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研究生:蔡瑋恩
研究生(外文):Wei-En Tsai
論文名稱:外國品牌啤酒市場競爭之品牌權益分析
論文名稱(外文):Brand equity of foreign beers in Taiwan market
指導教授:黃琮琪黃琮琪引用關係
指導教授(外文):Tsorng-Chyi Hwanf
學位類別:碩士
校院名稱:國立中興大學
系所名稱:應用經濟學系所
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
畢業學年度:97
語文別:英文
論文頁數:70
中文關鍵詞:啤酒品牌權益品牌忠誠度線性結構方程式
外文關鍵詞:beerbrand equitybrand loyaltySEM
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Based on Aaker’s famous brand equity model, the purpose of this study is to examine the effects of brand’s name on the conceptual framework of brand equity. To accomplish this purpose, the brand equity of four foreign beer brands namely Heineken, Budweiser, Kirin and TsingTao in Taiwan market were examined. The study employed structural equation modeling to investigate the relationships between the dimensions of brand equity included brand loyalty, perceived quality, brand awareness and brand equity. Brand’s name is postulated to influence the dimensions of brand equity and has a positive relationship with brand equity through the mediating factors of brand loyalty, perceived quality and brand awareness. Data were collected from a sample of graduate and undergraduate students in Taichung.
This study concludes that the brand loyalty is the most influential dimension of brand equity. Brand’s name only has indirectly influence brand equity through the mediating effects of brand loyalty, perceived quality and brand awareness. This study investigates brand equity of four foreign beer brands. It only considers brand name as the one of the sources of brand equity. There are many factors that may influence brand equity such as order of entry, brand alliance. Producers of beer should put greater emphasis in creating brand loyalty for their products. In order to enhance over all brand equity, the good image of the “made in” label should be highlighted.
In contemporary marketing strategies, brand plays an important role in both academic and professional literatures. Identifying the sources of brand equity is important in this paper.
ACKNOWLEDGEMENTS………………………………………………i
ABSTRACT…………………..……………………………………ii
TABLE OF CONTENTS……………………………………………iii
LIST OF FIGURES………………………………………………iv
LSIT OF TABLES…………………………………………………v
CHAPTER
I INTRODUCTION………………………………………………………1
I.1 ProblemStatement………………………………………………1
I.2 Research arrangement and sample collection……………2
I.3 Researchprocedure ……………………………………………3
II THE BEER BACKGROUND IN TAIWAN MARKET…………………...4
II.1 Research background andmotives……………………….. 4
II.2 Consumer’s preference tobeer…………………………..8
II.3 The major four foreign beerbrands…………………….10
III THEORETIC ANALYSIS AND LITERATURE REVIEW…………….13

III.1 TheoreticFoundation…………………………………....13
III.2 Definition of Brandequity……………………………..19
III.3 Literatures Review………………………………….....21
IV RESEARCH DESIGNATION AND EMPIRICAL MEASURES…….....26
IV.1 Research Designation……………………………………..26
IV.2 Analysis of Data…………………………………………..31
IV.3 Designation of Questionnaire……………………………32
IV.4 Goodness-to-fit Index…………………………………...34
V EMPIRICAL MODEL AND ANALYSIS OF RESULTS……………….36
V.1 Description of Specimen……………………………………36
V.2 Analysis of Reliability……………………………………43
V.3 Analysis of Validity……………………………………….44
V.4 Results of Analysis………………………………………..50
VI CONCLUSIONS…………………………………………………...64
VI.1 Research Findings………………………………………….64
VI.2 Managerial Suggestions…………………………………..65
VI.3 Research Limitation……………………………………….66
REFERENCES…………………………………………………………...68
References
Chinese literatures
1.張正(1987),「啤酒引用習性調查與分析」,突破雜誌,第23期:7-10。
2.李秀鳳(1988),「啤酒引用習性調查」,突破雜誌,第38期:88-93。
3.范碧珍(1998),「喝啤酒化行銷」,突破雜誌,第157期:62-63。
4.范碧珍(2002),「台灣消費者飲酒習性調查」,突破雜誌,第179期:52。
5.張朝清(1998),進口啤酒行銷通路發展之研究:三家領先廠牌為例,靜宜大學企管研究所碩士論文。
6.郭文彬(2001),「公賣局啤酒資源條件競爭優勢個案分析─資源基礎理論之應用」,國立交通大學經營管理研究所碩士論文。
7.莊陞漢(2003),「尚青?台灣啤酒消費文化(2000-2004)」,國立台灣大學國家發展研究所碩士論文。
8.黃新凱(2004),「本土品牌如何與消費者建立關係?」,突破雜誌,222:64-66。
