請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/48396
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 陳厚銘 | |
dc.contributor.author | Chiao-Yin Hsu | en |
dc.contributor.author | 許喬茵 | zh_TW |
dc.date.accessioned | 2021-06-15T06:55:10Z | - |
dc.date.available | 2011-02-20 | |
dc.date.copyright | 2011-02-20 | |
dc.date.issued | 2011 | |
dc.date.submitted | 2011-02-10 | |
dc.identifier.citation | 一、 中文部份
1. 林隆儀、曾彥嘉(2004),'產品類別特徵與產品資訊對私有品牌產品知覺品質的影響',行銷評論,第1卷,第1期,pp.75-104. 2. 柯雅菁(2007),「台灣廠商兼營代工與自有品牌下之最適組織經營模式─探究其代工與自有品牌切割與否之關鍵決策因素」,國立台灣大學國際企業研究所碩士論文 3. 徐嘉禧(2005),「由求職觀點探討組織人才吸引力:層級分析法的應用」,國立中山大學人力資源管理研究所碩士論文 4. 張頤、何寶玉、蕭偉森、施以正(1999),'出口商品品牌命名策略之初探-對台灣馳名出口商品品牌名稱語言特徵的分析及探討',中華管理評論,第2卷,第4期,pp.125-137. 5. 馮正民、李穗玲(1990),”由決策習慣探討AHP之評估方法”,中華管理學報,第1卷,第1期,pp.21-26. 6. 郭沛倫(2007),「國家文化及品牌因素對來源國效果強弱之影響-以手機為例」,國立台灣大學國際企業所碩士論文 7. 陳棋方(2008),「國家文化對來源國與品牌權益間之干擾效果-以手機為例」,國立台灣大學國際企業所碩士論文 8. 鄧振源、曾國雄(1989),'層級分析法(AHP)的內涵特性與運用(下)',中國統計學報,第27卷,第7期,pp.1-20. 9. 王海忠(2003),'消費者民族中心主義的中國本土化研究',南開管理評論,第6卷,第4期,pp.31 二、 英文部分 1. Aaker, D.A.(1996), Building Strong Brand, New York, NY:The Free Press. 2. Ahmed, S.A. and d’Astous, A.(1995), “Comparison of Country-of-Origin Effects on Household and Organizational Buyers’ Product Perceptions”, European Journal of Marketing, Vol.29, No.3, pp.35-51. 3. Alashban, A.A., Hayes, L.A., Zinkhan, G.M. and Balazs, A.L.(2002), “International Brand-Name Standardization/Adaptation:Antecedents and Consequences”, Journal of International Marketing, Vol. 10 No. 3, pp. 22-48. 4. Alden, D.L., Steenkamp, J.B.E.M., and Batra, R.(1999), “Brand Positioning Through Advertising in Asia, North America and Europe:The Role of Global Consumer Culture”, Journal of Marketing, Vol.63, No.1, pp.75-87. 5. Arnold, D.J. and Quelch J.A.(1998), “New Strategies in Emerging Markets”, Industrial Management Review, Vol.40, No.1, pp.7-20. 6. Assael, Henry(1995), Consumer Behavior and Marketing Action, 5th ed., Cincinnati, OH:South-Western College Publishing. 7. Bagley C.E. (1995), Managers and the Legal Environment: Strategics for the 21st Century, 2nd ed., St. Paul, MN: West. 8. Batra, R., Venkatram, R., Alden, D.L., Steenkamp, J.E.M. and Ramachander, S. (2000), “Effects of Brand Local and Non-Local Origin on Consumer Attitudes in Developing Countries”, Journal of Consumer Psychology, Vol. 9, No. 2, pp. 83-95. 9. Bearden, W. O. and M. J. Etzel(1982), ” Reference Group Influence on Product and Brand Purchase Decisions”, Journal of Consumer Research, Vol.9, No. 2, pp.183-194. 10. Belk, R.W.(1988), 'Third World Consumer Culture”, in Research in Marketing, Marketing and Development: Toward Broader Dimensions, Supplement 4, E. Kumcu and A. F. Firat, eds. Greenwich, CT: JAI Press, pp.103-127. 11. Beth Snyder Bulik(2005), “Tech Sector Ponders:What’s in a Name?”, Advertising Age, May, 09. 12. Bernd H. Schmitt, Yigang Pan and Nader T. Tavassoli(1994), “Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English”, The Journal of Consumer Research, Vol.21, No.3, pp.419-431. 13. Bilkey, W. and Nes, E.(1982), “Country-of-Origin Effects on Product Evaluations”, Journal of International Business Studies, Vol.13, Spring/Summer, pp.89-99. 14. Bruce G. Vanden Bergh, Janay Collins, Myrna Schultz, and Keith Adler(1984), “Sound Advice on Brand Names”, Journalism Quarterly, Vol.61, No.4, pp.835-840. 15. Bruce G. Vanden Bergh, Keith E. Adler, and Lauren Oliver(1987), “Use of Linguistic Characteristics with Various Brand-Name Styles”, Journalism Quarterly, Vol.65, pp.464-468. 