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題名：涉入程度、品牌權益與品牌共鳴對顧客公民行為之研究
書刊名：全球商業經營管理學報
作者：林育理 引用關係／張千惠／宣家鳳
作者(外文)：Lin, Yu-li／Zhang, Qian-hui／Xuan, Jia-feng
出版日期：2016
卷期：8
頁次：頁79-87
主題關鍵詞：涉入程度；品牌權益；品牌共鳴；顧客公民行為；Consumer involvement；Brand equity；Brand resonance；Customer citizenship behavior
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:5
本研究針對涉入程度、品牌權益、品牌共鳴、顧客公民行為的影響之關聯性。研究問卷針對越南地區使用摩托車的大學生進行調查。共計回收343 份之有效問卷。本研究以統計軟體進行敘述性統計分析、驗證性因素分析(CFA)、相關分析、迴歸分析。本研究發現如下：(1) 涉入程度與品牌權益有顯著且正向的影響。(2) 品牌權益與品牌共鳴有顯著且正向的影響。(3) 品牌權益與顧客公民行為有顯著且正向的影響。(4) 品牌共鳴與顧客公民行為有顯著且正向的影響。
This research focuses on the relationship between consumer involvement, brand equity, brand resonance and customer citizenship behavior. This study collected data from Vietnam student who using the motorcycle. A total of 343 samples were collected. In this study, the descriptive statistical analysis, confirmatory factor analysis (CFA), correlation analysis and regression analysis were performed by statistical software. The findings of this study are as follows: (1) the degree of involvement and brand equity have significant and positive impact. (2) the brand equity has a significant and positive impact on brand equity. (3) brand equity and customer citizenship behavior have significant and positive impact. (4) there is a significant and positive impact on brand resonance and customer citizenship behavior.
期刊論文
1.Bartikowski, B.、Walsh, G.(2011)。Investigating mediators between corporate reputation and customer citizenship behaviors。Journal of Business Research，64(1)，39-44。  new window
2.Gruen, Thomas W.(1995)。The Outcome Set of Relationship Marketing in Consumer Markets。International Business Review，4(4)，447-469。  new window
3.Sheth, Jagdish N.、Parvatiyar, Atul(1995)。Relationship Marketing in Consumer Markets: Antecedents and Consequences。Journal of the Academy of Marketing Science，23(4)，255-271。  new window
4.Groth, Markus(2005)。Customers as good soldiers: Examining citizenship behaviors in internet service deliveries。Journal of Management，31(1)，7-27。  new window
5.Lassar, Walfried、Mittal, Banwari、Sharma, Arun(1995)。Measuring customer-based brand equity。Journal of Consumer Marketing，12(4)，11-19。  new window
6.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
7.張宇(2008)。品牌共鳴：獲得品牌忠誠度的重要途徑。商場現代化，1，194-196。  延伸查詢new window
8.洪順慶(2004)。忠誠，正在流行。贏銷雜誌，2004(3)，28-32。  延伸查詢new window
9.Aaker, D.(1992)。Managing the most important assets: Brand equity。Planning Review，20(5)，56-58。  new window
10.Elliott, R.、Yannopoulou, N.(2007)。The Nature of Trust in Brands: A Psychosocial Model。European Journal of Marketing，41(9/10)，988-998。  new window
11.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
12.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
13.Berry, Leonard L.(1995)。Relationship Marketing of Services: Growing Interest, Emerging Perspectives。Journal of the Academy of Marketing Science，23(4)，236-245。  new window
14.Ahearne, Michael、Bhattacharya, Chitrabhan B.、Gruen, Thomas(2005)。Antecedents and consequences of customer-company identification: expanding the role of relationship marketing。Journal of Applied Psychology，90(3)，574-585。  new window
15.Bettencourt, Lance A.(1997)。Customer voluntary performance: customers as partners in service delivery。Journal of Retailing，73(3)，383-406。  new window
16.Sharp, Byron(1996)。Brand Equity and Market-Based Assets of Professional Service Firms。Journal of Professional Service Marketing，13(1)，3-13。  new window
17.Keller, Kevin L.(2003)。Brand synthesis: The multidimensionality of brand knowledge。Journal of Consumer Research，29(4)，595-600。  new window
18.Bhattacharya, Chitrabhan B.、Sen, Sankar(2003)。Consumer-company identification: A framework for understanding consumers' relationships with companies。Journal of Marketing，67(2)，76-88。  new window
學位論文
1.賴昇宏(2006)。大專籃球聯賽現場觀眾滿意度、涉入程度與品牌權益之相關研究(碩士論文)。國立臺南大學。  延伸查詢new window
2.黃德瑋(2006)。高科技產品之品牌形象，品牌權益，顧客滿意度，涉入程度與品牌共鳴的關聯性研究--以3C產品為例(碩士論文)。南華大學，嘉義縣。  延伸查詢new window
3.張家銘(2010)。企業社會責任、顧客認同與顧客公民行為之研究--以家電業與金融保險業為例(碩士論文)。東吳大學。  延伸查詢new window
4.張德培(2012)。品牌權益、顧客滿意度、品牌共鳴對再購意願之關聯性研究--以霹靂布袋戲為例(碩士論文)。亞洲大學。  延伸查詢new window
5.郭建明(2008)。高科技產品之服務品質、品牌權益與消費者涉入程度的關聯性研究--以TFT-LCD液晶電視為例(碩士論文)。靜宜大學。  延伸查詢new window
圖書
1.Kotler, Philip(2000)。Marketing management: The millennium edition。Prentice-Hall。  new window
2.Diamantopoulos, Adamantios、Siguaw, Judy A.(2000)。Introducing LISREL: A Guide for the Uninitiated。Sage。  new window
圖書論文
1.Bowen, D. E.、Schneider, B.、Kim, S. S.(2000)。Shaping Service Cultures through Strategic Human Resource Management. Handbook of services marketing and management。Handbook of services marketing and management。  new window
 
 
 
 
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