跳到主要內容

臺灣博碩士論文加值系統

(3.235.227.117) 您好!臺灣時間:2021/07/28 02:08
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:黃柏瑞
研究生(外文):Bo-Ruei Huang
論文名稱:來源國印象、製造國印象與品牌權益對品牌定位之影響
論文名稱(外文):The impact of country of origin, country of manufacture and brand equity on brand positioning
指導教授:朱國光朱國光引用關係
指導教授(外文):Kuo-Kuang Chu
口試日期:2011-06-24
學位類別:碩士
校院名稱:國立高雄第一科技大學
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:2011
畢業學年度:99
語文別:中文
論文頁數:80
中文關鍵詞:製造國印象品牌權益品牌定位來源國印象
外文關鍵詞:Country of OriginBrand EquityCountry of ManufactureBrand Positioning
相關次數:
  • 被引用被引用:8
  • 點閱點閱:957
  • 評分評分:
  • 下載下載:450
  • 收藏至我的研究室書目清單書目收藏:3
隨著通訊與製造技術的進步、運輸便利性的提升及新市場的浮現,世界各國企業發展朝向全球化,經營範疇不再侷限於國內市場,促使全球競爭與代工的產生,因而造成產品的來源國與製造國並不一致。
面對品牌的多樣化,企業所關注的行銷要點莫過於明確且鮮明的品牌定位,以強化品牌價值,建立強勢品牌。本研究透過模糊層級程序分析法,探討來源國印象、製造國印象與品牌權益對品牌定位之影響,共有34位業界、學界專家填寫問卷,包含國內大學教授與業界經理人。
研究分析得知,在評估品牌定位時,以來源國印象的重要性最高(35.14%),其次為品牌權益(34.76%),最後為製造國印象(30.10%);其中,又以代表產品、品牌忠誠及聲譽為各構面下最重要之準則。
在策略建議上,潛在品牌代理商應引進來源國印象最深刻之代表產品類別;本國企業應找出國家印象以發揮來源國效應積極擴張外銷;中國大陸藉製造代工所累積之經濟實力將成來源國印象助力;企業可基於成本考量往開發中國家設廠進行國際分工;維持品牌之純正血統或許有驚豔效果。
With the progress of communication, manufacturing technology, convenience of transportation and the appearance of emerging market, international enterprise had begun their globalization to magnify the management category, which induced global competition and outsourcing activities, and therefore resulted in the inconsistency of product between "country of origin" and "country of manufacture".
To overcome the variety of plenty brands, the marketing strategy which enterprise adopted must focus on creating a clear and vivid "brand position" to strengthen their brand value for building strong brand.
This study had used "Fuzzy AHP" method to determine the importance among country of origin, country of manufacture and brand equity, by designing and distributing the questionnaires to 34 experts in academy and business, including college professors and enterprise executive managers.
According to data analysis, there were some main ideas concluded: Country of origin is the most important dimension on brand positioning, and brand equity lay beneath in second place, and country of manufacture is less effective on brand positioning. In addition, representative product, brand loyalty and reputation were the most important criterion among each of above formations.
Finally, underlying these findings, some suggestions for strategy were interpreted, and the managerial implications of the framework were proposed for academy and business, and some research limitations were mentioned.
