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題名:品牌形象、體驗價值、顧客滿意關係研究--以NIKE品牌為例
書刊名:臺灣觀光學報
作者:張佩婷宋映呈 引用關係游家婕
作者(外文):Chang, Pei-tingSung, Ying-chengYou, Jie-gu
出版日期:2015
卷期:10
頁次:頁39-52
主題關鍵詞:品牌形象體驗價值與顧客滿意Brand imageValueSatisfaction
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(2) 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:2
  • 共同引用共同引用:0
  • 點閱點閱:15
本研究旨在探討品牌形象、體驗價值、與顧客滿意的相互影響及顧客對品牌形象認知本研究受試對象為年齡18-60歲慢跑運動者為主。本研究於2013年03月09日起至2013年03月10日止以新北市板橋第一運動場、新北市板橋後站、板橋後站運動用品店(摩曼頓、新寶島)購物者跟買鞋顧客為範圍,採便利抽樣共發放問卷200份,回收200份有效問卷,有效率為100%。另外本研究在於探討出顧客對於品牌形象、體驗價值、與顧客滿意的相互影響及顧客對品牌形象認知品牌形象並有助於提昇其購買意願,在市場競爭的情形下,品牌形象為突顯一.個品牌的特性與個性,也增加自有的競爭力與優勢。消費者對購物之需求,已經不再只是單純思考物美價廉,進而轉向更高的需求標準,所重視的是追求消費購物時的整體感受,顧客消費的目的大部份是為了獲得滿意的感受,而不是在他所購物之物品本身(Belk,1982)。結果顯示在性別方面,購買NIKE產品的男性較女性多,身份方面,上班族為目前較多的消費者;應該把產品設計在年青、活潑化一點,才能吸引更年青的族群。年齡方面,消費者絕大多數年齡在年齡18-45歲;教育程度方面為高中職於大專院校居多。建議企業發展以鞏固主要消費族之人口,積極拓展其他族群比例;並評估消費者需求,規劃興建構符合其特性之行銷方式;再者強化體驗價值效果,運用其對於各消費族群之影響力;穩固品牌形象,強化顧客對Nike之認同。
This study was to explore the brand image, value, and satisfaction .The subjects of this study were aged 18-60 years old jogging dominated. The study submitted questionnaires from March 9, 2013 to March 10, 2013 at the new Taipei stadium, the new Taipei train station, and sporting goods stores. Convenience sample was used to collect 200 valid questionnaires; the effective rate was 100%. In addition the study is to investigate the customer for the brand image, value, satisfaction and customer interaction with the brand image of the brand awareness and help enhance their purchase intention, under the circumstances of market competition, brand image as a highlight. Consumer demand for shopping is no longer simply ponder inexpensive, and thus to higher demand for standards, the importance of the pursuit of the overall consumer experience when shopping, most customer consumption purpose is to obtain satisfactory feeling instead of shopping in his article itself (Belk, 1982). Today companies are not doing pure price competition, but to create a satisfactory consumer experience. Marketing efforts increasingly focus on its impression in the hearts of consumers, and hope through a variety of products, services and build out the atmosphere, allowing consumers to immerse themselves in the consumption process and produce pleasure, and then leave a permanent presence in the consumer's mind Experience memories.
