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題名:品牌聯合行銷對品牌聯想影響效果之研究
書刊名:管理學報
作者:曾義明 引用關係
作者(外文):Tseng, Yi Ming
出版日期:2002
卷期:19:4
頁次:頁647-675
主題關鍵詞:聯合行銷品牌概念品牌聯想互補性Joint promotionBrand conceptBrand associationComplement
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(4) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:0
  • 點閱點閱:37
品牌聯合行銷策略是企業界經常使用的行銷策略之一,其目的除了增加市場佔有率、提高公司利潤外,亦可以增加品牌的知名度。本研究藉著不同品牌間的聯合,來探討對品牌聯想的影響。研究結果發現:品牌原有聯想的改變會隨著搭配行銷的品牌概念及產品互補性不同而產生差異,當屬於互補性的產品搭配時,互補性的高低對於品牌原聯想的變化會高於品牌概念一致性的效果; 在互補性品牌搭配組合時,具有品牌概念的組合會比虛擬品牌之組合,會讓消費者會有較強的聯想效果。
Joint promotions of brands not only increase market shares but also contribute to business profits. This research explores the effects of brand association when different brands are put together for joint promotion. The findings support that the consumers' original associations of the brand will change according to the brand concept and product complement of the joined brands. Further implications of the research are also developed.
期刊論文
1.Varadarajan, P. R.(1985)。Joint Sales Promotion: An Emerging Marketing Tool。Business Horizons,28(5),43-49。  new window
2.Badaracco, Joseph L. Jr.(1991)。Alliances speed knowledge transfer。Planning Review,19(2),10-16。  new window
3.Lee, Alder(1966)。Symbiotic Marketing。Harvard Business Review,44,59-71。  new window
4.Gürhan-Canli, Zeynep、Maheswaran, Durairaj(1998)。The Effects of Extensions on Brand Name Dilution and Enhancement。Journal of Marketing Research,35(4),464-473。  new window
5.Blackett, T.(1991)。The valuation of brands。Marketing Intelligence & Planning,9(1),27-35。  new window
6.Morris, D.、Hergert, M.(1987)。Trends in international collaborative agreements。Columbia Journal of World Business,22(2),15-21。  new window
7.Buckley, P. J.、Casson, M.(1988)。A Theory of Co-operation in International Business。Management International Review,28,19-38。  new window
8.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。  new window
9.Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing,54(1),27-41。  new window
10.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。  new window
11.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing,50(4),135-145。  new window
12.Krishnan, H. S.(1996)。Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective。International Journal of Research in Marketing,13(4),389-405。  new window
13.De Chernatony, Leslie、McWilliam, Gil(1989)。Branding terminology: the real debate。Marketing Intelligence & Planning,7(7/8),29-32。  new window
14.Merrifield, B.(1989)。Strategic Alliances in Global Marketplace。Research Technology Management,32(1),15-20。  new window
15.Halliday, J.(1997)。Shell, Texaco Near Joint Marketing。Advertising Age,68(5),64-78。  new window
16.Buchanan, Lauranne(1999)。Brand Equity Dilution Retailer Display and Context Brand Effects。Journal of Marketing Research,36(3),345-355。  new window
圖書
1.Porter, M. E.(1986)。Competition in Global Industries: a Conceptual Framework in Competition in Global Industries。Boston MA:Harvard Business School Press。  new window
2.Assael, Henry(1987)。Consumer Behavior and Marketing Action。Boston, Massachusetts:PWS-KENT Publishing Company。  new window
3.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
圖書論文
1.Zeithaml, Valarie A.、Kirmani, Aman(1993)。Advertising, Perceived Quality, and Brand Image。Brand Equity & Advertising: Advertising's Role in Building Strong Brand。Lawrence Erlbaum Associates, Inc.。  new window
 
 
 
 
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