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研究生:林世賢
研究生(外文):Shih-hsien Lin
論文名稱:第三方組織背書長期累積獎項與公司市場價值:台灣資訊電子產業的實證
論文名稱(外文):Aggregated Third-Party-Organization Endorsed Awards and Its Impact on Firm''s Market Value: Empirical Evidence from Taiwan IT Industries
指導教授:徐世同徐世同引用關係
指導教授(外文):Shih-Tung Shu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:68
中文關鍵詞:第三方組織背書Tobin''s q獎項
外文關鍵詞:Third-Party-Organization EndorsedTobion&apos&aposs qAward
相關次數:
  • 被引用被引用:2
  • 點閱點閱:223
  • 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:0
公司獲取第三方組織背書獎項(包含產品品質型獎項、公司整體形象型獎項)方興未艾,但研究上甚少針對探究這些獎項的存量與公司市場價值的關係。本文以國內相關類型獎項的主要得獎者,電子資訊產業的電腦週邊、通信網路、光電三大產業,共128家上市公司為主要研究對象。實證樣本公司資料取自於台灣經濟新報資料庫、聯合知識庫、公開資訊觀測站等,蒐集2008-2010年3年期間的獎項累積存量與相關公開財報資料,檢驗這些上市公司獲得國內外重大的獎項數存量密度與其企業無形價值Tobin’s q的關係。研究結果顯示,當公司第三方組織背書的總獎項存量,或公司整體形象型的獎項存量愈高,與投資市場對公司股價的判斷有關,影響公司的市場價值;但產品品質型的第三方組織背書獎項存量,則未能顯著呈現其與公司市值前景的評價關係。
Winning Third-Party Organization (TPO) endorsed awards including product quality type and corporate image type for firms’ brand equity has gained popularity in recent years. However, few studies in the marketing literature have investigated whether the accumulation of TPO endorsed awards correlates with a firm’s market value measured by Tobin’s q. This study uses a three-year (2008-2010) cross-sectional data from a sample of 128 publically listed companies in Taiwan’s PC & Peripherals, Telecommunication and Photoelectric industries to examine this relationship. These companies are major winners of TPO endorsed awards in Taiwan. Data were collected from Market Observation Post System of Taiwan Stock Exchange, TEJ data bank and UDN data. The empirical results indicate that the aggregated TPO endorsed awards of the company image type significantly correlates with a firm’s Tobin’s q, but those of the product quality related type do not demonstrate such a significant correlation.
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討與假說建立 4
第一節 第三方組織背書的效應 4
第二節 第三方組織背書獎項與公司市場價值 6
第三節 不同類型第三方組織背書獎項存量對公司巿場價值的影響 9
第參章 研究方法 13
第一節 公司樣本篩選與資料來源 13
第二節 研究獎項篩選與資料來源 16
第三節 模型設定 18
第四節 變數說明 20
第肆章 資料分析與結果 25
第一節 研究變數基本敘述性統計分析及相關分析 25
第二節 迴歸分析─獎項存量密度對公司市值的影響 28
第三節 檢驗行銷及研發費用密度與TPO獎項存量密度的關係 33
第伍章 結論與建議 39
第一節 研究結果與討論 39
第二節 理論與實務意涵 41
第三節 研究限制與未來方向 44
參考文獻 45
附錄 54
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