請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/37477
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 葉怡玉 | |
dc.contributor.author | Yu-Ting Wang | en |
dc.contributor.author | 王榆婷 | zh_TW |
dc.date.accessioned | 2021-06-13T15:29:31Z | - |
dc.date.available | 2008-07-21 | |
dc.date.copyright | 2008-07-21 | |
dc.date.issued | 2008 | |
dc.date.submitted | 2008-07-15 | |
dc.identifier.citation | 黃耀正(1999)。產品人格對品牌延伸評價的影響。國立中央大學企業管理學系碩士論文。
Bucklin, L. P. & Sengupta, S. (1993). Organizing successful co-marketing alliances. Journal of Marketing, 57, 32-46. Cooke, S. & Ryan, P. (2000). Brand alliances: From reputation endorsement to collaboration on core competencies. Irish Marketing Review, 13, 36-41. Gammoh, B. S., Voss, K. E., & Chakraborty, G. (2006). Consumer evaluation of brand alliances signals. Psychology & Marketing, 23, 465-486. James, D. O., Lyman, M., & Foreman, S. K. (2006). Does the tail wag the dog? Brand personality in brand alliance evaluation. Journal of Product and Brand Management, 15, 173-183. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22. Laurent, G. & Kapferer, J. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22, 41-53. Leuthesser, L., Kohli, C., & Suri, R. (2003). 2 + 2 = 5? A framework for using co-branding to leverage a brand. Journal of Brand Management, 11, 35-47. MacInnis, D. J. & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53, 1-23. Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33, 453-466. Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36, 258-268. Rao, A. R. & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36, 87-97. Simonin, B. L. & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35, 30-42. Spethmann, B. & Benezra, K. (1994). Co-brand or be damned. Brand Week, November 21, 20-24. Sujan, M. & Bettman, J. R. (1989). The effects of brand positioning strategies on consumers’ brand and category perceptions: Some insight from schema research. Journal of Marketing Research, 26, 454-467. Tversky, B. & Hemenway, K. (1984). Objects, parts, and categories. Journal of Experimental Psychology: General, 113, 169-193. Vaidyanathan, R. & Aggaral, P. (2000). Strategic Brand Alliances: Implications of Ingredient Branding for National and Private Label Brands. Journal of Product & Brand Management, 9, 214-228. Visser, E. (1998). Multibranding: Symptom of an unclear branding policy. Design Management Journal, 9, 60-64. Voss, K. E. & Tansuhaj, P. (1999). A consumer perspective on foreign market entry: Building brands through brand alliance. Journal of International Consumer Marketing, 11, 39-58. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/37477 | - |
dc.description.abstract | 本研究探討品牌的產品類別關聯性與品牌形象契合度如何影響消費者對品牌結盟之產品的評價。實驗一藉由卡片分類的方式建構類別階層的概念,結果顯示四十種產品可分為八個基層類別與兩個上層類別。此結果意涵,消費者具有階層式的產品概念,可影響消費者對產品類別關連性的判斷。實驗二同時操弄三種產品類別關聯性與兩種品牌形象契合度,由40位大學生參與者同時比較六種品牌,評價結盟產品的合作契合度與品質高低。結果指出,參與者認為品牌形象契合度高的結盟有較高的合作契合度,但品牌形象契合度低的結盟則有較高的品質。另一方面,參與者在評價結盟產品的不同向度時,會彈性的使用類別階層:對結盟產品的知覺合作契合度會依照基層類別判斷,而對於結盟產品的品質知覺,則使用上層類別做為判斷標準。本研究的結果可做為企業進行品牌結盟策略時選擇合作對象之依據,以及行銷策略的規劃。 | zh_TW |
dc.description.abstract | This study investigated how the product categorical relevance and brand image fit affect consumers’ evaluations of brand alliance. A card sorting method was adopted in Experiment 1 to investigate the structure of conceptual representations among 40 products. The results confirmed a hierarchical structure with the 40 products agglomerated to 8 basic levels and 2 super-ordinate levels. On the basis of the results of Experiment 1, three levels of categorical relevance and two levels of image fit were manipulated in Experiment 2 to investigate how these two factors may influence the evaluation of brand alliance. The results showed that high brand image fit led to higher perceived fit, but low brand image fit led to higher perceived quality for the allied product. Moreover, participants used different categorical levels in evaluations: the perceived fit of alliance was based on the basic level and the perceived quality of the allied products was based on the super-ordinate level. The results have important implications for selecting a partner in brand alliance and for developing the marketing strategy for the allied products. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T15:29:31Z (GMT). No. of bitstreams: 1 ntu-97-R95227118-1.pdf: 344257 bytes, checksum: 6b7732f2f8521914c56ee4162936ad4a (MD5) Previous issue date: 2008 | en |
dc.description.tableofcontents | 1. 緒論……………………………………………………………………….…… 1
1.1 品牌結盟的定義與類型………………………..………………….…… 1 1.2 品牌形象與產品類別對品牌結盟的影響………………..……….…… 3 1.3 研究假設…………………………………………………………...…… 6 2. 實驗一:產品類別的階層概念………………………………………….…… 7 2.1 方法……………………………………………………...……………… 7 2.2 結果與討論………………………………………………………...…… 8 3. 實驗二:產品類別與品牌形象對結盟產品評價的影響 ……….………… 10 3.1 方法………………………………………………………..…………... 10 3.2 結果與討論……………………………………………………………. 13 4. 綜合討論……………………………………………………………………... 17 5. 參考文獻……………………………………………………………………... 23 附錄……………………………………………………………………………….. 26 表………………………………………………………………………………….. 28 圖………………………………………………………………………………….. 31 | |
dc.language.iso | zh-TW | |
dc.title | 消費者對品牌結盟產品的評價:產品類別關聯性與品牌形象契合度的影響 | zh_TW |
dc.title | The Effects of Product Categorical Relevance and Brand Image Fit on the Evaluation of Brand Alliance | en |
dc.type | Thesis | |
dc.date.schoolyear | 96-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 郭建志,汪曼穎 | |
dc.subject.keyword | 品牌結盟,品牌形象,產品類別, | zh_TW |
dc.subject.keyword | brand alliance,brand image,product category, | en |
dc.relation.page | 31 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2008-07-16 | |
dc.contributor.author-college | 理學院 | zh_TW |
dc.contributor.author-dept | 心理學研究所 | zh_TW |
顯示於系所單位: | 心理學系 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-97-1.pdf 目前未授權公開取用 | 336.19 kB | 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。