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題名：臺北市民眾有機米產區地方意象及品牌權益關聯性探討
書刊名：農業經濟叢刊
作者：鍾依軒／胡明哲／黃麗君
作者(外文)：Chuang, I-hsuan／Hu, Ming-che／Huang, Li-chun
出版日期：2013
卷期：19:1
頁次：頁129-163
主題關鍵詞：地方品牌；地方意象；有機農業；農產品行銷；典型相關；Place brand；Place image；Organic agriculture；Agriculture marketing；Canonical correlation analysis
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:0
  • 點閱點閱:208
地方具有歷史、文化與庶民生活之特性，故具識別與單一性等品牌效益。雖然地方品牌已實際應用於農產品行銷，但以地方品牌行銷本土農產品之效用與執行策略仍缺乏相關研究。本研究以花蓮地區所生產之有機米為例，探討以地方品牌行銷國產農產品之可行性。本研究透過問卷調查，經由簡單隨機選取四個行政區為抽樣區域後，於每一抽樣區域立意選取有機專賣通路進行抽樣，共得有效問卷404份。經由典型相關分析顯示，農產品產區之地方意象與其農產品品牌權益呈現正相關，兩者之典型相關係數達0.559；意即農產品產區之地方意象對其農產品品牌權益之可解釋變異量高達31.2%。複迴歸分析結果進一步顯示地方的產業意象與情感意象是影響其農產品品牌權益的主要區域性因素。整體研究結果顯示運用地方品牌行銷本土農產品之可行性。
Place reveals the characteristics of history, culture and residents' living, and thus is as distinguishable and unique as a brand. Place branding has been empirically applied in the marketing of agricultural products, but the efficiency and the operation strategy for applying place branding to market domestic agricultural products has been ignored from the academic research. With the case of organic rice produced from Hualien region, this study was intended to evaluate the feasibility of applying place branding to market domestic agriculture products. By a consumer survey, 404 valid questionnaires were gained with a sampling strategy that four administration regions were selected randomly and then specialty stores for organic foods were selected purposely from each selected administration region. The statistical results of canonical correlation analysis revealed that the place image of the agriculture production region was positively related to the brand equality of its agricultural products, with a canonical correlation coefficient of 0.559 between these two variables, i.e. the place image explained 31.2% of the variance of the brand equality for the agriculture products. The statistical results of multiple regression analysis revealed that local industrial image and emotional image were the main factors of a place image that influences the brand equality of the agricultural products. In sum, the study results support the practicality of promoting domestic local agriculture products with place branding.
期刊論文
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5.黃靖萱、陳淑恩(20010600)。品牌聯盟對蓮霧品牌評價影響之研究。農業經濟叢刊，6(2)，255-280。new window  延伸查詢new window
6.黃韶顏(20001200)。都會地區消費者蔬果品牌知識、態度與行為之研究。生活應用科技學刊，2(3)，217-241。  延伸查詢new window
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9.Aiken, K. D.、E. C. Koch、R. Madrigal(2000)。What'€™s in a Name? Explorations in Geographic Equity and Geographic Personality。American Marketing Association，11，301-308。  new window
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11.Berg, L.(2004)。Trust in Food in the Age of Mad Cow Disease: A Comparative Study of Consumers’ Evaluation of Food Safety in Belgium, Britain and Norway。Appetite，42(1)，21-32。  new window
12.Bruwer, J.、R. Johnson(2010)。Place-based Marketing and Regional Branding Strategy Perspectives in the California Wine Industry。Journal of Consumer Marketing，27(1)，5-16。  new window
13.Cai, L.(2002)。Cooperative Branding for Rural Destination。Annals of Tourism Research，29(3)，720-742。  new window
14.Dinnie, Keith(2004)。Place Branding: Overview of an Emerging Literature。Place Branding and Public Diplomacy，1(1)，106-110。  new window
15.Domeisen, N.(2003)。Is There a Case for Nation Branding?。International Trade Forum，1，14-16。  new window
16.Dopico, D. C.(2003)。Analysis of Brand Equity Supplied by Appellations of Origin: An Empirical Application for Beef。Journal of International Food & Agribusiness Marketing，14(3)，21-34。  new window
