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題名：消費品品牌權益衡量量表之建構--顧客基礎觀點
書刊名：中山管理評論
作者：陳振燧 引用關係／洪順慶 引用關係
作者(外文)：Chen, Cheng-hsui／Horng, Shun-ching
出版日期：1999
卷期：7:4
頁次：頁1175-1199
主題關鍵詞：品牌權益；量表建構；Brand equity；Development of measurement scale
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(10) 博士論文(3) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:10
  • 共同引用共同引用:0
  • 點閱點閱:111
　　　　　本研究遵循一般行銷量表發展典範，從顧客基礎面發展一套消費品的品牌 權益衡量量表。首先，從文獻探討歸納出品牌權益的顧客基礎來源，包括功能 屬性基礎和非功能屬性基礎兩個構面，然後進行兩階段的資料蒐集和分析，各 包括四個知名品牌，分別是Levi's 牛仔褲、Nike運動鞋、柯達軟片和沙宣洗髮 乳，以及無敵CD-65語音翻譯機、AIWA隨身聽、一匙靈洗衣粉和黑人牙膏等。 衡量項目由原來的50題刪減為19題，信度和效度的檢驗皆獲得非常好的支持， 最後則討論此量表的應用。
　　　　　Based upon a development paradigm of marketing measurement inventory, the research developed a brand-equity measurement instrument from a customer perspective. First of all, conceptually, we obtained two components of customer- based brand equity, namely, functional attributes and nonfunctional attributes. To verify the theoretical model, we conducted data collection and analysis for two stages. The famous brands investigated were Levi's jeans, Nike sneakers, Kodak film and Sassoon shampoo, and four less-famous local brands. The 19-item instrument shows satisfactory reliability and validity.
期刊論文
1.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
2.Mullen, M.、Mainz, A.(1989)。Brands, Bids and Balance Sheet: Putting a Price on Protected Products。Acquisitions Monthly，24(April)，26-27。  new window
3.Kim, P.(1990)。A Perspective on Brands。Journal of Consumer Marketing，63，20-30。  new window
4.Farquhar, Peter H.(1989)。Managing Brand Equity。Marketing Research，1，24-33。  new window
5.Solomon, M. R.(1983)。The role of products as social stimuli: A symbolic interactionalism perspective。Journal of Consumer Research，10(3)，319-329。  new window
6.Shocker, A. D.、Srivastava, R. K.、Ruekert, R. W.(1994)。Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue。Journal of Marketing Research，31(2)，149-158。  new window
7.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
8.Ranagaswamy, A.、Burke, R.、Oliva, T. A.(1993)。Brand Equity and Extendibility of Brand Names。International Journal of Research in Marketing，10(1)，61-75。  new window
9.Lane, V.、Jacobson, R.(1995)。Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity。The Journal of Marketing，59(1)，63-77。  new window
10.Tauber, Edward M.(1988)。Brand leverage: strategy for growth in a cost-controlled world。Journal of Advertising Research，28(4)，26-30。  new window
11.Baldinger, A. L.(1990)。Defining and Applying the Brand Equity Concept: Why the Research Should Care。Journal of Advertising Research，30(3)，2-5。  new window
12.Blackett, T.(1991)。The valuation of brands。Marketing Intelligence & Planning，9(1)，27-35。  new window
13.Crimmins, J. C.(199207)。Better measurement and management of brand value。Journal of Advertising Research，40(6)，11-19。  new window
14.Mahajan, Vijay、Rao, Vithala R.、Srivastava, Rajendra K.(1993)。An Approach to Assess the Importance of Brand Equity in Acquisition Decisions。Journal of Product Innovation Management，11，221-235。  new window
15.Mittal, Banwari、Ratchford, Brian、Prabhakar, Paul(1990)。Functional and Expressive Attributes as Determinants of Brand-Attitude。Research in Marketing，10，135-155。  new window
16.Kamakura, W. A.、Russell, G. J.(1993)。Measuring brand value with scanner data。International Journal of Research in Marketing，10(1)，9-22。  new window
17.Barwise, Patrick(1993)。Introduction to The Special Issue on Brand Equity。International Journal of Research in Marketing，10(1)，3-8。  new window
18.Barwise, Patrick(1993)。Brand Equity: Snark or Boojum?。International Journal of Research in Marketing，10(1)，93-104。  new window
19.Holbrook, Morris B.、Hirschman, Elizabeth C.(1982)。The experiential aspects of consumptions: consumer fantasies, feelings and fun。Journal of Consumer Research，9(2)，132-140。  new window
20.Blackston, Max(1992)。Observations: Building Brand Equity by Managing the Brand's Relationships。Journal of Advertising Research，32(3)，79-83。  new window
