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引文資料
題名:
價值體系及人口統計特徵對低涉財忠誠行為的影響
書刊名:
行銷評論
作者:
張萊華
/
林孟彥
作者(外文):
Chang, Lai-hwa
/
Lin, Meng-yan
出版日期:
2006
卷期:
3:1
頁次:
頁25-46
主題關鍵詞:
低涉財忠誠行為
;
價值體系
;
全國性品牌
;
領導性品牌
;
Loyalty behavior for low involvement product
;
Value system
;
National brand
;
Leading brand
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
1
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:0
點閱:19
本研究整合認知階層模式及價值體系模式,提出一完整價值體系模式並探討其中各構面及人口統計變數對不同市佔率品牌忠誠行為的的影響。本研究以大陸地區傳統內衣的消費者為研究對象,分別探討以上構面對全國及領導品牌忠誠行為的的影響。研究結果顯示產品屬性評估與態度以及人口統計變數,是影響全國性品牌忠誠行為的主因。在領導品牌方面,除了人口統計變數外,其他價值體系的構念均會影響消費者對領導品牌的忠誠行為。這顯示不同市佔率品牌的低涉入財經營者,如欲留住忠誠的客戶,將需擬定不同的行銷策略。
以文找文
Our study proposes a complete value system model which integrate consumers' cognitive hierarchies model and value-attitude system to investigate separately the effects of the constructs in the system and the demographic variables on the loyal behaviors of brands with different market shares. The subjects of this research are consumers of traditional underwear in Mainland China. We explore the influences of the aforementioned constructs on national brand and leading brand loyal behaviors individually. The results show significant differences between loyalty behaviors of customers for national brand and leading brands. Product attributes belief evaluation and attitude, as well as demographic variables are considered to be important factors that influence national brand loyalty behavior. Except for demographic variables, all relevant constructs show significant influence on leading brand loyalty behavior. The results imply that low involvement product marketers with different market shares need to develop different marketing strategies for retaining customers.
以文找文
期刊論文
1.
Ehrenberg, A. S. C.、Goodhardt, Gerald J.、Barwise, T. Patrick(1990)。Double Jeopardy Revisited。Journal of Marketing,54(3),82-91。
2.
Yim, C. K.、Kanan, P. K.(1999)。Consumer Behavioral Loyalty: A Segmentation Model and Analysis。Journal of Business Researh,44(2),75-92。
3.
Kahle, L. R.、Beatty, S. E.、Homer, P.(1989)。Consumer Values in Norway and the United States: A Comparison。Journal of International Consumer Marketing,1(4),81-92。
4.
Keng, Kau Ah、Yang, Charles(1993)。Personal values, demographics and consumption behaviour: A study of Taiwanese consumers。Journal of International Consumer Marketing,6(1),27-48。
5.
Lotz, S. L.、Shim, S.(2003)。A Study of Janpnese Consumers9 Cognitive Hierarchies in Formal and Informal Gift-Giving Situation。Psychology & Marketing,20(1),59-85。
6.
Raaij, W. Fred van、Verhallen, Theo M. M.(1994)。Domain-specific Market Segmentation。European Journal of Marketing,28(10),49-66。
7.
Tranberg, H.、Hansen, F.(1988)。Patterns of Brand Loyalty: Their Determinants and Their Role for Leading Brands。European Journal of Marketing,20,81-109。
8.
Datta, P. R.(2003)。The determinants of brand loyalty。Journal of American Academy of Business,3(1/2),138-144。
9.
Dibley, A.、Baker, S.(2001)。Uncovering the links between brand choice and personal values among young british and spanish girls。Journal of Consumer Behaviour,1(1),77-93。
10.
Erickson, Gary M.、Johansson, Johny K.(1985)。The role of price in multi-attribute product evaluations。Journal of Consumer Research,12(2),195-199。
11.
