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題名：品牌導向量表之發展與驗證
書刊名：中山管理評論
作者：黃延聰 引用關係／曾雅玲
作者(外文)：Huang, Yen-tsung／Tseng, Ya-ling
出版日期：2014
卷期：22:3
頁次：頁501-541
主題關鍵詞：品牌建構；品牌導向；企業導向；量表發展；Branding；Brand orientation；Business orientation；Scale development
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:0
  • 點閱點閱:4
在競爭激烈的市場環境中，品牌已經成為差異化及創造顧客價值的重要策略。企業可藉由建立強勢品牌，獲得較高的價格溢酬及顧客忠誠度，甚至獲得競爭優勢。過去研究雖提出品牌導向的量表，但未能完整地衡量一家企業品牌導向的程度，以致於現有的量表仍有所不足。本研究試圖發展一個品牌導向的量表。首先，整合過去文獻對於品牌導向之探討，確認品牌導向的四個組成構面，包括建構品牌願景、建立獨特的品牌定位、象徵性能力及功能性能力。接著，根據其概念範疇發展品牌導向四構面之衡量量表。再藉由問卷調查法，以台灣地區製造業及服務業的自有品牌廠商為研究對象，取得105份有效樣本，利用LISREL進行量表各項信度與效度的驗證。最後，產生能夠完整地衡量品牌導向的四構面共20個衡量題項的量表。本量表的完成，不僅有利於後續研究之進行，也可提供給實務界評估企業品牌導向程度的診斷工具。
In facing a competitive market environment, branding is one of the most important strategies for differentiation and customer value creation. The enterprises can acquire high margin, customer loyalty and competitive advantage by building strong brands. Previous studies had proposed some brand orientation measurement scales, but these scales cannot completely measure the degree of brand orientation of an enterprise. The measurement scale for brand orientation is still insufficient. Thus, the purpose of this study is to develop a measurement scale of brand orientation. First, through reviewing the relevant literature, this study proposes four dimensions of brand orientation, including establishing the brand vision, building a distinctive brand positioning, symbolic capabilities, and functional capabilities. Then, this study develops the measurement scale for these four dimensions by examining the conceptual scope and referring to previous literature. Furthermore, employing the survey method, this study collected 105 samples of the Taiwanese branding enterprises and examined the reliability and validity of brand orientation scale by LISREL. Finally, this study has developed a four-dimensioned brand orientation scale with 20 measurement items. This new brand orientation scale is complete and valid. The following studies can use this scale and the managers can also evaluate the degree of brand orientation of their companies by adopting this scale.
期刊論文
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3.Biel, A.(1991)。The Brandscape: Converting Brand Image into Equity。ADMAP，26，41-46。  new window
4.Baumgarth, C.(2010)。'Living the Brand': Brand Orientation in the Business-to-Business Sector。European Journal of Marketing，44(5)，653-671。  new window
5.De Chernatony, L.(1993)。Categorizing Brands: Evolutionary Processes Underpinned by Two Key Dimensions。Journal of Marketing Management，9(2)，173-188。  new window
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7.Ewing, M. T.、Napoli, J.(2005)。Developing and Validating a Multidimensional Nonprofit Brand Orientation Scale。Journal of Business Research，58(6)，841-853。  new window
8.Gruescu, R.、Pirvu, G.、Nanu, R.(2008)。Brand Orientation: An Integrated Marketing Communication Approach。Annals of the University of Petrosani Economics，8(1)，253-258。  new window
9.Hankinson, P.(2001)。Brand Orientation in the Top 500 Fundraising Charities in the UK。Journal of Product and Brand Management，10(6)，346-360。  new window
10.Hankinson, P.(2002)。The Impact of Brand Orientation on Managerial Practice: A Quantitative Study of the UK's Top 500 Fundraising Managers。International Journal of Nonprofit and Voluntary Sector Marketing，7(1)，30-44。  new window
11.Keller, K. L.(2000)。The Brand Report Card。Harvard Business Review，78(1)，147-158。  new window
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13.Keller, K. L.、Lehmann, D. R.(2009)。Assessing Long-term Brand Potential。Journal of Brand Management，17(1)，6-17。  new window
14.Herrmann, A.、Huber, F.(2000)。Value-Oriented Brand Positioning。International Review of Retail, Distribution and Consumer Research，10(1)，95-112。  new window
15.Kocak, A.、Abimbola, T.、Ozer, A.(2007)。Consumer Brand Equity in a Cross-cultural Replication: An Evaluation of a Scale。Journal of Marketing Management，23(1/2)，157-173。  new window
16.Orth, U. R.、de Marchi, R.(2007)。Understanding the Relationships between Functional, Symbolic, and Experiential Brand Beliefs, Product Experiential Attributes, and Product Schema: Advertising-trial Interactions Revisited。Journal of Marketing Theory and Practice，15(3)，219-233。  new window
