請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30448完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝明慧(Ming-Huei Hsieh) | |
| dc.contributor.author | Pei-Chia Sun | en |
| dc.contributor.author | 孫珮嘉 | zh_TW |
| dc.date.accessioned | 2021-06-13T02:04:01Z | - |
| dc.date.available | 2007-07-18 | |
| dc.date.copyright | 2007-07-18 | |
| dc.date.issued | 2007 | |
| dc.date.submitted | 2007-07-03 | |
| dc.identifier.citation | 參考文獻
英文文獻 Aaker, Jennifer (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34 (August), 347-357. Aaker, D. A. (1990), “Brand Extensions：The Good, the Bad, and the Ugly,” Sloan Management Review, Vol.31 (Summer), pp.47-56. Aaker, David A.(1996), “Measuring brand equity across products and markets,” California Management Review, Vol. 38, Iss. 3; pp. 102-121. Aaker, David A（1991）, Managing Brand Equity , New Youk:The Free Press, pp 23-34. Algesheimer, René, Utpal M. Dholakia, and Andreas Herrmann（2005）, “The Social Influence of Brand Community：Evidence from European Car Clubs,” Journal of Marketing, Vol. 69, pp.19-34. Abelson, R. P. and Prentice, D. A. (1989). “Beliefs as possessions: a functional perspective,” A. R. Pratkais, S. J. Breckler and A. G. Greenwald eds., Attitude structure and function, Hillsdale, New Jersey: Erlbaum, 361-381. Alreck, Pamela L. and Robert B. Settle(1999), “Strategies for Building Consumer Brand Preference,” The Journal of Product and Brand Management, 8, 2, pp.30. Brewer, Marilyn B. (1991), 'The Social Self: On Being the Same and Different at the Same Time,' Personality and Social Psychology Bulletin, 17 (5), pp. 475-82. Bergami, Massimo and Richard P. Bagozzi (2000), 'Self- Categorization, Affective Commitment and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization,'British Journal of Social Psychology, 39 (4), pp.555-77. Bhattacharya, C.B. & Sankar Sen(2003), “Consumer-Company Identification:A Framework for Understanding Consumers' Relationships with Companies, ” Journal of marketing, Vol. 67(April), pp. 76-88. Blackston Max (1993), “ Beyond Brand Personality: Building Brand Relationships,” in Brand Equity and Advertising : Advertising’s Role in Building Strong Brands, ed. David Aaker and Alexander Beil, Hillsdale, NJ:Erlbaum, pp.113-124. Beil, Alexander L. (1992), “ How Brand Image Drives Brand Equity,” Journal of Advertising Research, 32 (November/ December), RC6-RC12. Blackston, M.(1992), “Observations: Building Brand Equity by Managing the Brand’s Relationships,” Journal of advertising research, pp.79-83. Bennett, Rebekah and Sharyn Rundle-Thiele (2002), “A comparison of attitudinal loyalty measurement approaches,” Journal of Brand Management. London: Vol. 9, Iss. 3; pp. 193 Bagozzi, Richard P (1995).” Reflections on Relationship Marketing in Consumer Markets,” Academy of Marketing Science. Journal. Greenvale: Vol. 23, Iss. 4; pp. 272. Clark, Margaret S., Judson Mills, and David M. Corcoran（1989）, “Keeping Track of Needs and Inputs of Friends and Strangers,” Personality and Social Psychology Bulletin, Vol. 15, pp.533-542. Clark, Margaret S., and Judson Mills（1993）, “The Difference between Communal and Exchanges Relationships：What It Is and Is Not,” Personality and Social Psychology Bulletin, Vol. 19, pp.684-691. Copeland, M. T.