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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林俊昇(Jiun-Sheng Chris Lin) | |
| dc.contributor.author | Hsiao-Hua Teng | en |
| dc.contributor.author | 鄧曉華 | zh_TW |
| dc.date.accessioned | 2021-06-07T17:58:27Z | - |
| dc.date.copyright | 2012-08-28 | |
| dc.date.issued | 2012 | |
| dc.date.submitted | 2012-08-10 | |
| dc.identifier.citation | 第一節、中文文獻
1. 尚榮安譯，Yin 著，(2001)，「個案研究法」。台北市：弘智文化，民國90。 第二節、英文文獻 1. Aaker, D.A. (1991), Managing Brand Equity, New York: The Free Press. 2. Aaker, D.A. (1992), “The value of brand equity,” Journal of Business Strategy, 13 (4), pp.27-32. 3. Aaker, D.A. (1996). Building Strong Brand, New York: The Free Press. 4. Aaker, D.A. (1996), “Measuring Brand Equity Across Products,” California Management Review, 38 (3), pp. 102-120. 5. Ailawadi, K.L., Lehmann, D.R. and Neslin, S.A. (2003), “Revenue Premium as an Outcome Measure of Brand Equity,” Journal of Marketing, 67 (4), pp. 1-17. 6. Alavi, M. and Carlson, P. (1992), “A Review of MIS Research and Disciplinary Development,” Journal of Management Information Systems, 8 (4), pp. 45-62. 7. Andrews, K.R. (1951), “Executive Training by the Case Method,” Harvard Business Review, pp. 58-70. 8. Baldinger, A.L. and Rubinson, J. (1996), “Brand loyalty: The link between attitude and behavior,” Journal of Advertising Research, 36 (6), pp. 22-34. 9. Barwise, P. (1993), “Introduction to the Special Issue on Brand Equity,” International Journal of Research in Marketing, 10, pp. 3-8. 10. Benbasat, Goldstein, D.K. and Mead, M. (1987), “The case research strategy in studies of information systems,” MIS Quarterly, 11 (3), pp. 369-386. 11. Bharadwaj, S.G., Varadarajan, P.R. and Fahy, J. (1993), “Sustainable competitive advantage in service industries: a conceptual model and research propositions. Journal of Marketing, 57, pp. 83-99. 12. Biel, A. L. (1992), “How brand image drives brand equity,” Journal of Advertising Research,32 (6), pp. 6-12. 13. Bonner, P.G. and Nelson, R. (1985), Product attributes and perceived quality: foods, Perceived Quality, Lexington Books, New York, pp. 64-79. 14. Boynton, A.C. and Zmud, R.W. (1984), “An Assessment of Critical Success Factors,” Sloan Management Review, 25 (4), pp. 17-27. 15. Brady, M.K. and Cronin, J.J.Jr. (2001), “Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach,” Journal of Marketing, 65 (3), pp. 34-49. 16. Brady, M.K., Cronin, J.J.Jr., Foxa, G.L. and Roehm, M.L. (2008), “Strategies to offset performance failures: The role of brand equity,” Journal of Retailing, 84 (2), pp. 151-164. 17. Brasco, T.C. (1988), How brand name are value for acquisition, Cambridge, MA: Marketing Science Institute. pp. 88-104. 18. Buckley, J.W., Buckley, M.H. and Chang, H.F. (1976), Research Methodology and Business Decision, The Society of Management Accountants of Canada. 19. Churchill, G.A. and Surprenant, C. (1982), “An Investigation into the Determinants of Customer Satisfaction,” Journal of Marketing Research, 19 (4), pp. 491-504. 20. Cronin, J.J., Brady, M.K. and Hult, G.T.M. (2000), “Assessing the Effects of Quality, Value,and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,”Journal of Retailing, 76 (2), pp. 193-218. 21. Cronin, J.J. and Taylor, S.A. (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, 56 (3), pp. 55-68. 22. Crosby, P.B. (1979), Quality Is Free, McGraw-Hill, New York. 23. Doyle, P.H. (1990), “Building successful brands: The strategic options,” Journal of Consumer Marketing, 7 (9), pp. 5-20. 