17.Mosmans, A.、van der Vorst, R.(1998)。Brand Based Strategic Management。Journal of Brand Management，6(2)，99-110。  new window
18.Urde, M.(1999)。Brand Orientation: A Mindset for Building Brand into Strategic Resource。Journal of Marketing Management，15(1-3)，117-133。  new window
19.Urde, Mats、Baumgarth, Carsten、Merrilees, Bill(2013)。Brand Orientation and Market Orientation: from Alternatives to Synergy。Journal of Business Research，66(1)，13-20。  new window
20.Wong, H. Y.、Merrilees, B.(2008)。The Performance Benefits of Being Brandorientated。Journal of Product and Brand Management，17(6)，372-383。  new window
21.Virtsonis, N.、Harridge-March, S.(2009)。Brand Positioning in the B2B Online Environment: A Case from the UK Print Industry。Journal of Brand Management，16(8)，556-570。  new window
22.Vallaster, C.、de Chernatony, L.(2005)。Internationalisation of Services Brands: The Role of Leadership during the Internal Brand Building Process。Journal of Marketing Management，21(1/2)，181-203。  new window
23.Hatch, Mary Jo、Schultz, Majken(2001)。Are the Strategic Stars Aligned for Your Corporate Brand?。Harvard Business Review，79(2)，128-134。  new window
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25.McEnally, Martha R.、de Chernatony, L.(1999)。The Evolving Nature of Branding: Consumer and Managerial Considerations。Academy of Marketing Science Review，2(2)，1-30。  new window
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28.Wong, H. Y.、Merrilees, B.(2005)。A Brand Orientation Typology for SMEs: A Case Research Approach。Journal of Product and Brand Management，14(3)，155-162。  new window
29.De Chernatony, L.(2001)。A Model for Strategically Building Brands。Journal of Brand Management，9(1)，32-44。  new window
30.King, S.(1991)。Brand building in the 1990s。Journal of Consumer Marketing，8(4)，43-52。  new window
31.Ashforth, B. E.、Mael, F. A.(1989)。Social Identity Theory & The Organization。Academy of Management Review，14(1)，20-39。  new window
32.Deshpande, Rohit、Farley, John U.(1998)。Measuring Market Orientation: A Generalization and Synthesis。Journal of Market Focused Management，2(3)，213-232。  new window
33.Armstrong, J. S.、Overton, T. S.(1997)。Estimating non-response bias in mail surveys。Journal of Marketing Research，14(3)，396-402。  new window
34.Morrow, Paula C.(1983)。Concept Redundancy in Organizational Research: The Case of Work Commitment。Academy of Management Review，8(3)，486-500。  new window
35.Edwards, M. R.(2005)。Organizational Identification: A Conceptual and Operational review。International Journal of Management Reviews，7(4)，207-230。  new window
36.Dutton, Jane E.、Dukerich, Janet M.、Harquail, Celia V.(1994)。Organizational Images and Member Identification。Administrative Science Quarterly，39(2)，239-263。  new window
37.Aaker, D. A.、Jacobson, R.(1994)。The financial information content of perceived quality。Journal of Marketing Research，31(2)，191-201。  new window
38.Burmann, Christoph、Zeplin, Sabrina(2005)。Building Brand Commitment: A Behavioural Approach to Internal Brand Management。Journal of Brand Management，12(4)，279-300。  new window
39.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
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41.Wong, H. Y.、Merrilees, B.(2007)。Closing the Marketing Strategy to Performance Gap: The Role of Brand Orientation。Journal of Strategic Marketing，15(5)，387-402。  new window
42.Urde, Mats(1994)。Brand orientation: A strategy for survival。Journal of Consumer Marketing，11(3)，18-32。  new window
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圖書
1.Keller, Kevin L.(2008)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Englewood Cliffs, NJ：Pearson Education。  new window
2.Aaker, David A.(1996)。Building Strong Brand。Free Press。  new window
3.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
4.DeVellis, Robert F.(1991)。Scale Development: Theory and Applications。Sage。  new window
5.Kotler, Philip、Keller, Kevin L.(2009)。Marketing Management。Pearson。  new window
6.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
7.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
 
 
 
 
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