(1923), “Relation of Consumer’s Buying Habits to Marketing Method,” Harvard Business Review, 1, pp.282-289. Dittmar, H. (1992 ). “The Social Psychology of Material Possessions: To Have is to Be,” Hemel Hempstead: HarvesterWheatheaf, 2, 1924, pp.252-260. Duncan, Tom, and Sandra E. Moriarty（1998）, “A Communication-Based Marketing Model for Managing Relationships,” Journal of Marketing, Vol. 62（2）, pp.1-13. Dutton, Jane E. and Janet M. Dukerich , and Celia V. Harquail (1994), 'Organizational Images and Member Identification,' Administrative ScienceQuarterly, 39 (34), pp.239-63. Dorsch, Michael J., Scott R. Swanson, and Scott W, Kelley （1998）, “The Role of Relationship Quality in Stratification of Vendors as Perceived by Customers,” Journal of the Academy of Marketing Science,62(2)pp128-42. Duncan, Tom, and Sandra E. Moriarty（1998）, “A Communication-Based Marketing Model for Managing Relationships,” Journal of Marketing, Vol. 62（2）, pp.1-13. Duncan, T. and S. Moriarty (1999), “Brand Relationships Key to Agency of the Future,” Advertising Age, Oct, Vol.18, pp.44. Deighton, John(1996), “The Future of Interactive Marketing,” Harvard Business Review, Boston, Nov-Dec, Vol. 74, Iss. 6, pp. 151-161. Doyle, Peter(1990), “Builking Successful Brand,” The Journal of Consumer Marketing,7, Spring,pp5-20. Escalas J. E. (2004). “Narrative Processing: Building Consumer Connections to Brands,” Journal of consumer psychology,14 (1&2), pp.168-180. Elliott R. & Wattanasuwan K. (1998).” Brands as Symbolic Resources for the Construction of Identity,” International Journal of Advertising, 17(2), pp.131-144. Elliott R. (1997). “Existtential consumption and irrational desire,” European Journal of Marketing, 34(4), pp.285-296. Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of consumer research, 24 (March),pp.343-373. Hinde, R. A.(1995), “A Suggested Structure for a Science of Relationships, Personal Relationship,” London: Academic Press, pp.33-37. Hinde, Robert A. (1979), “Towards Understanding Relationships,” London: Academic Press., pp.10-18. Hinde, Robert A. (1995), “ A Suggested Structure for a Science of a Relationships,” Personal Relationships, 2 (March), pp.1-15. Hirschman, E. C. (1980), “Innovativeness, Novelty Seeking, and Consumer Creativity,” Journal of Consumer Research, 7 (December), pp.283-288. James H McAlexander; John W. Schouten, & Harold F. Koeing(2002), “Building Brand Community,” Journal of Marketing, Vol.66, No.1, pp.38-54. Jacoby, J. and J. C. Olson(1970), “An attitude model of brand loyalty: conceptual underpinnings and instrumentation research,” Journal of Marketing, pp.22-30. Kaltcheva, V. & Weitz, B. (1999). “The effects of brand-consumer relationships upon consumers' attributions and reactions,” Advance in Consumer Research, 26, pp.455-462. Kates, S. M. (2004). “The dynamics of brand legitimacy: An interpretive study in the gay men's community,” Journal of Consumer Research, 31(2), pp.455-464. Keller, K. L. (1993), “Conceptualizing, Measuring and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57 (January), pp.1-22. Ligas, M. (2000). “People, products, and pursuits: exploring the relationship between consumer goals and product meanings,” Psychology & Marketing, 17(11), pp.983-1003. Larry, L. (1993), “Brand Erosion a Waste of Assets,” Business Marketing, 78(8), pp.37. Larry, L. (1993), “Reinforce loyalty to your brand,”The Magazine for Magazine Management, 22(20), pp78-79. Leventhal, Richard C (1996)., “Branding strategy,” Business Horizons. Greenwich: Sep/Oct . Vol. 39, Iss. 5; p. 17. Mael, Fred and Blake E. Ashforth (1992), 'Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification,' Journal of Organizational Behavior, 13 (2), pp. 103-23 Muniz Jr; Albert M and Thomas C O’Guinn(March, 2001), “Brand Community,” Journal of Consumer Research, Vol.27, No.4, pp.412-432. Oliver, Richard L.