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：元件品牌的品牌依附和品牌形象、共品牌契合度、共品牌評價與共品牌購買意願關係之研究
書刊名：行銷評論
作者：蕭苑瑜／陳冠穎／蔡進發 引用關係／魏妤倩
作者(外文)：Hsiao, Uan-u／Chen, Kuan-ying／Tsai, Chin-fa／Wei, Yu-chien
出版日期：2017
卷期：14:1
頁次：頁23-49
主題關鍵詞：元件品牌；品牌依附；共品牌契合度；共品牌評價；共品牌購買意願；Component brand；Brand attachment；Co-brand fit；Co-brand evaluation；Co-brand purchase intentions
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(0) 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:0
  • 共同引用共同引用:11
  • 點閱點閱:14
本研究以元件品牌作為主軸，探討元件品牌的品牌依附、元件品牌的品牌形象、共品牌契合度、共品牌評價與共品牌購買意願之間的關係。本研究以問卷調查法訪問365 位某大學管理學院的學生，並使用結構方程模式來檢驗此一新模型的適配度和相關假說，得到以下結論：(1) 元件品牌依附對於共品牌評價具有正向影響；(2) 高契合度時的元件品牌依附對共品牌評價的影響會顯著大於低契合度情況；(3) 共品牌契合度對共品牌評價具有正向的影響；(4) 元件品牌的品牌形象對於共品牌評價具有正向的影響；(5) 共品牌評價對於共品牌購買意願具有正向的影響。
Component brand is the mainly object in this study. This study aims to examine the relationships among brand attachment for component brand, brand image for component brand, co-brand fit, co-brand evaluation, and co-brand purchase intentions. This study interviews 365 undergraduate students from Management College of National Chiayi University. The structural equation modeling (SEM) is conducted to test the model fit and related hypotheses. This study arrives at the following results. Frist, the brand attachment for component brand has a positive effect on co-brand evaluation. Second, brand attachment for component brand has a greater impact on co-brand evaluation in the condition of high co-brand fit than in the condition of low co-brand fit. Third, the co-brand fit has a positive effect on co-brand evaluation. Fourth, brand image for component brand has a positive effect on co-brand evaluation. Fifth, the co-brand evaluation has a positive effect on co-brand purchase intentions.
期刊論文
1.Dickinson, Sonia、Heath, Tara(2006)。A Comparison of Qualitative and Quantitative Results Concerning Evaluations of Co-Branded Offerings。Brand Management，13(6)，393-406。  new window
2.Uggla, Henrik(2004)。The Brand Association Base: A Conceptual Model for Strategically Leveraging Partner Brand Equity。Journal of Brand Management，12(2)，105-123。  new window
3.Ahn, S.、Kim, H. J.、Forney, J. A.(2009)。Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels。Journal of Retailing and Consumer Services，16(6)，477-485。  new window
4.Yeung, C. W. M.、Wyer, R. S. Jr.(2005)。Does Loving a Brand Mean Loving Its Products? The Role of Brand-elicited Affect in Brand Extension Evaluations。Journal of Marketing Research，42(4)，495-506。  new window
5.Besharat, Ali(2010)。How Co-Branding Versus Brand Extensions Drive Consumers' Evaluations of New Products: A Brand Equity Approach。Industrial Marketing Management，39(8)，1240-1249。  new window
6.蕭至惠、蔡進發、郭依儒(20110600)。自我建構與自我複雜度對共品牌評價的影響。管理學報，28(3)，267-287。new window  延伸查詢new window
7.Leuthesser, Lance、Kohli, Chiranjeev、Suri, Rajneesh(2003)。2+2=5? A Framework for Using Co-branding to Leverage a Brand。The Journal of Brand Management，11(1)，35-47。  new window
8.Baumgarth, C.(2004)。Evaluations of Co-brands and Spillover Effects: Further Empirical Results。Journal of Marketing Communications，10(2)，115-131。  new window
9.Washburn, J. H.、Till, B. D.、Priluck, R.(2004)。Brand alliance and customer-based brand equity effects。Psychology and Marketing，21(7)，487-508。  new window
10.Bagozzi, R. P.(2006)。The role of social and self-conscious emotions in the regulation of business-to- business relationships in salesperson-customer interactions。Journal of Business & Industrial Marketing，21(7)，453-457。  new window