16. Bruning, E.R.(1997), ' Country of Origin, National Loyalty and Product Choices:the Case of International Air Travel', International Marketing Review, Vol.14, No.1, pp.59-74. 17. Chan, K.K.(1990), 'Localization in International Branding:A Preliminary Investigation on Chinese Names of Foreign Brands in Hong Kong', International Journal of Advertising, Vol.9, No.1, pp.81-91. 18. Chao, P.(1993), 'Partitioning Country of Origin Effects:Consumer Evaluations of a Hybrid Product”, Journal of International Business Studies, Vol.24, No.2, pp.291-306. 19. Childers, T.L. and A.R. Rao(1992), “The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions”, Journal of Consumer Research, Vol.19, No.2, pp.198-211. 20. Clark, T.(1990), “International Marketing and National Character: A Culture-Free Dimension of Culture”, Journal of Cross-Cultural Psychology. Vol.18, pp.143-164. 21. Cox, Donald F.(1967), “Risk Handling in Consumer Behavior-an Intensive Study of Two Cases”, in Cox (Ed.), Risk-Taking and Information-Handle in Consumer Behavior, Boston: Harvard University Press, pp.34-81. 22. Cunningham, Scott M.(1967), “The Major Dimensions of Perceived Risk”, in Cox, Risk-Taking and Information-Handling in Consumer Behavior, Boston: Harvard University Press, pp.82-108. 23. de Chernatony, L. Halliburton, C. and Bernath, R.(1995), “International Branding:Demand-or Supply-Driven Opportunity?”, International Marketing Review, Vol.12, No.2, pp.9-21. 24. DelVecchio, D.(2001), “Consumer Perceptions of Private Label Quality:The Role of Product Category Characteristics and Consumer Use of Heuristics”, Journal of Retailing and Consumer Services, Vol.8, No.5, pp.239-249. 25. Dennis Chase(1987), “A Global Comeback”, Advertising Age, pp.142-214. 26. De Ruyter K., van Birgelen M., and Wetzels M.(1998), “Consumer Ethnocentrism in International Services Marketing”, International Business Review, Vol.7, No.2, pp.185-202. 27. Dowling, R. and Stalin, R.(1994), “A Model of Perceived Risk and Intended Risk-Handling Activity”, Journal of Consumer Research, Vol.21, No.6, pp.119-134. 28. Erickson, Gary M., Johnny K, Johansson and Chao Paul(1984), “Image Variables-Attribute Product Evaluations:Country of Origin Effects”, Journal of Marketing, Vol.6, No.6, pp.27-41. 29. Eric Yorkston and Geeta Menon(2004), “A Sound Idea:Phonetic Effects of Brand Names on Consumer Judgments”, Journal of Consumer Research, Vol.31, No.1, pp.43-51. 30. George Anders(1984), “Ad Agencies and Big Concerns Debate World Brands’ Value”, Wall Street Journal, pp.1. 31. Hampden-Turner, C. and Trompenaars, A.(1993), “The Seven Culture of Capitalism: Value System For Creating Wealth In The United States, Japan, Germany, France, Britain, Sweden, And The Netherlands”, Journal of International Business Studies, Vol.8, No.2, pp.85-102. 32. Hampton, G.M.(1977), “Perceived Risk in Buying Products Made Abroad by American Firms”, Buylor Business Studies, Vol.5, No.1, pp. 45-48. 33. Han, C. Min(1989), “Country Image: Halo or Summary Construct?”, Journal of Marketing Research, Vol.26, No.2, pp.222-229. 34. Hjorth-Andersen, C.(1987), “Price As A Risk Indicator”, Journal of Consumer Policy, Vol.10, No.3, pp.267-281. 35. Hoch, Stephen J. and S. Banerji(1993), “When do Private Labels Succeed”, Sloan Management Review, Vol.34, pp. 57-67. 36. Hoch, Stephen J.(1996), “How Should National Brands Think about Private Labels”, Sloan Management Review, Vol.37, No.2, pp.89-102 37. Hofstede, G.