(3.236.122.9) 您好!臺灣時間:2021/05/09 07:23
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:::

我願授權國圖
: 
twitterline
研究生:吳宜靜
研究生(外文):Yi-Jing Wu
論文名稱:品牌來源國效益與品牌評估之研究:以汽車品牌來源國為干擾變數
論文名稱(外文):Country of Effect and Brand Evaluations:The Moderating Effect of Country of Automobile Brand
指導教授:陳水蓮陳水蓮引用關係
口試委員:康信鴻李旭華
口試日期:2011-05-28
學位類別:碩士
校院名稱:淡江大學
系所名稱:管理科學研究所碩士班
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
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:94
中文關鍵詞:組裝來源國設計來源國重要零組件來源國品牌體驗價值權益品牌權益夥伴關係品質品牌忠誠度
外文關鍵詞:Country of AssemblyCountry of DesignCountry of PartsBrand ExperienceValue EquityBrand EquityPartner QualityBrand Loyalty
相關次數:
  • 被引用被引用:3
  • 點閱點閱:306
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
  全球化使得品牌間競爭日趨激烈,亦使品牌來源國(組裝/設計/重要零組件)與消費者之間的連結更為緊密。在許多研究中,「關係」一詞常用來幫助了解顧客與品牌。但過去文獻中鮮少以汽車產業為對象,將「品牌體驗」與品牌來源國進行連結之研究。本研究為探討品牌來源國、品牌體驗、價值權益、品牌權益、夥伴關係品質與品牌忠誠度之間的關係,以及不同汽車品牌來源國是否對本研究模型具有干擾效果。
  本研究根據台灣汽車市場銷售報告進口車銷售量的前兩名之品牌來源國(日/德)及台灣自產品牌等三國做為研究標的。透過網路問卷與紙本問卷發放問卷,回收有效樣本共計964份,研究對象為台灣擁有日本/德國車之車主,以AMOS17.0統計軟體進行信、效度檢定,並以結構方程式進行模型的假設檢定。研究結果如下,第一、品牌來源國(組裝/設計/重要零組件)對品牌體驗具有正向影響;第二、品牌體驗對價值權益、品牌權益、夥伴關係品質具有正向影響;第三、價值權益、品牌權益、夥伴關係品質對品牌忠誠度具有正向影響;第四、汽車品牌來源國對本研究模型具有干擾效果;最後,本研究提供管理意涵與未來可研究方向做為國際市場中之汽車產業決策者及後續研究者參考。

  Globalization has meant rising branding competition, causing the country of origin (COA/COD/COP) to become progressively closely linked to customers. Prior studies have adopted the “relationship” to enhance the understanding of the interaction between consumers and brands. However, there is the little literature exploring the relationship between “brand experience” and “country of origin” in academic research on the automobile industry. The purpose of the paper is to test the relationship between country of origin, brand experience, value equity, brand equity, partner quality and brand loyalty. The country of automobile brand will be tested for the moderating effect on the model.
  The top two selling imported car brands (Japan/ Germany) in Taiwan and one Taiwan brand car with its own COA/COD/COP are focused on in this research. A sample of 964 useful respondents in Taiwan was collected through online survey and paper questionnaires. The respondents owned Japanese, German, and Taiwan cars. Reliability and validation testing of constructs were analyzed and Structural equation modeling (SEM). The hypotheses were all supported. The research findings are as following. First, country of assembly (COA)/country of design (COD)/country of parts (COP) were positively correlated with and affect brand experience. Second, brand experience positively affects value equity, brand equity and partner quality individually. Third, value equity, brand equity and partner quality each individually positively affect brand loyalty. Fourth, the country of automobile brand plays a moderating role in the model. Finally, the study offers management implications to international marketing decision-makers in the automobile industry, and research directions to future researchers.