24. Eisenhardt, K. M. (1989), “Building theories from case study research,” Academy of Management Review, 14 (4), pp. 532-550. 25. Farquhar, P. (1990), “Managing brand equity,” Journal of Advertising Research, 30 (4), pp.7-12. 26. Gay, L.R. (1992), Educational research competencies for analysis application. New York: Macmillan. 27. Gronroos, C. (1984), “A Service Quality Model and its Marketing Implications,” European Journal of Marketing, 18 (4), pp. 36-44. 28. Hayes, G.E. and Romig, H.G. (1977), Modern Quality Control, Bruce, Encino California. 29. Keller, K.L. (1993), “Conceptualizing, Measuring, and Managing Customer-based Brand Equity,” Journal of Marketing, 57 (1), pp. 1-22. 30. Keller, K.L. (2001), “Building Customer-Based Brand Equity,” Marketing Management, 10 (2), pp. 15-19. 31. Keller, K. (2007), Strategic Brand Management:Building, Measuring, and Managing Brand Equity, Prentice Hall. 32. Keller, K.L. (2010), “BrandEquity Management in a Multichannel, Multimedia Retail Environment,” Journal of Interactive Marketing, 24 (2), pp. 58-70. 33. Krishman, H.S. (1996), “Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspect,” International Journal of Research Marketing, 58, pp. 97-105. 34. Lane, V. and Jacobson, R. (1995), “Stock market reactions to brand extension announcements: the effects of brand attitude and familiarity,” Journal of Marketing, 59, pp. 63-77. 35. Lassar, W., Mittal, B, and Sharma, A. (1995)“Measuring Customer-base Brand Equity,”Journal of Consumer Marketing, 12 (4), pp. 11-20. 36. Leonard-Barton, D. (1990), “'A dual methodology for case studies: synergistic use of a longitudinal single site with replicated multiple sites,” Organization Science, 1 (3), pp.248-266. 37. Leone, R.P., Rao, V.R., Keller, K.L., Luo, A.M., McAlister, L. and Srivastava, R. (2006),“Linking Brand Equity to Customer Equity,” Journal of Service Research, 9 (2), pp. 125-138. 38. Morgan, R. (2000), “A consumer-oriented framework of brand equity and loyalty,” Journal of Market Research Society, 42, pp. 65-78. 39. Oliver, R.L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 17, pp. 460-469. 40. Parasuraman, A., V. A. Zeithaml and L. L. Berry, (1985), “A Conceptual Model of Service Quality and Its Implication for Future Research,” Journal of Marketing, Vol. 49, No. 4, pp.41-50. 41. Parsauraman, A., V. A. Zeithaml and L. L. Berry, (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol. 64, No. 1,pp. 12-40. 42. Park, C.W., Maclnnis, D.J., Priester, J.R., Eisingerich, A.B. and Lacobucci, D. (2010), “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers,” Journal of Marketing, 74 (6), pp. 1-17. 43. Platt, J. (1992), What is a Case? Exploring the Foundations of Social Inquiry, New York:Cambridge University Press. 44. Regan, W.J. (1963), “The service revolution,” Journal of Marketing, 27, pp. 57-62 45. Rego, L.L., Billett, M.T. and Morgan, N.A. (2009), “Consumer-Based Brand Equity and Firm Risk,” Journal of Marketing, 73 (6), pp. 47-60. 46. 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. 47. Simon, C.J. and Sullivan, M.W. (1993), “The measurement and determinants of brand equity: a financial approach,” Marketing Science, 12, pp. 28-52. 48. Slotegraaf, R.J. and Pauwels, K. (2008), “The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions,” Journal of Marketing Research, 45 (3), pp. 293-306. 49. Srinivasan, V., Park, C.S. and Chang, D.R. (2005), “An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources,” Management Science, 51 (9), pp.1433-1448. 