請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/36969完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 江炯聰(Jong-Tsong Chiang),(Zhi-Long Chou) | |
| dc.contributor.author | Vongdoun Kositsatienpong | en |
| dc.contributor.author | 許小蕊 | zh_TW |
| dc.date.accessioned | 2021-06-13T15:17:21Z | - |
| dc.date.available | 2008-08-05 | |
| dc.date.copyright | 2008-08-05 | |
| dc.date.issued | 2008 | |
| dc.date.submitted | 2008-07-23 | |
| dc.identifier.citation | References
Aaker, David A. (1991), “Positioning Your Product,” Business Horizons, 25 (May/June), 56-62. Aaker, David A. (1991), Managing Brand Equity, The Free Press, New York, NY. Aaker, David A. (1996), Building Strong Brand, The Free Press, New York, NT. Aaker, J.L. (1997) “Dimensions of brand personality”, Journal of Marketing Research, Vol.36 No.3,345-55. Aaker, David A. and Alexander Biel, eds. (1992), Building Strong Brands. Hillsdale, NJ: Lawrence Erlbaum Associates. Albert M. Muniz and Thomas C. O’Guinn, “Brand Community,” Journal of Consumer Research 27 (2001), 412-432. Brigitte Muller and Jean-Louis Chandon, “The Impact of Visiting a Brand Website on Brand Personality,” Electronic Markets 13, no.3 (2003). Burleigh B. Gardner and Sidney J. Levy, “The Product and the Brand,” Harvard Business Review (March-April 1955), 33-39. Bush, A.J. Bush, V. Harris, S. (1998) Advertiser perceptions of the Internet as a marketing communications tool. Journal of Advertising research. Vol.38 No.2, 17-27. Davidson, H. (2002) “The Committed Enterprise”. Butterworth Heinemann, Oxford. De Chernatony, L. (2001) “From Brand Vision to Brand Evaluation”. Butterworth-Heinemann Ltd. Dreze, Xavier and Francois-Xavier Hussherr (2003), “Internet Advertising: Is Anybody Watching?,” Journal of Interactive Marketing, 17 (4), 8-23. Don E. Shultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing Communications: Putting it Together and Making it Work (Lincoln Wood, IL: NTC Business Books, 1992). Doring, N. (2002). Personal home pages on the Web: A review of research. Journal of Computer-Mediated Communication, 7 (3). Farquhar, Peter H. (1989), “Managing Brand Equity,” Marketing Research, 1 (September), 24-33. Ford, Gary T. and Ruth Ann Smith (1987), “Inferential Beliefs in Consumer Evaluations: An Assessment of Alternative Processing Strategies,” Journal of Consumer Research, 14 (December), 363-71. Gad, Thomas (2001), “4-D Branding: Cracking the corporate code of the network economy”, Financial Time Prentices Hall, London. Helge Thorbjornsen and Magne Supphellen, “The Impact of Brand Loyalty on Website Usage,” Journal of Brand Management 11, no. 3 (2004), 199-207. Herring, S., Scheidt, L., Bonus, S. and Wright, E. Bridging the gap: A genre analysis of weblogs. Proceedings 37th Annual HICSS Conference, 2004. Big Island, Hawaii. Herzong, H. “Behavioral Science concepts for Analyzing the Consumer,” in Marketing and the Behavioral Sciences, ed. Perry Bliss (Boston:Allyn and Bacon, 1963), 76-86. Huber, Joel and John McCann (1982), “The Impact of Inferential Beliefs on Product Evaluations,” Journal of Marketing Research, 18 (November), 428-41. James H. McAlexander, John W. Schouten, and Harold F. Koenig, “Building Brand Community,” Journal of Marketing 66, no.1 (2002), 38-54. Jennifer L. Aaker, “Dimensions of Brand Personality,” Jounral of Marketing Research 34 (1997), 347-356. Joseph W. Alba and J. Wesley Hutchinson, “Dimensions of Consumer Expertise,” Journal of Consumer Research 13 (March 1987), 411-453. Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1-22. Keller, Kevin Lane, “Building Customer-Based Brand Equity: A Blue print for creating a strong brand”, Marketing Science Institute, report no. 01-107, 2001, 1-38. Keller, Kevin Lane (2003), “Strategic Brand Management: Building, Measuring and Managing Brand Equity”, 2nd ed. Pearson Education, Inc. Kozinets, R.V.