臺灣旅館業採用善因行銷對品牌聯想之影響__臺灣人文及社會科學引文索引資料庫

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題名：	臺灣旅館業採用善因行銷對品牌聯想之影響
書刊名：	餐旅暨家政學刊
作者：	張宏生／曾建銘
作者(外文)：	Chang, Hong-sheng／Tseng, Chien-ming
出版日期：	2008
卷期：	5:1
頁次：	頁35-52
主題關鍵詞：	善因行銷；品牌聯想；涉入程度；Cause related marketing；Brand association；Involvement
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:52

本研究目的旨在探討旅館業採用善因行銷（包括企業主題推廣、聯合主題推廣、銷售相關活動、授權）與品牌聯想（包括屬性聯想、利益聯想、態度聯想）之間的關係，並進一步探索消費者涉入程度所扮演的調節效果的關係。作者透過具有高信度與效度之量表，以問卷訪談方式針對台北縣市旅館業消費者蒐集樣本資料。透過典型相關結果發現，善因行銷中的企業主題推廣與屬性聯想有關，銷售相關活動、授權與利益聯想有關，而聯合主題推廣與態度聯想有關。再者，在調節效果方面，消費者在高度涉入程度下，善因行銷中的銷售相關、授權等構面對品牌聯想有較高的影響；在低度涉入程度下，企業主題推廣、聯合主題推廣對品牌聯想有較高的影響。本研究並建議後續研究者可進一步探討其他可能影響品牌聯想的調節變數。實務上，管理者可以採用最佳化投資於攸關的善因行銷活動，以提昇品牌聯想。最後，本研究主要貢獻在於針對善因行銷、品牌聯想與涉入程度之間，提供一個新的品牌聯想之「結構化」關係模型。

以文找文

The purpose of this work is to elucidate how cause related marketing and brand association are related, and explores the modulation effect of involvement in this relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. Under high involvement, brand association is found to be affected mainly by profit relation, license. Furthermore, under low involvement, brand association is found to be affected mainly by single promotion, join promotion. For future research, other modulation effect of brand elements may influence brand association should be discussed. In practice, tourism hotel managers can hone the relevant variables to raise the effect of cause related marketing on brand association. Finally, this study provides a new shape of the "structural" relationships among cause related marketing, brand association and subculture.

以文找文

Other
1.	Cooper, D. R., & Emory, C. W.(1995)。Business research methods。

期刊論文
1.	Barone, Michael J.、Miyazaki, Anthony D.、Taylor, Kimberly A.(2000)。The influence of cause-related marketing on consumer choice: Does one good turn deserve another?。Journal of the Academy of Marketing Science，28，248-262。
2.	Andreasen, Alan R.(1996)。Profits for nonprofits: Find a Corporate Partner。Harvard Business Review，74(6)，47-50+55-59。
3.	Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。
4.	Varadarajan, P. R.(1986)。Horizontal Cooperative Sales Promotion: a Framework for Classification and Additional Perspectives。Journal of Marketing，50(2)，61-73。
5.	Farquhar, P. H.(1990)。Managing Brand Equity。Journal of Advertising Research，30(4)，7-12。
6.	Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。
7.	Brown, Tom J.、Dacin, Peter A.(1997)。The Company and the Product: Corporate Associations and Consumer Product Responses。Journal of Marketing，61(1)，68-84。
8.	Greenwald, Anthony G.、Leavitt, Clark(1984)。Audience Involvement in Advertising: Four Levels。Journal of Consumer Research，11(1)，581-592。
9.	Varadarajan, P. Rajan、Menon, Anil(1988)。Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy。Journal of Marketing，52(3)，58-74。
10.	Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。
11.	Krishnan, H. S.(1996)。Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective。International Journal of Research in Marketing，13(4)，389-405。
12.	Hartline, Michael D.、Jones, Keith C.(1996)。Employee Performance Cues in A Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions。Journal of Business Research，35(3)，207-215。
13.	Bloch, Peter H.、Richins, Marsha L.(1983)。A Theoretical Model for the Study of Product Importance Perceptions。Journal of Marketing，47(3)，69-81。
14.	Oldenburg, D.(1992)。Big Companies Plug Big Causes for Big Gains。Business and Society Review，83，22-23。

圖書
1.	Guieford, J. P.(1965)。Fundamental statistics in phychology and education。N.Y：McGramn-Hill。
2.	Hawkins, Del I.、Best, Roger J.、Coney, Kenneth A.(2001)。Consumer Behavior: Building Marketing Strategy。Irwin/McGraw-Hill。
3.	Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。
4.	Churchill, G. A. Jr.(1995)。Marketing Research: Methodological Foundations。The Dryden Press。
5.	Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。
6.	DeVellis, Robert F.(1991)。Scale Development: Theory and Applications。Sage。
7.	Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。
8.	Aaker, David A.(1996)。Building Strong Brands。New York, NY：Simon & Schuster UK Ltd.：The Free Press。

其他
1.	Gurin, M. G.(198707)。Cause-related Marketing in Question。
2.	Barnes, N.G.(1991)。Philanthropy, Profits and Problems: The Emergence of Joint Venture Marketing。
3.	Berger, Ida E. ; Cunningham, Peggy H. ; Kozinets, Robert V.(1996)。The Processing of Cause-Related Marketing Claims: Cues, Biases, or Motivators?。
4.	Ellen, P. S. ; Mohr, L. A. ; Webb, D. J.(1997)。Can Retailers Benefit From Cause Marketing? Consumer Responses to Different Promotional Offers。
5.	Elsbach, K. D. ; Sutton, R. I.(1992)。Acquiring organizational legitimacy through illegitimate actions: A marriage of institutional and impression management theories。
6.	Lastovicka, J. L. ; Gardner D. M.(1978)。Low Involvement Versus High Involvement Cognitive Structures。
7.	Murphy, B. ; Bates, G. W.(1997)。Adult Attachment Style and Vulnerability to Depression。
8.	Quelch, J. A. ; Hiller T. B.(1997)。Report: Consumers Swayed by Good Causes, Marketing News。
9.	Ross III, J. K. ; Stutts, M. A. ; Patterson, L. T.(1992)。Consumer Perceptions of Organization That Use Cause-Related Marketing。
10.	Tate, W. P. ; Poole, E. S. ; Horsfield, J. A. ; Mannering, S. A. ; Brown, C. M. ; Moffat, J. G. ; Dalphin, M. E. ; McCaughan, K. K. ; Major, L. L. ; Wilson, D. N.(1995)。Translational termination efficiency in both bacteria and mammals is regulated by the base following the stop codon。
11.	Underwood, Robert L.(2003)。The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience。

圖書論文
1.	Ray, M. L.(1973)。Marketing communications and hierarchy of effects。New models for mass communication research。CA：Sage Publications。

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