請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91502
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 何耕宇 | zh_TW |
dc.contributor.advisor | Keng-Yu Ho | en |
dc.contributor.author | 羅云彤 | zh_TW |
dc.contributor.author | Yun-Tung Lo | en |
dc.date.accessioned | 2024-01-28T16:17:21Z | - |
dc.date.available | 2024-01-29 | - |
dc.date.copyright | 2024-01-27 | - |
dc.date.issued | 2023 | - |
dc.date.submitted | 2023-07-05 | - |
dc.identifier.citation | 英文參考資料
1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. 2. American Marketing Association (1960). Marketing Definitions: A Glossary of Marketing Terms. American Marketing Association. 3. Azoulay, A. & Kapferer, J.N. (2003). Do brand personality scales really measure brand personality? Journal of Brand Management, 11(2), 143-155. 4. Babbie, E. R. (1998). The Practice of Social Research. Wadsworth Publishing. 5. Cabral, K.M. (2022). Why is exclusivity so important to the Hermès brand? Preview. https://www.preview.ph/fashion/hermes-exclusivity-explainer-a2229-20221005 6. Deloitte (2022). Global Powers of Luxury Goods 2022. Deloitte. https://www.deloitte.com/content/dam/assets-shared/legacy/docs/analysis/2022/gx-global-powers-of-luxury-goods-report.pdf 7. Dubois, B., Laurent, G. & Czellar, S. (2001). Consumer rapport to luxury: Analyzing complex and ambivalent attitudes. Consumer Research Working Paper No. 736, HEC Paris. 8. Goldberg, L. R. (1990). An alternative “description of personality”: The Big-Five factor structure. Journal of Personality and Social Psychology, 59(6), 1216–1229. 9. Heine, K., Atwal, G., Crener-Ricard, S. & Phan, M. (2018). Personality-driven luxury brand management. Journal of Brand Management, 25(3), 474–487. 10. Kapferer, J.N. (1997). Managing luxury brands. Journal of Brand Management, 4 (4), 251-260. 11. Kapferer, J.N. (1998). Why are we seduced by luxury brands? Journal of Brand Management, 6 (1), 44-49. 12. Kapferer, J.N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page. 13. Keller, K. (2009). Managing the growth tradeoff: Challenges and opportunities in luxury branding. Journal of Brand Management, 16(5), 290-301. 14. Ko, E., Costello, J. P. & Taylor, C. R. (2017). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413. 15. Maurya, U.K & Mishra, P. (2012). What is a brand? A perspective on brand meaning. European Journal of Business and Management, 4(3), 122-133. 16. Roberta, V. (2021). Lessons in cultivating luxury: LVMH’s brand strategies and business model. Strategy Story. https://thestrategystory.com/2021/01/07/lvmhs-brand-strategies-business-model/ 17. Roll, M. (2020). Hermès – The strategy insights behind the iconic luxury brand. Martin Roll. https://martinroll.com/resources/articles/strategy/hermes-the-strategy-behind-the-global-luxury-success/ 18. Sarkar, A. & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. 19. Saucier, G. (1994). Mini-markers: A brief version of Goldberg’s unipolar big five markers. Journal of Personality Assessment, 63(3), 506-516. 20. Schmalbruch, S. (2014). Here’s why you'll never see Louis Vuitton products on sale. Business Insider. https://www.businessinsider.com/louis-vuitton-never-goes-on-sale-2014-12 21. Stern, B.B. (2006). What does brand mean? Historical-analysis method and construct definition. Journal of the Academy of Marketing Science, 34(2), 216-223. 22. Tynan, C., McKechnie, S. & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156–1163. 23. Vickers, J. S. & Renand, F. (2003). The marketing of luxury goods: An exploratory study–three conceptual dimensions. The Marketing Review, 3(4), 459-478. 24. Vigneron, F. & Johnson, L.W. (2004). Measuring perceptions of brand luxury. Brand Management, 11(6), 484–506. 25. Yin, R. K. (1984). Case Study Research: Design and Methods. Sage Publications. 