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研究生:張尹馨
論文名稱:訂價方案與品牌關係規範對品牌評價之影響
論文名稱(外文):The Effect of Pricing Strategy and Brand Relationship Norms on Brand Evaluations
指導教授:周文賢周文賢引用關係黃國峯黃國峯引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所
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
論文出版年:2006
畢業學年度:93
語文別:中文
論文頁數:68
中文關鍵詞:品牌關係品牌關係規範訂價方案
外文關鍵詞:Brand RelationshipBrand Relationship NormsPricing Strategy
相關次數:
  • 被引用被引用:1
  • 點閱點閱:225
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
競爭激烈的市場上,產品差異化不再是銷售萬靈丹,廠商愈來愈注重維持與現有客戶的關係。關係行銷時代,企業想與其目標客戶建立緊密之關係,而「品牌」就是用來連結企業與顧客間之橋樑。品牌最重要的任務是與消費者建立關係,成功的品牌可以和顧客建立緊密關係。
In the competitive market where product differentiation wouldn’t guarantee sales, companies care more about the relationships with their customers. At the age of relationship marketing, “brand” is the bridge to connect with the customers. Building relationship with the consumers is an important function of the brand.
目次
論文摘要 II
ABSTRACT III
目次 III
表次 V
圖次 VII
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究範圍 3
1.5章節結構 4
第二章 文獻回顧 6
2.1關係行銷 6
2.2品牌管理 10
2.3品牌關係 14
第三章 研究方法 23
3.1研究架構 23
3.2研究變數 25
3.3研究假說 27
3.4研究方法 29
3.5問卷設計 31
3.6抽樣設計 37
3.7資料收集方法 38
第四章 實證分析 39
4.1樣本輪廓分析 39
4.2信度與效度分析 43
4.3實證結果分析 44
4.4品牌規範違犯程度分析 52
4.5小結 54
第五章 結論與建議 56
5.1研究發現 56
5.2策略涵意 57
5.3研究貢獻 58
5.4研究限制 59
5.5後續研究建議 60
參考文獻 61
中文部份 61
英文部份 61
附錄 65
中文部份
(1) 吳一斌(1999),品牌卡位贏家,台北:維德文化。
(2) 周文賢與吳金潮(1996),碩士論文撰寫方法,台北:華泰文化。
(3) 周文賢(1999),行銷管理—市場分析與策略規劃,台北:智勝文化。
(4) 周文賢(2002),多變量統計分析-SAS/STATISTIC使用方法,台北:智勝文化。
(5) 周文賢與李宏達(1992),市場調查與行銷策略研擬,台北:華泰文化。
(6) 楊子德(2004),「品牌關係型態對品牌權益之影響--探討產品涉入程度之干擾效果」,國立中興大學企業管理研究所碩士班未出版論文
(7) 歐純妙(2004),「品牌利益、品牌關係型態、與品牌忠誠度之關聯性研究」,國立中興大學企業管理研究所碩士班未出版論文
(8) 林翠瑩(2004) ,「品牌形象、品牌關係品質與品牌忠誠度之關聯性研究-以零售業自有品牌為例」南台科技大學行銷與流通管理學系碩士論文
(9) 方世榮譯(2003),行銷管理學,第11版,台北:台灣東華。譯自Pillip Kotler(2002)。
英文部份
(1) Aaker, D. A. (1991), "Managing Brand Equity", New York, The Free Press
(2) Aaker, D. A. (1996), "Building Strong Brand ", New York, The Free Press.
(3) Alan Mitchell (1998), "Buyers will set the pace in tomorrow’s markets-technology is redefining the relationship between marketers and consumers", Journal of Marketing Week, p22-p23.
(4) Ambler (1997), "Brand Development versus New Product Development: toward a Process Model of Extension Decisions", The Journal of Product and Brand Management, Vol.6, Iss.4, pp.222.
(5) Barnes, James G. (1994), "Close to the Customer: but is it really a Relationship?" Journal of Marketing Management, Vol.10, pp.561-570.
(6) Berry, Leonard L. (1983), "Relationship Marketing, " Emerging Perspectives on Services Marketing. Eds. Leonard, L. Berry, G. Lynn Shostack, and Gregory Upah, Chicago, IL: American Marketing Association, pp.25-28.
(7) Berry Leonard L. and A. Parasuraman (1991), Marketing Services-Competing Through Quality, New York: The Free Press.
(8) Bitner, Mary Jo (1995), "Building Service Relationship: It’s All About Promises, " Journal of the Academy of Marketing Science, pp.246-251.
(9) Blackston, M. (1992), "Observations: Building Brand Equity by Managing the Brand’s Relationships", Journal of advertising research, pp.79-83.
