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研究生:張勝雄
研究生(外文):Sheng-Hsiung Chang
論文名稱:豪華品牌怎樣從購買偽造品保留用戶忠實?在台灣的一項經驗的研究
論文名稱(外文):How Do Luxury Brands Retain Customer Loyalty from Purchasing Counterfeits? An Empirical Study in Taiwan
指導教授:邱宏昌邱宏昌引用關係李文瑞李文瑞引用關係
指導教授(外文):Hung-Chang ChiuWen-Jui Li
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:92
語文別:英文
論文頁數:48
中文關鍵詞:品牌公平偽造產品管理用戶忠實享樂的價值實用的價值統計分析品牌
外文關鍵詞:Statistical analysisCustomer loyaltyUtilitarian valueProduct ManagementCounterfeitingBrandsBrands equityHedonic value
相關次數:
  • 被引用被引用:0
  • 點閱點閱:185
  • 評分評分:
  • 下載下載:28
  • 收藏至我的研究室書目清單書目收藏:2
偽造是公司執行者的一個嚴重的問題, 並且公司經理對產品建立一個有效的策略是重要的偽造。 大多數現有的研究正或者集中于用戶的偽造(要求邊)或者研究公司的策略(提供邊)的回應。 這項研究的結果表明︰ (1)不要偽造的公司的保護策略影響用戶的實用和享樂的價值的知覺,以及(2)這些防護物策略更進一步影響用戶的忠實。
Counterfeiting is a serious problem to corporation executives, and it is important for corporation managers to set up an effective strategy against product counterfeiting. Most of the existing studies are either focusing on customers’ reactions of counterfeiting (demand side) or studying the strategies of the companies (supply side). The results of this study indicate: (1) corporations’ protection strategies against counterfeiting influence customers’ perceptions of utilitarian and hedonic value, and (2) these protections strategies further influence customers’ loyalties.
Abstract
1. Introduction
2. Theoretical Background
3. Hypothesis Development
3.1Communication Strategy
3.2 Legal Strategy
3.3 Pricing Strategy
3.4 Innovation Strategy
3.5 Utilitarian/Hedonic Value and Customer Loyalty
4. Methodology
4.1Subjects and Methodology
4.2 Luxury Brand Goods
4.3Measures
5. Analysis and Results
5.1 Reliability and Construct Validity
5.2 Discriminant Validity
5.3 Relationships between Anti-counterfeiting Strategies
And Customer Loyalty
5.4 Intervening Effect
6. Conclusions and Managerial Implications
6.1 Conclusions
6.2 Managerial Implications
6.3 Limitations and Future Directions
Reference
Appendix A: Questionnaires
Appendix B: Sample Item Pool
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