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題名：品牌資源特性對品牌權益影響之研究：資源基礎觀點
書刊名：行銷評論
作者：侯嘉政 引用關係／林育名／張宏榮 引用關係
作者(外文)：Hou, Jia-jeng／Lin, Yu-ming／Chang, Hung-jung
出版日期：2012
卷期：9:1
頁次：頁1-18
主題關鍵詞：品牌資源特性；品牌權益；資源基礎觀點；Characteristics of brand resource；Brand equity；Resource-based view
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(3) 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:3
  • 共同引用共同引用:553
  • 點閱點閱:103
過去對於品牌權益之研究皆著重於消費者導向，本研究藉由資源基礎理論來探討影響品牌權益之要素。經文獻探討發現，企業內部影響品牌權益之要素包含品牌的「價值性」、「稀少性」、「耐久性」、「不完全模仿性」、「不完全替代性」以及「專屬性」等六種品牌資源特性。本研究以「台灣國際十大品牌」作為研究對象，選擇近幾年皆名列前矛的「ACER」、「ASUS」、「康師傅」、以及「趨勢科技」代表高權益品牌，另選四家未列入「台灣十大國際品牌」的國內國際品牌代表低權益品牌，深入探討組織內部之品牌特性於高低品牌權益之間是否存在差異。研究結果發現在高低品牌權益間，六種特性存在顯著性差異，且和品牌權益存在正向關係。其中，「稀少性」、「耐久性」、「不完全替代性」以及「專屬性」等四項變項最為重要，對品牌權益有較大之影響。
Research on the brand equity has been mainly focused on consumer-oriented. However, this study explores the key factors of brand equity by resource-based view (RBV). According to the past studies, the key factors of brand equity are value, rarity, durability, inappropriatability, imperfect limitability, and imperfect substitutability. This study uses the top four corporate of the Top Taiwan Global Brands (ACER, ASUS, TrendMicro, and MasterKong) to stand for the group of high brand equity; and use other global brands to stand for the group of low brand equity. This study tries to explore the diversity of those key factors of brand equity between the two groups. The conclusion displays the six key factors exist significant difference between the two groups, and have a positive correlation with brand equity. In addition, rarity, durability, imperfect substitutability, and inappropriatability have bigger effect upon brand equity.
期刊論文
1.Tampoe, M.(1994)。Exploiting the Core Competences of Your Organization。Long Range Planning，27(4)，66-67。  new window
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4.Balmer, John M. T.、Gray, Edmund R.(2003)。Corporate Brands: What Are They? What of Them?。European Journal of Marketing，37(7/8)，972-997。  new window
5.Hall, Richard(1992)。The Strategy Analysis of Intangible Resources。Strategic Management Journal，13(2)，135-144。  new window
6.Farquhar, Peter H.(1989)。Managing Brand Equity。Marketing Research，1，24-33。  new window
7.Doyle, Peter(1990)。Building Successful Brands: The Strategic Options。Journal of Consumer Marketing，7(2)，5-20。  new window
8.Kim, P.(1990)。A perspective on brands。Journal of Consumer Marketing，7(4)，63-67。  new window
9.Coyne, K. P.、Hall, S. J. D.、Clifford, P. G.(1997)。Is Your Core Competence a Mirage?。McKinsey Quarterly，1，40-54。  new window
10.Collis, David J.、Montgomery, Cynthia A.(19950700)。Competing on Resources: Strategy in the 1990s。Harvard Business Review，73(4)，118-128。  new window
11.Blackston, Max(1992)。Observations: Building Brand Equity by Managing the Brand's Relationships。Journal of Advertising Research，32(3)，79-83。  new window
12.Reed, Richard、Defillippi, Robert J.(1990)。Causal Ambiguity, Barriers to Imitation, and Sustainable Competitive Advantage。Academy of Management Review，15(1)，88-102。  new window
13.Das, Tushar K.、Teng, Bing-Sheng(2000)。A resource-based theory of strategic alliances。Journal of Management，26(1)，31-61。  new window
14.Prahalad, Coimbatore K.、Hamel, Gary(1990)。The core competence of the corporation。Harvard Business Review，68(3)，79-91。  new window
15.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
16.Amit, Raphael、Schoemaker, Paul J. H.(19930101)。Strategic Assets and Organizational Rent。Strategic Management Journal，14(1)，33-46。  new window
17.Chatterjee, Sayan、Wernerfelt, Birger(1991)。The Link between Resources and Type of Diversification: Theory and Evidence。Strategic Management Journal，12(1)，33-48。  new window
18.Wernerfelt, Birger(1984)。A Resource-based View of the Firm。Strategic Management Journal，5(2)，171-180。  new window
19.Barney, Jay B.(1991)。Firm Resources and Sustained Competitive Advantage。Journal of Management，17(1)，99-120。  new window
