服務業品牌延伸跨越至製造業消費性市場之影響探討__臺灣人文及社會科學引文索引資料庫

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題名：	服務業品牌延伸跨越至製造業消費性市場之影響探討
書刊名：	行銷評論
作者：	曹文琴／曾雅玲／陳玉樺
作者(外文)：	Tsao, Wen-chin／Tseng, Ya-ling／Chen, Yu-hua
出版日期：	2010
卷期：	7:3
頁次：	頁299-322
主題關鍵詞：	服務密切度；知覺風險；知覺契合度；品牌認同感；品牌評價；Service intensiveness；Perceived risk；Brand commitment；Brand evaluation
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:30

本研究利用線性結構關係模式，整合探討知覺風險、知覺契合度、品牌認同感對品牌評價的影響。然後再以服務密切度和產品價值做爲干擾變數，進一步探討對於上述購面間線性關係之干擾。研究結果發現：(1)知覺風險不會負向影響母品牌和延伸產品的評價；(2)知覺契合度會正向且顯著影響母品牌和延伸產品的評價；(3)品牌認同感會正向且顯著影響母品牌和延伸產品的評價；(4)當服務密切度越高，知覺契合度對於母品牌和延伸產品評價正向的影響力將受到削弱；(5)當服務密切度越高，品牌認同感對於母品牌和延伸產品評價正向的影響力將受到強化。管理意涵和建議提供給管理實務界和後續研究者參考。

以文找文

Brand extensions- the use of a brand name established in one product class to enter another product class-have been at the core of strategic growth for many companies. The Structural Equation Modeling (SEM) was employed for testing the postulated causal model. The empirical results show that (1) perceived risk has a significant positive effect on both the parent brand and the extension evaluations; (2) brand commitment has a significant positive effect on both the parent brand and the extension evaluations; (3) the impacts of perceived risk and brand commitment on the parent brand and the extension evaluations will be moderated by service intensiveness. The managerial implications for marketing mangers and limitations are discussed.

以文找文

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會議論文
1.	Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research，(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。

學位論文
1.	王敏容(2000)。消費者之品牌認同程度、所有權狀態與產品線延伸策略對品牌評價的影響(碩士論文)。台灣大學。延伸查詢

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其他
1.	Kotler, P.(1998)。Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan，New Jersey：Prentice-Hall。
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5.	Moe, W. W., & Fader, P. S.(2001)。Modeling Hedonic Portfolio Products: A Joint Segmentation Analysis of Music CD Sales。

圖書論文
1.	Bauer, Raymond A.(1960)。Consumer Behavior as Risk Taking。Dynamic marketing for a Changing World。Chicago：American Marketing Association。
2.	Lastovicka, John L.、Gardner, David M.(1979)。Components of Involvement。Attitude Research Plays for High Stakes。Chicago：American Marketing Association。

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