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題名：The Impact of Brand Knowledge on Consumers of Different Genders and from Different Cultures
書刊名：Asia Pacific Management Review
作者：王強強／邱上嘉
作者(外文)：Blair, Thomas Chiang／Chiou, Shang-chia
出版日期：2014
卷期：19:1
頁次：頁47-59
主題關鍵詞：品牌聯想；品牌資產；品牌標識；跨文化；性別；Brand association；Brand equity；Brand identity；Cross-cultures；Genders
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(2) 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:2
  • 共同引用共同引用:0
  • 點閱點閱:17
在現代，文化差異是影響消費者對品牌認知最重要的因素之一。儘管品牌在不同的文化可傳達出相同意義的訊息，但，文化會影響到品牌傳遞出的訊息如何被闡釋。本研究的目的是探索品牌資產理論，更明確具體地解說與檢驗跨文化和性別何種程度上會影響消費者的品牌識別、品牌知名度、品牌形象和品牌的忠誠度等。為了回答這些問題，本研究將品牌知識影響消費做不同的文化和性別比較。為了分析這種影響，本研究進行了量性研究，在五個不同文化的國家，使用973調查問卷（女性421；43.3%和男性552；56.7%），並對這些影響提出一個全面性的模型。研究結果表明，消費者即可辨認出品牌，其對營銷努力可能有正面積極的作用；研究結果也顯示品牌再也不能單單被滿足於品牌本身的優勢，而必須同時間強調品牌之間的分歧差異性。
Cultural differences affect consumer perceptions of brands. The aim of this study is thus to examine the theory of brand equity and, more specifically, to explore to what extent brand identity, brand awareness, brand image, brand loyalty, and so on affect consumers of different genders and from different cultures. This paper presents the results of a qualitative study carried out in five different cultures and based on 973 questionnaires, with 421 female respondents and 552 male respondents. The results showed that if consumers from different cultures can recognize a brand when they see it, then the related marketing efforts may have positive effects. The results also suggest that brands can no longer simply present their advantages in their marketing efforts, but must also emphasize how they are different from competing brands.
期刊論文
1.De Chernatony, I.(1999)。Branding management through narrowing the gap between brand identity and brand reputation。Journal of Marketing Management，15(1-3)，157-179。  new window
2.Foscht, T.、Maloles, C. III、Swoboda, B.、Morschett, D.、Sinha, I.(2008)。The impact of culture on brand perceptions: A six-nation study。Journal of Product & Brand Management，17(3)，131-142。  new window
3.Hatch, M. J.、James, R.(2006)。The hermeneutics of branding。Journal of Brand Management，14(1/2)，40-59。  new window
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7.Jamal, A.、Goode, M. M. H.(2001)。Consumers and Brands: A Study of the Impact of Self-Image Congruence on Brand Preference and Satisfaction。Marketing Intelligence and Planning，19(7)，482-492。  new window
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10.Farquhar, Peter H.(1989)。Managing Brand Equity。Marketing Research，1，24-33。  new window
11.Berry, Leonard L.(2000)。Cultivating Service Brand Equity。Journal of the Academy of Marketing Science，28(1)，128-137。  new window
12.Campbell, Margaret C.、Keller, Kevin Lane(2003)。Brand Familiarity and Advertising Repetition Effects。Journal of Consumer Research，30(2)，292-304。  new window
13.Aaker, David A.(1990)。Brand Extensions: The Good, the Bad, and the Ugly。MIT Sloan Management Review，31(4)，47-56。  new window
14.Low, George S.、Lamb, Charles W. Jr.(2000)。The measurement and dimensionality of brand associations。Journal of product & brand management，9(6)，350-370。  new window
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16.Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research，34(3)，347-356。  new window
17.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
18.Aaker, D. A.、Jacobson, R.(1994)。The financial information content of perceived quality。Journal of Marketing Research，31(2)，191-201。  new window
19.Keller, Kevin L.(2003)。Brand synthesis: The multidimensionality of brand knowledge。Journal of Consumer Research，29(4)，595-600。  new window
20.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
會議論文
1.Otto, P.(2001)。Brand management facilitation: A system dynamics approach for decision makers。Atlanta, Georgia, USA。  new window
圖書
1.Aaker, D. A.(1998)。Managing Brand Equity。Simon and Schuster。  new window
2.Aaker, D. A.(2005)。Strategic Market Management。London：Simon & Schuster, Cop。  new window
3.Czinkota, M. R.、Ronkainen, I. A.(2010)。Principles of International Marketing。South Western Cengage Learning。  new window
4.Ghauri, P.、Cateora, P.(2006)。International Marketing。Berkshire, USA。  new window
5.Hansen, K. T.(2000)。Salaula: The world of secondhand clothing and Zambia。Chicago：University of Chicago Press。  new window
6.Kapferer, Jean-Noel(2004)。The New Strategic Brand Management。London：Kogan Page。  new window
7.Lannon, J.、Baskin, M.(2007)。A Master Class In Brand Planning. The timeless works of Stephen King。West Sussex：John Wiley and Sons Ltd.。  new window
8.Moingeon, B.、Soenen, G.(2003)。Corporate and organizational identities。London：Routledge。  new window
9.Pelsmacker, P.、Guenens, M.、Van den Bergh, J.(2004)。Marketing Communication: A European Perspective。FT：Prentice Hall。  new window
10.Schwebig, P.(1988)。Les Communications de L'entreprise。Paris：McGraw-Hill。  new window
11.Solomon, Michael、Bamossy, G.、Askegaard, S.(2001)。Consumer behaviour: A European perspective。Financial Times Prentice Hall Publisher。  new window
12.Aaker, David A.、Joachimsthaler, Erich(2000)。Brand Leadership: The Next Level of the Brand Revolution。New York：Free Press。  new window
13.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
14.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
15.Rossiter, John R.、Percy, Larry(1987)。Advertising and Promotion Management。New York：McGraw-Hill Book Company。  new window
16.Wilkie, William L.(1986)。Consumer Behavior。John Wiley & Sons, Inc.。  new window
17.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
18.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
19.Aaker, David A.(1996)。Building Strong Brands。New York, NY：Simon & Schuster UK Ltd.：The Free Press。  new window
20.Aaker, D. A.(2008)。Strategic Market Management。Danvers：John Wiley & Sons, Inc。  new window
21.Holt, Douglas B.(2004)。How brands become icons: The principles of cultural branding。Harvard Business School Press。  new window
22.Franzen, G.、Bouwman, M.(2001)。The Mental World of Brands: Mind, Memory, and Brand Success。UK, Henley on Thames：World Advertising Research Center。  new window
圖書論文
1.Farquhar, P. H.、Herr, P. M.(1992)。The dual structure of brand association。Brand equity & advertising: Advertising’s role in building strong brands。  new window
2.Lutz, Richard J.(1991)。The Role of Attitude Theory in Marketing。Perspective in Customer Behavior。Upper Saddle River, NJ。  new window
 
 
 
 
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