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引文資料
題名:
產品概念策略、品牌命名策略和來源國效果影響品牌權益建立之研究
書刊名:
管理評論
作者:
陳振燧
作者(外文):
Chen, Cheng-hsui
出版日期:
2000
卷期:
19:2
頁次:
頁35-56
主題關鍵詞:
品牌權益
;
產品概念策略
;
品牌命名策略
;
來源國效果
;
Brand equity
;
Product concept strategy
;
Brand naming strategy
;
Country of origin
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
5
) 博士論文(
1
) 專書(0) 專書論文(0)
排除自我引用:
5
共同引用:
17
點閱:41
本研究從新產品開發過程探討產品概念策略、品牌命名策略和來源國效果對品牌權益建立的影響程度,以虛擬品牌的牛仔褲,透過三個實驗,共蒐集了536份有效問卷進行假設驗證。結果發現產品概念的建立對品牌權益具有決定性的影響,但是功能性、自我表現和情感性三個產品概念所建立的品牌權益並無顯著差異;其次,在產品概念已發展之下,概念描述的品牌名稱對品牌權益建立的邊際貢獻雖不顯著,但中性描述的品名卻會造成負面的稀釋效果,顯示概念描述品名是品牌行銷的必要條件。最後,在產品概念和品牌名稱已經決定之下,來源國效果對概念描述品牌的權益水準並無顯著邊際貢獻,而且即使是與概念配合的來源國形象也是不顯著;不過,與概念不配合的來源國並不會像中性描述品名對品牌權益具有稀釋效果。
以文找文
This study attempts to explore the impact of product concept strategy, naming strategy, and country of origin effect on building brand equity from the perspective of new product development process. Three experiments, using fictitious brand name of Jeans product as research object, have been designed to test the hypothesis. Undergraduate students are recruited as research subject via convenience sampling, result to 536 effective samples. The results indicated that the product concepts do have the determinant impact on building brand equity, but there is no significant difference among three product concept strategies. Secondly, under the development of product concept, the naming strategy of concept descriptive has shown no marginal contributions on building brand equity, but the neutral descriptive naming strategy has resulted to the negative dilution on brand equity. Finally, the country of origin effect, even the country image matching its product concept, did not have any marginal contribution on the equity building for all concept descriptive brands when the product concept and brand naming have been decided. However, the country of origin effects of those unfitting product concepts did not lead to brand dilution like the brand name of neutral descriptive.
以文找文
期刊論文
1.
Robertson, K.(1987)。Strategically Desirable Brand Name Characteristics。Journal of Consumer Marketing,6(4),61-71。
2.
Farquhar, Peter H.(1989)。Managing Brand Equity。Marketing Research,1,24-33。
3.
Cordell, V. V.(1992)。Effects of Consumer Preferences for Foreign Sourced Products。Journal of International Business Studies,23(2),251-269。
4.
Simon, C. J.、Sullivan, M. W.(1993)。The Measurement and Determinants of Brand Equity: A Financial Approach。Marketing Science,12(1),28-52。
5.
陳振燧、洪順慶(19981200)。顧客基礎的品牌權益建立之研究。管理學報,15(4),623-642。
延伸查詢
6.
Tauber, Edward M.(1988)。Brand leverage: strategy for growth in a cost-controlled world。Journal of Advertising Research,28(4),26-30。
7.
Keller, Kevin Lane、Heckler, Susan E.、Houston, Michael J.(1998)。The Effects of Brand Name Suggestiveness on Advertising Recall。Journal of Marketing,62(1),48-57。
8.
Parameswaran, Ravi、Pisharodi, R. Mohan(1994)。Facets of country of origin image: An empirical assessment。Journal of Advertising,23(1),43-56。
9.
Barwise, Patrick(1993)。Brand Equity: Snark or Boojum?。International Journal of Research in Marketing,10(1),93-104。
10.
Johansson, Johny K.、Douglas, Susan P.、Nonaka, Ikujiro(1985)。Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective。Journal of Marketing Research,22(4),388-396。
11.
