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題名：A Cross-cultural Study of Luxury e-Branding: Standardization vs. Adaptation Product Category, and Country-of-Origin
書刊名：行銷評論
作者：林恩盈 引用關係
作者(外文)：Lin, En-ying
出版日期：2012
卷期：9:1
頁次：頁91-120
主題關鍵詞：精品品牌網站；標準化；適應化；來源國；Luxury e-branding；Standardization；Adaptation；Country-of-origin
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(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:30
本研究主要探索在中文和英文的精品品牌網站中，其網站特徵，標準化與適應化，產品類別和來源國家之間的差異。內容分析研究法所得之研究結果建議：中文版之精品品牌網站與英文版之間為高度標準化，而其標準化的程度會隨著不同的產品類別和來源國家有所不同，本研究並發現在中文版的精品品牌網站比英文版中使用更多的來源國家形象來塑造品牌。
The study explores luxury brand websites in Chinese and English languages in terms of website characteristics, standardization versus adaptation, product category, and country-of-origin. The content analysis findings suggest that Chinese-language luxury brand websites are highly standardized with the English-language counterparts. The extent of luxury brand websites' standardization varies by different product categories and country-of-origins. Greater COO image is used in Chinese language luxury brand websites than in English ones.
期刊論文
1.Wyer, Robert S. Jr.、Hong, Sung-Tai(1990)。Determinants of Product Evaluation: Effects of the Time Interval Between Knowledge of a Product's Country of Origin and Information About Its Specific Attributes。Journal of Consumer Research，17(3)，277-288。  new window
2.Maheswaran, D.(1994)。Country of origin as stereotype: Effects of consumer expertise and attribute strength on product evaluations。Journal of Consumer Research，21(2)，354-365。  new window
3.Pharr, J. M.(2005)。Synthesizing Country-of-Origin Research From the Last Decade: Is the Concept Still Salient in an Era of Global Brands?。Journal of Marketing Theory & Practice，13(4)，34-45。  new window
4.Gürhan-Canli, Zeynep、Maheswaran, Durairaj(2000)。Cultural Variations in Country of Origin Effects。Journal of Marketing Research，37(3)，309-317。  new window
5.Wong, Nancy Y.、Ahuvia, Aaron C.(1998)。Personal taste and family face: Luxury consumption in Confucian and Western societies。Psychology & Marketing，15(5)，423-441。  new window
6.Agrawal, M.(1995)。Review of a 40-year Debate in International Advertising: Practitioner and Academician Perspectives to the Standardization/Adaptation Issue。International Marketing Review，12(1)，26-48。  new window
7.Dubois, B.、Paternault, C.(1995)。Observations-Understanding the World of International Luxury Brands: The Dream Formula。Journal of Advertising Research，35(4)，69-76。  new window
8.Ahmed, Zafar U.、Johnson, James P.、Ling, Chew Pei、Fang, Tan Wai、Hui, Ang Kah(2002)。Country-of-origin and brand effects on consumers' evaluations of cruise lines。International Marketing Review，19(3)，279-302。  new window
9.Roth, Martin S.、Romeo, Jean B.(1992)。Matching product category and country image perceptions: A framework for managing country-of-origin effects。Journal of International Business Studies，23(3)，477-497。  new window
10.Levitt, Theodore(1983)。The Globalization of Markets。Harvard Business Review，61(3)，92-102。  new window
11.Kotler, Philip、Gertner, D.(2002)。Country as brand, product, and beyond: A place marketing and brand management perspective。Journal of Brand Management，9(4/5)，249-261。  new window
12.Klein, J.G.、Ettenson, R.、Morris, M.D.(1998)。The Animosity of Model of Foreign Product Purchase: an Empirical Test in the People's Republic of China。Journal of Marketing，62(1)，89-100。  new window
13.Mueller, B.(1991)。An Analysis of Information Content in Standardized vs. Specialized Multinational Advertisements。Journal of International Business Studies，1st Quarter，23-39。  new window
14.Schuiling, I.、Kapferer, J. N.(2004)。Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers。Journal of International Marketing，12(4)，97-112。  new window
