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來源文獻資料
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外文摘要
引文資料
題名:
初探反向世代影響之消費行為--並論對品牌權益的影響
書刊名:
東吳經濟商學學報
作者:
賴明政
/
黃雅君
作者(外文):
Lai, Ming-cheng
/
Huang, Ya-chun
出版日期:
2015
卷期:
90
頁次:
頁25-50
主題關鍵詞:
反向世代影響
;
品牌權益
;
品牌形象
;
品牌偏好
;
品牌忠誠
;
Reverse IGI
;
Brand equity
;
Brand image
;
Brand preference
;
Brand loyalty
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:0
共同引用:0
點閱:17
反向世代影響指在家庭中子女的認知、信念、價值觀、態度與行為對父母購買決策的影響。隨著科技產品推陳出新速度加快,父母較無太多的消費經驗,子女則因習學新事物能力強、資訊接收快,反而子女對父母的消費決策有相當的影響力,但有關此議題的研究,至今仍相當缺乏。本研究進行上述議題的實證調查與分析,利用前測調查取得以數位相機為本研究的產品類別後,第二階段發放父母與子女的配對問卷計回收211份,經比對父母依子女建議品牌購買數位相機之有效樣本為89組配對資料。驗證後,除確定RIGI的現象確存在於現今的消費市場外;也發現子女對品牌權益的認知,無論在品牌形象、品牌偏好、態度忠誠及行為忠誠上,都會顯著而正向的影響父母。
以文找文
RIGI refers to the general consensus, belief, values, attitudes and behaviors of children within a family that affect the decision of purchasing commodities. In today's societal norm, with the popping of technological commodities at a very fast pace, parents inadequate experience in purchasing equities , and the fast and strong learning skills of children coupled with the advent of information technology, children have greatly influenced their parents in the purchasing decision. In the investigation and analysis of the topic, the study not only underwent understanding whether the phenomenon of RIGI does exist in the market, but went further discussing the impact on the cognition on rights and benefits of brand equities to the parents in order to provide marketing personnel a reference for simulating marketing strategies. After using the obtained digital cameras in the pre testing as sample product items for study, the second phase employs the concept of pairing in the distribution of questionnaire with a total of 221 pairs collected. Nevertheless, after taking into consideration the data of the samples where parents or children have bought cameras, 89 pairs of valid samples were left after thorough scrutiny of gathered data. After statistical investigation and examination, on the one hand, it shows that there exist RIGI phenomenon in today's consumers' market; on the other hand, the cognition of benefits and rights on brand equities to children is it on the brand image, the brand preference, attitudinal loyalty and behavioral loyalty on the brand equity have significantly and positively influence the parents.
以文找文
期刊論文
1.
Sener, A.(2011)。Influences of adolescents on family purchasing behavior: Perceptions of adolescents and parents。Social Behavior and Personality: An International Journal,39(6),747-754。
2.
Taylor, S. A.、Celuch, K.、Goodwin, S.(2004)。The importance of brand equity to customer loyalty。The Journal of Product and Brand Management,13(4),217-227。
3.
Bravo, R.、Fraj, E.、Martínez, E.(2007)。Family as a source of consumer-based brand equity。Journal of Product & Brand Management,16(3),188-199。
4.
Bravo, R.、Fraj, E.、Martínez, E.(2007)。Intergenerational influences on the dimensions of young customer-based brand equity。Young Consumers,8(1),58-64。
5.
Cai, Y.、Zhao, G.、He, J.(2015)。Influences of two modes of intergenerational communication on brand equity。Journal of Business Research,68(3),553-560。
6.
Ekstrom, K. M.、Tansuhaj, P. S.、Foxman, E. R.(1987)。Children's influence in family decisions and consumer socialization: a reciprocal view。Advances in Consumer Research,14(1),283-287。
7.
Kulkarni, S. A.(2014)。The Effect of Reverse Intergenerational Influence on purchase and brand equity of durable goods。International Journal of Management Excellence,3(1),326-335。
8.
Lindstrom, M.(2004)。Branding is No Longer Child's Play!。Journal of Consumer Marketing,21(3),175-82。
9.
Manish, M.、Anisha, D.、Ginni, C.、Jyoti, L.(2010)。Parental Perception of the Impact of Television Advertisements on Children's Buying Behavior。The IUP Journal of Marketing Management,9(1/2),40-54。
10.
McNeal, J. U.(1998)。Taping the three kids' Markets。American Demographics,20(4),37-41。
11.
Obermiller, C.、Spangenberg, E. R.(2000)。On the origin and distinctiveness of skepticism toward advertising。Marketing Letters,11(4),311-322。
12.
