臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：品牌定位對棒壘球用具消費族群態度忠誠與行為忠誠的強化效果
書刊名：行銷評論
作者：陳建榮／謝立文 引用關係
作者(外文)：Chen, Jin-long／Hsieh, Li-wen
出版日期：2016
卷期：13:1
頁次：頁37-61
主題關鍵詞：運動行銷；運動品牌；運動用品；Sport marketing；Sport brand；Sporting goods
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:5
  • 點閱點閱:25
本研究主要目的在於以品牌策略（品牌定位與活動行銷）經由影響消費者的品牌認同與品牌人格，進而影響消費者的品牌態度忠誠與行為忠誠為理論模型，探討使用品牌策略有效地影響消費者的品牌忠誠。此研究以棒壘球運動用具品牌為例，探討品牌定位與活動行銷對於棒壘球用具消費者的品牌忠誠之影響。研究以棒壘球運動參與者為施測對象，實施問卷調查方式於臺灣北、中、南地區的棒壘球場收集了368份有效問卷，並運用結構方程式模型做實證分析。研究的結果顯示，品牌定位影響消費者的品牌認同與品牌人格，進而影響消費者的品牌態度忠誠與行為忠誠。因此，此研究之結果建議棒壘球用具品牌，應該長期投入在建立自身的品牌定位，藉著明確的品牌定位在消費者心中與市場上的競爭對手做有效的區隔。
The purpose of this study is to investigate brand strategies (event marketing and brand positioning) that influence consumers’ attitudinal loyalty and behavioral loyalty through brand identification and brand personality in the case of baseball and softball equipment brand consumption. The current study is one of the first to demonstrate the relationship between brand strategies and attitudinal/behavioral loyalty in an executive population. This work conducted the survey method and collected 368 effective consumer samples from the population of baseball and softball participants in north, middle, and south areas of Taiwan using the purposive sampling method. The findings showed that brand positioning substantially influences both attitudinal loyalty and behavioral loyalty through brand identification and brand personality. Therefore, the results of the study suggest baseball and softball equipment brands should invest a long-term work of positioning their brands to distinguish themselves from competitors rather than just hold a short-term event.
期刊論文
1.Kwak, Dae Hee、Kang, Joon-Ho(2009)。Symbolic purchase in sport: the roles of self-image congruence and perceived quality。Management Decision，47(1)，85-99。  new window
2.黃俊傑、林郁捷、蔡文星(20081200)。中部地區大專院校學生參與慢速壘球運動動機之研究。北體學報，16，387-394。new window  延伸查詢new window
3.Ekinci, Y.、Hosany, S.(2006)。Destination personality: An application of brand personality to tourism destinations。Journal of Travel Research，45(2)，127-139。  new window
4.Chaudhuri, A.(1998)。Product Class Effects on Brand Loyalty。Journal of Marketing Management，8(2)，66-77。  new window
5.Jones, H.、Farquhar, J. D.(2003)。Contact Management and Customer Loyalty。Journal of Financial Services Marketing，8(1)，71-78。  new window
6.Schwartz, S. H.、Sagiv, L.(1995)。Identifying culture-specifics in the content and structure of values。Journal of Cross-Cultural Psychology，26(1)，92-116。  new window
7.Kaynak‚ E.、Salman‚ G. G.、Tatoglu, Ekrem(2007)。An Integrative Framework Linking Brand Associations and Brand Loyalty in Professional Sports。Journal of Brand Management，15(5)，336-357。  new window
8.Martos-Partal, Mercedes、González-Benito, Óscar(2011)。Store brand and store loyalty: the moderating role of store brand positioning。Marketing Letter，22(3)，297-313。  new window
9.Andreasen, Alan R.(1996)。Profits for nonprofits: Find a Corporate Partner。Harvard Business Review，74(6)，47-50+55-59。  new window
10.Bosch, J.、Venter, E.、Han, Y.、Boshoff, C.(2006)。The impact of brand identity on the perceived brand image of a merged higher education institution。Management Dynamics: Journal of the Southern African Institute for Management Scientists，15(2)，10-30。  new window
11.Gladden, J. M.、Milne, G. R.、Sutton, W. A.(1998)。A conceptual framework for assessing brand equity in Division I college athletics。Journal of Sport Management，12(1)，1-19。  new window
12.Lam, Son K.、Ahearne, Michael、Mullins, Ryan、Hayati, Babak、Schillewaert, Niels(2013)。Exploring the dynamics of antecedents to consumer-brand identification with a new brand。Journal of the Academy of Marketing Science，41(2)，234-252。  new window
13.Aaker, Jennifer L.、Fournier, Susan、Brasel, S. Adam(2004)。When Good Brands Do Bad。Journal of Consumer Research，31(1)，1-16。  new window
14.Bhat, Subodh、Reddy, Srinivas K.(1998)。Symbolic and Functional Positioning of Brands。Journal of Consumer Marketing，15(1)，32-44。  new window
15.Uncles, Mark D.、Dowling, Grahame R.、Hammond, Kathy(2003)。Customer loyalty and customer loyalty programs。Journal of Consumer Marketing，20(4)，294-316。  new window
