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題名：個人特質品牌化對顧客再購行為之影響--臺灣旅行業為例
書刊名：運動與遊憩研究
作者：謝懷恕 引用關係／曾芳代／陳柏勳
作者(外文)：Shieh, Hwai-shuh／Tseng, Fang-tai／Chen, Po-hsun
出版日期：2020
卷期：14:4
頁次：頁41-60
主題關鍵詞：品牌權益；企業品牌；個人特質品牌化；再購行為；旅行業；Brand equity；Corporation brand；Personality branding；Repurchase behavior；Travel agency
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在旅行業中，有所謂的明星級領隊與導遊，透過自身的特色與差異化的服務，建立個人特質品牌化。本研究欲藉由品牌權益的觀點，採用結構方程模型進行分析，當從業人員的個人特質品牌化之後，能對顧客的再購行為帶來多大的影響，並進一步探討旅行社之企業品牌與從業人員個人的品牌化之關係。結果發現企業品牌確實能強化個人品牌；個人品牌對滿意度與顧客再購行為皆有正向影響，且（部分）中介企業品牌的影響。最後對企業、從業人員以及政府部門提出策略性建議。
There are some tour guides' and tour leaders' stars in travel industry. By giving differential service and their own specialty, they build their personality brands. Therefore, the study uses brand equity viewpoint and employs SEM to explore if these ＂stars'＂ personality branding could influence customer repurchase behavior. Besides, we exam the relationship between corporation brand and personality branding. The findings show: (1) corporation brand could enhance personality branding; (2) personality branding has a positive effect on both customer satisfaction and loyalty, and then could (partially) mediate the effect of corporation brand. Finally, we try to provide the constructive suggestions for corporations, practitioners and authority.
期刊論文
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2.Terranova, Tiziana(2000)。Free Labor: Producing Culture for the Digital Economy。Social Text，18(2)，33-58。  new window
3.Bernstein, D.(2003)。Corporate Branding-back to Basics。European Journal of Marketing，37(7/8)，1133-1141。  new window
4.King, S.(1991)。Brand building in the 1990s。Journal of Consumer Marketing，8(4)，43-52。  new window
5.Farquhar, Peter H.(1989)。Managing Brand Equity。Marketing Research，1，24-33。  new window
6.Millán, Ángel、Esteban, Águeda(2004)。Development of a Multiple-item Scale for Measuring Customer Satisfaction in Travel Agencies Services。Tourism Management，25(5)，533-546。  new window
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11.de Chernatony, L.(2002)。Would a brand smell any sweeter by a corporate name?。Corporate Reputation Review，5(2/3)，114-135。  new window
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16.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
17.Bridgen, L.(2011)。Emotional labor and the pursuit of the personal brand: Public relations practitioners' use of social media。Journal of Media Practice，12(1)，61-76。  new window
18.Ind, N.(1998)。The company and the product: the relevance of corporate associations。Corporate Reputation Review，2(1)，88-92。  new window
19.Reichheld, F. F.(1996)。Learning from customer defections。Harvard business review，74(2)，56-70。  new window
20.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
21.Westbrook, Robert A.(1987)。Product/Consumption-Based Affective Responses and Postpurchase Processes。Journal of Marketing Research，24(3)，258-270。  new window
22.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
23.Geva, A.、Goldman, A.(1991)。Satisfaction Measurement in Guided Tours。Annals of Tourism Research，18(2)，177-185。  new window
24.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
25.Costa, Paul T. Jr.、McCrae, Robert R.(1992)。Four ways five factors are basic。Personality and Individual Differences，13(6)，653-665。  new window
26.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
27.Keller, Kevin L.(2003)。Brand synthesis: The multidimensionality of brand knowledge。Journal of Consumer Research，29(4)，595-600。  new window
28.Oliver, Richard L.(1999)。Whence consumer loyalty?。Journal of Marketing，63(4_suppl 1)，33-44。  new window
29.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
30.Simões, Cláudia、Dibb, Sally(2001)。Rethinking the brand concept: new brand orientation。Corporate Communications: An International Journal，6(4)，217-224。  new window
31.Westbrook, Robert A.、Oliver, Richard L.(1991)。The dimensionality of consumption emotion patterns and consumer satisfaction。Journal of Consumer Research，18(1)，84-91。  new window
32.Harris, Fiona、De Chernatony, Leslie(2001)。Corporate branding and corporate brand performance。European Journal of Marketing，35(3/4)，441-456。  new window
33.Balmer, John M. T.(2001)。Corporate identity, corporate branding and corporate marketing--Seeing through the fog。European Journal of Marketing，35(3/4)，248-291。  new window
34.Iacobucci, Dawn、Ostrom, Amy、Grayson, Kent(1995)。Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer。Journal of Consumer Psychology，4(3)，277-303。  new window
35.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
36.Raykov, Tenko(1997)。Scale Reliability, Cronbach's Coefficient Alpha, and Violations of Essential Tau-Equivalence with Fixed Congeneric Components。Multivariate Behavioral Research，32(4)，329-353。  new window
圖書
1.Ries, Al、Trout, Jack(1981)。Positioning: The Battle for Your Mind。McGraw-Hill。  new window
2.McNally, D.、Speak, K. D.(2002)。Be your own brand: A breakthrough formula for standing out from the crowd。Berrett-Koehler Publishers。  new window
3.Gatewood, R. D.、Field, Hubert S.(1998)。Human Resource Selection。The Dryden Press。  new window
4.Balmer, J. M. T.、Greyser, S. A.(2003)。Revealing the corporation: Perspectives on identity, image, reputation, corporate branding and corporate level marketing。Routledge。  new window
5.Fombrun, C. J.、Van Riel, Cees B. M.(2004)。Fame & fortune: How successful companies build winning reputations。FT Press。  new window
6.Hair, J. F.、Black, W. C.、Babin, B. J.、Anderson, R. E.、Tatham, R. L.(2006)。Multivariate data analysis。  new window
7.Kotler, P.、Armstrong, G.(2003)。Fundamentos de marketing。Pearson Educación。  new window
8.Montoya, P.、Vandehey, T.、Viti, P.(2002)。The personal branding Phenomenon。Santa Ana：Peter Montoya Inc.。  new window
9.Phares, E. J.、Chaplin, W. F.(1997)。Introduce to personality。New York：Longman。  new window
10.Schultz, M.、Hatch, M. J.、Larsen, M. H.(2000)。The expressive organization: Linking identity, reputation, and the corporate brand: Linking identity, reputation, and the corporate brand。Oxford：Oxford University Press。  new window
11.Zimbardo, P. G.(1992)。Stanford time perception inventory manual。CA：Stanford University。  new window
12.Aaker, David A.(1991)。Managing Brand Equity。The Free Press。  new window
圖書論文
1.Swan, J. E.、Trawick, I. F.、Carroll, M. G.(1982)。Satisfaction Related to Comparison Level and Predictive Expectations。New Findings on Consumer Satisfaction and Complaining。Bloomington：Indiana University。  new window
 
 
 
 
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