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題名：產品資訊揭露、品牌權益與善因行銷間之關聯性研究--以外帶飲料連鎖加盟業為例
書刊名：朝陽商管評論
作者：黃勇富 引用關係／李素箱 引用關係／蔡宏仁／張道群
作者(外文)：Huang, Yung-fu／Lee, Su-shiang／Tsai, Hung-jen／Chang, Tao-chun
出版日期：2013
卷期：12:1
頁次：頁65-90
主題關鍵詞：外帶飲料連鎖加盟業；產品資訊揭露；品牌權益；善因行銷；Takeout beverage chain and franchises industry；Product information disclosure；Brand equity；Cause-related marketing
原始連結：連回原系統網址new window
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  • 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:8
  • 點閱點閱:83
面對競爭激烈的外帶飲料市場，台灣外帶飲料連鎖加盟業應如何搭配其連鎖經營型態優勢創造差異化，並結合適當行銷手段達到事半功倍之成效，乃值得深思的議題。本研究針對此，提出外帶飲料連鎖加盟業透過揭露（公佈）其產品資訊的方式，搭配連鎖經營型態之品牌優勢並結合適當善因行銷之待驗證方案。據分析結果，本研究建議該產業可藉由揭露與產品健康、衛生及創新創意有關的資訊，來提升品牌之品牌忠誠度或知覺品質／領導性，甚至是品牌聯想／差異性，另外，尚可透過揭露與產品之創新創意及價格有關的資訊來提升品牌知名度。此外，若能於揭露產品之創新創意資訊的同時，搭配聯合主題推廣或與銷售有關之募款活動等善因行銷方式，將可提升品牌權益。
In this study, through related literature review, a corresponding project needed to be verified was proposed, namely: By means of product information disclosure (proclamation), together with brand advantages in the chain management pattern and combined with proper projects of cause-related marketing, the takeout beverage chain and franchises industry can shape differentiation and increase brand equity. According to the analysis results, the suggestions in this study are: If the proprietors (namely the franchise headquarters or the franchisee) want to enhance the brand loyalty or perceived quality/leadership of the takeout beverage chain and franchises brands, even brand associations/differentiation, they can achieve the foregoing goals through information disclosure related to health, hygiene, innovation and creativity regarding the products. However, if the thing they intend to enhance is the brand awareness of the takeout beverage chain and franchises brands, instead, they should change to disclose the information related to innovation, creativity and prices regarding their products. In addition, at the time when the ”information about innovation and creativity” regarding the products is disclosed, if the methods of cause-related marketing such as joint issue promotion or sales-related fundraising can be performed simultaneously, the enhancement of brand equity can be facilitated. Finally, at the time when the ”information about prices” regarding the products is disclosed, authorization should not be performed simultaneously; because this way may make consumers have misunderstanding, resulting in the dilemma in which brand equity will reduce, not increase.
期刊論文
1.關復勇、鄭尹惠、黃志雄(20070400)。漁產品資訊揭露與品牌權益間關係之研究。運籌管理評論，2(1)，37-50。new window  延伸查詢new window
2.蔡芬宜、李城忠(20080600)。公益行銷與品牌權益關係之研究--以福特汽車與王建民為例。運動休閒管理學報，5(1)，18-34。new window  延伸查詢new window
3.張宏生、曾建銘(2008)。台灣旅館業採用善因行銷對品牌聯想之影響。餐旅暨家政學刊，5(1)，35-52。new window  延伸查詢new window
4.Caesar, P.(1987)。Cause-related marketing: The new face of corporate philanthropy。Nonprofit World，5(4)，21-26。  new window
5.Gurin, M. G.(1987)。Cause-related marketing in question。Advertising Age，58(27)，16。  new window
6.Barone, M. J.、Miyazaki, A. D.、Taylor, K. A.(2000)。The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?。Journal of the Academy of Marketing Science，28(2)，242-262。  new window
7.Dowling, Grahame R.(1986)。Perceived Risk: The Concept and Its Measurement。Psychology and Marketing，3(3)，193-210。  new window
8.Resnik, Alan、Stern, Bruce L.(1977)。An analysis of information content in television advertising。Journal of Marketing，41(1)，50-53。  new window
9.Cobb-Walgren, Cathy J.、Ruble, Cythia A.、Donthu, Naveen(1995)。Brand equity, brand preference, and purchase intent。Journal of Advertising，24(3)，25-40。  new window
10.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
11.Wellisch, Hans(1972)。From Information Science to Informatics: a terminological investigation。Journal of Librarianship，4(3)，157-187。  new window
12.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
13.Chang, Tung-Zong、Wildt, Albert R.(1994)。Price, product information, and purchase intention: an empirical study。Journal of the Academy of Marketing Science，22(1)，16-27。  new window
14.Varadarajan, P. Rajan、Menon, Anil(1988)。Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy。Journal of Marketing，52(3)，58-74。  new window
15.Darby, Michael R.、Karni, Edi(1973)。Free Competition and the Optimal Amount of Fraud。Journal of Law and Economics，16(1)，67-88。  new window
16.Nelson, Phillip(1970)。Information and Consumer Behavior。Journal of Political Economy，78(2)，311-329。  new window
17.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
學位論文
1.劉俊良(2002)。資訊暴露程度與消費者知覺價值關係之研究(碩士論文)。中國文化大學。  延伸查詢new window
2.翁逸珊(2007)。資訊揭露、認知風險、信任、搜尋成本對委託房屋仲介售屋意願之實證研究(碩士論文)。國立屏東商業技術學院。  延伸查詢new window
3.張銘純(2002)。品牌策略、組織系絡性變數、組織設計策略與品牌權益關係之研究(碩士論文)。中原大學。  延伸查詢new window
4.陳金裕(2003)。資訊暴露程度與消費者品牌忠誠度關係之研究(碩士論文)。中國文化大學。  延伸查詢new window
5.黃志雄(2006)。資訊揭露與品牌權益間關係之研究(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
6.鄭珠田(1995)。善因行銷活動對消費者購買行為影響之研究(碩士論文)。國立交通大學。  延伸查詢new window
7.林振順(1990)。連鎖店主持人特質、策略選擇、績效關係之研究--以餐飲業為例(碩士論文)。國立台灣大學。  延伸查詢new window
8.江雨潔(2002)。善因行銷對品牌權益及非營利組織形象影響之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.Kotler, P.(1998)。Strategic marketing for nonprofit organization。Upper Saddle River, NJ：Prentice Hall。  new window
2.Carman, J. M.、Kenneth, P.(1973)。Marketing Principles and Methods。Chicago：Richard D. Irwin Inc.。  new window
3.Nunnally, J. C. Jr.(1970)。Introduction to Psychological Measurement。New York：McGraw-Hill。  new window
4.Zaltman, Gerald、Burger, P. C.(1975)。Marketing research: Fundamentals and dynamics。Dryden Press。  new window
5.Aaker, David A.(1998)。Strategic Market Management。New York, NY：John Wiley and Sons Inc.。  new window
6.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
7.Kalakota, Ravi、Whinston, Andrew B.(1996)。Frontiers of electronic commerce。Addison-Wesley Publishing Company。  new window
8.Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。  new window
9.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
圖書論文
1.Brasco, T. C.(1988)。How brand name are valued for acquisitions。Defining, measuring, and managing brand equity。Marketing Science Institute。  new window
 
 
 
 
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