50. Van Horn, R.L. (1973), “Empirical studies of management information systems, Database, 5 (2 and 3), pp. 172-180. 51. Vogel, D.R. and Wetherbe, J.C. (1984), “MIS Research: A Profile of Leading Journals and Universities,” Data Base, 16 (1), pp. 3-14. 52. Yin, R.K. (1985), Case Study Research: Design and Methods, Newbury, CA: Sage 53. Yin, R.K. (1994), Case Study Research: Design and Methods, Thousand Oaks, CA: Sage. 第三節、參考網站 1. 通用磨坊 (http://www.generalmills.com/) 2. 台灣通用磨坊 (http://www.generalmills.com.tw/Gmi/Default.aspx?country=24) 3. 台灣 Haagen-Dazs (http://www.haagen-dazs.com.tw/) 4. 陳怡君（2011 年9 月13 日）。Haagen-Dazs 看達彼思�充滿創意熱忱熱愛品牌的創意團隊。線上檢索日期：2012 年6 月30 日。網址：http://mag.udn.com/mag/reading/storypage.jsp?f_ART_ID=339420#ixzz1zdoeAzdx 5. 今日新聞（2011 年7 月28 日）。Haagen-Dazs 今夏邀你 在全家看見愛。線上檢索日期：2012 年6 月30 日。網址：http://www.nownews.com/2011/07/28/11391-2730855.htm | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/16024 | - |
| dc.description.abstract | 良好的品牌權益可為企業帶來無窮商機，企業必須視其品牌權益為最重要的資產。因此，對於企業主而言，是否能夠有效地檢視公司所擁有品牌之品牌權益並加以改進，對於企業短期與長期之發展皆具有極其關鍵之影響。然而，一個優質品牌的建立，除了透過品牌知名度、品牌聯想、品牌形象的塑造之外，服務品質亦是強化品牌一項利器。本論文從Haagen-Dazs 品牌實務執行的案例，提出以顧客為基礎之品牌權益觀點檢視2009 年Haagen-Dazs 品牌權益的狀況，及之後一系
列強化其在市場中的品牌知名度、品牌聯想與品牌形象之行銷溝通策略。此外，為了進一步建立品牌優勢，Haagen-Dazs 必須要再進一步提升其服務品質來建立更優質的品牌。因此，本論文進一步運用服務缺口的模式，檢視Haagen-Dazs 在直營旗艦店與專賣店服務傳遞過程中出現的缺失，並分析Haagen-Dazs 在改善各服務缺口所採用的策略與建議。整體而言，Haagen-Dazs 需要透過一致性的品牌形象溝通，控管並改善服務品質來鞏固與加強其品牌權益，以建立一個更優質的品牌。 | zh_TW |
| dc.description.abstract | Strong brand equity leads to business growth and extension opportunities for firms.Building a strong brand with great equity provides tremendous benefits to companies,such as greater customer loyalty, more favorable customer responses, increased marketing communication effectiveness, and larger margins. Therefore, whether business leaders can effectively audit and manage the brand equity as well as to identify opportunities for improvement will be critical for business growth. To build a strong brand equity, in addition to increase the brand awareness, strengthen the brand associations or establish the desired brand image; the improvement of service quality is instrumental to reinforce the brand equity with sustainable competitive edges. This research explored the case of Haagen-Dazs in Taiwan on all aspects of brand equity from 2009 to 2011. Marketing campaigns were examined to address the brand equity opportunities identified by the Customer Based Brand Equity (CBBE) framework of Keller (2001). Furthermore, the service gap theory was adopted to review the service
improvement areas to further improve its service quality to reinforce the brand equity championship. Strategic initiatives to reduce the respective service gaps and improve the service quality were then developed and proposed for continuous service implementation. Overall, in order to reinforce the brand championship, Haagen-Dazs (Taiwan) has to keep the consistent and continuous brand image communication as well as to deliver the total brand service experience to justify the premium brand proposition. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-07T17:58:27Z (GMT). No. of bitstreams: 1 ntu-101-P98746009-1.pdf: 749967 bytes, checksum: 4b0f2603a8bef1d122d4543e95c4eb56 (MD5) Previous issue date: 2012 | en |
| dc.description.tableofcontents | 口試委員審定書 ............................................I