（1999 ）, “Whence Consumer Loyalty?” Journal of Marketing, Vol. 63, pp.33-44. O’Malley, Michael N., and Lester Andrews（1983）, “The Effect of Mood and Incentives on Helping ： Are There Some Things Money Can’t Buy ？” Motivation and Emotion, Vol. 7, pp.179-189 Pearson, S. (1996). “Building brands directly : creating business value from customer relationships,” London: MacMilan Bussiness, pp.13-20. Park, C. W., Jaworski, B. J. and Macinnis, D. J. (1986), “strategic Brand Concept-Image Management,” Journal of Marketing, Vol.50 (October),pp.135-145. Price, Linda L and Eric J Arnould(1999), “Commerical friendships: Service provider--client relationships in context,” Journal of Marketing, Vol. 63, Iss. 4; p. 38 Robertson, T. S. (1976), “Low-Commitment Consumer Behavior,” Journal of Advertising Research, Vol.16 (April), pp.19-24. Solomon, Michael R. (1983), “ The Role of Products of Social Stimuli: A Symbolic Interactionist Perspectives,” Journal of Consumer research, 10 (December), pp.319-329. Schmitt, B.H.(1999),” Experiential Marketing: How to Get Customers to Sense Feel Think ActRelate to Your Company and Brands,” The Free Press, New York, pp. 22. Traylor, M. B. (1981), “Product Involvement and Brand Commitment,” Journal of Advertising Research, Vol.21 (December), pp.51-56. Wells, W. D. (1993).” Discovery-oriented consumer research,” Journal of Consumer Research, 19(4),pp. 489-504. Whetten, David A. and Paul C. Godfrey (1998), “Identity in Organizations: Building Strategy Through Conversations,” Thousand Oaks, CA: Sage Publications. Webster, Frederick E.(1992), “ The Changing Role of Marketing in the Corporation,” Journal of marketing, 56 ( October), pp.1-17. 中文文獻 李天蛟（2000）。世代別於品牌個性認知與品牌關係型態差異性之研究：產品類別與自我形象干擾效果之探討。私立元智大學管理研究所，未出版碩士論文，桃園縣。 吳真瑋（1999）。品牌個性和品牌關係關連性之研究。國立台灣大學商學研究所，未出版碩士論文，台北市。 胡政源（2002）。品牌關係型態對品牌延伸評估影響之研究。嶺東學報，13，147-183。 胡幼慧編（1996）。質性研究：理論、方法及本土女性研究實例。台北市：巨流圖書。 David A. Aaker（2002）。品牌領導（Brand Leadership）（高登第譯）。台北市：天下文化（原作出版年：2000 年）。 葉乃靜，「從量化走向質化的圖書館學與資訊科學研究」，資訊傳播與圖書館 第2卷4期，1996.6，頁76。 劉仲冬 (1996) 「民族誌研究法及實例 第九章 質性研究：理論、方法及本土女性研究實例—胡幼慧編」，頁173-193，臺北：巨流圖書公司。 Cyril Fievet(2004)。蘋果熱與皮克斯瘋 : 創辦人賈伯斯(Steve Jobs)的復仇之路（武忠森譯）。臺北市：商周出版。 高敬文（2002）。質化研究方法論。台北市：師大書苑。 潘淑滿（2003）。質性研究：理論與應用。台北市：心裡出版社。 | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30448 | - |
| dc.description.abstract | 如何提升消費者對自家品牌的忠誠度一直是許多企業所亟欲瞭解的。過去學者多用行銷者的角度去詮釋品牌的效益，忽略了品牌在消費者心中真實的意義。直到1997年之後，有學者陸續提出品牌對消費者在心裡以及社會層面的利益，讓我們更瞭解為何消費者會固定購買特定品牌的產品。也有學者進一步以品牌認同、企業認同、品牌聯想的觀點來詮釋消費者對企業產生忠誠度的原因。然而這些品牌忠誠度的研究多屬量化的研究，對於消費者對特定品牌產生忠誠度的脈絡卻缺乏整體的瞭解。為了解決這樣的問題，有學者後來提出品牌關係的觀點試圖以質性的方法去理解品牌忠誠度產生過程。其後許多學者也利用觀察品牌社群，將品牌關係的觀點擴展為消費者與品牌、消費者與消費者、消費者與產品、消費者與廠商之間等四種關係，並發現消費者與品牌的關係會受到其他三種關係的影響。儘管學者有以上的發現，但至今仍未有研究完整的呈現整個品牌關係的動態發展過程。為了呈現整個品牌關係的動態發展過程，本研究以品牌忠誠度極高的臺灣蘋果社群成員為例，透過深度訪談不同時期加入蘋果社群的消費者來瞭解、並整理出消費者從過去到現在品牌使用的經驗與感想。本研究最後建立出品牌關係發展模型，並發現，品牌關係發展最初一定是先建立在產品的需求上，進一步發展到產品品牌認同、社群認同與企業認同。 | zh_TW |
