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題名：品牌價值與無形資產、品牌策略、經營績效之相關性研究
書刊名：臺灣企業績效學刊
作者：鄧美貞 引用關係／練姿吟
作者(外文)：Teng, Mei-jane／Lien, Tzu-yin
出版日期：2012
卷期：6:1
頁次：頁27-50
主題關鍵詞：品牌價值；品牌策略；無形資產；績效；Brand value；Brand strategy；Intangible asset；Performance
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:5
  • 點閱點閱:88
本研究除了延續過去文獻探討績效與品牌策略對品牌價值的影響，更加入無形資產變數，探討品牌價值與無形資產、品牌策略、經營績效之間的關聯性。其中品牌價值以Interbrand品牌顧問公司所鑑價的品牌價值數據為主，無形資產則以MVBV，Tobin's Q，EVA與VAIC^(TM)作為衡量指標，調查期間自2003年至2008年。研究結果顯示，1.品牌價值與無形資產的四項指標皆無顯著關係，2.品牌價值與品牌策略有顯著正相關，其中以企業品牌策略的品牌價值最高，3.經營績效、有形資產與品牌價值有顯著正相關，意涵廠商持續投入有形資產與提昇經營績效，可有效提昇品牌價值。
The study continued the former studies to investigate the influence of performance and brand strategy on brand value. It was added to the variable of intangible asset to investigate the relationship of brand value, intangible asset, brand strategy and performance. Among this study that brand value data consultancy based on Interbrand's reports; intangible asset to MVBV, Tobin's Q, EVA and VAIC^(TM) as a evaluation indicators. The survey period is from 2003 to 2008. The results indicate that (1) Brand value positively affects VAIC^(TM) and EVA of indicators for these two intangible assets. (2) There is a significantly positive correlation between brand value and brand strategy, among the highest brand value is corporate brand strategy. (3) Performance and tangible assets positively affect brand value. The express is manufacturers have continued to input the tangible assets and improve performance, which can effectively enhance the brand value.
期刊論文
1.Aaker, David A.、Jacobson, Robert(1994)。Study shows brand-building pays off for stockholders。Advertising Age，65(30)，18。  new window
2.Caves, R. E.、Ghemat, Pankaj(1992)。Identifying mobility barriers。Strategic Management Journal，13(1)，1-13。  new window
3.Reed, W. J.(2003)。The Pareto law of incomes? An explanation and an extension。Physica A，319，469-486。  new window
4.Tauber, Edward M.(1981)。Brand franchise extensions: New products benefit from existing brand names。Business Horizons，24(2)，36-41。  new window
5.Yeung, M.、Ramasamy, B.(2008)。Brand value and firm performance nexus: Further empirical evidence。Journal of Brand Management，15(5)，322-335。  new window
6.Chu, S.、Keh, H. T.(2006)。Brand value creation: analysis of the Interbrand-Business week brand value rankings。Market Letter，17(4)，232-331。  new window
7.Kerin, R. A.、Sethuraman, R.(1998)。Exploring the brand value-shareholder value nexus for consumer goods companies。Journal of the Academy of Marketing Sciences，26(4)，260-273。  new window
8.LaForet, S.、Saunders, J.(1994)。Managing Brand Portfolios: How the Leaders do it。Journal of Advertising Research，18(3)，64-76。  new window
9.林婷鈴、陳靜怡、任立中(20071200)。解析自有品牌策略與績效關係的迷思：層級貝氏迴歸模式之運用。臺大管理論叢，18(1)，117-149。new window  延伸查詢new window
10.Barney, J. B.(1986)。Type of competition and the theory of strategy: Toward an integrative framework。Academy of Management Review，11(4)，791-800。  new window
11.Kumar, P.(2005)。Brand counterextensions: The impact of brand extension success versus failure。Journal of Marketing Research，42(2)，183-194。  new window
12.Aaker, D. A.(1991)。The Value of Brand Equity。Journal of Business Strategy，13(4)，27-32。  new window
13.Cohen, Joel B.、Basu, Kunal(1987)。Alternative Models of Categorization: Toward a Contingent Processing Framework。Journal of Consumer Research，13(4)，455-472。  new window
14.Simon, C. J.、Sullivan, M. W.(1993)。The Measurement and Determinants of Brand Equity: A Financial Approach。Marketing Science，12(1)，28-52。  new window
15.Mela, C. F.、Gupta, S.、Lehmann, D. R.(1997)。The long-term impact of promotion and advertising on consumer brand choice。Journal of Marketing Research，34(2)，248-261。  new window
16.Hall, R.(1993)。A framework linking intangible resources and capabiliites to sustainable competitive advantage。Strategic Management Journal，14(8)，607-618。  new window
17.Pulic, A.(2000)。VAICTM--An Accounting Tool for IC Management。International Journal of Technology Management，20(5-8)，702-714。  new window