21.Farquhar, P. H.(1990)。Managing Brand Equity。Journal of Advertising Research，30(4)，7-12。  new window
22.Kohli, Ajay K.、Jaworski, Bernard J.、Kumar, Ajith(1993)。MARKOR: A Measure of Market Orientation。Journal of Marketing Research，30(4)，467-477。  new window
23.Anderson, James C.、Gerbing, David W.(1988)。An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment。Journal of Marketing Research，25(2)，186-192。  new window
24.Garvin, David A.(1984)。Product quality: An important strategic weapon。Business Horizons，27(3)，40-43。  new window
25.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
26.Leuthesser, Lance、Kohli, Chiranjeev S.、Harich, Katrin R.(1995)。Brand equity: The halo effect measure。European Journal of Marketing，29(4)，57-66。  new window
27.Batra, Rajeev、Ahtola, Olli T.(1991)。Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes。Marketing Letters，2(2)，159-170。  new window
28.Churchill, Gilbert A. Jr.(1979)。A paradigm for developing better measures of marketing constructs。Journal of Marketing Research，16(1)，64-73。  new window
29.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。  new window
30.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
31.Park, Chan Su、Srinivasan, V.(1994)。A Survey-Base Method for Measuring and Understanding Brand Equity and Extendibility。Journal of Marketing Research，31(May)，27-88。  new window
32.Ahtola, Olli T.(1985)。Hedonic and Utilitarian Aspects of Consumer Behavior: An Attitudinal Perspective。Advances in Consumer Research，7-10。  new window
33.Hirschman, Elizabeth C.(1980)。Attributes of Attributes and Layers of Meaning。Advances in Consumer Research，7-12。  new window
研究報告
1.(1988)。Defining, Measuring and Managing Brand Equity: A Conference Summary。Cambridge, MA：Marketing Science Institute。  new window
2.Srivastava, Rajendra K.、Shocker, Allan D.(1991)。Brand equity: A perspective on its meaning and measurement。Marketing Science Institute。  new window
3.洪順慶(1994)。中美日產品品牌權益之比較。沒有紀錄。  延伸查詢new window
學位論文
1.陳啟清(1989)。產品涉入衡量方法適用性之比較－李克量表與語意差異法之比較，0。  延伸查詢new window
圖書
1.Aaker, David A.、Biel, Alexander L.(1992)。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Hillsdale, New Jersey：Lawrence Erlbaum Associates。  new window
2.Brasco, T. C.(1988)。How Brand Name are Valued for Acquisitions。MA：Marketing Science Institute。  new window
3.黃俊英(1996)。行銷研究。華泰書局。  延伸查詢new window
4.Churchill, G. A. Jr.(1995)。Marketing Research: Methodological Foundations。The Dryden Press。  new window
5.Osgood, Charles Egerton、Suci, George John、Tannenbaum, Percy H.(1957)。The Measurement of Meaning。Urbana, IL：University of Illinois Press。  new window
6.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
7.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
8.Aaker, David A.(1996)。Building Strong Brands。New York, NY：Simon & Schuster UK Ltd.：The Free Press。  new window
9.Smith, J. Walker、Smith, J. W.(1991)。Brand Equity and the Analysis of Customer Transactions。Managing Brand Equity。Cambridge, MA。  new window
10.Bridges, Sheri(1992)。A Schema Unification Model of Brand Extensions。A Schema Unification Model of Brand Extensions。Cambridge, MA。  new window
11.Penrose, Noel(1989)。Valuation of Brand Names and Trademarks。Brand Valuation: Establishing a True and Fair view。London, UK。  new window
圖書論文
1.Shocker, A. D.、Weitz, B.(1988)。A perspective on brand equity principles and issues。Defining, measuring and managing brand equity: a conference summary。Cambridge, Massachusetts：Marketing Science Institute。  new window
2.Stobart, Pual(1989)。Alternative Methods of Brand Valuation。Brand Valuation: Establishing a True and Fair View。London：The Interbrand Group。  new window
3.Nakamoto, Kent、MacInnis, Deborah J.、Jung, Hyung-shik(1993)。Advertising Claims and Evidence as Bases for Brand Equity and consumer Evaluations of Brand Extensions。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
 
 
 
 
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