臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：幸運名稱與華人金融行銷之企業品牌化策略
書刊名：評價學報
作者：張力／謝閔瑜
作者(外文)：Chang, William Li／Hsien, Rich M. H.
出版日期：2015
卷期：8
頁次：頁1-16
主題關鍵詞：迷信；企業品牌化；中文品牌名稱；幸運名稱；筆劃數；Supernatural beliefs；Corporate branding；Chinese brand name；Lucky names；Total stroke number
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(0) 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:0
  • 共同引用共同引用:0
  • 點閱點閱:105
本文係探索華人迷信幸運名稱對於企業品牌化策略之命名決策的影響，檢驗幸運筆劃數之命名原則，並依現存學理發展出可供驗證的假設。本研究從臺灣企融產業中，蒐集了128家的企業名稱，經實證調查後，超過50%之企業命名決策結果，其名稱總筆劃數係幸運筆劃數。最後，本研究針對幸運名稱應用於華人企業品牌化策略上，提出下列三點建議，第一、慎選姓命學專家；第二、幸運名稱可以成為一項行銷工具；第三、全球化企業可以利用幸運名稱回應中華經濟圈。
The aim of this article is to explore the impact of Chinese superstitious beliefs for lucky names on corporate branding strategy in brand-naming decision making. Therefore, we examined these principles of total stroke number for Chines lucky names and developed relative hypothesis. In this study, 128 corporate names in Taiwanese financial industry were selected; Chi-square test and Binomial test were employed to analyze these data. Results showed that the total number of strikes for over 50% of the corporate names were of auspicious numbers. Three suggestions are further provided for applying lucky names in Chines corporate branding strategy. Firstly, managers should be cautious in selecting a nomenclature specialist. Secondly, lucky names can be used as a marketing tool. Finally, global enterprises may use lucky names to help their efforts to enter the Chinese commonwealth market.
期刊論文
1.Berry, L. L.、Lefkowith, E. F.、Clark, T.(1988)。In Services, What's in a Name?。Harvard Business Review，66(5)，28-30。  new window
2.Tsang, E. W. K.(2004)。Toward A Scientific Inquiry into Superstitious Business Decision-making。Organization Studies，25(6)，923-946。  new window
3.Tsang, Eric W. K.(2004)。Superstition and Decision-making: Contradiction or Complement?。Academy of Management Executive，18(4)，92-104。  new window
4.Ang, S. H.(1996)。Chinese Consumers' Perception of Alpha-numeric Brand Names。Asia Pacific Journal of Marketing and Logistics，8(1)，31-47。  new window
5.Block, L.、Kramer, T.(2009)。The Effect of Superstitious Beliefs on Performance Expectations。Journal of the Academy of Marketing Science，37(2)，161-169。  new window
6.Boddewyn, J.(1967)。The Names of U.S. Industrial Corporations: A Study in Change。Names，15(1)，39-51。  new window
7.Chan, A. K. K.(1990)。Location in International Branding: A Preliminary Investigation on Chinese Names of Foreign Brands in Hong Kong。International Journal of Advertising，9(1)，81-91。  new window
8.Chan, A. K. K.、Huang, Y. Y.(2001)。Chinese Brand Naming Principles: The Case of Drinks。Marketing Intelligence and Planning，19(5)，309-318。  new window
9.Chan, A. K. K.、Huang, Y. Y.(2001)。Chinese Brand Naming: A Linguistic Analysis of the Brands of Ten Product Categories。Journal of Product and Brand Management，10，103-119。  new window
10.Chang, W. L.(2009)。Using Feng Shui to Create a Positive Corporate Reputation。Corporate Reputation Review，12(1)，43-51。  new window
11.Chang, W. L.、Lii, P.(2008)。Luck of The Draw: Creating Chinese Brand Names。Journal of Advertising Research，48(4)，523-530。  new window
12.Chang, W. L.、Lii, P.(2010)。Feng Shui and Its Role in Corporate Reputation and Image: A Review from Business and Cultural Perspectives。Journal of Architectural and Planning Research，27(1)，1-14。  new window
13.Francis, J. N. P.、Lam, J. P. Y.、Walls, J.(2002)。The Impact of Linguistic Differences on International Brand Name Standardization: A Comparison of English and Chinese Brand names of Fortune-500 Companies。Journal of International Marketing，10(1)，98-116。  new window
14.Glanzrock, P.(1995)。Banking on Heritage at China Trust。Facilities Design and Management，14(2)，42-47。  new window
15.Glynn, M. A.、Abzug, R.(2002)。Institutionalizing Identity: Symbolic Isomorphism and Organizational Names。Academy of Management Journal，45(1)，267-280。  new window