誌謝 .....................................................II 中文摘要 ................................................III 英文摘要 .................................................IV 目錄 ......................................................V 圖目錄 ..................................................VII 表目錄 .................................................VIII 第一章緒論 ............................................... 1 第一節、研究動機與目的 ....................................1 第二節、研究流程 ......................................... 3 第二章文獻探討 ........................................... 5 第一節、品牌權益 ......................................... 5 第二節、以顧客為基礎之品牌權益 ...........................12 第三節、服務缺口與服務品質 ...............................15 第三章研究方法 .......................................... 19 第一節、個案研究法 ...................................... 19 第二節、資料收集方式 .....................................24 第四章個案研究 .......................................... 25 第一節、個案企業簡介與沿革 .............................. 25 第二節、個案品牌簡介與沿革 ...............................28 第五章個案分析與策略建議 ................................ 39 第一節、台灣冰淇淋市場概況 ...............................39 第二節、Haagen-Dazs 之品牌權益分析 .......................40 第三節、Haagen-Dazs 之服務缺口與服務品質分析 .............50 第六章結論與建議 .........................................59 第一節、研究結論 .........................................59 第二節、管理意涵 ........................................ 60 第三節、研究限制與未來研究方向 .......................... 61 參考文獻 .................................................62 第一節、中文文獻 .........................................62 第二節、英文文獻 ........................................ 62 第三節、參考網站 ........................................ 65 圖目錄 圖 1-1 論文研究流程 ...................................... 3 圖2-1 Aaker (1991)的品牌權益來源及價值圖 ..................8 圖2-2 Keller (1993)的品牌知識架構圖 ......................11 圖2-3 Keller (2001)以顧客為基礎之品牌權益模式 ........... 13 圖2-4 Parasuraman et al. (1985)服務品質觀念模式 ......... 16 圖4-1 Haagen-Dazs 品牌精神 ...............................32 圖5-1 包裝冰品牌市場定位圖 ...............................40 表目錄 表 2-1 Parasuraman et al. (1985)服務品質、期望服務與認知服務品質之關係 . .............................................17 表 2-2 SERVQUAL 組成構面與決定因素 ...................... 18 表 3-1 個案研究法之定義 ..................................20 表 3-2 不同研究策略之相關狀況 ........................... 22 表 4-1 通用磨坊：慈善關懷紀事 ............................27 表 4-2 Haagen-Dazs：品牌甜蜜大事紀 .......................29 表 4-2 Haagen-Dazs：品牌甜蜜大事紀（續） ................ 30 表 4-2 Haagen-Dazs：品牌甜蜜大事紀（續） ................ 31 表 4-3 十個鞏固品牌定位的堅持 ............................33 表 4-3 十個鞏固品牌定位的堅持（續） ......................34 表 4-4 冰淇淋與甜品之差異 ............................... 36 表 5-1 冰淇淋品牌知名度 ................................. 41 表 5-2 冰淇淋品牌在區域的知名度 ......................... 41 表 5-3 不同年齡群顧客通路選擇 ........................... 42 表 5-4 直營店品牌於性別及年齡層的最常購買率 ............. 44 表 5-5 冰淇淋品牌在不同年齡群過去12 個月購買率 .......... 45 表 5-6 冰淇淋品牌在不同年齡群過去3 個月購買率 ........... 45 表 5-7 Haagen-Dazs 於2009 年與2011 年的品牌知名度及使用率比較 ...................................................... 49 | |
| dc.language.iso | zh-TW | |
| dc.title | 從品牌權益觀點探索品牌建立策略 | zh_TW |
| dc.title | Brand Building Strategy: The Perspective of Brand Equity | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 100-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 張琬喻,謝佩玲 | |
| dc.subject.keyword | 品牌權益,以顧客為基礎之品牌權益,服務缺口,服務品質, | zh_TW |
| dc.subject.keyword | Brand Equity,Customer Based Brand Equity,Service Gap,Service Quality, | en |
| dc.relation.page | 65 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2012-08-10 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業管理組 | zh_TW |
| 顯示於系所單位： | 國際企業管理組 | |
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