Chapter 1 Introduction 1
1.1 Overview 1
1.2 Objectives of Research 6
1.3 Research Process and Thesis Organization 7
Chapter 2 Literature Review 9
2.1 Industry Analysis 9
2.2 Country of Origin 11
2.1.1 The First Stage: Uni-National Image 11
2.1.2 The second stage: Bi -National Image 12
2.1.3 The Third Stage: Multi-National Image 13
2.1.4 Professional COO Image 14
2.1.5 The Strategic Meaning of Professional COO Image 16
2.2 Brand Experience 18
2.3 Value Equity 21
2.4 Brand Equity 23
2.5 Partner Quality 26
2.6 Brand Loyalty 29
Chapter 3 Research Model and Methodology 32
3.1 Research Framework 32
3.2 Research Hypothesis 34
3.2.1 The Relationship between Country of Assembly and Brand Experience 36
3.2.2 The Relationship between Country of Design and Brand Experience 36
3.2.3 The Relationship between Country of Parts and Brand Experience 37
3.2.4 The Relationship between Brand Experience, Value Equity, Brand Equity and Partner Quality 38
3.2.5 The Relationship between Value Equity and Brand Loyalty 39
3.2.6 The Relationship between Brand Equity and Brand Loyalty 40
3.2.7 The Relationship between Partner Quality and Brand Loyalty 40
3.2.8 Moderating Effect of Country of Automobile Brand 41
3.3 Research Method 42
3.3.1 Questionnaire Design 42
3.3.2 Data Analysis Method 44
3.3.3 Sample and Data Collection 45
Chapter4 Data Analysis and Results 47
4.1 Descriptive Statistical Analysis 47
4.2 Reliability and Validity 50
4.2.1 Reliability Analysis 50
4.2.2 Validity Analysis 51
4.3 Normal Distribution Analysis 54
4.4 Structural Equation Model Analysis 55
4.4.1 Overall Model Validation 55
4.4.2 Structural Equation Model Evaluate Hypothesis Test 57
4.5 Moderating Effect of Country of Automobile brand Analysis 60
Chapter5 Conclusions 68
5.1 Discussion 68
5.2 Managerial Implication 70
5.3 Research Limitations and Future Work 72
Reference 73
Appendix 91

List of Figures
Figure 1 LUXGEN Total Sales 3
Figure 2 Imported Cars Annual Sales TOP 5 in 2009 4
Figure 3 Research Process 8
Figure 4 Fournier''s BRQ Model 27
Figure 5 Research Framework 34
Figure 6 Structural Equation Modeling Analysis 58
Figure 7 Modeling Analysis of Japan’s Automobile Brand 63
Figure 8 Modeling Analysis of Germany’s Automobile Brand 64
Figure 9 Modeling Analysis of Taiwan’s Automobile Brand 65

List of Tables
Table 1 2003 to 2009 Taiwan Domestic/ Imported Car Sale 2
Table 2 Operational Definition of the Variables 35
Table 3 Corresponding Literature Sources of the Measure Items 43
Table 4 Questionnaires and Recovery 45
Table 5 Response and Rates of the Demographic Variables 49
Table 6 Analysis of Reliability 51
Table 7 Convergent Validity Analysis 52
Table 8 The Difference of Chi-square Analysis 53
Table 9 Construct’s Mean/ Standard Error/ Skewness / Kurtosis 54
Table 10 Summary Results of Absolute Fit Measures 56
Table 11 Summary Results of Incremental Fit Measures 56
Table 12 Summary Results of Parsimonious Fit Measures 56
Table 13 Evaluate Hypothesis Test Analysis 59
Table 14 Comparison of the Groups Based on Country of Brand 65
Table 15 Results of Hypothesis Test 67

中文文獻
1.高英凱、徐敬昕、李任翱(2010年11月1日)。U-Car 2010台灣汽車市場銷售報告。【新聞群組】取自 :http://news.u-car.com.tw/news-detail.asp?nid=11601
2.張貴祺(2010)。2009台灣車輛市場回顧。ARTC財團法人車輛研究測試中心。取自:http://www.artc.org.tw/chinese/03_service/03_02detail.aspx?pid=1574&nPage=1&&syear=&skind1=&skind2=&skeyword

英文文獻
1.Arnheim, R. (1974). Art and visual perception: A psychology of the creative eye. Berkeley: University of California Press.
2.Aaker, D. A., (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
3.Aaker, D. A. (1992). The Value of Brand Equity. Journal of Business Strategy, 13(4), 27 – 32.
4.Aaker, D.A. (1995). Building strong brands. New York: The free press.
5.Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102.
6.Aaker, J., Fournier, S. & Brasel, S.A. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(1), 1–16.
7.Ahmed, Z., Johnson, J., Yang, X., Fatt, C., Teng, H. and Boon, C. (2004). Does country of origin matter for low-involvement products? International Marketing Review, 21(1), 102-120.