20.Lynch, R.、Baines, P.(2004)。Strategy development in UK higher education: towards resource-based competitive advantages。Journal of Higher Education Policy and Management，26(2)，171-187。  new window
21.Hervas-Oliver, J.L.、Albors-Garrigos, J.(2007)。Do clusters capabilities matter? An empirical application of the resource-based view in clusters。Entrepreneurship & Regional Development，19(2)，113-136。  new window
22.Grant, R.M.(1991)。The Resource-Based Theory Competitive Advantage: Implications for Strategy Formulation。California Management Review，33(3)，114-135。  new window
23.Perry, L. T.、Hansen, M. H.、Reese, C. S.、Pesci, G.(2005)。Diversification and focus: a Bayesian application of the resource-based view。Schmalenbach Business Review，57(4)，304-319。  new window
24.Lopez, V.A.(2006)。An Alternative Methodology for Testing a Resource-Based View Linking Intangible Resources and Long-Term Performance。Irish Journal of Management，27(2)，49-66。  new window
25.Kernstock, J.、Brexendorf, T.O.(2009)。Implications of Habermas's“theory of communicative action”for corporate brand management。. Corporate Communications: An International Journal，14(4)，389-403。  new window
26.Balmer, J.M.T(2009)。Scrutinising the British Monarchy: The corporate brand that was shaken, stirred and survived。Management Decision，47(4)，639-675。  new window
27.Balmer, J.M.T.(2010)。Explicating corporate brands and their management: Reflections and directions from 1995。Journal of Brand Management，18(3)，180-196。  new window
28.Roy, P.、Roy, P.(2004)。The Hewlett Packard - Compaq computers merger: insight from the resource-based view and the dynamic capabiiiues perspective。Journal of American Academy of Business，5(1)，7-14。  new window
29.Yang, Y.F.(2008)。The roles of human resources, information technology, and marketing knowledge capabilities in performance: an extension of the resource-based theory perspective。Social Behavior & Personality. An International Journal，36(9)，1269-1282。  new window
30.Balmer, J.M.T.(2007)。A Resource-Based View of the British Monarchy as a Corporate Brand。International Studies of Management and Organization，37(4)，20-44。  new window
31.Otubanjo, O.、Abimbola, T.、Amujo, O.(2010)。Conceptualizing the notion of corporate brand covenant。Journal of Product and Brand Management，19，410-422。  new window
32.Craig, J. B.、Dibrell, C.、Davis, P. S.(2008)。Leveraging Family-Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Business。Journal of Small Business Management，46(3)，351-371。  new window
會議論文
1.Grant, R. M.(1990)。The Nature and Basis of Competitive Advantage: A Dynamic Approach。The Tenth Annual Strategic Management Society Conference，(會議日期: September, 1990)。Stockholm。1-18。  new window
圖書
1.Hitt, M. A.、Ireland, R. D.、Hoskisson, R. E.、Menger, R. A.(1997)。Strategic management : competitiveness and globalization: concepts & cases: instructor's resource manual with video guide and transparency masters。West Publishing Company。  new window
2.吳思華(20000000)。策略九說：策略思考的本質。臺北：臉譜。new window  延伸查詢new window
3.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
4.Aaker, David A.(1996)。Building Strong Brands。New York, NY：Simon & Schuster。  new window
5.Kotler, Philip、方世榮、樓永堅(2006)。行銷管理學。台北。  延伸查詢new window
6.Barney, J.B.、Clark, D.N.(2007)。Resource-based theory: creating and sustaining competitive advantage。New York。  new window
7.Grant, R. M.(2007)。Contemporary Strategy Analysis。MA. USA。  new window
8.Brasco, T. C.、Leuthesser, L. ed.(1998)。How Brand Name are Valued for Acquisitions。Cambridge, MA。  new window
9.Balmer, J.M.T.(2005)。Corporate Brand Cultures and Communities。J.E. Schroeder and M. Salzer-Morling。New York。  new window
其他
1.Branding Taiwan網站(2012)，http://wvw.brandingtaiwan.org， 20120305。  new window
圖書論文
1.Stobart, Pual(1989)。Alternative Methods of Brand Valuation。Brand Valuation: Establishing a True and Fair View。London：The Interbrand Group。  new window
 
 
 
 
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