(1999), E-tribalized marketing?: The strategic implications of virtual communities of consumption, European Management Journal,17(3), 252-264. Leontiev, A. Activity, Consciousness, and Personality. Englewood Cliffs, NJ: Prentice Hall. 1978. Leuthesser, Lance, ed. (1998), “Defining, Measuring and Managing Brand Equity: A Conference Summary,” Report#88-104. Cambridge, MA: Marketing Science Institute. Maltz, Eliot (1991), “Managing Brand Equity: A Conference Summary,” Report#91-110. Cambridge, MA: Marketing Science Institute. McCracken, G. (1989), “Who is the celebrity endorser? Cultural foundations of the endorsement process”, Journal of Consumer Research, Vol. 16 No. 3,310-21. Nardi, B., Whittaker, S., and Bradner, E.. Interaction and Outeraction: Instant Messaging in Action. Proceedings CSCW 2000. (December, 2000), 79-88. New York: ACM Press. Nardi, B., Schiano, J. and Gumbrecht. Blogging as Social Activity, or, Would You Let 900 Million People Read Your Diary? CSCW 2004, (Nowvember2004) Lee Sherman and John Deighton, “Banner Advertising: Measuring Effectiveness and Optimizing Placement,” Journal of Interactive Marketing 15. No.2 (2001), 60-64. Srivastava, Rajendra and Allan D. Shocker (1991), “Brand Equity: A Perspective on Its Meaning and Measurement,” working paper, Graduate School of Business, University of Texas at Austin. Tauber, Edward M. (1988), “Brand Leverage: Strategy for Growth in a Cost Controlled World,” Journal of Advertising Research, 28 (August/September), 26-30. Thomas Bender, Community and Social Change in American (New Brunswick, NJ: Rutgers University Press, 1978). Vazire, S., & Gosling, S. D. (2004). e-Perceptions: Personality impressions based on personal websites. Journal of Personality and Social Psychology, 87(1), 123–132. Vygotsky, L. Thought and Language. Cambridge. MIT Press. 1934/1986.Volume 6, Issue 3 231. Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, Vol.52 No. 1, 1-14. Yoo, B., Donthu, N. and Lee, S. (2000), “ an examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, 195-211. Information from Websites Alexa, The web information company, “Thailand Top Websites” Alexa.com, available at http://www.alexa.com/site/ds/top_sites?cc=TH&ts_mode=country&lang=none Blackharski, Dan. “Trends in Online Media and Publishing”. IT In sights, available at http://www.itworld.com/nl/it_insights/04272005/ Burson, Marsteller “CEO Survey”. PRWeek, available at http://offlinehbpl.hbpl.co.uk/misc/SRP/Supplements-Documents/CEOSurvey3.pdf eMarketer (2008), “US Online Advertising: Resilient in a Rough Economy”. Available at http://www.emarketer.com/Reports/All/Emarketer_2000488.aspx?src=report_head_info_sitesearch eMarketer (2008), “US Online Advertising Spending, 2006-2010”. The Chart available at http://valleywag.com/369626/online-advertising-will-grow-23-percent-in-2008 Fortune 500 (2005), “Corporation Blogs”. Fortune 500, available at http://www.socialtext.net/bizblogs/index.cgi Houston Journal of International Law, “Fallen tiger: the story of Thailand's currency devaluation in 1997”, Entrepreneur.com, available athttp://www.entrepreneur.com/tradejournals/article/55342839_2.html Office of Small and Medium Size Promotion (Thailand) “Thailand SME’s information”, available at http://cms.sme.go.th/cms/web/osmep “Pantip.com” available at http://en.wikipedia.org/wiki/Pantip.com Winer, Dave “Scripting News”, available at http://www.scripting.com BBC News, “The Father of Blogging and RSS”, BBC News, available at http://news.bbc.co.uk/1/hi/technology/6748103.stm | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/36969 | - |
| dc.description.abstract | CEO代言公司品牌可以增加品牌知名度、品牌形象，與品牌的信賴感。成功的案例有蘋果電腦的賈伯斯，微軟的蓋茲，以及維京集團的布蘭森，他們都積極參與公司的廣告與公關活動。然而，對於中小企業而言，因為資源較為有限，他們最好尋求新的，具成本效益的方式來協助公司品牌的建立。在新興的媒體當中，部落格值得中小企業主的注意與善加運用。本研究主張，中小企業的CEO應善加運用部落格建立公司品牌，而且可以預期得到正面效果。我們對一個泰國的化妝品中小企業，Jeban公司，進行個案研究。Jeban公司最主要的行銷管道是由CEO所經營的部落格。我們敘述分析其部落格的運作，並對其顧客進行問卷調查。調查結果顯示，其CEO所經營的部落格顯著提升了以顧客為基礎之品牌權益。 | zh_TW |