16.Gladden, J. M.、Milne, G. R.(1999)。Examining the importance of brand equity in professional sport。Sport Marketing Quarterly，8(1)，21-29。  new window
17.Fuchs, C.、Diamantopoulos, A.(2010)。Evaluating the effectiveness of brand-positioning strategies from a consumer perspective。European Journal of Marketing，44(11/12)，1763-1786。  new window
18.Vandenberg, Robert J.、Self, Robin M.、Seo, Jai Hyun(1994)。A Critical Examination of The Internalization, Identification, and Compliance Commitment Measures。Journal of Management，20(1)，123-140。  new window
19.Dyson, P.、Farr, A.、Hollis, N.(1996)。Understanding, Measuring, and Using Brand Equity。Journal of Advertising Research，36(6)，9-21。  new window
20.Gladden, J. M.、Funk, D. C.(2001)。Understanding brand loyalty in professional sport: examining the link between brand associations and brand loyalty。International Journal of Sports Marketing & Sponsorship，3(1)，67-95。  new window
21.Berry, Leonard L.(2000)。Cultivating Service Brand Equity。Journal of the Academy of Marketing Science，28(1)，128-137。  new window
22.Hansen, T.(2008)。Consumer values, the theory of planned behaviour and online grocery shopping。International Journal of Consumer Studies，32(2)，128-137。  new window
23.Ghodeswar, B. M.(2008)。Building brand identity in competitive markets: A conceptual model。Journal of Product and Brand Management，17(1)，4-12。  new window
24.Sirgya, M. Joseph、Grewalb, Dhruv、Mangleburg, Tamara(2000)。Retail environment, self-congruity, and retail patronage: an integrative model and a research agenda。Journal of Business Research，49(2)，127-138。  new window
25.Gladden, J. M.、Funk, D. C.(2002)。Developing an understanding of brand associations in team sport: empirical evidence from consumers of professional sport。Journal of Sport Management，16(1)，54-81。  new window
26.O'Reilly, C. A. III、Chatman, J. A.(1986)。Organizational commitment and psychological attachment: The effect of compliance, identification, and internalization on prosocial behavior。Journal of Applied Psychology，71(3)，492-499。  new window
27.Alamro, A.、Rowley, J.(2010)。Brand strategies of Jordanian telecommunications service providers。Brand Management，18(4)，329-348。  new window
28.Romaniuk, J.(2001)。Brand positioning in financial services: a longitudinal test to find the best brand position。Journal of Financial Services Marketing，6(2)，111-121。  new window
29.Wohlfeil, M.、Whelan, S.(2006)。Consumer motivations to participate in marketing-events: The role of predispositional involvement。European Advances in Consumer Research，7，125-132。  new window
30.Jacobson, B.(2003)。The social psychology of the creation of a sports fan identity: A theoretical review of the literature。Athletic Insight: The Online Journal of Sport Psychology，5(2)，1-14。  new window
31.Chang, P. L.、Chieng, M. H.(2006)。Building consumer-brand relationship: A cross-cultural experiential view。Psychology and Marketing，23(11)，927-959。  new window
32.Huber, F.、Hermann, A.(2001)。Achieving Brand and Dealer Loyalty: The Case of the Automotive Industry。The International Review of Retail, Distribution and Consumer Research，11(2)，97-122。  new window
33.Anisimova, T. A.(2007)。The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty。Journal of Consumer Marketing，24(7)，395-405。  new window
34.Thorpe, H.(2006)。Beyond "Decorative Sociology": Contextualizing Female Surf, Skate, and Snow Boarding。Sociology of Sport Journal，23(3)，205-228。  new window
35.Giannoulakis, C.、Apostolopoulou, A.(2011)。Implementation of a multi-brand strategy in action sports。Journal of Product and Brand Management，20(3)，171-181。  new window
36.Akin, M.(2011)。Predicting consumers' behavioral intentions with perceptions of brand personality: A study in cell phone markets。International Journal of Business and Management，6(6)，193-206。  new window
37.Zineldin, M.、Bredenlow, T.(2001)。Performance measurement and management control positioning strategies, quality and productivity: A case study of a Swedish bank。Managerial Auditing Journal，16(9)，484-499。  new window
38.Tildesley, A. E.、Coote, L. V.(2009)。This brand is me: A social identity based measure of brand identification。Advances in Consumer Research，36(1)，627-629。  new window
