跳到主要內容

臺灣博碩士論文加值系統

(44.211.239.1) 您好!臺灣時間:2023/01/31 04:55
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:黃宣榕
研究生(外文):Hsuan-Jung Huang
論文名稱:品牌揮霍了你的崇拜?
論文名稱(外文):Do brands squander your favours?
指導教授:林孟彥林孟彥引用關係
指導教授(外文):Meng-Yan Lin
口試委員:黃美慈倪家珍方正璽
口試委員(外文):Mei-Ci HuangJia-Zhen NiZheng-Xi Fang
口試日期:2022-01-20
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:2022
畢業學年度:110
語文別:中文
論文頁數:68
中文關鍵詞:品牌管理品牌負面曝光事件品牌衰退品牌失敗品牌-顧客關係品牌權益
外文關鍵詞:Brand managementNegative Brand PublicityBrand DeclineBrand FailureBrand-Customer RelationshipBrand Equity
相關次數:
  • 被引用被引用:0
  • 點閱點閱:120
  • 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
品牌建立耗時費力,卻很有可能轉眼間毀於一旦,抑或在一定時間後逐漸銷聲匿跡的例子也不在少數。儼然,品牌的長久經營已成為從業者不可忽視的重要課題,企業對外傳播的行為若未將品牌的重要性考慮在內,或經營決策未能持續進行品牌價值的輸出,將使品牌光環揮霍殆盡。過去文獻雖然大多已探討品牌為什麼成功與失敗,然而,對於研究品牌無法長久成功的貢獻卻非常少,因此我們通過與17位業界的品牌主管和專家深入訪談進行探索性調查,獲得品牌揮霍的見解和開發。
本研究綜合了有關該主題的現有知識,通過闡明品牌揮霍的構念定義、發展研究命題以及構建其前因和後果的整合框架,為未來研究奠定基礎,並根據研究結果提出若干管理意涵,期能有助於管理實務上之參考。
Brand building is time-consuming and labor-intensive, but it is very likely to be destroyed in a blink of an eye, or it is not rare that it gradually disappears after a certain period of time. It seems the long-term operation of the brand has become an important issue that practitioners cannot ignore. If enterprises do not take the importance of brands into account in their external communication, or if their business decisions fail to continuously make value, their brand value will be squandered. Although most of the previous literature have discussed the success and failure of brands, there is very little contribution to focus on brand’s long-term success. Therefore, we conducted in-depth interviews with 17 brand executives and went through exploratory study to obtain insights and development of Brand Squander.
This research synthesizes existing knowledge on the subject, clarifies the definition of the construct, develops research propositions, and builds an integrated framework for the antecedents and consequences of Brand Squander, laying the foundation for future research, and proposing several management implications based on the research results hoping that it can be helpful in management practice.
