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題名：內部品牌化：臺灣國際品牌廠商之研究
書刊名：臺灣管理學刊
作者：黃延聰 引用關係／黃淑琴
作者(外文)：Huang, Yen-tsung／Huang, Shu-chin
出版日期：2009
卷期：9:1
頁次：頁65-96
主題關鍵詞：品牌建構；內部品牌化；品牌導向；品牌文化；Brand building；Internal branding；Brand orientation；Brand culture
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(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:24
本傳統上品牌建構強調對外部顧客建立對品牌的知識，也就是外部品牌化。 但近年來許多學者認為要進行外部品牌化應該先進行內部品牌化(internal branding)，也就是讓企業內部的員工認知、接受及認同企業的品牌精神與價值， 並將品牌精神與價值融入日常工作當中。由於許多臺灣廠商開始希望在國際市場 建構自有品牌，亟需藉由內部品牌化建立品牌文化，形成新的營運模式，同時過 去有關內部品牌化的研究有限，因此本研究將探討臺灣品牌廠商對於內部品牌化 之認知與執行情況。本研究採用個案研究方法，針對五家臺灣國際品牌廠商–明 基、華碩、巨大、雷虎、友訊五家公司對於內部品牌化的認知、動機、實施做法、 及可能的影響進行深入的探討，描繪這五家個案企業對於內部品牌建構之認知程 度與執行情況，最後並提出研究的結論與意涵。
Traditionally, the literatures of brand management focused on external branding, but recently, some scholars emphasized the importance of internal branding, and indicated internal branding is a very important process in brand building. This research explored the understanding, motivations, implementation, and effect of internal branding of Taiwan OBM firms. Due to the past literatures in internal branding still quite limited, therefore, this research adopted case research approach and deeply studied five Taiwanese international branding firms (BenQ, ASUS, GIANT, Thunder Tiger, D-Link) to describe the cognition, motivation, practices, and result of internal branding activities. Several research conclusions are proposed in this study, and the theoretical and managerial implications are discussed in the conclusion.
期刊論文
1.King, S.(1991)。Brand-building in the 1990s。Journal of Marketing Management，7(1)，3-13。  new window
2.Berthon, P.、Ewing, M.、Hah, L. L.(2005)。Captivating company: dimensions of attractiveness in employer branding。International Journal of Advertising: The Quarterly Review of Marketing Communications，24(2)，151-172。  new window
3.Hatch, Mary Jo、Schultz, Majken(2001)。Are the Strategic Stars Aligned for Your Corporate Brand?。Harvard Business Review，79(2)，128-134。  new window
4.Urde, M.(2003)。Core value-based corporate brand building。European Journal of Marketing，37(7/8)，1017-1040。  new window
5.Cao, G.、Clarke, S.、Lehaney, B.(2004)。The need for a systemic approach to change management- A case study。Systemic Practice and Action Research，17(2)，103-126。  new window
6.Hult, G. T. M.、Snow, C. C.、Kandemir, D.(2003)。The role of entrepreneurship inbuilding cultural competitiveness in different organizational types。Journal of Management，29(3)，401-426。  new window
7.Tosti, D. T.、Stotz, R. D.(2001)。Building your brand from the inside out。Marketing Management，10(2)，27-33。  new window
8.巫喜瑞、黃俊英(20000100)。內部行銷概念及其與人力資源管理的比較。企銀季刊，23(3)，125-133。  延伸查詢new window
9.Beer, M.、Nohria, N.(2000)。Cracking the Code of Change。Harvard Business Review，78(3)，133-141。  new window
10.Bergstrom, A.、Blumenthal, D.、Crothers, S.(2002)。Why internal branding matters: The case of Saab。Corporate Reputation Review，5(2/3)，133-142。  new window
11.Jacobs, R.(2003)。Turn employees into brand ambassadors。Bank Marketing，35(3)，22-26。  new window
12.Mitchell, C.(2002)。Selling the brand inside。Harvard Business Review，80(1)，99-105。  new window
13.Wiener, Y.(1988)。Forms of Values Systems : A Focus on Organizational Effectiveness and Cultural Change and Maintenance。Academy of Management Review，13(4)，534-535。  new window
14.Foreman, Susan K.、Money, Arthur H.(1995)。Internal marketing: Concepts, measurement and application。Journal of Marketing Management，11(8)，755-768。  new window
15.Aurand, Timothy、Gorchels, Linda、Bishop, Terrence R.(2005)。Human resource management's role in internal branding: An opportunity for cross-functional brand message synergy。Journal of Product & Brand Management，14(3)，163-169。  new window
16.Kotter, John P.、Schlesinger, Leonard A.(1979)。Choosing Strategies for Change。Harvard Business Review，57(2)，106-114。  new window
17.Eisenhardt, Kathleen M.(1989)。Building Theories from Case Study Research。Academy of Management Review，14(4)，532-550。  new window
18.Faust, B.、Bethge, B.(2003)。Looking inward: How internal branding and communications affect culture change。Design Management Journal，14(3)，56-63。  new window
19.Gregory, J.,、Sellers, L. J.(2002)。Building corporate brands。Pharmaceutical Executive，22(1)，38-44。  new window
20.Interbrand Insights.(2001)。Aligning your organization and your brand for performanceMarch no. 3。  new window
21.Vallaster, C.(2004)。Internal brand building in multicultural organizations: A roadmaptowards action research。Qualitative Market Research，7(2)，100-113。  new window
22.de Chernatony, L., Drury S.,、Segal-Horn S.,(2003)。Building a service brand: Stages,people and orientations.。The Service Industries Journal，1-21。  new window
23.Allan, S.(2004)。Internal branding blueprint。B to B，89(10)，9。  new window
24.de Chernatony, L.、Drury S.、Segal-Horn S.(2003)。Building a service brand: Stages, people and orientations。The Service Industries Journal，23(3)，1-21。  new window
25.Faust, B.、Bethge, B.(2003)。Looking inward: How internal branding and communications affect culture change。Design Management Journal，14(3)，56-63。  new window
26.Gregory, J.、Sellers, L. J.(2002)。Building corporate brands。Pharmaceutical Executive，22(1)，38-44。  new window
27.Interbrand Insights(2001)。Aligning your organization and your brand for performance3。  new window
28.Vallaster, C.(2004)。Internal brand building in multicultural organizations: A roadmap towards action research。Qualitative Market Research，7(2)，100-113。  new window
圖書
1.Davis, S. M.(2000)。Brand asset management: Driving profitable growth through your brands。John Wiley & Sons。  new window
2.Yin, Robert K.(1994)。Case study research: Design and methods。Sage Publications。  new window
其他
1.TrueBrand品牌顧問公司(2005)。全面品牌管理，http://www.brandingtaiwan.org/public/mdex.asp。  延伸查詢new window
 
 
 
 
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