39.Cheng, S. I.(2011)。Comparisons of competing models between attitudinal loyalty and behavioral loyalty。International Journal of Business and Social Science，2(10)，149-166。  new window
40.Treacy, Michael、Wiersema, Fred(1993)。Customer Intimacy and Other Value Disciplines。Harvard Business Review，71(1)，84-93。  new window
41.Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research，34(3)，347-356。  new window
42.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
43.Kumar, Viswanathan、Shah, Denish(2004)。Building and Sustaining Profitable Customer Loyalty for the 21st Century。Journal of Retailing，80(4)，317-329。  new window
44.Zins, Andreas H.(2001)。Relative attitudes and commitment in customer loyalty models: Some experiences in the commercial airline industry。International Journal of Service Industry Management，12(3)，269-294。  new window
45.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
46.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
47.Dick, Alan S.、Basu, Kunal K.(1994)。Customer Loyalty: Toward an Integrated Conceptual Framework。Journal of the Academy of Marketing Science，22(2)，99-113。  new window
48.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
49.Kuenzel, Sven、Halliday, Sue Vaux(2010)。The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification。Journal of Targeting, Measurement and Analysis for Marketing，18(3/4)，167-176。  new window
50.Kelman, Herbert C.(1958)。Compliance, identification, and internalization three processes of attitude change。Journal of Conflict Resolution，2(1)，51-60。  new window
51.Browne, Michael W.、Cudeck, Robert(1992)。Alternative ways of assessing model fit。Sociological Methods & Research，21(2)，230-258。  new window
52.Sung, Yongjun、Kim, Jooyoung(2010)。Effects of Brand Personality on Brand Trust and Brand Affect。Psychology and Marketing，27(7)，639-661。  new window
53.Robertson, Thomas S.、Gatignon, Hubert(1986)。Competitive effects on technology diffusion。Journal of Marketing，50(3)，1-12。  new window
54.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
55.Oliver, Richard L.(1999)。Whence consumer loyalty?。Journal of Marketing，63(4_suppl 1)，33-44。  new window
56.Sirgy, Mack Joseph(1982)。Self-concept in consumer behavior: A critical review。Journal of Consumer Research，9(3)，287-300。  new window
57.Harris, Fiona、De Chernatony, Leslie(2001)。Corporate branding and corporate brand performance。European Journal of Marketing，35(3/4)，441-456。  new window
58.Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。  new window
圖書
1.Sirgy, M. J.(1986)。Self-congruity: Toward a theory of personality and cybernetics。New York, NY：Praeger。  new window
2.Jöreskog, K. G.、Sörbom, D.(1984)。LISREL 6: Analysis of Linear Structural Relationship by Maximum Likelihood。Chicago：Scientific Software International。  new window
3.Aaker, David A.、Myers, John G.(1987)。Advertising Management。Englewood Cliffs, NJ：Prentice-Hall。  new window
4.Aaker, D. A.(1993)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。New York：The Free Press。  new window
5.Aaker, David A.(1996)。Building Strong Brand。Free Press。  new window
6.Jacoby, Jacob、Chestnut, Robert W.(1978)。Brand Loyalty: Measurement and Management。John Wiley & Sons, Inc.。  new window
7.高俊雄(2008)。運動休閒管理。臺北：華都。  延伸查詢new window
8.Kotler, P.(2002)。Marketing Management。London：Person Education。  new window
9.鮑曉明(2000)。體育產業--新的經濟觀點。北京：人民體育出版社。  延伸查詢new window
10.Rogers, C. R.(1951)。Client-centered Theory: Its Current Practices, Implications, and Theory。Boston, MA：Houghton Mifflin。  new window
11.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
12.Nunnally, J. C.、Bernstein, I. H.(1993)。Psychometric theory。New York：McGraw-Hill。  new window
13.Kelloway, E. K.(1998)。Using LISREL for structural equation modeling: A researcher's guide。SAGE。  new window
14.Knapp, Duane E.(2000)。The Brand mindset。New York：McGraw-Hill。  new window
其他
1.Higgins, M.(20061124)。In board sports, insiders' status makes gear sell。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關博士論文
 
無相關書籍
 
無相關著作
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：652（臺灣：639，外國：13） ／ 本年度總使用人次：2516201 ／ 訪客人次（自102年09月）：68316083
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上