摘要 I
Abstract II
謝誌 III
目錄 IV
圖目錄 VII
表目錄 VIII
壹、 緒論 1
第一節、 研究背景、動機與重要性 1
第二節、 研究目的與問題 2
貳、 品牌揮霍的現有知識 3
第一節、 品牌如何受到損害 3
一、 市場行銷的觀點 3
二、 戰略管理的觀點 4
三、 意象相似的觀點 5
第二節、 現有知識尚未充分回答的問題 7
一、缺乏前因的探討 7
二、回到品牌建設與管理檢視潛在憂患 8
參、 探索性調研 9
第一節、 實地調研與深度訪談 9
第二節、 資料收集與樣本 9
第三節、 資料分析 11
肆、 建構品牌揮霍的範疇 12
第一節、 比較文獻與訪談觀點 12
一、 揮霍的觀點 12
二、 品牌揮霍的表現形式與導致失去的涵義 13
三、 品牌揮霍的可持續發展的前提與判別準則 18
四、 品牌揮霍的潛在心理驅動因素 20
第二節、 闡釋品牌揮霍的構念 22
一、走在錯誤的軌道上on the wrong track 23
二、沒有持續在軌道上運作not on track 24
三、難以保持在軌道上difficult to stay on track 25
四、品牌持續沒有做出突破failure to keep up your pace on track 26
第三節、 彙整與綜論 27
伍、 研究命題 28
第一節、 品牌揮霍的前因 28
一、企業內部沒有良好的根基持續支持品牌 29
二、品牌說一套做一套 34
三、品牌資源未能妥善轉化與運用成為品牌成長的利基 39
四、品牌落入活下去的被動經營思維 46
第二節、 品牌揮霍因子之間的聯繫 50
第三節、 品牌揮霍的後果 51
陸、 管理意涵 54
第一節、 品牌第一優先和統一底線 54
第二節、 企業內部正循環 55
第三節、 以目的導向驅動戰略的經營 56
第四節、 持續創造動能 57
柒、 討論與結論 58
第一節、 討論 58
第二節、 研究貢獻 59
第三節、 研究限制與未來研究建議 59
第四節、 結論 60
參考文獻 61
附錄一 69
附錄二 73
附錄三 80
附錄四 90
附錄五 102
附錄六 108
附錄七 120
附錄八 130
附錄九 137
附錄十 145
附錄十一 153
附錄十二 163
Aaker, David A. (1992), “The Value of Brand Equity,” Journal of Business Strategy, 13 (4), 27-32.
Aaker, Jennifer, Susan Fournier, and S. Adam Brasel (2004), “When Good Brands Do Bad,” Journal of Consumer Research, 31 (1), 1-16.
ARKES, HAL R. (1996), “The Psychology of Waste,” Journal of Behavioral Decision Making, 9 (3), 213-224.
Balmer, John M.T. (2012), “Corporate Brand Management Imperatives: Custodianship, Credibility, and Calibration,” California Management Review, 54 (3), 6-33.
Barney, Jay (1991), “Firm Resources and Sustained Competitive Advantage,” Journal of Management, 17 (1), 99-120.
Berg, Julie Dexter, John M Matthews, and Constance M O'Hare (2007), “Measuring brand health to improve top-line growth,” MIT Sloan Management Review, 49 (1), 61.
Bernstein, David (2009), “Rhetoric and reputation: some thoughts on corporate dissonance,” Management Decision, 47 (4), 603-615.
Berthon, Pierre, Leyland Pitt, Jan Kietzmann, and Ian P. McCarthy (2015), “CGIP: Managing Consumer-Generated Intellectual Property,” California Management Review, 57 (4), 43-62.
Bian, Xuemei, Kai-Yu Wang, Andrew Smith, and Natalia Yannopoulou (2016), “New insights into unethical counterfeit consumption,” Journal of Business Research, 69 (10), 4249-4258.
Block, Lauren G., Punam A. Keller, Beth Vallen, Sara Williamson, Mia M. Birau, Amir Grinstein, Kelly L. Haws, Monica C. LaBarge, Cait Lamberton, Elizabeth S. Moore, Emily M. Moscato, Rebecca Walker Reczek, and Andrea Heintz Tangari (2016), “The Squander Sequence: Understanding Food Waste at Each Stage of the Consumer Decision-Making Process,” Journal of Public Policy & Marketing, 35 (2), 292-304.
Boches, Edward (2015), “How Volkswagen Just Squandered 55 Years of Great Advertising,” Adweek, (accessed January 11, 2022), [available at https://www.adweek.com/brand-marketing/how-volkswagen-just-squandered-55-years-great-advertising-167239/].
Carton, Andrew M., and Brian J. Lucas (2018), “How Can Leaders Overcome the Blurry Vision Bias? Identifying an Antidote to the Paradox of Vision Communication,” Academy of Management Journal, 61 (6), 2106-2129.