11.Wheaton, B.、Muthen, B.、Alwin, D. F.、Summers, G. F.(1977)。Assessing reliability and stability in panel models。Sociological Methodology，8(1)，84-136。  new window
12.Loken, Barbara、John, Deborah Roedder(1993)。Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?。Journal of Marketing，57(3)，71-84。  new window
13.Park, C. Whan、Milberg, Sandra、Lawson, Robert(1991)。Evaluation of Brand Extension: The Role of Product Feature similarity and Brand Concept Consistency。Journal of Consumer Research，18(2)，185-193。  new window
14.Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Nrom(1998)。The Effect of Store Name, Brand Name and Price Discount on Consumers' Evaluations and Purchase Intentions。Journal of Retailing，74(3)，331-352。  new window
15.Boush, David M.、Loken, Barbara(1991)。A Process-Tracing Study of Brand Extension Evaluation。Journal of Marketing Research，28(1)，16-28。  new window
16.Biswas, Abhijit(1992)。The Moderating Role of Brand Familiarity in Reference Price Perceptions。Journal of Business Research，25(3)，251-262。  new window
17.Keil, Mark、Tan, Bernard C. Y.、Wei, Kwok-Kee、Saarinen, T.、Tuunainen, Virpi、Wassenaar, Arjen(2000)。A Cross-cultural Study on Escalation of Commitment Behavior in Software Projects。MIS Quarterly，24(2)，299-325。  new window
18.McCarthy, M. S.、Norris, D. G.(1999)。Improving competitive position using branded ingredients。Journal of Product & Brand Management，8(4)，267-285。  new window
19.Norris, Donald G.(1992)。Ingredient branding: A strategy option with multiple beneficiaries。Journal of Consumer Marketing，9(3)，19-31。  new window
20.Tsang, Eric W. K.(2002)。Acquiring knowledge by foreign partners from international joint ventures in a transition economy: Learning-by-doing and learning myopia。Strategic Management Journal，23(9)，835-854。  new window
21.Simonin, Bernard L.、Ruth, Julie A.(1998)。Is a Company Known by the Company It Keeps? Assessing the Feedback Effects of Brand Alliances on Consumer Brand Attitudes。Journal of Marketing Research，35(1)，30-42。  new window
22.Reynolds, Thomas J.、Gutman, Jonathan(1984)。Advertising is image management。Journal of Advertising Research，24(1)，27-37。  new window
23.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。  new window
24.Park, C. W.、MacInnis, D. J.、Priester, J. R.(2006)。Beyond attitudes: Attachment and consumer behavior。Seoul National Journal，12(2)，3-36。  new window
25.Everard, A.、Galletta, D. F.(2005)。How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store。Journal of Management Information Systems，22(3)，55-95。  new window
26.Krugman, Herbert E.(1965)。The Impact of Television Advertising: Learning Without Involvement。Public Opinion Quarterly，29(3)，349-356。  new window
27.蕭至惠、蔡進發、粘清旻(20130900)。依附風格、品牌個性、品牌依附與品牌評價之研究：共品牌觀點。管理學報，30(4)，323-344。new window  延伸查詢new window
28.Dickinson, S.、Barker, A.(2007)。Evaluations of branding alliances between nonprofit and commercial brand partners: The transfer of affect。International Journal of Nonprofit and Voluntary Sector Marketing，12(1)，75-89。  new window
29.Busacca, B.、Bertoli, G.(2006)。Co-branding et valeur des interactions entre marques。Revue Française du Marketing，207，73-86。  new window
30.Sénéchal, S.、Georges, L.、Pernin, J. L.(2013)。Profit and non-profit brand alliances: The pertinence of fair co-branding。Innovative Marketing，9(2)，28-37。  new window
31.Swaminathan, Vanitha、Reddy, S. K.、Dommer, S. L.(2012)。Spillover effects of ingredient branded strategies on brand choice: A field study。Marketing Letters，23(1)，237-251。  new window