26. Yin, R. K. (1994). Discovering the future of the case study method in evaluation research. Evaluation Practice, 15(3), 283-290. 27. Yu, K. (2021). This luxury company does not need a complicated advertising strategy to market its brands. Valens Research. https://www.valens-research.com/dynamic-marketing-communique/this-luxury-company-doesnt-need-a-complicated-advertising-strategy-to-market-its-brands-find-out-why-here-monday-marketing-marvels/ 中文參考資料 1. Hermès官網(2023)。Hermès。https://www.hermes.com/tw/zh/ 2. LVMH官網(2023)。LVMH。https://www.lvmh.cn/ 3. 江淑美、吳伊勻、翁士勛與劉育雯(2000)。教育研究法專題研究報告—個案研究(Case study)。http://mail.tku.edu.tw/panhlw/casestudy.pdf 4. 城國斌(2011)。不只是精品,揭開LV集團快速成長的秘密。天下雜誌,2011/04/28,https://www.cw.com.tw/index.php/article/5007392 5. 鄧景宜、曾旭民、李怡禛、游朝舜(2011)。“International English Big-Five Mini-Markers” 之繁體中文版量表發展。管理學報,28(6),579-600。 6. 謝丞芳(2021)。愛馬仕不可不知的 12 個小故事!愛馬仕橙如何從滯銷色成為經典?柏金包竟與嘔吐袋有關?!風傳媒,2021/10/24,https://onepercent.storm.mg/article/3898802 | - |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91502 | - |
dc.description.abstract | 每個品牌都必須要有獨特的品牌個性,才能與顧客建立連結,進而提升顧客購買意願和忠誠度。研究顯示,品牌個性對於精品品牌的重要性高於一般品牌。認同精品企業品牌個性的顧客更能理解品牌的價值主張,也更願意購買該品牌的產品。本研究使用品牌個性的理論架構分析臺灣珠寶精品品牌A公司之品牌個性和經營策略,並與LVMH和Hermès等國際知名精品品牌之經營策略做比較。分析結果顯示A公司的品牌個性與LVMH和Hermès的品牌個性有高度重疊,僅在菁英程度有所差異。因此,A公司未來可考慮提供限量產品、強調產品的稀有性,透過行銷手法提升品牌形象。 | zh_TW |
dc.description.abstract | All brands require unique brand personalities to create connections with their customers which can then be used to enhance willingness to purchase and customer loyalty. Previous studies have shown that brand personality are more important for luxury brands compared with other types of brands as customers who agree with the brand personality of a luxury brand are better able to understand the brand’s value propositions and more willing to purchase brand products. This study uses a brand personality framework to analyze the brand personality and business strategies of a Taiwanese luxury jewelry brand (Company A), also comparing these strategies with those of internationally renowned luxury brands such as LVMH and Hermès. The results show that Company A’s brand personality is highly similar to LVMH and Hermès, with the only discrepancy being in elitism levels. Therefore, Company A can consider providing limited edition products, emphasizing product exclusiveness, and using marketing measures to enhance brand image. | en |
dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-01-28T16:17:21Z No. of bitstreams: 0 | en |
dc.description.provenance | Made available in DSpace on 2024-01-28T16:17:21Z (GMT). No. of bitstreams: 0 | en |
dc.description.tableofcontents | 誌 謝 ii
中文摘要 iii THESIS ABSTRACT iv 目 錄 v 圖目錄 vii 表目錄 viii 第一章、緒論 1 第一節、研究背景 1 第二節、研究主題和研究問題 2 第三節、章節架構 2 第二章、文獻回顧 4 第一節、品牌 4 第二節、精品品牌 7 第三節、品牌個性 9 第三章、研究方法 13 第一節、研究流程 13 第二節、個案研究法 15 第三節、個案介紹 16 第四章、研究結果 22 第一節、A公司的品牌個性 22 第二節、A公司與其他精品品牌之比較 27 第三節、A公司未來策略 31 第五章、結論 33 第一節、研究結論 33 第二節、研究限制 34 參考資料 36 | - |
dc.language.iso | zh_TW | - |
dc.title | 精品品牌個性之研究:A公司之個案分析 | zh_TW |
dc.title | A Study of Brand Personality: Case Analysis of Company A | en |
dc.type | Thesis | - |
dc.date.schoolyear | 111-2 | - |
dc.description.degree | 碩士 | - |
dc.contributor.coadvisor | 林姿婷 | zh_TW |
dc.contributor.coadvisor | Tzu-Ting Lin | en |
dc.contributor.oralexamcommittee | 王衍智;徐之強 | zh_TW |
dc.contributor.oralexamcommittee | Yan-Zhi Wang;Chih-Chiang Hsu | en |
dc.subject.keyword | 精品品牌,品牌個性,行銷,個案研究, | zh_TW |
dc.subject.keyword | Luxury Brand,Brand Personality,Marketing,Case Study, | en |
dc.relation.page | 39 | - |
dc.identifier.doi | 10.6342/NTU202301323 | - |
dc.rights.note | 未授權 | - |
dc.date.accepted | 2023-07-06 | - |
dc.contributor.author-college | 管理學院 | - |
dc.contributor.author-dept | 碩士在職專班財務金融組 | - |
顯示於系所單位: | 財務金融組 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-111-2.pdf 目前未授權公開取用 | 1.32 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。