(10) Blackston, M. (1995), "The Qualitative Dimension of Brand Equity", Journal of Advertising Research, New York, Vol. 40, Iss. 6, pp.101-106.
(11) Blackston, M. (2000), "Observations: Building Brand Equity by Managing the Brand’s Relationships", Journal of Advertising Research, Vol.40, No.6, pp.101-105
(12) Cardozo, R. N. (1965), "An experimental study of consumer effort, expectancy and satisfaction", Journal of Marketing Research, 21, 244-249.
(13) Clark, Margaret S. (1981), "Noncomparability of Benefit Given and Received: A Cue to the Existence of Friendship," Social Psychology Quarterly, 44,375-81.
(14) Clark, Margaret S., Judson Mills, and David M. Corcoran (1989), "Keeping Track Of Needs and Inputs of Friends and Strangers," Personality and Social Psychology Bulletin, 15,533-42.
(15) Clark, Margaret S., and Judson Mills (1993), "The Difference between Communal and Exchange Relationships: What it is and is not, " Personality and Social Psychology Bulletin, 648-91
(16) Churchill, G. A. Jr., and Surprenant, C. (1982), "An investigation into the determinants of consumer satisfaction", Journal of Marketing Research 19, 491~504.
(17) Christy Richard, Gordon Oliver, and Joe Penn (1996), "Relationship Marketing in Consumer Markets," Journal of Marketing Management, pp.175-187.
(18) David Shepard Associates (1995), "The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy", New York.
(19) Dwyer, F. R. & P. H. Schurr and S. Oh (1987), "Developing Buyer-Seller Relationships," Journal of Marketing, pp.11-27.
(20) Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1993). Consumer Behavior, 7th ed., Harcourt Broce Joranovich College Publishers, The Dryden Press.
(21) Farquhar, Peter H. (1990), Managing brand equity, Journal of Advertising Research, 30(4), 7-12.
(22) Fournier, S. (1998), "Consumers and Their Brands: Developing Relationship Theory in Consumer Research, " Journal ofConsumer Research, Vol. 22(3), pp.327-343.
(23) Fornell, C. (1992). "A national customer satisfaction barometer: The swedish experience", Journal of Marketing 56, 6-21.
(24) Hinde, R. A. (1995), "A Suggested Structure for a Science of Relationships", Personal Relationship, London: Academic Press.
(25) Keegan, Moriarty and Duncan (1995), Marketing, New Jersey, A Division of Simon and Schuster, pp.316-341.
(26) Kotler, Philip (1991). Marketing Management, 7th Ed., New Jersey: Prentice-Hall International Inc.
(27) Kotler, Philip and Gary Armstrong (1996). Principles of Marketing, 7th Ed., New Jersey: Prentice-Hall International, Inc.
(28) Light, Larry. (1993), "At the center of it all is the brand", Advertising Age, Vol.64, p.22.
(29) Lovelock, C. (1983). "Classifying services to gain strategic marketing insights," Journal of Marketing 47, 9-20.
(30) Morgan, Robert M. and Shelby D. Hunt (1994), "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, Vol. 58, pp.20-38.
(31) Pankaj Aggarwal (2004), "The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior", Journal of Consumer Research, 31, 1; pp.87-101.
(32)Pankaj Aggarwal, and Sharmistha Lqw (2005), "Role of Relationship Norms in Processing Brand information", Journal of Consumer Research, 32, 3; pp.453-464.
(33) Peterson, Robert A. (1995), "Relationship Marketing and The Consumer, " Journal of the Academy of Marketing Science, pp.278-281.
(34) Plummer, Joseph T. (1985), "Brand Personality: A Strategic Concept for Multinational Advertising", in Marketing Educators, Conference. New York: Young & Rubicam, pp.1-31.
(35) Sheth, Jagdish N. and Atul Parvatiyer (1995), "Relationship Marketing in Consumer Markets: Antecedents and Consequences," Journal of the Academy of Marketing Science, pp.255-271.
(36) Stacey Bob (1993), "The Many Benefits of Relationship Marketing," Direct Marketing, pp.68-69.
(37) Shani, David and Sujana Chalasani (1992), "Exploiting Niches Using Relationship Marketing," The Journal of Consumer Marketing, Vol. 3, pp.33-42.
(38) Stone, Merlin, and Neil Woodcock (1996), Relationship Marketing, Kogan Page Ltd.
(39) Wilson, David T. (1995), "An Integrated Model of Buyer-Seller Relationships," Journal of the Academy of Marketing Science, Vol. 23, No. 4.
(40) Zeithaml, Valarie A. and Mary Jo Bitner (2000). Services Marketing: Integrating Customer Focus Across the Firm, 2nd Ed., New York: McGraw-Hill Companies, Inc.
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