期刊論文
1.Mathwick, C.、Malhotra, N. K.、Rigdon, E.(2002)。The effect of dynamic retail experiences on experiential perceptions of value: An Internet and catalog omparison。Journal of Retailing,78,51-60。  new window
2.范碧珍(2001)。體驗式消費時代來臨。突破雜誌,187,26-30。  延伸查詢new window
3.Customer-Based Brand Equity。Journal of Marketing,57,1-22。  new window
4.Fornell, M. D.、Eugene, W. A.、Jaesung, C.、Barbara, E. B.(1996)。The AmericanCustomer Satisfaction Index: Nature, Purpose, and Findings。Journal of Marketing,60,1-21。  new window
5.Bearden, W. O.、Teel, J. E.(1983)。Selected Determinants of Consumer Satisfaction and Complaints Report。Journal of Marketing Research,20(1),21-28。  new window
6.Babin, Barry J.、Darden, William R.(1995)。Consumer self-regulation in a retail environment。Journal of Retailing,71(1),47-70。  new window
7.Crowley, A. E.、Spangenberg, E. R.、Hughes, K. R.(1992)。Measuring the Hedonic and Utilitarian Dimensions of Attitudes toward Product Categories。Marketing Letters,3(3),239-249。  new window
8.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing,46(3),92-101。  new window
9.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review,38(3),102-120。  new window
10.Ostrom, Amy、Iacobucci, Dawn(1995)。Consumer Trade-Offs and the Evaluation of Services。Journal of Marketing,59(1),17-28。  new window
11.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。  new window
12.Oliver, Richard L.、Rust, Roland T.、Varki, Sajeev(1997)。Customer Delight: Foundations, Findings, and Managerial Insight。Journal of Retailing,73(3),311-336。  new window
13.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing,56(1),6-21。  new window
14.Singh, Jagdip(1991)。Understanding the structure of consumers' satisfaction evaluations of service delivery。Journal of the Academy of Marketing Science,19(3),223-244。  new window
15.Mano, Haim、Oliver, Richard L.(1993)。Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction。Journal of Consumer Research,20(3),451-466。  new window
16.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research,19(4),491-504。  new window
17.Batra, Rajeev、Ahtola, Olli T.(1991)。Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes。Marketing Letters,2(2),159-170。  new window
18.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research,17(4),460-469。  new window
19.Sheth, Jagdish N.、Newman, Bruce I.、Gross, Barbara L.(1991)。Why We Buy What We Buy: The Theory of Consumption Value。Journal of Business Research,22(2),159-170。  new window
20.Belk, Russell W.(1982)。Effects of Gift-giving Involvement on Gift Selection Strategies。Advances in Consumer Research,9(1),408-412。  new window
學位論文
1.楊登鈞(2009)。體驗行銷、體驗價值、顧客滿意、品牌形象與忠誠度之關係研究--以Nike運動行銷Running Club活動為例(碩士論文)。國立政治大學。  延伸查詢new window
2.李幸宜(2005)。品牌識別系統與品牌形象之研究--以研華科技為例(碩士論文)。國立政治大學,台北市。  延伸查詢new window
3.丁烜鳴(2006)。運動品牌形象與廣告效果對消費者購買行為之影響(碩士論文)。國立臺灣師範大學。  延伸查詢new window
4.郝靜宜(1999)。消費者對消費性產品品牌形象之研究(碩士論文)。中國文化大學,臺北市。  延伸查詢new window
5.黃娟娟(2005)。運動用品業行銷策略與顧客滿意度、忠誠度之相關研究--以中部地區大專學生為例(碩士論文)。大葉大學。  延伸查詢new window
6.李立行(2001)。消費者解讀體驗行銷廣告之研究:以Nike"Just Do It"為例(碩士論文)。世新大學。  延伸查詢new window
7.王世澤(2003)。體驗行銷:模型發展與實務驗證(碩士論文)。國立中央大學。  延伸查詢new window
圖書
1.游凡萱、游欣倩、陳淑美、郭明玉、林婉婷(2008)。服務品質、體驗價值、關係品質與顧客忠誠度關係之研究。龍華科技大學。  延伸查詢new window
2.Monroe, K. B.(1991)。Pricing-Marking Profitable Decision。New York:McGraw Hill。  new window
3.Norris, R. T.(1941)。The theory of consumer’s demand。New Haven, CT:Yale University Press。  new window
4.Engle, J. F.、Blackwell, R. D.、Miniard, P. W.(1994)。Consumer Behavior。San Francisco:Wadsworth Publishing。  new window
5.Day, George(1984)。Strategic Market Planning: The Pursuit of Competitive Advantage。Minnesota:West Publishing Company。  new window
6.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1990)。Consumer Behavior。Chicago, IL:Dryden Press。  new window
7.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
8.Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。  new window
9.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
其他
1.許英傑,黃慧玲(20030208)。零售業打造形象首重品牌管理傳遞消費價值。  延伸查詢new window
圖書論文
1.Holbrook, Morris B.、Corfman, K. P.(1985)。Quality and Value in the Consumption Experience: Phaedrus Rides Again。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Book。  new window
2.Hempel, Donald J.(1997)。Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement。The Conceptualization of Consumer Satisfaction and Dissatisfaction。Cambridge, Massachusetts:Marketing Science Institute。  new window
3.Holbrook, Morris B.(1994)。The nature of customer value: An axiology of services in the consumption experience。Service quality: New directions in theory and practice。Sage Publications。  new window
 
 
 
 
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