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題名：以動態的觀點探討大學品牌形象對學生知覺品質之影響
書刊名：教育與多元文化研究
作者：丁學勤 引用關係／葉怡志
作者(外文)：Ting, Shueh-chin／Yeh, I-chic
出版日期：2011
卷期：5
頁次：頁175-204
主題關鍵詞：大學品牌形象；知覺品質；動態觀點；College brand image；Perception of quality；Dynamic perspective
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(1) 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:0
  • 點閱點閱:55
大學品牌形象可以分成功能性品牌形象與聲望性品牌形象。學生是學校的主要顧客，本研究希望從學生的角度，來瞭解大學的功能性品牌形象與聲望性品牌形象是否會對學生知覺品質造成影響。除了瞭解功能性品牌形象與聲望性品牌形象的主效果外，亦探討時間因素（學生年級）的干擾效果。本研究以就讀於台灣各地區大學的大學生為研究對象，一共發出1120份問卷，有效問卷為1077份，有效問卷回收率為96.16%。本研究進行層級干擾迴歸分析，發現：一、功能性品牌形象與聲望性品牌形象對學生知覺品質有顯著的正向影響。二、隨著時間的改變（學生年級的增高），會增強功能性品牌形象對學生知覺品質的影響；隨著時間的改變（學生年級的增高），會減弱聲望性品牌形象對學生知覺品質的影響。最後，提出實務意涵與未來建議。
A college brand image can be divided into a function-oriented brand image and prestige-oriented brand image. Students are main customers of schools, so this study uses the perspective from students to find out if a function-oriented brand image and prestige-oriented brand image cause influences on students' perception of quality. In addition of the main effect, this study also explores the moderating effect of time factor (student grade). This study uses college students all over Taiwan as research subjects. We sent out a total of 1120 questionnaires and 1077 valid questionnaires were returned; resulting in a valid collection rate of 96.16%. This study performs Hierarchical Moderator Regression Analysis (HMRA) and finds that (1) function-oriented brand image and prestige-oriented brand image have significant and positive influences on students' perception of quality; (2) as time changes (as the student's grade will be higher), it will strengthen the influence of a function-oriented brand image on students' perception of quality; as time changes (as the student's grade will be higher), it will weaken the influence of the prestige-oriented brand image on students' perception of quality. Finally, we put forward practical implications and suggestions to future research.
期刊論文
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12.Beerli Palacio, A.、Díaz Meneses, G.、Pérez Pérez, P. J.(2002)。The configuration of the university image and its relationship with the satisfaction of students。Journal of Educational Administration，40(5)，486-505。  new window
13.Mittal, Vikas、Kumar, Pankaj、Tsiros, Michael(1999)。Attribute-level performance, satisfaction, and behavioral intentions over time: a consumption-system approach。Journal of Marketing，63(2)，88-101。  new window
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16.Dobni, Dawn、Zinkhan, George M.(1990)。In Search of Brand Image: A Foundation Analysis。Advances in Consumer Research，17(1)，110-119。  new window
17.Miyazaki, A.、Grewal, D.、Goodstein, R.(2005)。The effect of multiple extrinsic cues on quality perceptions: A matter of consistency。Journal of Consumer Research，32(1)，146-153。  new window
18.Bilkey, Warren J.、Nes, E. B.(1982)。Country-of-origin effects on product evaluations。Journal of International Business Studies，13(1)，89-100。  new window
19.Nilsson-Witell, L.、Fundin, A.(2005)。Dynamics of service attributes: A test of kano's theory of attractive quality。International Journal of Service Industry Management，16(2)，152-168。  new window
20.Richardson, Paul S.、Dick, Alan S.、Jain, Arun K.(1994)。Extrinsic and intrinsic cue effects on perceptions of store brand quality。Journal of Marketing，58(4)，28-36。  new window
21.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
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26.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
27.Chang, Tung-Zong、Wildt, Albert R.(1994)。Price, product information, and purchase intention: an empirical study。Journal of the Academy of Marketing Science，22(1)，16-27。  new window
28.Parasuraman, Ananthanarayanan(1997)。Reflections on gaining competitive advantage through customer value。Journal of the Academy of Marketing Science，25(2)，154-161。  new window
29.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
30.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。  new window
31.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
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38.Huang, M. S.(2009)。Using service quality to enhance the perceived quality of store brands。Total Quality Management & Business Excellence，20(2)，241-252。  new window
學位論文
1.楊毓菁(2007)。學校品脾對學生行為意圖之影響--以桃園縣私立高中為例。國立東華大學，花蓮縣。  延伸查詢new window
圖書
1.Keller, K. L.(2003)。Strategic brand management: Building, measuring, andmanaging brand equity。New Jersey：Upper Saddle River。  new window
2.陳澤義(2005)。科技管理：理論與應用。台北市：華泰出版社。  延伸查詢new window
3.Hawkins, Del I.、Best, Roger J.、Coney, Kenneth A.(2001)。Consumer Behavior: Building Marketing Strategy。Irwin/McGraw-Hill。  new window
4.林靈宏(1994)。消費者行為學。臺北：五南圖書出版有限公司。  延伸查詢new window
5.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
6.Aiken, Leona S.、West, Stephen G.、Reno, Raymond R.(1991)。Multiple regression: Testing and interpreting interactions。Sage。  new window
7.邱皓政(2006)。量化研究與計量分析：SPSS中文視窗版資料分析範例解析。五南。  延伸查詢new window
8.彭建彰、呂旺坤(2005)。品脾行銷與管理。台北市。  延伸查詢new window
9.Lovelock, C. H.(1999)。Services marketing。Englewood Cliffs, NJ。  new window
 
 
 
 
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