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題名：Cause and Effect among Brand Image Management, Brand Trust and Brand Value: A Study of the Cosmetics Industry
書刊名：顧客滿意學刊
作者：陳澤義／葉彩蓮 引用關係／蔡依芳
作者(外文)：Chen, Tser-yieth／Yeh, Tsai-lien／Tsai, Yi-fang
出版日期：2011
卷期：7:2
頁次：頁135-159
主題關鍵詞：善因行銷；關係銷售行為；品牌形象管理；品牌信任；品牌關係；品牌價值；Caused-related marketing；Relationship selling behavior；Brand image management；Brand trust；Brand relationship；Brand value
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:0
  • 點閱點閱:29
本研究利用顧客關係管理的觀念，來探討善因行銷、關係銷售行爲、品牌形象管理、品牌信任、品牌關係及品牌價值間因果關係之實證分析，並以線性結構方程式模型來驗證善因行銷、關係銷售行爲及品牌形象管理、品牌信任及品牌關係、品牌價值各構面之間的因果關係。本文利用配額抽樣的問卷調查方式在臺灣百貨公司針對4大區域的百貨公司之顧客進行問卷發放。實證結果顯示，本研究的假說大部分獲得支持，其主要證實不同的善因行銷、關係銷售及品牌形象管理會針對不同程度品牌信任及品牌關係，而影響品牌價值。本研究所獲知的實證結果與管理實務上之意涵，期能提供化妝品業或相關特性的服務產業在發展顧客關係活動上有許多策略上的建議。
This study adopted the concept of customer relationship management to investigate the cause and effect among caused-related marketing, relationship selling behavior, brand image management, brand trust, brand relationship and brand value. This study used the Linear Structural Relation Model (LISREL) to test the causal relationship among caused-related marketing, relationship selling behavior, brand image management, brand trust, brand relationship, and brand value. This study posted questionnaires using quota sampling to the customers of four areas at department stores in Taiwan. Empirical results verify that there exist positive relationships with the proposed hypotheses: different caused-related, relationship selling behavior and brand image management affect diverse categories of brand value in light of different types of brand trust and brand relationship. Consequently, the managerial implications of this study can provide the appropriate strategies for department stores or service industries to develop and execute efficient customer relationship activities.
期刊論文
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學位論文
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圖書
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7.Blackston, M.(1993)。Beyond brand personality: Building brand relationships。Brand equity and advertising: Advertising's role in building strong brands。HIllsdale, NJ：Lawrence Erlbaum Associates。  new window
 
 
 
 
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