| dc.description.abstract | How to raise consumer’s brand loyalty has been an important issue to many companies. Before 1970, many scholars interpreted brand loyalty only through marketer’s perspective. After 1970, some scholars began to interpret brand loyalty from the perspective of consumer psychology benefits and socio benefits which offered us more insight about brand loyalty. Furthermore some scholars used brand identification, company identification, and brand association perspectives to explain the cause of brand loyalty. However, those researches are all belong to quantitative research that lacks of the explanation of brand loyalty development context. In order to solve this problem, the perspective of brand relationship was generated to explain the development process of brand loyalty. Later, the theory of brand community, that was generated in 2001, expand brand relationship concept into four relationships including consumer-brand relationship, consumer-consumer relationship, consumer-product relationship and consumer-company relationship and discover that consumer-brand relationship was affected by the other three. Despite these discovers, a completed dynamic development process of brand relationship has not been studied yet. To comprehensively understand the dynamic development process of brand relationship, this study takes Apple community, which is famous for high brand loyalty, as example to study their brand relationship development process through in-depth interviewing with community members. Finally, this study establishes a brand relationship model and discovers that brand relationship is developed firstly through the needs for product and then to brand identification, community identification, and company identification. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T02:04:01Z (GMT). No. of bitstreams: 1 ntu-96-R94724060-1.pdf: 3663206 bytes, checksum: ee05e33a437eacf47c0d16746399909d (MD5) Previous issue date: 2007 | en |
| dc.description.tableofcontents | 目 錄
頁次 目 錄 - 1 - 第一章、 緒論 - 1 - 第一節、 研究背景 - 1 - 第二節、 研究動機與目的 - 3 - 第二章、 文獻探討 - 4 - 第一節、 品牌忠誠度 - 4 - 第二節、 品牌關係 - 12 - 第三節、 研究方向 - 21 - 第三章、 研究方法 - 22 - 第一節、 質性研究 - 22 - 第二節、 資料蒐集與分析 - 25 - 第四章、 個案描述與分析 - 32 - 第一節、 早期社群成員品牌關係之演進(1982~1995) - 32 - 第二節、 中期社群成員品牌關係之演進(1995~2001) - 48 - 第三節、 晚期社群成員品牌關係之演進(2001~至今) - 63 - 第五章、 研究討論與貢獻 - 81 - 第六章、 結論 - 86 - 第一節、 實務建議 - 86 - 第二節、 研究限制 - 89 - 第三節、 未來研究建議 - 91 - 參考文獻 - 92 - | |
| dc.language.iso | zh-TW | |
| dc.subject | 社群認同 | zh_TW |
| dc.subject | 品牌社群 | zh_TW |
| dc.subject | 企業認同 | zh_TW |
| dc.subject | 品牌忠誠度 | zh_TW |
| dc.subject | 品牌關係 | zh_TW |
| dc.subject | 品牌認同 | zh_TW |
| dc.subject | brand community | en |
| dc.subject | Brand loyalty | en |
| dc.subject | Brand relationship | en |
| dc.subject | Brand identity | en |
| dc.subject | company identification | en |
| dc.subject | community identificaiton | en |
| dc.title | 探討蘋果社群的品牌忠誠度-品牌關係演進觀點 | zh_TW |
| dc.title | Brand Loyalty of Apple community
From the Perspective of Brand Relationship Evolution. | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 95-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 周子銓(Tzu-Chuan Chou),黃恆獎(Heng-chiang Huang) | |
| dc.subject.keyword | 品牌忠誠度,品牌關係,品牌認同,企業認同,社群認同,品牌社群, | zh_TW |
| dc.subject.keyword | Brand loyalty,Brand relationship,Brand identity,company identification,community identificaiton,brand community, | en |
| dc.relation.page | 96 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2007-07-04 | |
| 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-96-1.pdf 未授權公開取用 | 3.58 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。