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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/54402完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 任立中 | |
| dc.contributor.author | Cheng-Li Liu | en |
| dc.contributor.author | 劉承靂 | zh_TW |
| dc.date.accessioned | 2021-06-16T02:54:51Z | - |
| dc.date.available | 2025-12-31 | |
| dc.date.copyright | 2015-07-20 | |
| dc.date.issued | 2015 | |
| dc.date.submitted | 2015-07-09 | |
| dc.identifier.citation | Aaker, D.A. (1991), Managing Brand Equity, Capitalizing On The Value Of
A Brand Name., New York. The Free Press. Aaker, D.A. (1996), “Measuring Brand Equity Across Products And Markets”, California Management Review, Vol.38 NO.3, Spring. Barwise, Patrick, Christopher Higson, Andrew Likierman, And Paul Marsh (1989), “Accounting For Brands.”, London: London Business School And The Institute For Chartered Accountants In England And Wales. Barwise, Patrick (1993), “Brand Equity: Snark Of Boojum?”, International Journal Of Research In Marketing, 10, 93-104. Biel, Alexander L. (1992), How Brand Image Drives Brand Equity. Journal Of Advertising Research, Vol.32 (11), RC6-RC12. Chernatory L.D., and McWilliam G. (1989), Branding Terminology The Real Debate. Marketing Intelligence And Planning, Vol.7, 29-32. Cobb-Walgren, Cathy J., Cythia A. Ruble and Naveen Donthu (1995), Brand Equity, Brand Preference, And Purchase Intent. Journal Of Advertising, Vol. 24 (11), 25-40. Farquhar, Peter H. (1990), Managing Brand Equity. Journal Of Advertising Research. RC7-RC12. Interbrand (2004), “Brand Valuation”, Interbrand. Keller, K.L. (1993), “Conceptualizing, Measuring, And Managing Customer-Based Brand Equity”, Journal Of Marketing, 57 (1), 1-22. Keller, K.L. (1998), Strategic Brand Management. New Jersey: Prentice Hall. Mahajan V., Rao, V.K. and Srivastava, R.K. (1994). An Approach Assess The Importance Of Brand Equity In Acquisition Decision, Journal Of Product Innovation Management, Vol.11 (3). Penrose, Noel (1989), “Valuation Of Brand Names And Trademarks”, In Brand Valuation: Establishing A True And Fair View, John Murphy Ed. London: The Interbrand Group. Shocker A. D. and Weitz B. (1988), A Perspective On Brand Equity Principles And Issues, Measuring And Managing Brand Equity: A Conference Summary. Cambridge, MA: Marketing Science Institute, 88-104. Simon, C. J., and M. W. Sullivan (1993), “The Measurement And Determinants Of Brand Equity: A Financial Approach”, Marketing Science, 12 (4), 28-52. Srivastava R. and Shocker A. D. (1991), Brand Equity: A Perspective On Its Meaning And Measurement, MSI Report, Cambridge, MA: Marketing Science Institute, 91-124. Ward, Keith (1989), “Can Cash Flow Of Brands Really Be Capitalized”, In Brand Valuation: Establishing A True And Fair View, John Murphy Ed. London: The Interbrand Group. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/54402 | - |
| dc.description.abstract | 品牌價值之衡量一直以來都受到行銷不論學界或實務界的關注，而最容易引起討論的便是快速消費品與奢侈品，然而，前後兩者之消費決策涉入程度截然不同，高涉入的奢侈品之購買考量便成為一個十分有趣的議題，本研究透過消費動機與不同屬性之表現衡量消費者於購買女用精品包之決策以及品牌定位。
然而，品牌權益之衡量仍需透過量化分析的方式，才能得出相較精確的數字，也因此，本研究透過聯合分析法討論女用精品包之品牌權益，亦透過同樣的方法探討其他屬性的價值。 | zh_TW |
| dc.description.abstract | The evaluation of brand value is always a topic of marketing, no matter in school or in industry. FMCG and luxury good is the target that people discuss most although they have a totally different involvement. Thus, the consideration for buying a luxury good which with a high involvement become an interesting issue. This study measure the purchase decision and the brand position by the research of consume motivation and the performance of products.
It needs to use some quantity method to evaluate the brand equity with a precise number. Hence, this study discuss the brand equity and attributes of lady’s handbag by conjoint analysis. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T02:54:51Z (GMT). No. of bitstreams: 1 ntu-104-R02724051-1.pdf: 1095834 bytes, checksum: 26c2b3343216b4d6ad438c797b50714e (MD5) Previous issue date: 2015 | en |
| dc.description.tableofcontents | 目錄
第一章 緒論 ……………………………………………………………………………………1 第一節 研究背景與動機…………………………………………………………1 第二節 研究問題與目的…………………………………………………………2 第三節 研究流程………………………………………………………………………3 第二章 文獻探討……………………………………………………………………………4 第一節 品牌與品牌權益…………………………………………………………4 第二節 品牌權益平等方法.……………………………………………………5 第三章 研究方法與架構………………………………………………………………11 第一節 目標品牌選擇………………………………………………………………11 第二節 資料蒐集…………………………………………………………………………11 第三節 研究架構………………………………………………………………………12 第四章 實證分析 ……………………………………………………………………………20 第一節 人口統計結構分析 ……………………………………………………20 第二節 生活型態與消費行為群分析 …………………………………26 第三節 知覺定位分析 ………………………………………………………………34 第四節 聯合分析 ………………………………………………………………………40 第五章 結論與建議 ………………………………………………………………………52 第一節 結論與建議 …………………………………………………………………52 第二節 研究限制與後續研究方向 ………………………………………52 參考文獻 ………………………………………………………………………………………………54 | |
| dc.language.iso | zh-TW | |
| dc.title | 以聯合分析法評估女用精品包之品牌價值與定位 | zh_TW |
| dc.title | The Measurement Of Brand Equity By Conjoint Analysis And Study Of Consumer Behavior — The Case Of Lady’s Handbag In Luxury Good Market | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 103-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳靜怡,周建亨 | |
| dc.subject.keyword | 品牌權益,聯合分析法,多元尺度法,奢侈品, | zh_TW |
| dc.subject.keyword | Brand Equity,Conjoint Analysis,Multidimensional Scaling,Luxury Good, | en |
| dc.relation.page | 55 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2015-07-09 | |
| 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 | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-104-1.pdf 目前未授權公開取用 | 1.07 MB | Adobe PDF |
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