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 品牌定位的重要性 6
第二節 品牌權益的組成 9
第三節 來源國印象的形成 14
第四節 製造國印象的形成 24
第五節 Fuzzy AHP之應用文獻回顧 30
第三章 研究方法 32
第一節 研究方法 32
第二節 研究架構 43
第三節 問卷設計 45
第四章 資料分析 46
第一節 樣本敘述性分析 46
第二節 特徵向量與一致性檢定 48
第三節 正規化 50
第四節 層級串聯與因素排序 54
第五章 結論 55
第一節 研究結論 55
第二節 策略建議 56
第三節 未來研究方向與限制 58
參考文獻 59
附錄一:問卷 64


中華民國對外貿易發展協會(2010a)。2010年台灣二十大國際品牌出列。http://oldsite.brandingtaiwan.org/activity_news_detail.aspx?sn=550
中華民國對外貿易發展協會(2010b)。台灣國際品牌價值調查。http://brandingtaiwan.org/
商業週刊(2010)。特別企劃-輕鬆搞懂MOU、ECFA。http://www.businessweekly.com.tw/feature/detail.php?id=162
陳文賓(2003)。品牌定位與建立品牌權益行銷策略探討─以自行車台商於中國市場為例。國立台北大學企業管理學系碩士論文,未出版,台北。
陳昭宏(2005)。品牌來源國與製造來源國對消費者購買意願影響之研究。銘傳大學國際企業學系碩士論文,未出版,台北。
曾瑞媛(2001)。品牌來源國及品牌權益影響消費者購買產品及服務意願之研究。真理大學管理科學研究所碩士論文,未出版,台北。
黃莉雅(2008)。運用模糊理論建立品牌權益衡量方法─以液晶電視產業為例。國立臺南大學科技管理研究所碩士論文,未出版,台南。
經濟部(2011)。主要國家經濟指標。http://www.moea.gov.tw。
廖安仁(2002)。國家形象對品牌權益影響之研究。國立中央大學企業管理學系碩士論文,未出版,桃園。
裴文、黃筱惠(2009)。應用模糊層級分析法於連鎖藥妝店之服務品質及促銷知覺價值評估研究。中原企管評論,7(2),81-98。
劉馥瑜(2011)。日企外移排除中國,因消費者對「中國製造」有疑慮。工商時報,A7,大陸財經,2011年4月18日。
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Aaker, D. A. (1996). Building strong brands. New York: Free Press.
Agrawal, J., & Kamakura, W. A. (1999). Country of origin: A competitive advantage? International Journal of Research in Marketing, 16(4), 255-267.
Ahmed, S. A., & d''Astous, A. (1996). Country-of-origin and brand effects: A multi-dimensional and multi-attribute study. Journal of International Consumer Marketing, 9(2), 93-115.
Ahmed, S. A., & d''Astous, A. (2007). Moderating effect of nationality on country-of-origin perceptions: English-speaking Thailand versus French-speaking Canada. Journal of Business Research, 60(3), 240-248.
Amine, L. S. (2008). Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia. International Business Review, 17(4), 402-422.
Ashill, N. J., & Sinha, A. (2004). An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention. Journal of Asia-Pacific Business, 5(3), 27-43.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-99.
Brodowsky, G. H., Tan, J., & Meilich, O. (2004). Managing country-of-origin choices: Competitive advantages and opportunities. International Business Review, 13(6), 729-748.
Buckley, J. J. (1985). Fuzzy hierarchical analysis. Fuzzy sets and systems, 17(3), 233-247.
Buckley, J. J., & Csutora, R. (2001). Fuzzy hierarchical analysis: The Lambda-Max method. Fuzzy Sets and Systems, 120(2), 181-195.
Chao, P. (1998). Impact of country-of-origin dimensions on product quality and design quality perceptions. Journal of Business Research, 42(1), 1-6.
Chisik, R. (2002). Reputational comparative advantage and multinational enterprise. Economic Inquiry, 40(4), 582-596.
Chu, K. K., Fu, H. P., Lin, S. W., & Chen, C. R. (2010). A study on factors for retailers implementing CPFR – A fuzzy AHP analysis. Journal of Systems Science and Systems Engineering, 19(2), 192-209.
Chu, K. K., Li, C. H., & Chiu, P. H. (2010). A study of the quality of police services in exercising public power in Taiwan. Total Quality Management & Business Excellence, 21(5), 537-551.
Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image variables in multi-attribute product evaluations: Country-of-origin effects. Journal of Consumer Research, 11(3), 694-699.
Fruchter, G. E., Jaffe, E. D., & Nebenzahl, I. D. (2006). Dynamic brand-image-based production location decisions. Automatica, 42(8),1371-1380.
