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外文摘要
引文資料
題名:
品牌態度對品牌忠誠度及價格溢價之影響:品牌情緒依附的中介角色
書刊名:
多國籍企業管理評論
作者:
林少龍
/
闕壯宏
/
鄭伊真
作者(外文):
Lin, Shao-lung
/
Chueh, Juang-horng
/
Cheng, Yi-chen
出版日期:
2016
卷期:
10:2
頁次:
頁123-140
主題關鍵詞:
品牌態度
;
品牌情緒依附
;
品牌忠誠度
;
價格溢價
;
Brand attitude
;
Emotional brand attachment
;
Brand loyalty
;
Price premium
原始連結:
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相關次數:
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:
1
共同引用:0
點閱:41
本研究目的在探討品牌態度對品牌忠誠度及價格溢價之間的關係,並檢驗品牌情緒依附對於品牌態度、品牌忠誠度及價格溢價之關係的中介效果。本研究採用調查法,以滾雪球方式搜集臺灣地區具有購買能力的一般消費者作為研究樣本,透過焦點小組篩選出9種產品類別以及24個品牌,每份問卷給定一種特定品牌,共產生24種問卷版本,每個版本分別發放35份問卷,共計發放840份問卷,有效回收樣本656份。研究結果顯示(1)品牌態度正向影響品牌忠誠度及品牌情緒依附;(2)品牌情緒依附正向影響品牌忠誠度及價格溢價;(3)品牌態度經由品牌情緒依附的中介效果正向影響品牌忠誠度及價格溢價。本研究討論研究發現在理論以及管理實務的意涵,同時對未來研究的方向提出建議。
以文找文
The main purpose of this study is to explore and examine the relationship among brand attitude, emotional brand attachment, brand loyalty, and price premium. The study uses survey to collect data provided by a sample of regular consumers in Taiwan. The focus groups select 24 brands from 9 categories. The study assigns one brand to each questionnaire and therefore employs total 24 versions of questionnaires. Every 35 respondents answer one of the 24 versions of questionnaires and 840 questionnaires are collected. The final data are provided by an effective sample of 656 consumers. The results reveal that (1)brand attitude positively influences brand loyalty and emotional brand attachment; (2)emotional brand attachment positively affects brand loyalty and price premium; (3)emotional brand attachment mediates the relationship between brand attitude and brand loyalty, and, brand attitude and price premium, respectively. We discuss implications for theories and practices, and suggestions for the future study.
以文找文
期刊論文
1.
Srivastava, K.、Sharma, N. K.(2012)。Consumer attitude towards brand-extension incongruity: The moderating role of need for cognition and need for change。Journal of Marketing Management,28(5),652-675。
2.
Park, C. W.、Macinnis, D.、Priester, J. R.(2006)。Beyond attitudes: attachment and consumer behavior。Seoul Journal of Business,12(2),3-35。
3.
Pugh, S. D.、Groth, M.、Hennig-Thurau, T.(2011)。Willing and able to fake emotions: A closer examination of the link between emotional dissonance and employee well-being。Journal of Applied Psychology,96(2),377-390。
4.
Chaplin, Lan Nguyen、Roedder John, Deborah(2005)。The development of self-brand connections in children and adolescents。Journal of Consumer Research,32(1),119-129。
5.
Mikulincer, M.(1998)。Attachment working models and the sense of trust: An exploration of interaction goals and affect regulation。Journal of Personality and Social Psychology,74(5),1209-1224。
6.
Kim, Y.(2005)。The effects of buyer and product traits with seller reputation on price premiums in e-auction。The Journal of Computer Information Systems,46(1),79-91。
7.
Baldwin, M. W.、Keelan, J. P. R.、Fehr, B.、Enns, V.、Koh-Rangarajoo, E.(1996)。Social-cognitive conceptualization of attachment working models: Availability and accessibility effects。Journal of Personality and Social Psychology,71(1),94-109。
8.