Nebenzahl, Israel D.、Jaffe, Eugene D.(19960800)。Measuring the joint effect of brand and country image in consumer evaluation of global products。International Marketing Review,13(4),5-22。
12.
Roth, Martin S.、Romeo, Jean B.(1992)。Matching product category and country image perceptions: A framework for managing country-of-origin effects。Journal of International Business Studies,23(3),477-497。
13.
Cobb-Walgren, Cathy J.、Ruble, Cythia A.、Donthu, Naveen(1995)。Brand equity, brand preference, and purchase intent。Journal of Advertising,24(3),25-40。
14.
Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。
15.
Park, Choong Whan、Milberg, Sandra、Lawson, Robert(1991)。Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency。Journal of Consumer Research,18(2),185-193。
16.
Erickson, Gary M.、Johansson, Johny K.、Chao, Paul(1984)。Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects。Journal of Consumer Research,11(2),694-699。
17.
Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing,50(4),135-145。
18.
Urde, Mats(1994)。Brand orientation: A strategy for survival。Journal of Consumer Marketing,11(3),18-32。
19.
De Chernatony, Leslie、McWilliam, Gil(1989)。Branding terminology: the real debate。Marketing Intelligence & Planning,7(7/8),29-32。
20.
AI-Sulaiti, Khalid I.、Baker, Michael J.(1998)。Country of Origin Effects: A Literature Review。Marketing Intelligence and Planning,16(3),150-199。
21.
Bergh, Bruce V.、Alder, Keith、Oliver, Lauren(1987)。Linguistic Distinction among Top Brand Names。Journal of Advertising Research,Aug./ Sep.,39-44。
22.
Blackett, T.(1988)。Researching Brand Names。Marketing Intelligence & Planning,6(3),5-8。
23.
Boyd, Colin W.(1985)。Point of View: Alpha-Numeric Brand Names。Journal of Advertising Research,25(5),48-52。
24.
Haubl, Gerald(1996)。A Cross-National Investigation of The Effects of Origin And Brand On The Evaluation of A New Car。International Marketing Review,13(5),76-97。
25.
Meyers-Levy, Joan(1989)。The Influence of a Brand Name's Association Set Size and Word Frequency on Brand Memory。Journal of Consumer Research,16(September),197-207。
26.
Park, Chan Su、Srinivasan, V.(1994)。A Survey-Base Method for Measuring and Understanding Brand Equity and Extendibility。Journal of Marketing Research,31(May),27-88。
27.
Pavia, T. M.、Costa, J. A.(1993)。The Winning Number: Consumer Perceptions of Alpha-Numeric Brand Names。Journal of Marketing,57,85-98。
28.
Peterson, Robert A.、Ross, Ivan(1972)。How to Name New Brands。Journal of Advertising Research,12,29-34。
29.
Rigaux-Bricmont, B.(1982)。Influences of Brand Name and Packaging on Perceived Quality。Advances in Consumer Research,IX,472-477。
30.
Zinkhan, George M.、Martin, Claude R., Jr.(1987)。New Brand Names and Inferential Beliefs: Some Insights on Naming New Products。Journal of Business Research,15(2),157-172。
研究報告
1.
洪順慶(1994)。中美日產品品牌權益之比較。沒有紀錄。
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圖書
1.
Aaker, David A.、Biel, Alexander L.(1992)。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Hillsdale, New Jersey:Lawrence Erlbaum Associates。
2.
Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。
3.
Aaker, David A.(1996)。Building Strong Brands。New York, NY:Simon & Schuster UK Ltd.:The Free Press。
4.
Kirmani, Amna、Zeithaml, Valarie A.(1992)。Advertising, Perceived Quality, and Brand Image。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Hillsdale, NJ:Lawrence Erlbaum Associates。
5.
Nakamoto, Kent、MacInnis, Deborah J.、Jung, Hyung-Shik(1992)。Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Expressions。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Hillsdale, NJ。
圖書論文
1.
Shocker, A. D.、Weitz, B.(1988)。A perspective on brand equity principles and issues。Defining, measuring and managing brand equity: a conference summary。Cambridge, Massachusetts:Marketing Science Institute。
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