Hamzaoui-Essoussi, L, Merunka, D., & Bartikowski, B. (2010). Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality. Journal of Business Research, article in press, 1-6.
Han, C. M. (1989). Country Image: Halo or summary construct. Journal of Marketing Research, 26(2), 222-229.
Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-255.
Häubl, G., & Elrod, T. (1999). The impact of congruity between brand name and country of production on consumers’ product quality judgments. International Journal of Research in Marketing, 16(3), 199-215.
Hu, Y., & Wang, X. (2010). Country-of-origin premiums for retailers in international trades: Evidence from eBay’s international markets. Journal of Retailing, 86(2), 200-207.
Insch, G. S., & McBride, J.B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country-of-origin construct. Journal of Business Research, 57(3), 256-265.
Jo, M.-S., Nakamoto, K., & Nelson, J. E. (2003). The shielding effects of brand image against lower quality countries-of-origin in global manufacturing. Journal of Business Research, 56(8), 637-646.
Johansson, J. K., & Nebenzahl, I. D. (1986). Multinational production: effect on brand value. Journal of International Business Studies, 17(3), 101-126.
Kapferer, J.-N. (1992). Strategic brand management. New York: Free Press.
Kotler, P., Keller, K. L., Ang, S. H., Leong, S. M., & Tan, C. T. (2006). Marketing management: An Asian perspective, 4th. Singapore: Prentice Hall.
Laarhoven, P. J., & Pedrycz ,W. (1983). A fuzzy extension of Saaty’s priority theory. Fuzzy Sets and Systems, 11(3), 229-241.
Laforet, S., & Chen, J. (2010). Chinese and British consumers’ evaluation of Chinese and international brands and factors affecting their choice. Journal of World Business, article in press, 1-10.
Nagashima, A. (1970). A comparison of Japanese and U.S. attitudes toward foreign Products. Journal of Marketing, 34(1), 68-74.
Nagashima, A. (1977). A comparative "made in" product image survey among Japanese businessmen. Journal of Marketing, 41(3), 95-100.
Nebenzahl, I. D., Jaffe, E. D., & Lampert, S. I. (1997). Towards a theory of country image effect on product evaluation. Management International Review, 37(1), 27-49.
Nes, E. B., & Gripsrud, G. (2010). Country of origin image and brand image congruence: The impact on brand equity. 9thInternational Marketing Trends Congress. Norway.
Parts, O. (2007). The measurement of consumer ethnocentrism and COO effect in consumer research. Transformation in Business and Economics, 6(11), 139-154.
Ries, A., & Trout, J. (1969). Positioning is a game people play in today’s me-too marketplace. Industrial Marketing, 54(6), 51-55.
Ries, A., & Trout, J. (1981). Positioning: The battle for your mind. New York: McGraw-Hill.
Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477-497.
Saaty, T. L. (1980). The Analytic Hierarchy Process. New York: McGraw-Hill.
Schooler, R. D. (1965). Product bias in the Central American common market. Journal of Marketing Research, 2(4), 394-397.
Srinivasan, N., Jain, S. C., & Sikand, K. (2004). An experimental study of two dimensions of country-of-origin(manufacturing country and branding country)using intrinsic and extrinsic cues. Journal of International Business Review, 13(1), 65-82.
Verlegh, P. W. J., & Steenkamp, J. B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economics Psychology, 20(5), 521-546.
Verlegh, P. W. J., Steenkamp, J. B. E. M., & Meulenberg, M. T. G. (2005). Country-of-origin effects in consumer processing of advertising claims. International Journal of Research in Marketing, 22(2), 127-139.
Wang, C. K., & Lamb, C. W. (1983). The impact of selected environmental forces upon consumers’ willingness to buy foreign products. Journal of the Academy of Marketing Science, 11(2), 71-84.
Zadeh, L. A. (1965). Fuzzy Sets. Information and Control, 8(3), 338-353.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top