18.Bontis, Nick(1998)。Intellectual Capital: An Exploratory Study That Develops Measures and Models。Management Decision，36(2)，63-76。  new window
19.Bontis, Nick、Girardi, John(2000)。Teaching knowledge management and intellectual capital lessons: An empirical examination of the TANGO simulation。International Journal of Technology Management，20(5-8)，545-555。  new window
20.Aaker, David A.(1990)。Brand Extensions: The Good, the Bad, and the Ugly。MIT Sloan Management Review，31(4)，47-56。  new window
21.Collis, David J.、Montgomery, Cynthia A.(19950700)。Competing on Resources: Strategy in the 1990s。Harvard Business Review，73(4)，118-128。  new window
22.Chung, Kee H.、Pruitt, Stephen W.(1994)。A Simple Approximation of Tobin's Q。Financial Management，23(3)，70-74。  new window
23.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
24.Kaiser, Henry F.(1974)。An index of factorial simplicity。Psychometrika，39(1)，31-36。  new window
25.Teece, David J.、Pisano, Gary、Shuen, Amy(1997)。Dynamic Capabilities and Strategic Management。Strategic Management Journal，18(7)，509-533。  new window
26.Zins, Andreas H.(2001)。Relative attitudes and commitment in customer loyalty models: Some experiences in the commercial airline industry。International Journal of Service Industry Management，12(3)，269-294。  new window
27.Branco, Manuel Castelo、Rodrigues, Lúcia Lima(2006)。Corporate social responsibility and resource-based perspectives。Journal of Business Ethics，69(2)，111-132。  new window
28.Selnes, Fred(1993)。An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty。European Journal of Marketing，27(9)，19-35。  new window
29.Barney, Jay B.(1986)。Organizational culture: Can it be a source of sustained competitive advantage?。Academy of Management Review，11(3)，656-665。  new window
30.Wernerfelt, Birger(1984)。A Resource-based View of the Firm。Strategic Management Journal，5(2)，171-180。  new window
31.Barney, Jay B.(1991)。Firm Resources and Sustained Competitive Advantage。Journal of Management，17(1)，99-120。  new window
32.Cavusgil, S. T.、Zou, S.(1994)。Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures。Journal of Marketing，58(1)，1-21。  new window
研究報告
1.Sveiby, K. E.(2010)。Methods for measuring intangible assets。  new window
2.Srivastava, R. K.、Shocker, A. D.(1991)。Brand equity: A perspective on its meaning and measurement。Cambridge, MA：Marketing Science Institute。  new window
學位論文
1.方嘉瑜(2004)。產業競爭程度、產品差異化、企業資源能力與品牌及績效之關係(碩士論文)。國立東華大學，花蓮。  延伸查詢new window
2.袁郁淳(2005)。品牌價值評價模型之探討--日本HIROSE品牌鑑價模型為例(碩士論文)。東吳大學，臺北。  延伸查詢new window
3.屠博群(2005)。品牌價值與企業價值關聯性之探討(碩士論文)。東吳大學。  延伸查詢new window
4.康淑君(2006)。產業品牌資產與企業價值績效指標之關聯性研究(碩士論文)。國立臺北大學，臺北。  延伸查詢new window
5.張珮宜(2007)。品牌價值對品牌系列基金績效之影響(碩士論文)。中原大學。  延伸查詢new window
6.張閔婷(2008)。品牌價值與經營績效及公司價值之關聯性研究(碩士論文)。國立臺北大學。  延伸查詢new window
7.馮淑亭(2005)。品牌形象、品牌策略與品牌價值之關係研究--以郭元益公司為例(碩士論文)。育達商業技術學院，新竹。  延伸查詢new window
8.賴紀汶(2006)。以消費者觀點探討品牌價值認知模式的建構與驗證(碩士論文)。南台科技大學。  延伸查詢new window
9.黃海清(2007)。品牌價值評價模式之研究--以雲門舞集為例(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.Schneider, W.(1999)。The Gershwin Style。New York：Oxford University Press, Inc.。  new window
2.Stewart, Thomas A.(1997)。Intellectual capital: the new wealth of organizations。New York：Bantam DoubIeday Dell Publishing Group, Inc.。  new window
3.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
4.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
5.Kaplan, Robert S.、Norton, David P.(1996)。The Balanced Scorecard: Translating Strategy into Action。Boston：Harvard Business School Press。  new window
6.Kotler, Philip(2002)。Marketing Management。Prentice-Hall。  new window
其他
1.Pulic, A.，Bornemann, M.(1999)。The physical and intellectual capital of Austrian banks，http://www.measuring-ip.at/Papers/Pubic/Bank/en-bank.html， 。  new window
2.Pulic, A.(1998)。Measuring the performance of intellectual potential in knowledge economy，http://www.measuring-ip.at/Opapers/Pulic/Vaictxt.vaictxt.html。  new window
 
 
 
 
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