Cecere, Grazia, Susanna Mancinelli, and Massimiliano Mazzanti (2014), “Waste prevention and social preferences: the role of intrinsic and extrinsic motivations,” Ecological Economics, 107 (11), 163-176.
Cleeren, Kathleen, Marnik G. Dekimpe, and Harald J. van Heerde (2017), “Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research,” Journal of the Academy of Marketing Science, 45 (5), 593-615.
Cohen, Michael D. (1991), “Individual Learning and Organizational Routine: Emerging Connections,” Organization Science, 2 (1), 135-139.
Cole, Michael A. (2017), More Than Money: A Guide To Sustaining Wealth and Preserving the Family, New York: Bloomberg Press.
Collins, Jim, and James Charles Collins (2009), How the Mighty Fall: And Why Some Companies Never Give in, New York: Random House.
Cook, Scott D. N., and John Seely Brown (1999), “Bridging Epistemologies: The Generative Dance Between Organizational Knowledge and Organizational Knowing,” Organization Science, 10 (4), 381-400.
Coombs, W Timothy (2007), “Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory,” Corporate Reputation Review, 10 (3), 163-176.
Coombs, W. Timothy, and Sherry J. Holladay (2008), “Comparing apology to equivalent crisis response strategies: Clarifying apology's role and value in crisis communication,” Public Relations Review, 34 (3), 252-257.
Dawar, Niraj, and Jing Lei (2009), “Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations,” Journal of Business Research, 62 (4), 509-516.
Dawar, Niraj, and Madan M. Pillutla (2000), “Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations,” Journal of Marketing Research, 37 (2), 215-226.
De Chernatony, Leslie (2015), From Brand Vision to Brand Evaluation, UK: Routledge.
De Chernatony, Leslie, and Francesca Dall'Olmo Riley (1998), “Defining A “Brand”: Beyond The Literature With Experts' Interpretations,” Journal of Marketing Management, 14 (5), 417-443.
Delgado‐Ballester, Elena, and José Luis Munuera‐Alemán (2005), “Does Brand Trust Matter to Brand Equity,” Journal of Product & Brand Management, 14 (3), 187-196.
Dutta, Sujay, and Chris Pullig (2011), “Effectiveness of Corporate Responses to Brand Crises: The Role of Crisis Type and Response Strategies,” Journal of Business Research, 64 (12), 1281-1287.
Edmondson, Gail, and Laura Cohn (2004), “How Parmalat Went Sour: Here's the Skinny On Europe's Enormous Financial Scandal,” Business Week, 3865 (January), 46.
Fahey, L, and R Randall (1997), Learning from the Future: Competitive Foresight Scenarios, New York: John Wiley & Sons, Inc.
Federal Trademark Dilution Act (1995), 15 U.S.C. 1125 (c) (1), § 43 (c) (1).
Feldwick, Paul (1996), “What is Brand Equity Anyway, and how do you Measure it,” International Journal of Market Research, 38 (2), 1-17.
Ferrell, O.C., Dana E. Harrison, Linda Ferrell, and Joe F. Hair (2019), “Business Ethics, Corporate Social Responsibility, and Brand Attitudes: An exploratory Study,” Journal of Business Research, 95 (2), 491-501.
Garbarino, Ellen, and Mark S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63 (2), 70-87.
Gelbrich, K., and Roschk, H. (2011), “A meta-analysis of organizational complaint handling and customer responses,” Journal of Service Research, 14 (1), 24-43.
Glaser, Barney G, and Anselm L Strauss (1967), Discovery of Grounded Theory, New York: Aldine de Gruyter.
Grant, Robert M. (1991), “The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation,” California Management Review, 33 (3), 114-135.
Greyser, Stephen A. (1999), “Advancing and Enhancing Corporate Reputation,” Corporate Communications: An International Journal, 4 (4), 177-181.
Haig, Matt (2005), Brand Failures: the Truth about The 100 Biggest Branding Mistakes of All Time, London: Kogan Page.