32.Tiwari, K.、Singh, R.(2012)。Perceived impact of ingredient branding on host brand equity。Journal of Marketing and Management，3(1)，60-77。  new window
33.Park, C. W.、MacInnis, D. J.、Priester, J.(2009)。Brand attachment: Construct, Consequences and Causes。Foundations and Trends in Marketing，1(3)，190-230。  new window
34.Tauber, E. M.(1988)。Brand leverage-strategy for growth in a cost-controlworld。Journal of Advertising Research，28(4)，26-30。  new window
35.Wansink, B.、Park, S. B.、Sonka, S. T.、Morganosky, M.(2000)。How soy labeling influences preference and taste。The International Food and Agribusiness Management Review，3(1)，85-94。  new window
36.蕭至惠、蔡進發(20140100)。負面雙重危機效應對共品牌評價與購買意願之影響。管理評論，33(1)，39-68。new window  延伸查詢new window
37.Shimp, Terrence A.、Madden, Thomas J.(1988)。Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg's Triangular Theory of Love。Advances in Consumer Research，15(1)，163-168。  new window
38.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
39.Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing，54(1)，27-41。  new window
40.Broniarczyk, Susan M.、Alba, Joseph W.(1994)。The importance of the brand in brand extension。Journal of Marketing Research，31(2)，214-228。  new window
41.Desai, Kalpesh Kaushik、Keller, Kevin Lane(2002)。The Effects of Ingredient Branding Strategies on Host Brand Extendibility。Journal of Marketing，66(1)，73-93。  new window
42.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
43.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
44.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
45.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。  new window
46.Hadjicharalambous, C.(2006)。A Typology of Brand Extensions: Positioning Cobranding as a Sub-case of Brand Extensions。Journal of American Academy of Business，10(1)，372-378。  new window
會議論文
1.Bhat, S.、Reddy, S. K.(1997)。Investigating the dimensions of fit between a brand and its extension。Chicago：American Marketing Association。186-194。  new window
圖書
1.Assael, H.(1992)。Consumer Behaviour and Marketing Action。PWS-Kent。  new window
2.Mikulincer, M.、Shaver, P. R.(2007)。Attachment in adulthood: Structure, dynamics, and change。The Guilford Press。  new window
3.Keller, K. L.、Parameswaran, M. G.、Jacob, I.(2008)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Upper Saddle River, New Jersey：Prentice Hall。  new window
4.Kotler, P.、Keller, K. L.(2015)。Marketing Management。Upper Saddle River, NJ：Prentice Hall。  new window
5.Schiffman, L. G.、Kanuk, L. L.(2005)。Consumer Behavior。  new window
6.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.、Babin, Barry J.(1998)。Multivariate data analysis。Prentice-Hall, Inc.。  new window
7.Fishbein, Martin A.、Ajzen, Icek(1975)。Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research。Addison-Wesley。  new window
其他
1.安卓資訊(2016)。華碩手機銷量超越HTC 成臺灣第一，http://news.hiapk.com/internet/s574ced0dedb1.html。  延伸查詢new window
2.Money DJ(2015)。2015年IC設計商排行：蘋果／台積電、展訊爆發，http://technews.tw/2015/12/03/2015-ic-apple-tsmc-good/。  延伸查詢new window
圖書論文
1.Park, C. W.、MacInnis, D. J.、Priester, J.(2007)。Brand attachment and management of a strategic exemplar。Handbook of Brand Experience Management。MA：Elgar Publishing。  new window
2.Michel, G.、Cegarra, J. J.(2002)。Co-branding: Les conditions de succès du produit comarqué。Actes du Congrès de l'AFM。  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：720（臺灣：713，外國：7） ／ 本年度總使用人次：2196945 ／ 訪客人次（自102年09月）：67998514
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