(1980), Culture’s Consequences: International Differences In Work-Related Values, London, Sage. 38. Hofstede, G.(1998), “Attitudes, Values and Organizational Culture: Disentangling The Concepts”, Organizational Studies, Vol.19, No.3, pp.477-492. 39. Hong, F.C., Anthony Pecotich, Clifford J. Shultz(2002), “Special Issue on Global Branding”, Journal of International Marketing, Vol.10, No.2, pp. 29-45. 40. Jacoby, J. and Kaplan L.B.(1972), “The Components of Perceived Risk”, Third Annual Conference of the Association for Consumer Research, Association for Consumer Research, College Park, MD, pp.382-393. 41. Jain, S.C.(1989), “Standardization of International Marketing Strategy:Some Research Hypotheses”, Journal of Marketing, Vol.53, No.1, pp.70-79. 42. Johansson, J.K., Douglas, S.P. and Nonaka, I.(1985), “Assessing the Impact of Country of Origin on Product Evaluations:A New Methodological Perspective', Journal of Marketing Research, Vol.22, No.1, pp.49-68. 43. Kanungo, Robert N. (1968), “Brand Awareness:Effects of Fittingness, Meaningfulness, and Product Utility”, Journal of Applied Psychology, Vol.52, No.4, pp.290-295. 44. Kenny, L. and O. Aron(2001), “Consumer Brand Classifications:An Assessment of Culture-of -Origin Versus Country-of-Origin”, Journal of Product & Brand Management, Vol.10, No.2, pp.120-136. 45. Klein, Jill Gabrielle, Richard Ettenson, and Marlene D. Morris(1998), “The Animosity Model of Foreign Product Purchase:An Empirical Test in the People’s Republic of China”, Journal of Marketing, Vol.62, No.1, pp.89-100. 46. Kluckhohn, F.R. and F.L. Strodtbeck(1961), Variations In Value Orientations, Evanston, IL:Row, Peterson. 47. Levine, Robert A. and Donald T. Cambell(1972), Ethnocentrism:Theories of Conflict, Ethnic Attitude, and Group Behavior, New York:John Wiley & Sons, Inc. 48. Martin, I.M. and Eroglu, S.(1993), “Measuring a Multi-Dimensional Construct, Country Image”, Journal of Business Research, Vol.28, No.3, pp.191-210. 49. Mokhils S., Kamaruddin A.R., and Othman M.N.(2001), “Understanding How Malaysian Consumers Formulate Their Ethnocentrism Orientation: Do We Love Our Products?”, Proceedings of the Asia Pacific Management Conference, pp.491-504. 50. Nagashima, A.(1970), “A Comparison of Japanese and US Attitudes toward Foreign Products”, Journal of Marketing, Vol.34, No.1, pp.68-74. 51. Nanda K. Viswanathan and Peter R. Dickson(2007), “The Fundamentals of Standardizing Global Marketing Strategy”, International Marketing Review, Vol.24, No.1, pp.46-63. 52. Narayana, C.L.(1981), “Aggregate Image of America and Japanese Products:Implications on International Marketing”, Columbia Journal of World Business, Vol.16, No.2, pp.31-35. 53. Nebenzahl, I.D. and Jaffe, E.D.(1996), “Measuring the Joint Effect of Brand and Country Image in Consumer Evaluation of Global Products”, International Marketing Review, Vol.13, No.4, pp.5-22. 54. Niraj Dawar and Philip Parker(1994), “Marketing Universals:Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Quality”, Journal of Marketing, Vol.58, No.2, pp.81-95. 55. Papadopoulos, N., Heslop, L. and Bercacs, J.(1990b), “National Stereotypes and Product Evaluations In A Socialist Country”, International Marketing Review, Vol.7, No.1, pp.32-47. 56. Park, C.Whan, Bernard J. Jaworski, and Deborah J. MacInnis(1986),“Strategic Brand Concept-Image Management”, Journal of Marketing, Vol.50, pp.135-145. 57. Rebecca Fanin(1984), “What Agencies Really Think of Global Theory”, Marketing & Media Decisions, pp.74-82. 