Hastings, Reed, and Erin Meyer (2020), No Rules Rules, New York: Penguin Press.
Hatch, Mary Jo, and Majken Schultz (2001), “Are the Strategic Stars Aligned for Your Corporate Brand,” Harvard Business Review, 79 (2), 128-134.
Hersel, Matt C., Catherine A. Helmuth, Michelle L. Zorn, Christine Shropshire, and Jason W. Ridge (2019), “The Corrective Actions Organizations Pursue Following Misconduct: A Review and Research Agenda,” Academy of Management Annals, 13 (2), 547-585.
Houben, Katrijn, Chantal Nederkoorn, Reinout W. Wiers, and Anita Jansen (2011), “Resisting Temptation: Decreasing Alcohol-Related Affect and Drinking Behavior by Training Response Inhibition,” Drug and Alcohol Dependence, 116 (1), 132-136.
Hsiao, Chih-Hui, George C. Shen, and Pei-Ju Chao (2015), “How Does Brand Misconduct Affect the Brand-Customer Relationship,” Journal of Business Research, 68 (4), 862-866.
Huber, Frank, Johannes Vogel, and Frederik Meyer (2009), “When Brands Get Branded,” Marketing Theory, 9 (1), 131-136.
Huber, Frank, Kai Vollhardt, Isabel Matthes, and Johannes Vogel (2010), “Brand Misconduct: Consequences on Consumer-Brand Relationships,” Journal of Business Research, 63 (11), 1113-1120.
Hunt, Shelby D. (1997), “Competing Through Relationships: Grounding Relationship Marketing in Resource‐Advantage Theory,” Journal of Marketing Management, 13 (5), 431-445.
Hunt, Shelby D., and Robert M. Morgan (1995), “The Comparative Advantage Theory of Competition,” Journal of Marketing, 59 (2), 1-15.
Jacoby, Jacob (2001), “The Psychological Foundations of Trade mark Law: Secondary Meaning, Genericism, Fame, Confusion, and Dilution,” The Trademark Reporter, 91 (5), 1013–1071.
Jensen, Michael C., and William H. Meckling (1976), “Theory of The Firm: Managerial Behavior, Agency Costs and Ownership Structure,” Journal of Financial Economics, 3 (4), 305-360.
Kähr, Andrea, Bettina Nyffenegger, Harley Krohmer, and Wayne D. Hoyer (2016), “When Hostile Consumers Wreak Havoc on Your Brand: The Phenomenon of Consumer Brand Sabotage,” Journal of Marketing, 80 (3), 25-41.
Kaufman, Peter D (2005), Poor Charlie's Almanack : The Wit and Wisdom of Charles T. Munger, Expanded, Brookfield: The Donning Company.
Keller, Kevin Lane (1991), “Memory and Evaluation Effects in Competitive Advertising Environments,” Journal of Consumer Research, 17 (4), 463.
Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1), 1.
Keller, Kevin Lane (2000), “The brand report card,” Harvard Business Review, 78 (1), 147-158.
Keller, Kevin Lane (2012), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, New York: Pearson.
Keller, Kevin Lane, and Donald R Lehmann (2009), “Assessing Long-Term Brand Potential,” Journal of Brand Management, 17 (1), 6-17.
Kelley, S. W., and M. A. Davis (1994), “Antecedents to Customer Expectations for Service Recovery,” Journal of the Academy of Marketing Science, 22 (1), 52-61.
Khamitov, Mansur, Yany Grégoire, and Anshu Suri (2019), “A Systematic Review of Brand Transgression, Service Failure Recovery and Product-Harm Crisis: Integration and Guiding Insights,” Journal of the Academy of Marketing Science, 48 (3), 519-542.
Klein, Jill, and Niraj Dawar (2004), “Corporate Social Responsibility and Consumers' Attributions and Brand Evaluations in a Product-Harm Crisis,” International Journal of Research in Marketing, 21 (3), 203-217.