Homburg, C.、Giering, A.(2001)。Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: An empirical analysis。Psychology & Marketing,18(1),43-66。
12.
Kamakura, W. A.、Mazzon, J. A.(1991)。Value Segmentation: A Model for the Measurement of Values and Value Systems。Journal of Consumer Research,18(2),208-218。
13.
Lichtenstein, Donald R.、Netemeyer, Richard G.、Burton, Scot(1990)。Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-transaction Utility Theory Perspective。Journal of Marketing,54(3),54-67。
14.
Muller, T. E.(1991)。Using Personal Values to Define Segments in an International Tourism Market。International Tourism Market. International Marketing Review,8(1),57-70。
15.
Shim, S.、Eastlick, M. A.(1998)。The Hierarchical Influence of Personal Values on Mall Shopping Attitude and Behavior。Journal of Retailing,74(1),139-160。
16.
Park, Chan Su、Srinivasan, V.(1994)。A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility。Journal of Marketing Research,31(2),271-288。
17.
Yau, O. H. M.(1988)。Chinese cultural values: Their dimensions and marketing implications。European Journal of Marketing,22(5),44-57。
18.
Gutman, J.(1982)。A Means-End Chain Model Based on Consumer Categorization Process。Journal of Marketing,46(2),60-72。
19.
Macdonald, Emma K.、Sharp, Byron M.(2000)。Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication。Journal of Business Research,48(1),5-15。
20.
Oliva, Terence A.、Oliver, Richard L.、MacMillan, Ian C.(1992)。A catastrophe model for developing service satisfaction strategies。Journal of Marketing,56(3),83-95。
21.
Mittal, Vikas、Ross, William T. Jr.、Baldasare, Patrick M.(1998)。The Asymmetric Impact of Negative and Positive Attribute-level Performance on Overall Satisfaction and Repurchase Intentions。Journal of Marketing,62(1),33-47。
22.
Kamakura, Wagner A.、Novak, Thomas P.(1992)。Value-system segmentation: Exploring the meaning of LOV。Journal of Consumer Research,19(1),119-132。
23.
Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing,27(9),19-35。
24.
Vinson, Donald E.、Scott, Jerome E.、Lamont, Lawrence M.(1977)。The Role of Personal Values in Marketing and。Journal of Marketing,41(2),44-50。
25.
Warrington, P.、Shim, S.(2000)。An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment。Psychology & Marketing,17(9),761-782。
26.
Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing,56(3),55-68。
27.
Hoyer, Wayne D.、Brown, Steven P.(1990)。Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product。Journal of Consumer Research,17(2),141-148。
28.
Boulding, William、Kalra, Ajay、Staelin, Richard、Zeithaml, Valarie A.(1993)。A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions。Journal of Marketing Research,30(1),7-27。
29.
Beatty, Sharon E.、Kahle, Lynn R.、Homer, Pamela、Misra, Shekhar(1985)。Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey。Psychology & Marketing,2(3),181-200。
圖書
1.
Kotler, Philip、Armstrong, Gary(1997)。Marketing: An Introduction。Prentice-Hall。
2.
Kahle, L. R.(1983)。Social values and social change: adaptation to life in america。New York:Praeger Publishers。
3.
Rokeach, Milton J.(1973)。The Nature of Human Values。Free Press。
4.
Judge, George G.、Hill, R. Carter、Griffiths, William E.、Lütkepohl, Helmut、Lee, Tsoung-Chao(1988)。Introduction to the Theory and Practice of Econometrics。John Wiley & Sons, Inc.。
5.
Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。
6.
Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。
7.
Rokeach, M.(1968)。Beliefs, attitudes, and values: A theory of organization and change。Jossey-Bass。
圖書論文
1.
Shrum, L. J.、McCarty, J. A.(1997)。Issues Involving the Relationship between Personal Values and Consumer Behavior: Theory, Methodology, and Application。Values, Lifestyles, and Psvchographics。
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