17.Doyle, M. P.、M. C. Erickson(2006)。Emerging Microbiological Food Safety Issues Related to Meat。Meat Science，74(1)，98-112。  new window
18.Fernqvist, F.、Ekelund, L.(2014)。Credence and the Effect on Consumer Liking of Food-A Review。Food Quality and Preference，32，340-353。  new window
19.Fotopoulos, C.、A. Krystallis(2002)。Purchasing Motives and Profile of the Greek Organic Consumer: A Countrywide Survey。British Food Journal，104(9)，730-765。  new window
20.Hankinson, G.(2004)。The Brand Images of Tourism Destinations: A Study of the Saliency of Organic Images。Journal of Product and Brand Management，13(1)，6-14。  new window
21.Hem, L. E.、Iversen, N. M.(2004)。How to Develop a Destination Brand Logo: A Qualitative and Quantitative Approach。Scandinavian Journal of Hospitality & Tourism，4(2)，83-106。  new window
22.Iversen, N. M.、L. E. Hem(2008)。Provenance Associations as Core Values of Place Umbrella Brands: A Framework of Characteristics。European Journal of Marketing，42(5/6)，603-626。  new window
23.Kim, H.、Richardson, S. L.(2003)。Motion Picture Impacts on Destination Image。Annals of Tourism Research，30(1)，216-237。  new window
24.Laaksonen, P.、Laaksonen, M.、Borisov, P.、Halkoaho, J.(2006)。Measuring Image of a City: A Qualitative Approach with Case Example。Place Branding，2(3)，210-219。  new window
25.Orth, U. R.、M. M. Wolf、T. H. Dodd(2005)。Dimensions of Wine Region Equity and their Impact on Consumer Preferences。The Journal of Product and Brand Management，14(2)，88-97。  new window
26.Papadopoulos, N.(2004)。Place Branding: Evolution, Meaning and Implications。Place Branding，1(1)，36-49。  new window
27.Pappu, R.、Quester, P. G.、Cooksey, R. W.(2006)。Consumer-based Brand Equity and Country-of-origin Relationships: Some Empirical Evidence。European Journal of Marketing，40(5/6)，696-717。  new window
28.Pappu, R.、P. G. Quester、R. W. Cooksey(2007)。Country Image and Consumerbased Brand Equity: Relationships and Implications for International Marketing。Journal of International Business Studies，38，726-745。  new window
29.Thode, S. F.、J. M. Maskulka(1998)。Place-based Marketing Strategies, Brand Equity and Vineyard Valuation。Journal of Product & Brand Management，7(5)，379-399。  new window
30.Van der Lans, I. A.、K. V. Ittersum、A. D. Cicco、M. Loseby(2001)。The Role of the Region of Origin and EU Certificates of Origin in Consumer Evaluation of Food Products。European Review of Agricultural Economics，28(4)，451-477。  new window
31.Zerrillo, P. C.、Thomas, G. M.(2007)。Developing Brands and Emerging Market: An Empirical Application。Place Branding and Public Diplomacy，3(1)，86-99。  new window
32.Grunert, Klaus G.(2005)。Food quality and safety: consumer perception and demand。European Review of Agricultural Economics，32(3)，369-391。  new window
33.Setbon M、Raude, J.、Fischler, C.、Flahault, A.(2005)。Risk perception of the “mad cow disease” in France: determinants and consequences。Risk Analysis，25(4)，813-826。  new window
34.Zeugner-Roth, K. P.、Diamantopoulos, A.、Montesinos, M. Á.(2008)。Home country image, country brand equity and consumers’ product preferences: An empirical study。Management International Review，48(5)，577-602。  new window
35.Papadopoulos, N.、Heslop, L.(2002)。Country equity and country branding: Problems and prospects。The Journal of Brand Management，9(4/5)，294-314。  new window
36.Agrawal, J.、Kamakura, W. A.(1999)。Country of origin: A competitive advantage?。International Journal of Research in Marketing，16(4)，255-267。  new window
37.Lasser, W.、Mittal, B.、Sharma, A.(1995)。Measuring customer-base brand equity。Journal of Consumer Marketing，12(4)，11-20。  new window
38.Luque-Martínez, T.、Del Barrio-García, S.、Ibáñez-Zapata, J. Á.、Rodríguez Molina, M. Á.(2007)。Modeling a city's image: The case of Granada。Cities，24(5)，335-352。  new window