8.Atilgan, E., Safak, A., & Serkan, A. (2005). Determinants of the brand equity. A verification approach in the beverage industry in Turkey, Marketing Intelligence & Planning, 23(2/3), 237-248.
9.Andrew, P., & Denise, C. (2006). Sensory stimuli and e-tailers. Journal of Consumer Behaviour, 5(1), 69-81.
10.Anders, B., Fleura, B., & Meera, V. (2010). How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries. International Marketing Review, 27(5), 519-540.
11.Bannister, J. P., & Saunders, J. P. (1978). UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image. European Journal of Marketing, 12(8), 562-560.
12.Bentler, P. M., & Bonnett, D. G. (1980). Significant tests and goodness of fit in the analysis of covariance structure. Psychological Bulletin, 88(3), 588-606.
13.Bilkey, W. J., & Nes, E. (1982). Country-of-Origin Effects on Products Evaluations. Journal of International Business Studies, 13(1), 89-99.
14.Bagozzi, R. P. & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Academic of Marketing Science, 16(11), 76-94.
15.Bollen, K.A. (1988). A new incremental fit index for general structural equation models. Symposium conducted at the meeting of Southern Sociological Society of Nashville, Tennessee.
16.Bentler, P. M. & Bonnett, D. G. (1990). Significant tests and goodness of fit in the analysis of covariance structure. Psychological Bulletin, 88, 588-606.
17.Browne, M. W., & Cudeck, R. (1993). Alternative Ways of Assessing Model Fit, Testing Structural Equation Models. Newbury Park, CA: Sage, 136-162.
18.Baldinger, A., & Rubinson, J. (1996). Brand Loyalty: The Link between Attitude and Behavior. Journal of Advertising Research, 36(6), 22-35.
19.Bloch, P. H., Brunel, F. F., & Arnold, T. J. (2003). Individual differences in the centrality of visual product aesthetics: Concept and measurement. Journal of Consumer Research, 29(4), 551–565.
20.Back, K. J. (2005). The effect of image congruence on customers'' brand loyalty in upper middle-class hotel industry. Journal of Hospitality & Tourism Research, 29(4), 448-467.
21.Brakus, J. J., Schmitt, B. H., & Lia, Z., (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 52-68.
22.Brexendorf, T. O., Muhlmeier, S., Tomczak, T., & Eisend, M. (2009). The impact of sales encounters on brand loyalty. Journal of Business Research, 63(2), 45-55.
23.Bradley, W. (2010). Using PLS to Investigate Interaction Effects Between Higher Order Branding Constructs. Berlin/Heidelberg: Springer.
24.Cattin, P. L., & Olson, J. C. (1982). A Cross-Cultural Study of “Made in” Concepts. Journal of Consumer Research, 15(2), 210-224.
25.Chao, P. (1993). Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product. Journal of International Business Studies, 24(2), 291-306.
26.Chao, P. (1998).Impact of country of origin dimensions on product quality and design quality perceptions. Journal of Business Research, 42(1), 1-6.
27.Chao, P. (2001). The Moderating Effects of Country of Assembly, Country of Parts, and Country of Design on Hybrid Product Evaluations, Journal of Advertising, 30(4), 67-81.
28.Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. The Journal of Marketing, 65(2), 81-93.
29.Chen, Y. J. (2010, Oct 5). [News Groups]. Retrieved from http://tw.news.yahoo.com/article/url/d/a/101005/19/2ec1l.html
30.Cheung, M. S., Myers, M. B., & Mentzer, J. T. (2010). Does relationship learning lead to relationship value? A Cross National Supply Chain Investigation. Journal of Operations Management, 28, 472-487.
31.Christian, H., Martin, K., & Jens, S. (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research, 27(3), 201–212.
32.Dewey, John (1922), Human Nature and Conduct. New York: The Modern Library.——— (1925), Experience and Nature. New York: Dover.
33.Durairaj M. (1994). “Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations,” The Journal of Consumer Research, 21(2), 354-365.
34.Davis, D. F., Golicic, S. L., & Marquardt, A. J. (2008). Branding a B2B service: Does a brand differentiate a logistics service provider? Industrial Marketing Management, 37(2), 218−227.
35.Dijk, M., & Kemp, R. (2010). A framework for product market innovation paths emergence of hybrid vehicles as an example. International Journal of Automotive Technology and Management, 10(1), 56-76.