Ball, A. Dwayne、Tasaki, Lori H.(1992)。The role and measurement of attachment in consumer behavior。Journal of Consumer Psychology,1(2),155-172。
9.
Grisaffe, D. B.、Nguyen, H. P.(2011)。Antecedents of Emotional Attachment to Brands。Journal of Business Research,64(10),1052-1059。
10.
Malär, Lucia、Krohmer, Harley、Hoyer, Wayne D.、Nyffenegger, Bettina(2011)。Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self。Journal of Marketing,75(4),35-52。
11.
Orth, U. R.、Limon, Y.、Rose, G.(2010)。Store-evoked affect, personalities, and consumer emotional attachments to brands。Journal of Business Research,63(11),1202-1208。
12.
Fedorikhin, Alexander、Park, C. Whan、Thomson, Matthew(2008)。Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions。Journal of Consumer Psychology,18(4),281-291。
13.
Van Lange, P. A. M.、Rusbult, C. E.、Drigotas, S. M.、Arriaga, X. B.、Witcher, B. S.、Cox, C. L.(1997)。Willingness to sacrifice in close relationships。Journal of Personality and Social Psychology,72(6),1373-1395。
14.
Dickinson, S. J.、Heath, T.(2008)。Cooperative brand alliances: How to generate positive evaluations。Australasian Marketing Journal,16(2),22-38。
15.
Moore, D. J.、Homer, P. M.(2008)。Self-brand connections: The role of attitude strength and autobiographical memory primes。Journal of Business Research,61(7),707-714。
16.
Sirgy, M. J.、Johar, J. S.、Samli, A. C.、Claiborne, C. B.(1991)。Selfcongruity versus functional congruity: Predictors of consumer behavior。Journal of the Academy of Marketing Science,19(4),363-375。
17.
Bagozzi, R. P.、Yi, Y.、Phillips, L. W.(1991)。Assessing Construct Validity in Organizational Research。Administrative Science Quarterly,36(3),421-458。
18.
Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review,38(3),102-120。
19.
Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research,18(1),39-50。
20.
Schouten, John W.、McAlexander, James H.(1995)。Subcultures of consumption: An ethnography of the new bikers。Journal of Consumer Research,22(1),43-61。
21.
Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science,16(1),74-94。
22.
Chaudhuri, Arjun(1999)。Does Brand Loyalty Mediate Brand Equity Outcomes?。Journal of Marketing Theory and Practice,7(2),136-146。
23.
Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research,17(4),460-469。
24.
Podsakoff, Philip M.、MacKenzie, Scott B.、Lee, Jeong-Yeon、Podsakoff, Nathan P.(2003)。Common method biases in behavioral research: A critical review of the literature and recommended remedies。Journal of Applied Psychology,88(5),879-903。
25.
Park, C. Whan、MacInnis, Deborah J.、Priester, Joseph R.、Eisingerich, Andreas B.、Iacobucci, Dawn(2010)。Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers。Journal of Marketing,74(6),1-17。
26.
Thomson, Matthew、MacInnis, Deborah J.、Park, C. Whan(2005)。The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands。Journal of Consumer Psychology,15(1),77-91。
27.
Nam, Janghyeon、Ekinci, Yuksel、Whyatt, Georgina(2011)。Brand equity, brand loyalty and consumer satisfaction。Annals of Tourism Research,38(3),1009-1030。
28.
Holmes, John G.(2000)。Social relationships: The nature and function of relational schemas。European Journal of Social Psychology,30(4),447-495。
圖書
1.
Feeney, J. A.、Noller, P.(1996)。Adult attachment。Sage Publication。
2.
Cohen, J. B.、Areni, C. S.(1991)。Affect and consumer behavior。Englewood Cliffs, NJ:Prentice Hall。
3.
Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2009)。Multivariate Data Analysis: A Global Perspective。Prentice-Hall。
圖書論文
1.
Berman, W. H.、Sperling, M. B.(1994)。The Structure and Function of Adult Attachment。Attachment in adults: Clinical and developmental perspectives。New York:Guilford Press。
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