39.Echtner, Charlotte M.、Ritchie, J. R. Brent(2003)。The Meaning and measurement of destination image。The Journal of Tourism Studies，14(1)，37-48。  new window
40.Gartner, William C.(1994)。Image Formation Process。Journal of Travel & Tourism Marketing，2(2/3)，191-216。  new window
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42.Barwise, Patrick(1993)。Introduction to The Special Issue on Brand Equity。International Journal of Research in Marketing，10(1)，3-8。  new window
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會議論文
1.侯錦雄、周先捷、陳宏宇(2008)。花蓮縣居民之場所意象與地方行銷。第五屆台灣鄉鎮觀光產業發展與前瞻學術研討會，景文科技大學旅運管理系 。台北：景文科技大學旅運管理系。1-10。  延伸查詢new window
2.Grunert, K. G.(1996)。What'€™s in a Steak? A Cross-cultural Study on the Quality Perception of Beef。the 25th Conference of the European Marketing Academy。Hungary：Budapest。  new window
3.Juric, B.、T. Worsley、T. Garrett(1996)。Country of Origin Related Food Product Images。the 25th Conference of the European Marketing Academy。Hungary：European Marketing Academy。  new window
4.吳金源、林玥秀(2004)。旅客社會人口與旅遊特性和旅遊目的地意象間關係之研究--以花蓮旅遊目的地意象為例。2004年度第一屆台灣地方鄉鎮觀光產業發展與前瞻學術研討會，景文科技大學旅運管理系 。景文科技大學旅運管理系。287-304。  延伸查詢new window
研究報告
1.Beach, R. H.、F. Kuchler、E. S. Leibtag、C. Zhen(2008)。The Effects of Avian Influenza News on Consumer Purchasing Behavior: A Case Study of Italian Consumers'€™ Retail Purchases。U. S.：United States Department of Agriculture, Economic Research Service。  new window
學位論文
1.黎貴綾(2006)。文化因素與族群認知對地方意象影響之研究-以花蓮地區為例(碩士論文)。東海大學。  延伸查詢new window
圖書
1.行政院東部聯合服務中心(2007)。台灣有機米的故鄉－宜蘭花蓮的有機米品牌。花蓮：行政院東部聯合服務中心。  延伸查詢new window
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3.Jaffe, E. D.、I. D. Nebenzahl(2006)。National Image and Competitive Advantage: The Theory and Practice of Place Branding。Denmark：Copenhagen Business School Press。  new window
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5.Fox, John(1991)。Regression Diagnostics: An Introduction。Newbury Park, CA：Sage Publications。  new window
6.Aaker, D. A.、Biel, A. L.(1993)。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Lawrence Erlbaum Associates。  new window
7.Varady, D. P.、Jeffrey, A. R.(1995)。Selling Cities: Attracting Homebuyers Through School and Housing Programs。New York：State University of New York。  new window
8.Keller, Kevin Lane(2003)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Upper Saddle River, NJ：New York：Pearson Education：Prentice Hall：Prentice Hall。  new window
9.Kotler, P.、Rein, I.、Haider, H.(1993)。Marketing Places: Attracting Investment Industry and Tourism to Cities, States, and Nations。Singapore：New York：John Wiley and Sons：The Free Press。  new window
10.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
11.林清河、吳萬益(2002)。行銷研究。臺北市：華泰文化事業股份有限公司。  延伸查詢new window
12.周文賢(2000)。多變量統計分析：SAS/STAT使用方法。臺北：智勝文化事業有限公司。  延伸查詢new window
13.Welsch, Roy E.、Kuh, Edwin、Belsley, David A.(1980)。Regression Diagnostics: Identifying Influential Data and Source of Collinearity。New York, NY：John Wiley and Sons。  new window
14.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
其他
1.Placebrand(2003)。The Eight Principles of Place Branding，London：Placebrands。，http://placebrands.net/principles/principles.html。  new window
圖書論文
1.Morgan, N.、A. Pritchard、R. Pride(2002)。Introduction。Destination Branding: Creating the Unique Destination Proposition。UK：Butterworth-Heinemann。  new window
2.Bonner, P. G.、Nelson, R.(1985)。Product Attributes and Perceived Quality: Foods。Perceived Quality。Lexington Books。  new window
3.Stobart, Pual(1989)。Alternative Methods of Brand Valuation。Brand Valuation: Establishing a True and Fair View。London：The Interbrand Group。  new window
 
 
 
 
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