36.Eckermann, E. (2001). World history of the automobile. SAE International: Warrendale, PA.
37.Fornell, C. L., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
38.Farquhar, P. H., Han, J.Y., & Ijiri, Y. (1991). Recognizing and Measuring Brand Assets. Marketing Science Institute. 91-119.
39.Fletcher, Garth J. O., & Leah Kininmonth (1992). Measuring Relationship Beliefs: An Individual Differences Scale. Journal of Research in Personality, 26(4), 371–397.
40.Fournier, S. M. (1994). A consumer-brand relationship framework for strategy brand management. (Unpublished doctoral Ph.D. dissertation). University of Florida, Florida.
41.Fournier, S. M. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24(4), 343-373.
42.Gay, L. R. (1992). Educational research: Competencies for analysis and application. New York: Merrill.
43.Gefen, D., Straub, D. W., & Boudreau, M. C. (2000). Structural Equation Modeling and Regression: Guideline for Research Practice. Communications of the Association for Information Systems, 4, 1-70.
44.Husserl, E. (1973). Experience and Judgment. Evanston, IL: Northwestern University Press.
45.Hamel, G., & Prahalad, C. K. (1985). Do You Really Have a Global Strategy? Harvard Business Review, 63(4), 139-148.
46.Han, M. C., & Qualls, W. J. (1985) Country of origin effects and their impact upon consumers'' perception of quality. Association for Consumer Research, School of Management, 162-167.
47.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.
48.Hooley, G. J., Shipley, D., & Krieger, N. (1988). A method for model ling consumer perceptions of country of origin. International Marketing Review, 5(3), 67-76.
49.Han, C. M. (1989). Country image: halo or summary construct? Journal of Marketing Research, 26, 222-229.
50.Han, C. M. (1990). Testing the Role of Country Image in Consumer Choice Behavior. European Journal of Marketing, 24(6), 24-40.
51.Häubl, G. (1996). A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review 13(5), 76–97.
52.Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
53.Hu, L., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: sensitivity to underparameterized model misspecification. Psychol. Methods, 3(4), 424–453.
54.Helman, D., & De Chernatony, L. (1999). Exploring the development of lifestyle retail brands. The Service Industries Journal, 19(2), 49-68.
55.Holbrook M. B. (2000). The Millennial Consumer in the Texts of Our Times: Experience and Entertainment. Journal of Macromarketing, 20(2), 178-192.
56.Hightower, R., & Brady, M. K. (2002). Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events. Journal of Business Research, 55(9), 697-707.
57.Insch, G. S., & McBride, J. B. (1998). Decomposing the Country-of-Origin Construct: An Empirical Test of Country of Design, Country of Parts and Country of Assembly. Journal of International Consumer Marketing, 10(4), 69-91.
58.Insch, G. S., & McBride, J. B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: A Bi-national Test of the Decomposition of Country of Origin Construct. Journal of Business Research, 57(2), 256-265.
59.Jacoby, J., & Olson, J. C. (1970, December). An Attitudinal Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research. The University of Illinois Conference, Urbana, IL.
60.Jacoby, J., & Kyner. D. B. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. Journal of Marketing Research, 10(1), 1-9.
61.Johansson, J. K., & Nebenzahal, I. D. (1986). Multiproduction: Effect on Brand Value. Journal of International Business Studies, 17(3), 101-126.
62.Johansson, J. K., & Nebenzahl, I. D. (1987). Country-of-origin, social norms and behavioral intentions. Advances in International Marketing, 2, 65-79.
63.Jaffe′ E. D., & Nebenzahl I. D., (2001). National image and competitive advantage: The theory and practice of country-of-origin effects. Copenhagen: Copenhagen Business School Press
64.Kotler, P. (1974). Atmospherics as a marketing tool. Journal of Retailing, 149(4), 48-64.
65.Khera, I., & Anderson, B. (1981). Consumer Perceptions of Gross National Brand Domiciles: An Impirical Investigation. Symposium conducted at the meeting of the International Business, Montreal, Canada.
66.Khanna, S. R. (1986). Asian Companies and the Country Stereotype Paradox: An Empirical Study. Columbia Journal of World Business, 21(2), 29-38.
67.Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. The Journal of Marketing, 57(1), 1-22.
68.Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, NJ: Prentice-Hall.
69.Kline, R. B. (1998). Principles and Practice of Structural Equation Modeling. The Guilford Press, NY.
