determine Initial Affect and
Quality Judgments, Journal of Consumer Psychology, 12(2), pp. 133-147.
14. Sheth, Jagdish N., Bruse I. Newman, and Barbara L. Gross (1991a), Why We
Buy What We Buy: A Theory of Consumption Values, Journal of Business
Research, 22, pp. 159-170.
15. Sheth, Jagdish N., Bruse I. Newman, and Barbara L. Gross (1991b),
Consumption Values and Market Choice, Cincinnati, OH: South-Western
Publishing.
16. Veryzer, Robert W. (1993), Aesthetic Response and the Influence of Design
Principles on Product Preferences, Advances in Consumer Research, 20, pp.

19
 224-228.
17. Veryzer, Robert W. (1995), The Place of Product Design and Aesthetics in
Consumer Research, Advances in Consumer Research, 22, pp. 641-645.

20