Kotler, Philip, and Waldemar Pfoertsch (2006), B2B Brand Management, Heidelberg: Springer.
Levitt, Theodore (1960), “Marketing Myopia,” Harvard Business Review, 38 (4), 45-56.
Lin, Jhih-Syuan, and Yongjun Sung (2014), “Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer-Brand Relationships,” Psychology and Marketing, 31 (1), 54-69.
Lincoln, Yvonna S, and Egon G Guba (1985), Naturalistic Inquiry, Newbury Park: Sage Publ.
Lindenmeier, Jörg, Christoph Schleer, and Denise Pricl (2012), “Consumer outrage: Emotional reactions to unethical corporate behavior,” Journal of Business Research, 65 (9), 1364-1373.
Locke, Karen (1996), “Rewriting the Discovery of Grounded Theory after 25 Years?,” Journal of Management Inquiry, 5 (3), 239-245.
Lodish, Leonard, and Carl Frederick Mela (2007), “If Brands Are Built over Years, Why Are They Managed over Quarters,” Harvard Business Review, 85 (3), 104.
Loveridge, Melanie, Guillaume Remy, Nadia Kourra, Ronny Genieser, Anup Barai, Mike Lain, Yue Guo, Mark Amor-Segan, Mark Williams, Tazdin Amietszajew, Mark Ellis, Rohit Bhagat, and David Greenwood (2018), “Looking Deeper into the Galaxy (Note 7),” Batteries, 4 (1), 3.
Mahoney, Joseph T., and J. Rajendran Pandian (1992), “The Resource-Based View within the Conversation of Strategic Management,” Strategic Management Journal, 13 (5), 363-380.
Mao, Huifang, and H. Shanker Krishnan (2006), “Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two‐Process Contingency Model,” Journal of Consumer Research, 33 (1), 41-49.
Munthree, Shantini, Geoff Bick, and Russell Abratt (2006), “A Framework for Brand Revitalization through an Upscale Line Extension,” Journal of Product & Brand Management, 15 (3), 157-167.
Munuera-Aleman, Jose Luis, Elena Delgado-Ballester, and Maria Jesus Yague-Guillen (2003), “Development and Validation of a Brand Trust Scale,” International Journal of Market Research, 45 (1), 1-18.
Muzellec, Laurent, and Mary Lambkin (2006), “Corporate Rebranding: Destroying, Transferring or Creating Brand Equity,” European Journal of Marketing, 40 (3), 803-824.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49 (4), 41-50.
Park, C. Whan, and Deborah J. MacInnis (2018), “Introduction to the Special Issue: Brand Relationships, Emotions, and the Self,” Journal of the Association for Consumer Research, 3 (2), 123-129.
Park, C. Whan, Bernard J. Jaworski, and Deborah J. MacInnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, 50 (4), 135-145.
Pfarrer, M. D., Decelles, K. A., Smith, K. G., and Taylor, M. S. 2008. “After the fall: Reintegrating the Corrupt Organization,” Academy of Management Review, 33 (3), 730-749.
Priem, Richard L., and John E. Butler (2001), “Is the Resource-Based “View” a Useful Perspective for Strategic Management Research,” Academy of Management Review, 26 (1), 22-40.
Reese, Byron, and Scott Hoffman (2021), Wasted : How We Squander Time, Money, and Natural Resources-And What We Can Do about It, Redfern: Currency Press.
Reeves, Martin, and Knut Haanaes (2015), Your strategy needs a strategy: How to choose and execute the right approach, Brighton: Harvard Business Review Press.
Ries, Al, and Jack Trout (1981), Positioning: the Battle for Your Mind, New York, NY : McGraw-Hill.
Ross, Joel E, and Michael J Kami (1973), Corporate Management in Crisis: Why the Mighty Fall, NJ: Prentice-Hall.