70.Keller, K. L. (2002). Branding and Brand Equity. Cambridge, MA: Marketing Science Institute.
71.Kim, J., Morris, J. D., & Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37(2), 99-117.
72.Li, Z.G., Murray, W., & Scott, D. (2000). Global Sourcing, Multiple Country-of-Origin Facets, and Consumer Reactions, Journal of Business Research, 47(2), 121-133.
73.Laroche, M., Papadopoulos, N., Heslop, L., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products, International Marketing Review, 22(1), 96-116.
74.Liu, P. Q., Sui, H. J., & Gu, Q. (2008). The global value chain and china automotive industry upgrading strategy. Management Science and Engineering, 2(1), 11-19.
75.Lin, L. Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4–17.
76.Mulaik, S. A., James, L. R., Altine, J. V., Bennett, N., Lind, S., & Stilwell, C. D. (1989). Evaluation of Goodness-of-fit Indices for Structural Equation Models. Psychological Bulletin, 105, 430-445.
77.Mullen, M. R. (1995). Diagnosing measurement equivalence in cross-national research. Journal of International Business Studies, 26(3), 573-596.
78.Mellens, M., Dekimpe, M. G., & Steenkamp, J.B.E.M. (1996). A review of brand-loyalty measures in marketing. Tijdschrift voor Economie en Management, 41(4), 507-533.
79.MacCallurn, R. C., Hong, S. (1997). Power analysis in covariance structure modeling using Multivariate Behavioral Research, 32(2), 193-210.
80.Martin, C. L. (1998). Relationship marketing: A high-involvement product attribute approach. Journal of Product and Brand Management, 7(1), 6–26.
81.Morrison, S., & Crane, F. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14 (5), 410-421.
82.Martin, A. S., Lee, S.W., & Charlotte Lacey (2011) Countering negative country of origin effects using imagery processing. Journal of Consumer Behavior. 10(2), 80-92.
83.Nagashima, A. (1970). A Comparison of Japanese and U.S. Attitudes toward Foreign Product. Journal of Marketing, 34(1), 68-74.
84.Nadia, H. J., & Sonia, S. M. (2010). The role of country-of-origin, ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarity. International Business Review, 19(1), 34-45.
85.Naseer, S., & Ehsan, N. (2010). Forming a Model of Brand Loyalty Development - An Empirical Study of Pakistani Consumer Market. 2010 3rd IEEE International Conference, Computer Science and Information Technology (ICCSIT), Chengdu, China.
86.Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: Irwin/McGraw-Hill.
87.Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
88.Pessemier, E. A. (1959). A New Way to Determine Buying Decisions. Journal of Marketing, 24(2), 41-46.
89.Parasuraman, A., Zeithaml, V. A., & Leonard L. B. (1985). A Conceptual Model of Service Quality and the Implications for Future Research. Journal of Marketing, 49(4), 41-50.
90.Pedersen, P. E., & Nysveen, H. (2001). Shopbot banking: An exploratory study of customer loyalty effect. The Interntaional Journal of Bank Marketing, 19(4), 146-155.
91.Papadopoulos N. and Heslop L. (2002). Country equity and country branding: Problems and prospects. The Journal of Brand Management, 9(4/5), 294-314.
92.Parsons, A., & Conroy, D. (2006). Sensory Stimuli and E-Tailers. Journal of Consumer Behaviour, 5(1), 69-81.
93.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.
94.Reichheld, F. F. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value. Boston: Harvard Business School Press.
95.Robins, R.W., Caspi, A., & Moffitt, T. E. (2000). Two Personalities, One Relationship: Both Partners'' Personality Traits Shape the Quality of Their Relationship. Journal of Personality and Social Psychology, 79(2), 251–259.
96.Rust, R. T, Zeithaml, V.A. and Lemon, K. N. (2000). Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. New York: The Free Press.
97.Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2001). Where Should the Next Marketing Dollar Go? Marketing Management, 10(3), 25–28.
98.Ren, J. Yusuf, Y.Y., & Burns, N. D. (2003), “The effects of agile attributes on competitive priorities: A neural network approach,” Integrated Manufacturing Systems, 14(6), 489-497.
99.Rust, R. T., Lemon, K. N., & Zeithaml, V.A. (2004). Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, 68(1), 109-124.
