臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：議題行銷的社會顯著性、活動持續度與執行保證對品牌權益的影響
書刊名：輔仁管理評論
作者：林隆儀
作者(外文)：Lin, Long-yi
出版日期：2010
卷期：17:3
頁次：頁31-54
主題關鍵詞：議題行銷；社會顯著性；活動持續度；執行保證；品牌權益；Cause-related marketing；Social significance；Activity sustainability；Implementation promise；Brand equity
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(1) 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:1
  • 共同引用共同引用:114
  • 點閱點閱:34
本研究旨在探討議題行銷的社會顯著性、活動持續度與執行保證對品牌權益的影響，採用實驗設計研究方法，利用立意抽樣法蒐集初級資料，以320位學生爲研究對象，探討受訪者對本文所研究的品牌之品牌權益的評價。經採用一因子變異數分析檢定研究假說，研究結果發現：(1)企業選擇社會顯著性高的議題對品牌權益的影響顯著高於社會顯著性低的議題。(2)議題行銷活動持續度高對品牌權益的影響顯著高於持續度低的活動。(3)企業實行議題行銷時，議題的社會顯著性高、低對品牌權益的影響，在不同活動持續度下有顯著的差異，沒有獲得支持。(4)企業實行議題行銷時，有執行保證的活動對品牌權益的影響，顯著高於無執行保證的活動，沒有獲得支持。(5)企業實行議題行銷時，議題的社會顯著性高、低對品牌權益的影響，在有無執行保證的活動下有顯著的差異，沒有獲得支持。
The purpose of this study is to investigate the influence of social significance, activity sustainability and implementation promise of cause-related marketing on brand equity. The experiment design method was used. The purpose sampling method was applied to collect primary data. A total of 320 students were selected for the experiment, and 301 effective samples were collected. By using one-way ANOVA to test the hypothesis, the results were found that: (1) The influence of high social significance of cause-related marketing on brand equity is higher than low social significance. (2) The influence of high activity sustainability on brand equity is higher than low activity sustainability. (3) When company conducts a cause-related marketing, the influence of high or low social significance on brand equity will has a significantly difference under different activity sustainability is not supported. (4) When company conducts a cause-related marketing, the influence of implementation promise on brand equity higher than no implementation promise is not supported. (5) When company conducts a cause-related marketing, the influence of high or low social significance on brand equity will has a significantly difference under yes or no implementation promise is not supported.
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。  new window
2.Plinio, A. J.(1986)。Non-cash assistance in corporate philanthropy。Fund Raising Management，16(11)，92-100。  new window
3.Faircloth, J. B.、Capella, L. M.、Alford, B. L.(2001)。The Effect of Brand Attitude and Brand Image on Brand Equity。Journal of Marketing Theory and Practice，9(1)，61-75。  new window
4.Varadarajan, P. R.(1986)。Horizontal Cooperative Sales Promotion: a Framework for Classification and Additional Perspectives。Journal of Marketing，50(2)，61-73。  new window
5.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
6.陳振燧、張允文(20010300)。品牌聯想策略對品牌權益影響之研究。管理學報，18(1)，75-98。new window  延伸查詢new window
7.Varadarajan, P. Rajan、Menon, Anil(1988)。Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy。Journal of Marketing，52(3)，58-74。  new window
學位論文
1.黃俊閎(1995)。企業施行 Cause-related Marketing 的消費者反應(碩士論文)。國立交通大學。  延伸查詢new window
2.江雨潔(2002)。善因行銷對品牌權益及非營利組織形象影響之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.Kotler, P.(1998)。Strategic marketing for nonprofit organization。Upper Saddle River, NJ：Prentice Hall。  new window
2.Keller, Kevin Lane、吳克振(2001)。品牌管理。台北：華泰。  延伸查詢new window
3.林建煌(2008)。行銷管理。台北：華泰文化事業股份有限公司。  延伸查詢new window
4.孫秀蕙(1997)。公共關係：理論、策略與研究實例。臺北：正中書局。new window  延伸查詢new window
其他
1.Gurin, M. G.(198707)。Cause-related Marketing in Question。  new window
2.顏龍蒂(1999)。議題相關行銷對品牌權益影響之研究。  延伸查詢new window
3.Andreasen, A. R.(1996)。Profit for Nonprofits: Find a Corporate Partner。  new window
4.Barnes, Nora Ganim ; Fitzgibbons, Debra A.(1991)。Business-Charity Links: Is Cause Related Marketing in Your Future?。  new window
5.Cadbury, Sir Adrian(1987)。Ethical Managers Make Their Own Rules。  new window
6.Caesar, Patricia(1986)。Cause-related Marketing: The New Face of Corporate Philanthropy。  new window
7.Cobb, R. W. ; Elder, C. D.(1972)。Participation in American Politics: The Dynamics of Agenda-Building。  new window
8.Cobb, R. W. ; Elder, C. D.(1983)。The Political Uses of Symbols。  new window
9.Joseph, P. ; Gina, S.(1997)。Enlightened Self-interest: Selling Business on the Benefits of Cause-related Marketing。  new window
10.Karnani, Aneel. G.(2007)。Doing Well by Doing Good- Case Study: "Fair & Lovely", Whitening Cream。  new window
11.Keller, Kevin Lane(2003)。  new window
12.Kelly, B.(1991)。Cause-related Marketing: Doing Well While Doing Good。  new window
13.Kotler, P. ; Keller, Kevin L.(2009)。Marketing Management。  new window
14.Miller, Beth Amknecht(2002)。Social Initiatives Can Boost Loyalty。  new window
15.Nichols, Don(1990)。Promotion the Cause。  new window
16.Olderburg, D.(1992)。Big Companies Plug Big Causes for Big Gains。  new window
17.Polonsky, Michael Jay and Speed, Richard(2001)。Linking Sponsorship and Cause Related Marketing: Complementarities and Conflicts。  new window
18.Pringle, Hamish ; Thompson, Marjorie(1999)。Review of Brand Spirit: How Cause-Related Marketing Builds Brands。  new window
19.Pringle, Hamish ; Thompson(1999)。Marjorie, Brand Spirit: How Cause Related Marketing Builds Brands。  new window
20.Salmon, C. T. ; Post, L. A. ; Christensen, R. E.(2003)。Mobilizing Public Will for Social Change。  new window
21.Schiller, R.(198812)。Doing Well by Doing Good。  new window
22.Wasieleski, David(2001)。Agenda-Building Theory: A Stakeholder Salience Approach for Determining Agenda Placement。  new window
23.Webb, Deborah J.(1999)。Consumer Attributions Regarding Cause-Related Marketing Offers and Their Impact on Evaluations of the Firm and Purchase Intent: An Experimental Examination。  new window
24.Williams, Monci Jo(1986)。How to Cash in on Do-Good Pitches。  new window
25.Yechiam, Eldad ; Barron, Greg ; Erev, Ido ; Erez, Miriam(2003)。On the Robustness and the Direction of the Effect of Cause-Related Marketing。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
無相關點閱
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：799（臺灣：772，外國：27） ／ 本年度總使用人次：2017497 ／ 訪客人次（自102年09月）：67819926
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上