58. Richard R. Klink(2000), “Creating Brand Names with Meaning:The Use of Sound Symbolism,” Marketing Letters, Vol,11, No.1, pp.5-20. 59. Robert L. Wehling(1998), “Even at P&G, Only 3 Brands Make Truly Global Grade So Far”, Advertising Age, pp.8. 60. Robertson, K.R.(2006), “Recall and Recognition Effects of Brand Name Imagery”, Psychology and Marketing, Vol.4, No,1, pp.3-15. 61. Roselius, T.(1971), ”Consumer Ranking of Risk Reduction Methods”, Journal of Marketing, Vol.35, No.1, pp.56-61. 62. Roth M.S. and Romeo, J.B.(1982), “Matching Product Category and Country Image Perceptions:A Framework for Managing Country-of-Origin Effects”, Journal of International Business Studies, Vol.23, No.3, pp.477-497. 63. Schooler, R.D.(1965), “Product Bias in the Central American Common Market”, Journal of Marketing Research, Vol.2, No.4, pp.394-397. 64. Shimp, Terence A. and Subhash Sharma(1987), “ Consumer Ethnocentrism:Construction and Validation of the CETSCALE”, Journal of Marketing Research, Vol.24, No.3, pp.280-289. 65. Szymanski, D.M., Bharadeaj, S.G. and Varadarajan, P.R.(1993), “Standardization versus Adaptation of International Marketing Strategy:An Empirical Investigation”, Journal of Marketing, Vol.57, No.4, pp.1-17. 66. Thakor, M.V. and atsanis, L.P.(1997), “A Model of Brand and Country Effects on Quality Dimensions:Issues and Implications”, Journal of International Consumer Research, Vol.9, No.3, pp.79-100. 67. Theresa Howard(2001), Coca-Cola Hopes Taking New Path Leads to Success, USA Today, 6B. 68. Verlegh, P.W.J. and Steenkamp, J.B.E.M. (1999), “A Review and Meta-Analysis of Country-of-Origin Research”, Journal of Economic Psychology, Vol. 20, No. 5, pp. 521-546. 69. Yavas, B. and Alpay, G.(1986), “Does an Exporting Nation Enjoy the Same Cross-national Commercial Image?', Journal of Advertising, Vol.2, pp.109-119. 70. Zhang, S. and Schmitt, Bernd H. (2001), “Creating Local Brands in Multilingual International Markets”, Journal of Marketing Research, Vol.38, No.3, pp.313-325. 71. Zhou, L., Lefa Teng and Patrick S. Poon(2008), “ Susceptibility to Global Consumer Culture:A Three-Dimensional Scale”, Psychology and Marketing, Vol.25, No.4, pp.336-351. 三、 網路部分 Hofstede文化構面指標:http://www.geert-hofstede.com/hofstede_dimensions.php | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/48396 | - |
dc.description.abstract | 在全球化的趨勢下,許多國際品牌紛紛在國外市場推出產品,擴展自己的事業版圖。這些品牌為了滿足各地區消費者的不同需求,或是配合產品內部因素,所以嘗試在「標準化」與「在地化」行銷策略中權衡出最適位置,這些行銷策略當然也包括品牌命名的策略。
本研究採用層級分析法,以具有行銷經驗的業界人士為研究對象。延續前人研究中的外部結構因素,並增加內部結構因素構面,嘗試從這兩大構面出發,去探討影響企業選擇標準化或在地化品牌命名模式的關鍵因素;透過外部與內部結構因素之分析,完整地探討品牌國際化命名決策模式。研究結果顯示: 1. 在品牌命名決策因素中,「消費者民族中心主義」的權重最大,其次為「產品來源國效應」、「產品聯想類別」,顯示專家認為此三項為品牌命名過程中十分重要的決策因素。 2. 在品牌命名決策因素中,「知覺風險水平」、「權力距離高低」、「不確定性趨避程度」所占權重較小,顯示專家認為此三項為品牌命名過程中較不重要的決策因素。 3. 在國際化品牌命名策略選擇上,當地主國消費者具有消費者民族中心主義傾向,或產品屬性屬於功能性時,行銷人員認為應採用「在地化」的品牌命名策略。 4. 在國際化品牌命名策略選擇上,當產品具有來源國效應或知覺風險水平較高,或是地主國消費者屬於高不確定性趨避及高權力距離時,行銷人員認為應採用「標準化」的品牌命名策略。 | zh_TW |
dc.description.abstract | Following the trend of globalization many enterprises launch their brands in foreign markets to expand the scope of their business. In order for these brands to satisfy the various consumer needs present in different countries, or to match their products’ internal factors with the local market, these brands attempt to find an optimal marketing strategy somewhere between “standardization” and “localization” branding strategies, which includes brand naming.