16.Hobson, J. S. P.(1994)。Feng Shui: Its Impacts on the Asian Hospitality Industry。International Journal of Contemporary Hospitality Management，6(6)，21-26。  new window
17.Huang, Y. Y.、Chan, A. K. K.(1997)。Chinese Brand Name: From General Principles to Specific Rules。International Journal of Advertising，16(4)，320-335。  new window
18.Huang, Y. Y.、Chan, A. K. K.(2005)。The Role of Language and Culture in Marketing Communication: A Study of Chinese Brand Names。Journal of Asian Pacific Communication，15(2)，257-285。  new window
19.Kramer, T.、Block, L. G.(2008)。Conscious and Non-conscious Components of Superstitious Beliefs in Judgment and Decision-making。The Journal of Consumer Research，34(6)，783-793。  new window
20.McDonald, G. M.、Roberts, C. J.(1990)。The Brand-naming Enigma in the Asia Pacific Context。European Journal of Marketing，24(8)，6-19。  new window
21.Podel, J.(1994)。Bank Design: As a Marketing Tool。Bank Marketing，26(5)，10-14。  new window
22.Schmitt, B. H.(1995)。Language and Visual Imagery: Issue of Corporate Identity in East Asia。The Columbia Journal of World Business，1995，28-36。  new window
23.Schmitt, B. H.、Pan, Y. G.(1994)。Managing Corporate and Brand Identities in the Asia-Pacific Region。California Management Review，36(4)，32-48。  new window
24.Simmons, L. C.、Schindler, R. M.(2003)。Cultural Superstitions and the Price Endings Used in Chinese Advertising。Journal of International Marketing，11(2)，101-111。  new window
25.Song, S.、Nixon, B.(2001)。Trends in Bank Architecture。Community Banker，10(3)，26-31。  new window
26.Henderson, P. W.、Cote, J. A.、Leong, S. M.、Schmitt, B.(2003)。Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength。International Journal of Research in Marketing，20(4)，297-313。  new window
27.Mowen, John C.、Carlson, Brad(2003)。Exploring the Antecedents and Consumer Behavior Consequences of the Trait of Superstition。Psychology and Marketing，20(12)，1045-1065。  new window
28.Hall, Richard(1992)。The Strategy Analysis of Intangible Resources。Strategic Management Journal，13(2)，135-144。  new window
29.Chan, A. K. K.、Huang, Y. Y.(1997)。Brand naming in China: a linguistic approach。Marketing Intelligence and Planning，15(5)，227-234。  new window
30.Schmitt, B. H.、Pan, Y.、Tavassoli, N. T.(1994)。Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English。Journal of Consumer Research，21(3)，419-431。  new window
31.Robertson, K.(1989)。Strategically Desirable Brand Name Characteristics。Journal of Consumer Marketing，6(4)，61-71。  new window
32.Teece, David J.、Pisano, Gary、Shuen, Amy(1997)。Dynamic Capabilities and Strategic Management。Strategic Management Journal，18(7)，509-533。  new window
33.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
圖書
1.余仙(2003)。姓名學寶鑑。臺北：滿庭芳出版社。  延伸查詢new window
2.李鐵筆(2005)。命名資料庫。臺北：益群書店。  延伸查詢new window
3.何曉明(2001)。姓名與中國文化。人民出版社。  延伸查詢new window
4.阮森茂(2003)。中華姓名學。臺南：大孚書局。  延伸查詢new window
5.Chien, W.、Shin, S.、Chu, P.(2005)。Business Growth Strategies for Asia Pacific。John Wiley and Sons (Asia)。  new window
6.Dowling, G.(2001)。Creating Corporate Reputation。New York：Oxford University Press。  new window
7.Keller, Kevin Lane(2003)。Building, Measure, and Managing Brand Equity。New Jersey：Prentice-Hall。  new window
8.Lehman, R.(1991)。Statistics and Research Design in the Behavioral Sciences。Belmont, CA：Wadsworth。  new window
9.Lip, E.(1988)。Choosing Auspicious Chinese Names。Heian。  new window
10.Lip, E.(1989)。Feng Shui for Business。Singapore：Heian。  new window
11.Lip, E.(1995)。Design and Feng Shui Logos, Trademarks and Signboards。Singapore：Heian。  new window
12.Olins, W.(1989)。Corporate Identity: Making Business Strategy Visible Through Design。Harvard University Press。  new window
13.何曉昕、羅雋(1995)。風水史。上海文藝出版社。  延伸查詢new window
14.Aaker, David A.(1996)。Building Strong Brands。New York, NY：Simon & Schuster UK Ltd.：The Free Press。  new window
其他
1.汎亞人力銀行(2004)。職場鬼神信仰大調查，http://www.9999.com.tw/pj/act/p930930， 2004/10/15。  延伸查詢new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：475（臺灣：466，外國：9） ／ 本年度總使用人次：1366978 ／ 訪客人次（自102年09月）：67168014
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上