100.Schooler, R. D. (1965). Product Bias in the Central American Common Market. Journal of Research in Marketing, 2(4), 394-397.
101.Simon, C. J., & Sullivan, M. W. (1992). A financial approach to estimating firm-level brand equity and measuring the impact of marketing events. Marketing Science Institute, Cambridge, MA.
102.Saeed, S. (1994). Consumer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
103.Sheinin, D. A., & Schmitt, B. H. (1994). Extending brands with new product concepts: the role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research, 31(1), 1-10.
104.Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.
105.Sirdeshmukh, D., Jagdip, S., & Barry, S. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15–37.
106.Simms, C. D., & Trott, P. (2006). The perceptions of the BMW Mini brand: the importance of historical associations and the development of a model. Journal of Product & Brand Management, 15(4), 228–238.
107.Smit, E., Bronner, F., & Tolboom, M. (2007). Brand relationship quality and its value for personal contact. Journal of Business Research, 60(6), 627-633.
108.Seidenfuss, K. U., Yunus, K., & Keith. D. (2010). Assembly and component origin effects: an ASEAN consumer perspective. Journal of Consumer Marketing 27(6), 488–498
109.Tse, D. K., & Gorn, G. J. (1993). An experiment on the salience of country-of-origin in the era of global brands. Journal of International Marketing, 1(1), 57-76.
110.Tse, D. K., & Lee, W. N. (1993). Removing Negative Country Images: Effect of Decomposition, Branding, and Product Experience. Journal of International Marketing, 1(4), 25-48.
111.Thorbjornsen, H., Supphellen, M., Nysveen, H., & Pedersen, P. E. (2002). Building brand relationships online: A comparison of two interactive applications. Journal of Interactive Marketing, 16(3), 17–34.
112.Tong, X & Hawley, J. M. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262-271.
113.Verena, V., Heine, B., & Ramaseshan, B. (2008). Customer Equity Drivers and Future Sales. Journal of Marketing, 72, 98–108.
114.Wheaton, B. (1987). Assessment of fit in over identified models with latent variables, Sociological Methods and research, 16, 118-154.
115.Walfried, L., Banwari, M. & Arun, S. (1995). Measuring customer-based brand equity. The Journal of Consumer Marketing, 12(4), 11-19.
116.Wilson, B., Callaghan, W., & Stainforth, G. (2007). An application of vanishing TETRAD analysis to a brand model. International Review of Business Research Papers, 3(2), 456–485.
117.Tong, X., & Hawley, J. M. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262–271.
118.Yip, G. S. (1995). Total Global Strategy: Managing for Worldwide Competitive Advantage, Englewood Cliffs, NJ: Prentice-Hall.
119.Yoo, B., Donthu, N. S., & Lee, S. (2000). An examination of Selected Marketing mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
120.Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38-48.
121.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1-12.
122.Zeithaml, V. A. (1998). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊
 
1. 品牌來源國與製造來源國對消費者購買意願之影響--以FMCG快速消費品為例
2. 不同產品類別下,品牌來源國、製造來源國與組裝來源國對消費者產品評價的影響
3. 品牌來源國、製造來源國與價格折扣對消費者購買意願之影響-以產品涉入為干擾變數之研究
4. 品牌來源國與製造來源國對購買意願之影響—產品涉入與零售店種類干擾效果之探討
5. 品牌來源國及製造來源國形象、產品涉入程度對消費者知覺品質與購買意願之影響
6. 品牌來源國對購買行為影響之研究-要素品牌為中介效果
7. 製造來源國與品牌來源國對消費者知覺價值的影響:產品類別與標示語言的調節效果
8. 手機品牌來源國與製造來源國的國家形象對消費者購買意願影響之研究
9. 品牌來源國與製造來源國對消費者購買意願影響之研究
10. 外國品牌中文化名稱認知與品牌態度影響購買意願之研究-產品類型與品牌來源國為干擾變數
11. 台灣汽車品牌創建過程個案分析-以裕隆集團LUXGEN汽車品牌為例
12. 品牌來源國與製造來源國對消費者產品評價之影響—產品類別與購買情境之干擾效果之探討
13. 品牌來源國形象、產品價位與消費者涉入因素重視程度對價格敏感度的影響
14. 來源國印象、製造國印象與品牌權益對品牌定位之影響
15. 品牌來源國效應對消費者知覺與行為意圖影響之研究
 
系統版面圖檔 系統版面圖檔