This study uses Analytic Hierarchy Process (AHP) as main the main method of analysis. The sample under consideration consists of subjects with experience working within the marketing industry. External structural factors are extended from previous studies in addition to several additional internal structural factors. These constiture the main dimensions of this study. This study attempts to examine the impact of key decision factors influencing the choice companies face between a standardized and a localized brand naming strategy. Through the analysis of the external and internal structural factors, this sudy provides a comprehensive discussion of international brand naming strategies. The results show: 1. Of the factors influencing the decision of brand naming, “Consumer Ethnocentrism” is weighted heaviest, “Country-of-Origin Effect” and “Product Concept Categories” follow in lesser importance. The results show that these Following the trend of globalization many enterprises launch their brands in foreign markets to expand the scope of their business. In order for these brands to satisfy the various consumer needs present in different countries, or to match their products’ internal factors with the local market, these brands attempt to find an optimal marketing strategy somewhere between “standardization” and “localization” branding strategies, which includes brand naming. This study uses Analytic Hierarchy Process (AHP) as main the main method of analysis. The sample under consideration consists of subjects with experience working within the marketing industry. External structural factors are extended from previous studies in addition to several additional internal structural factors. These constiture the main dimensions of this study. This study attempts to examine the impact of key decision factors influencing the choice companies face between a standardized and a localized brand naming strategy. Through the analysis of the external and internal structural factors, this sudy provides a comprehensive discussion of international brand naming strategies. The results show: 1. Of the factors influencing the decision of brand naming, “Consumer Ethnocentrism” is weighted heaviest, “Country-of-Origin Effect” and “Product Concept Categories” follow in lesser importance. The results show that these three are the most important factors in the brand naming process. 2. Of the decision factors related to brand naming, “The Level of Perceived Risk”, “Power Distance”, “Uncertainty Avoidence” all have low weights. This result indicates that these three factors are less important in the brand naming process. 3. When the host country’s consumers have a tendency to be ethnocentric, or attributes of the product are functional, marketers think international enterprises should adopt a localized brand naming strategy. 4. When the product has COO effects or higher perceived risk, or the host country’s consumers are characterized by high uncertainty avoidance and high power distance, marketers think international enterprises should adopt a standardized brand naming strategy. | en |
dc.description.provenance | Made available in DSpace on 2021-06-15T06:55:10Z (GMT). No. of bitstreams: 1 ntu-100-R97724019-1.pdf: 1387608 bytes, checksum: d2aed07c76b416f87eb82265c0a9a47a (MD5) Previous issue date: 2011 | en |
dc.description.tableofcontents | 中文摘要 .......................................................................................................I
Abstract .......................................................................................................III 目錄 .............................................................................................................V 表目錄 ..........................................................................................................VI 圖目錄 ..........................................................................................................VII 第一章 緒論....................................................................................................1 第一節 研究動機 .............................................................................................1 第二節 研究目的 .............................................................................................3 第三節 研究流程 .............................................................................................4 第四節 研究方法 .............................................................................................5 第二章 文獻探討 ............................................................................................11 第一節 品牌、品牌名稱與國際化品牌翻譯相關文獻探討 ......................................11 第二節 全球化品牌策略相關文獻探討 ...............................................................23 第三節 地主國消費者特性相關文獻探討 ............................................................28 第四節 產品特定因素相關文獻探討 ..................................................................35 第三章 研究方法與模型設計 ............................................................................45 第一節 層級分析法 .........................................................................................45 第二節 研究假說 ............................................................................................55 第三節 運用層級分析法進行最適品牌命名決策模式研究 ......................................66 第四節 問卷設計之操作性定義說明 ...................................................................69 第四章 實證分析 ............................................................................................73 第一節 研究對象與問卷發放 .............................................................................73 第二節 專家問卷調查統計分析與結果 ................................................................77 第三節 驗證研究假說 ......................................................................................86 第四節 敏感度分析 .........................................................................................93 第五章 結論與建議 .........................................................................................95 第一節 研究結論 ............................................................................................95 第二節 研究貢獻 ..........................................................................................103 第三節 研究限制與建議 .................................................................................106 參考文獻 .........................................................................................................i 附錄:研究問卷 ............................................................................................xiii | |
dc.language.iso | zh-TW | |
dc.title | 地主國消費者特性與產品特定因素對國際化品牌命名策略之影響 | zh_TW |
dc.title | The Impact of Host Country Consumer Characteristics and Product-Specific Factors on International Brand Naming Strategies | en |
dc.type | Thesis | |
dc.date.schoolyear | 99-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 任立中,許嘉文 | |
dc.subject.keyword | 全球化策略,品牌名稱,國家文化,消費者民族中心主義,知覺風險,來源國效應, | zh_TW |
dc.subject.keyword | Global Marketing Strategy,Brand Name,Country Cultural,Perceived Risk,Country-of-Origin, | en |
dc.relation.page | 108 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2011-02-10 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-100-1.pdf 目前未授權公開取用 | 1.36 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。