| dc.description.abstract | CEO as a spokesperson of a company brand may successfully increase the brand’s publicity, image, and credibility. Such examples are Apple’s Jobs, Microsoft’s Gates, and Virgin Group’s Branson. They intensively participate in their companies’ advertising and public relations activities. However, for small and medium sized enterprises (SMEs), their resources may be more restrained, and they had better find new and efficient ways to help build company brands. Among the new medias, Web log is a promising tool for SMEs to leverage. In this research, we propose CEOs of SMEs should use Web logs to build their company brands, and they shall get good results. We explore and examine a case of cosmetics SME in Thailand, Jeban, whose primary communication channel is Web log, and the Web log is run by its CEO, to support our proposal. We documented how the Web log runs, and conducted an online survey for the Web blog’s effect. The result shows the CEO-run Web log significantly increased its customer-based brand equity. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T15:17:21Z (GMT). No. of bitstreams: 1 ntu-97-R95741068-1.pdf: 2081086 bytes, checksum: 4655214b3d97b9cf7b615a2361bd4958 (MD5) Previous issue date: 2008 | en |
| dc.description.tableofcontents | TABLE OF CONTENTS
Page SIGNATURES FROM DEGREE COMMITTEE……………………………i ACKNOWLEDGEMENT……………………………………………………ii ABSTRACT IN CHNESE ………………………………………………iii ABSTRACT IN ENGLISH……………………………………………………………iv TABLE OF CONTENTS…………………………………………………………v LIST OF FIGURES………………………………………………vii LIST OF TABLES………………………………………………viii Chapter 1: Introduction…………………………………………………1 1.1 Background of the research …………………1 1.2 Research objective……………………………………………………3 1.3 Research Method………………………………………………………3 1.4 Scope of research………………………………………………………4 1.5 Thesis outline…………………………………………………………4 Chapter 2: Brand Equity Concept…………………………6 2.1 Customer-Based Brand Equity……………6 2.2 Building Customer-Based Brand Equity……9 2.3 Brand Building Tools and Objectives……12 Chapter 3: CEO as a Brand Builder…………………………15 3.1 Leveraging CEO as a Secondary Brand Association……………………………………………………15 3.2 CEO Branding………………………………………………………16 3.3 Blending CEO with the brand…………17 3.4 CEO Branding in Thailand………………19 3.4.1 Choakchai Farm………………19 3.4.2 Nok Air…………………………23 3.5 Conclusion……………………………………27 Chapter 4: Online Brand Building…………………28 4.1 Internet Advertising……………………………………………28 4.2 Weblogs (Blogs)………………………30 4.2.1 History of Weblogs (Blogs)…30 4.2.2 Blogging Practices……………33 4.2.3 Blogs as Social Activity………33 4.2.4 Object-Oriented Activity in Blogging………………………………………………………………34 4.3 Blog Marketing…………………………………36 4.4 Connecting Branding Strategy to Blog…………37 4.4.1 Establish Proper Brand Identity…37 4.4.2 Enhance Brand Meaning…………39 4.4.3 Reinforce Right Brand Response…40 4.4.4 Forge Brand Relationship…………41 4.5 Example of Successful Weblog…………………42 4.5.1 Pantip.com and Bloggang.com………43 4.5.2 Jeban.bloggang.com……………44 4.5.3 Jeban.com…………………………………………………………45 4.5.4 Jeban and Customer-Based Brand Equity Model……………………………………………………48 Chapter 5: Result and Analysis………………………………………………………51 5.1 Research design and produces…………………………………………………51 5.2 Data Collection instrument and measures…51 5.3 Results and Decision…………………………52 Chapter 6: Conclusion…………………………………………58 6.1 Discussion……………………………………………………58 6.2 Limitation……………………………………………………59 6.3 Future Research………………………………………………………59 References……………………………………………………61 Appendix A: Choakchai Farm and Nok Air……………64 Appendix B: Jeban on Media…………………………………………………………68 Appendix C: Questionnaire ……………………………80 | |
| dc.language.iso | en | |
| dc.subject | 部落格 | zh_TW |
| dc.subject | 以顧客為基礎之品牌權益 | zh_TW |
| dc.subject | customer-based brand equity | en |
| dc.subject | Web blog | en |
| dc.title | 中小企業執行長經營部落格對建基於顧客之品牌權益的影響：以Jeban公司為例 | zh_TW |
| dc.title | Increasing Customer-Based Brand Equity for SMEs by CEO-Run Blogs: A Case Study of Jeban | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 96-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.advisor-orcid | ,(jerome.chou@gmail.com) | |
| dc.contributor.coadvisor | (Rachuang Yu) | |
| dc.contributor.oralexamcommittee | #VALUE! | |
| dc.subject.keyword | 部落格,以顧客為基礎之品牌權益, | zh_TW |
| dc.subject.keyword | Web blog,customer-based brand equity, | en |
| dc.relation.page | 90 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2008-07-25 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-97-1.pdf 未授權公開取用 | 2.03 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。