15.Okazaki, S.(2005)。Searching the Web For Global Brands: How American Brands Standardize Their Websites in Europe。European Journal of Marketing，39(1/2)，87-109。  new window
16.Elliot, G.R.、Cameron, R.C.(1994)。Consumer Perception of Product Quality and the Country-of-Origin Effect。Journal of International Marketing，2(2)，49-62。  new window
17.Aaker, J.、Maheswaran, D.(1997)。The Effect of Cultural Orientation and Cue Diagnosticity on Processing and Product Evaluations。Journal of Consumer Research，24(4)，315-327。  new window
18.D'Astouts, A.、Ahmed, S.A.(1992)。Multi-cue Evaluation of Made-in Concept: a Conjoint Analysis Study in Belgium。Journal of Euromarketin，2(1)，9-29。  new window
19.Piron, F.(2000)。Consumers' Perceptions of the Country-of-Origin Effect on Purchasing Intention of (in) Conspicuous Products。Journal of Consumer Marketing，17(4)，308-319。  new window
20.Nagashima, A.(1970)。A Comparison of Japanese and U.S. Attitude Toward Foreign Products。Journal of Marketing，34(1)，68-74。  new window
21.Dall'Olmo Riley, Francesca、Lacroix, Caroline(2003)。Luxury Branding on the Internet: Lost Opportunity or Impossibility?。Marketing Intelligence and Planning，21(2)，96-104。  new window
22.Kapferer, J.-N.(1996)。Managing Luxury Brands。Journal of Brand Management，4(4)，251-260。  new window
23.Nueno, J.L.、Quelch, J.A.(1998)。The Mass Marketing of Luxury。Business Horizons，41(6)，61-69。  new window
24.Phau, I.、Prendergast, G.(2000)。Consuming Luxury Brands: the Relevance of the“Rarity Principle”。Journal of Brand Management，8(2)，122-138。  new window
25.Lee, S. J.、Lee, W. N.、Kim, H.、Stout, P. A.(2004)。A Comparison of Objective Characteristics and User Perception of Websites。Journal of Interactive Advertising，4(2)，1-15。  new window
26.Seringhaus, F.H.(2005)。Comparison of Website Usage of French and Italian Luxury Brands。Journal of Euromarketing，14(4)，5-34。  new window
27.Willis, M.(2006)。To Adapt or to Standardize: Testing Asian Views About Purchasing Western Luxury Products in Seven Asian Locations。Journal of East-West Business, Binghamton，12(1)，65。  new window
會議論文
1.Chung, A.、Zaichkowsky, J.(1999)。Understanding Luxury Brands in Hong Kong。Columbus, OH.。  new window
2.Nyeck, S.、Roux, E.(1997)。WWW as a Communication Tool for Luxury Brands: Compared Perceptions of Consumers and Managers。La Londe Les Maures。  new window
3.Carroll, C.(2001)。Enabled Communications-- A Content Analysis of the Top 100 Irish Companies Corporate Websites。Cardiff University。  new window
圖書
1.Chevalier, M.、Mazzalovo, G.(2008)。Luxury Brand Management: A World of Privilege。John Wiley & Sons。  new window
2.Mueller, B.(2004)。Dynamics of International Advertising: Theoretical and Practical Perspectives。New York：Peter Lang Publishing。  new window
3.Samli, A.C.(1995)。International Consumer Behavior: Its Impact on Marketing Strategy Development。New York, NY.。  new window
4.Okonkwo, Uche(2007)。Luxury Fashion Branding: Trends, Tactics, Techniques。Palgrave MacMillan。  new window
其他
1.BusinessWeek。Interbrand: best global brands，http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx。  new window
2.McGregor, R.(2005)。LVMH hails China's Luxury Goods Boom，http://www.ft.com/intl/cms/s/0/03444f60-5866-llda-90dd-0000779e2340.html#axzz1h8d4MRW8。  new window
3.(2011)。LVMH Interim Financial Report，http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/Reports/Reports_2011/LVMH_2011_First_half_financial_report.pdf， 20110812。  new window
4.Lim, J.(2011)。Chinese Online Luxury Market, Expected to Hit 16 Billion Yuan in 2011，http://technode.com/2011/08/ll/chinese-online-luxury-market-expected-to-hit-16-billion-yuan-in-2011/， 20110811。  new window
 
 
 
 
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