Perez, M. E.、Padgett, D.、Burgers, W.(2011)。Intergenerational influence on brand preferences。Journal of Product & Brand Management,20(1),5-13。
13.
Shoham, A.、Dalakas, V.(2005)。He said, she said … they said: parents' and children's assessment of children's influence on family consumption decisions。Journal of Consumer Marketing,22(3),152-160。
14.
Wilson, G.、Wood, K.(2004)。The influence of children on parental purchases during supermarket shopping。International Journal of Consumer Studies,28(4),329-336。
15.
Mandrik, C. A.、Fern, E. F.、Bao, Y.(2005)。Intergenerational influence: Roles of conformity to peers and communication effectiveness。Psychology & Marketing,22(10),813-832。
16.
Moore, Elizabeth S.、Wilkie, William L.、Lutz, Richard J.(2002)。Passing the Torch: intergenerational influences as a source of brand equity。Journal of Marketing,66(2),17-37。
17.
Moore-Shay, E. S.、Lutz, R. J.(1988)。Intergenerational influences in the formation of consumer attitudes and beliefs about the marketplace: mothers and daughters。Advances in Consumer Research,15(1),461-467。
18.
Swinyard, W. R.、Sim, C. P.(1987)。Perception of Children's Influence on Family Decision Processes。The Journal of Consumer Marketing,4(1),25-38。
19.
Villarejo, A. F.、Sánchez-Franco, M. J.(2005)。The impact of marketing communication and price promotion on brand equity。Journal of Brand Management,12(6),431-445。
20.
Hoyer, Wayne D.、Brown, Steven P.(1990)。Effects of brand awareness on choice for a common, repeated-purchase product。Journal of Consumer Research,17(2),141-148。
21.
Chiou, Jyh-Shen、Droge, Cornelia、Hanvanich, Sangphet(2002)。Does Customer Knowledge Affect How Loyalty is Formed?。Journal of Service Research,5(2),113-124。
22.
Childers, Terry L.、Rao, Akshay R.(1992)。The influence of familial and peer-based reference groups on consumer decisions。Journal of Consumer Research,19(2),198-211。
23.
Kirmani, A.、Wright, P.(1989)。Money Talks: Perceived Advertising Expense and Expected Product Quality。Journal of Consumer Research,16(3),344-353。
24.
Cobb-Walgren, Cathy J.、Ruble, Cythia A.、Donthu, Naveen(1995)。Brand equity, brand preference, and purchase intent。Journal of Advertising,24(3),25-40。
25.
Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。
26.
Yoo, Boonghee、Donthu, Naveen(2001)。Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale。Journal of Business Research,52(1),1-14。
27.
Yoo, Boonghee、Donthu, Naveen、Lee, Sungho(2000)。An Examination of Selected Marketing Mix Elements and Brand Equity。Journal of the Academy of Marketing Science,28(2),195-211。
28.
Keller, Kevin L.(2003)。Brand synthesis: The multidimensionality of brand knowledge。Journal of Consumer Research,29(4),595-600。
會議論文
1.
Roberts, J.、Morrison, P.、Chandrashekaran, M.、Gordon, A.(2004)。Measuring sources and outcomes of brand equity。Communication in Australian and New Zealand Marketing Conference。
學位論文
1.
Dijkstra, J. A.(2005)。Reverse intergenerational influence: The influence of out-of-home, adult children on the brand cognitions of their parents(碩士論文)。University of Maastricht。
2.
van Oorschot, Karlijn(2008)。The effect of (Reverence) intergenerational influence on brand equity(碩士論文)。University of Maastricht。
圖書
1.
Sheth, J. N.、Mittal, B.(2004)。Customer Behavior: A Managerial Perspective。New York:Thomson South-Western。
2.
Bruner, G. C.、Hensel, P. J.、James, K.(2005)。Marketing Scales Handbook: A Compilation of Multi-Item measures for consumer Behavior & Advertising。Chicago:AMA Thomson/SW。
3.
McNeal, J. U.(1987)。Children as Consumers。Lexington, MA:D. C. Heath。
4.
O'Neill, T.、Vigar-Ellis, D.、Paterson, S.(2015)。Ideas in Marketing: Finding the New and Polishing the Old。New York:Springer International Publishing。
5.
Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。
6.
Tabachnick, B. G.、Fidell, L. S.(2001)。Using multivariate statistics。Boston:Allyn and Bacon Boston。
7.
Aaker, David A.(1996)。Building Strong Brands。New York, NY:Simon & Schuster UK Ltd.:The Free Press。
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