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題名：品牌水果通路關係對中間商合作傾向影響之研究
書刊名：農業經濟半年刊
作者：廖武正／陳唐平 引用關係／張文賢
作者(外文)：Liao, Wu-zheng／Chen, Tang-ping／Chang, Wen-hsien
出版日期：2006
卷期：80
頁次：頁97-123
主題關鍵詞：品牌水果；通路關係；信任；合作傾向；Branded fruits；Channel relationship；Trust；Propensity to cooperation
原始連結：連回原系統網址new window
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  • 共同引用共同引用:15
  • 點閱點閱:29
本文以品牌權益及關係行銷理論為基礎，探討國產品牌水果中間商與農民團體合作推廣品牌水果的意願。以 100 位中間商（承銷商與零售商）的問卷資料，經因素分析與路徑分析後，發現中間商對品牌水果的價值認知及獲利性，對其與農民團體合作推廣品牌水果的傾向具正向的影響，但信任則對合作傾向沒有顯著的影響，本文最後並提出管理意涵。
This study is to explore the impacts of propensity to cooperation of dealers based on brand equity and relationship marketing theorems. There were 100 questionnaires returned. The results of factor analysis and path analysis indicate that the perceptions of value and profitability were positive related to the propensity to cooperation with farmer’s organizations of dealers. But the trust element has no impact on propensity to the cooperation between them. Finally, the management implications were proposed.
期刊論文
1.Lafferty, Barbara A.、Goldsmith, Ronald E.、Newell, Stephen J.(2002)。The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions。Journal of Marketing Theory and Practice，10(3)，1-12。  new window
2.Gronroos, C.(1994)。Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm。Journal of Marketing Management，10(5)，347-360。  new window
3.Moorman, C.、Deshpande, R.、Zaltman, G.(1993)。Factors effecting trust in market research relationships。Journal of Marketing，57(1)，81-101。  new window
4.Evans, J. R.、Laskin, R. L.(1994)。The relationship marketing process : a conceptualization and application。Industrial Marketing Management，23(5)，439-452。  new window
5.方世榮、張嘉雯、黃識銘(20030200)。組織間關係長期導向之影響因素的探討--中小企業特質的干擾作用。臺灣管理學刊，3(1)，101-124。new window  延伸查詢new window
6.Shani, D.、Chalasani, S.(1992)。Exploiting niches using relationship marketing。The Journal of Consumer Marketings，9(6)，223-245。  new window
7.Wathne, K. H.、Heide, J. B.(2004)。Relationship governance in a supply chain network。Journal of Marketing，68(1)，73-89。  new window
8.Mohr, J. J.、Nevin, J. R.(1990)。Communication strategies in marketing channels: a theoretical perspective。Journal of Marketing，54(4)，36-51。  new window
9.Moran, P.(2005)。Structural vs. Relational Embeddedness: Social Capital and Managerial Performance。Strategic Management Journal，26(12)，1129-1151。  new window
10.Prus, Amanda、Brandt, D. Randall(1995)。Understanding Your Customers: What You Can Learn from a Loyalty Index。Marketing Tools，2(5)，10-14。  new window
11.Doney, Patricia M.、Cannon, Joseph P.(1997)。An Examination of the nature of trust in buyer-seller relationships。Journal of Marketing，61(2)，35-51。  new window
12.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
13.Anderson, James C.、Narus, James A.(1990)。A model of distributor firm and manufacturer firm working partnerships。Journal of Marketing，54(1)，42-58。  new window
14.Ganesan, Shankar(1994)。Determinants of long-term orientation in buyer-seller relationships。Journal of Marketing，58(2)，1-19。  new window
15.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
16.魯真、陳宏易(2001)。國產品牌水果之消費者認知研究。農業金融論叢，46，257-382。  延伸查詢new window
17.Beverland, M.(2001)。Creating Value through Brands: The ZESPRITM Kiwi Fruit Case。British Food Journal，103(6)，383-399。  new window
18.Hanf, J. H.、Kühl, R.(2005)。Branding and Its Consequences for German Agribusiness。Agribusiness，21(2)，177-189。  new window
19.Hayes, D. J.、Lence, S. H.、Stoppa, A.(2004)。Farmer-owned Brands?。Agribusiness，20(3)，269-285。  new window
20.Lui, S. S.、Ngo, H.(2004)。The Role of Trust and Contractual Safeguards on Cooperation in Non-equity Alliance。Journal of Management，30(4)，471-485。  new window
21.Marzo-Navarro, M.、Pedraja-Iglesias, M.、Rivera-Torres, M. P.(2004)。The Benefits of Relationship Marketing for Consumer and for the Fashion Retailers。Journal of Fashion Marketing and Management，8(4)，425-440。  new window
22.Nielson, B. B.(2005)。The Role of Knowledge Embeddedness in the Creation of Synergies in Strategic Alliances。Journal of Business Research，58，1194-1204。  new window
23.Parvatiyar, A.、Sheth, J. N.(1997)。Paradigm Shift in Interfirm Marketing Relationship: Emerging Research Issues。Research in Marketing，13(4)，233-255。  new window
24.Shocker, A. D.、Srivastava, R. K.、Ruekert, R. W.(1994)。Challenges and Opportunities Facing Brand Management: An Introduction to Special Issue。Journal of Marketing Research，31(2)，149-158。  new window
25.White, H. M. F.(2000)。Buyer-supplier Relationships in the UK Fresh Product Industry。British Food Journal，102(1)，6-17。  new window
研究報告
1.廖武正(2005)。國產品牌水果行銷與策略之研究。0。  延伸查詢new window
圖書
1.Aaker, David A.、Joachimsthaler, Erich(2000)。Brand Leadership: The Next Level of the Brand Revolution。New York：Free Press。  new window
2.Porter, Michael E.(1985)。Competitive Advantage: Creating and Sustaining Superior Performance。New York, NY：Schuster Inc.。  new window
3.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
4.林南(2001)。Social Capital: A Theory of Social Structure and Action。Cambridge University Press。  new window
5.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
6.Kotler, Philip(2002)。Marketing Management。Prentice-Hall。  new window
7.(1995)。品牌保姆手冊。品牌保姆手冊。臺北。  延伸查詢new window
8.Egan, J.(2001)。Relationship Marketing。Relationship Marketing。0。  new window
9.Vanauken, B.(2004)。The Brand Management Checklist。The Brand Management Checklist。0。  new window
 
 
 
 
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