9.黃瀚毅(2004),「國際啤酒廠商之台灣市場進入與經營策略」,國立政治大學國際貿易研究所碩士論文。
10.劉育獅(2004),「品牌聯想,品牌忠誠度與顧客回應間關係之研究─以球鞋產品為例」,大同大學事業經營研究所碩士論文。
11.東方消費者行銷資料庫部份書面年鑑(E-ICP)2005,東方線上股份有限公司。
12.財政部關逤總局統計處,中華民國台灣地區進口貿易統計月報,各年版。
13.經濟部統計處,中華民國台灣地區工業生產統計月報,各年版。
14.王智立、施翠娟(2004),「知覺品質、品牌聯想對顧客基礎品牌權益之影響─以新聞網站為例」傳播管理學刊,第五卷,4-18。
15.黃芳銘(2003),「結構方程式模式理論與應用」,台北:五南書局。
16.陳振燧(2000),「產品概念策略、品牌命名策略和來源國效果影響品牌權益建立之研究」,輔仁大學管理評論,第19卷,35-56。
17.羅炳和、黃琮琪與葉春淵(2005),「行動電話來源國形象與購買意願之分析」,企銀季刊,28期(3):209-229。
English literatures
1. Aaker, David A. and Gary J. Shansby, 1982 , “Positioning Your Product”, Business Horizon, May-June, PP.56-62
2. Aaker, David A. 1991,”Managing brand equity across products and markets”, California Management Review, Vol. 38(3) : 102-120
3. Atulgan, E., Aksoy, S., and Akinci, S., 2005, “Determination of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey,” Marketing Intelligence and Planning, Vol. 23(3) : 237-248
4. Brasco, T.c., 1998,”How Brand Name are Valued for Acquisition”, In L. Leuthesser Ed, Ma: Marketing Science Institute
5. Dodds, William B.,Kent B. Monroe, and Dhruv Grewal. , 1991, “Effects of Price, Brand, and Store Information, on Buyers’ Product Evaluation, ”Journal of Marketing Research 28: 307-319 firm’s performance in luxury hotels and chain restaurants,
6. Engel, J. F., Miniard, P. W., & Blackwell, R. d. 2001,”Consumer Behavior,”9thed., Ohio: South-Western
7. Faircloth, J.B., Capella, L.M. and Alford, B.L.,2001,”The effect of brand attitude and brand image on brand equity,” Journal of Marketing Theory and Practice, Vol. 9(3) : 7-12
8. Farquhar, P.H., 1990, “Managing brand Equity,” Journal of. Advertising Research, Vol.30(4) : 7-12
9. Hair, Anderson, Tatham, Black, 2005, Multivariate Data AnalysisInternational Edition 6th ed.
10. Joreskog, K.G. and D. Sorbom, 1996, LISREL8: user’s reference guide, Mooresville: Scientific Software
11. Keller, K.L., 1993, “Conceptualizing, Measuring, and managing customer-based brand equity”. Journal of Marketing, Vol. 57(1) : 1-22
12. Keller, K.L., 2003, Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2nd ed., Prentice-Hall, Englewood NJ
13. Kim, H.B., and Kim, W.G., 2005, “The relationship between brand equity and, Volume 26, Issue 4 (1):549-560
14. Lancaster, K., 1996, “A new approach to consumer theory,” Journal of Political Economy, 74:132-157
15. Roa, Akshay R. and Kent B. Monroe, 1989, “The Effect of Price, Brand Name and Store name on Buyers’ Perception of Product Quality: An Integrated Review,” Journal of Marketing Research 26(August):211-222
16. Rosen, S., 1974, “Hedonic Prices and Implicit Markets: Product Differentiation in pure Competition,” Journal of Political Economy, 82:35-55
17. Shocker,A. D. and B. Weitz, 1988,”A Perspective on Brand Equity Principles and Issues,” In: L. Leuthesser(ed), Cambridge, MA: Marketing Science Institute, Report 88-104
18. Simon, C.J. and M.W. Sullivan, 1993, “The Measurement and Determinations of Brand Equity: A financial Approach ,” Marketing science, 4:66-71
19. Shimp, Terence A. 1997, Advertising Promotion, and Supplement Aspects of Integrated Marketing Communications. 4th ed. Orlando, FL:Dryden
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1. 3. 范碧珍(1998),「喝啤酒化行銷」,突破雜誌,第157期:62-63。
2. 3. 范碧珍(1998),「喝啤酒化行銷」,突破雜誌,第157期:62-63。
3. 4. 范碧珍(2002),「台灣消費者飲酒習性調查」,突破雜誌,第179期:52。
4. 4. 范碧珍(2002),「台灣消費者飲酒習性調查」,突破雜誌,第179期:52。
5. 8. 黃新凱(2004),「本土品牌如何與消費者建立關係?」,突破雜誌,222:64-66。
6. 8. 黃新凱(2004),「本土品牌如何與消費者建立關係?」,突破雜誌,222:64-66。
7. 14. 王智立、施翠娟(2004),「知覺品質、品牌聯想對顧客基礎品牌權益之影響─以新聞網站為例」傳播管理學刊,第五卷,4-18。
8. 14. 王智立、施翠娟(2004),「知覺品質、品牌聯想對顧客基礎品牌權益之影響─以新聞網站為例」傳播管理學刊,第五卷,4-18。
9. 16. 陳振燧(2000),「產品概念策略、品牌命名策略和來源國效果影響品牌權益建立之研究」,輔仁大學管理評論,第19卷,35-56。
10. 16. 陳振燧(2000),「產品概念策略、品牌命名策略和來源國效果影響品牌權益建立之研究」,輔仁大學管理評論,第19卷,35-56。
11. 17. 羅炳和、黃琮琪與葉春淵(2005),「行動電話來源國形象與購買意願之分析」,企銀季刊,28期(3):209-229。
12. 17. 羅炳和、黃琮琪與葉春淵(2005),「行動電話來源國形象與購買意願之分析」,企銀季刊,28期(3):209-229。
 
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