Rumelt, Richard P. (1995), “Inertia and Transformation,” in Resource-Based and Evolutionary Theories of the Firm: Towards a Synthesis, eds. Cynthia A. Montgomery, New York: Springer, 101-132.
Schept, Ken, Cecilie Østergren, and Paul Reiffer (2019), “BrandZ™ Top 100 Most Valuable Global Brands,”Kantar, (accessed January 11, 2022), [available at https://gtmarket.ru/files/research/brandz-global-top/BrandZ_Global_Top_2019.pdf].
Schoenberg, Richard, Nardine Collier, and Cliff Bowman (2013), “Strategies for Business Turnaround and Recovery: A Review and Synthesis,” European Business Review, 25 (3), 243-262.
Sinek, Simon (2018), The Infinite Game, NY: Portfolio Penguin.
Singh, Jatinder J., Oriol Iglesias, and Joan Manel Batista-Foguet (2012), “Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty,” Journal of Business Ethics, 111 (4), 541-549.
Skousen, Christopher J., Kevin R. Smith, and Charlotte J. Wright (2009), “Detecting and predicting financial statement fraud: The effectiveness of the fraud triangle and SAS No. 99,” in Corporate Governance and Firm Performance (Advances in Financial Economics), Vol. 13, Mark Hirschey, Kose John, and Anil K. Makhija, Bingley: Emerald Group Publishing Limited, 53-81.
Smith, Anne M., Moira Fischbacher, and Francis A. Wilson (2007), “New Service Development: From Panoramas to Precision,” European Management Journal, 25 (5), 370-383.
Srivastava, Rajendra K., Liam Fahey, and H. Kurt Christensen (2001), “The Resource-Based View and Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage,” Journal of Management, 27 (6), 777-802.
Srivastava, Rajendra K., Tasadduq A. Shervani, and Liam Fahey (1998), “Market-Based Assets and Shareholder Value: A Framework for Analysis,” Journal of Marketing, 62 (1), 2-18.
Štrach, Pavel, and André M. Everett (2006), “Brand Corrosion: Mass‐Marketing's Threat to Luxury Automobile Brands after Merger and Acquisition,” Journal of Product & Brand Management, 15 (2), 106-120.
Strauss, Anselm L, and Juliet M Corbin (1990), Basics of qualitative research, London: SAGE.
Stuart, Helen, and Laurent Muzellec (2004), “Corporate Makeovers: Can a Hyena be Rebranded,” Journal of Brand Management, 11 (6), 472-482.
Sull, Donald, Rebecca Homkes, and Charles Sull (2015), “Why Strategy Execution Unravels—and What to Do About It,” Harvard Business Review, 93 (1), 58-66.
Tenbrunsel, Ann E., and David M. Messick (2004), “Ethical Fading: The Role of Self-Deception in Unethical Behavior,” Social Justice Research, 17 (2), 223-236.
Thomas, Sunil, and Chiranjeev Kohli (2009), “A Brand is Forever! A Framework for Revitalizing Declining and Dead Brands,” Business Horizons, 52 (4), 377-386.
Tirole, Jean (1996), “A Theory of Collective Reputations (with Applications to the Persistence of Corruption and to Firm Quality),” The Review of Economic Studies, 63 (1), 1.
Toledo, Chantal, and Sofia Berto Villas-Boas (2019), “Safe or Not? Consumer Responses to Recalls with Traceability,” Applied Economic Perspectives and Policy, 41 (3), 519-541.
Tucker, W. T. (1964), “The Development of Brand Loyalty,” Journal of Marketing Research, 1 (3), 32-35.
Van Vaerenbergh, Yves, and Chiara Orsingher (2016), “Service Recovery: An Integrative Framework and Research Agenda,” Academy of Management Perspectives, 30 (3), 328-346.
Van Vaerenbergh, Yves, Chiara Orsingher, Iris Vermeir, and Bart Larivière (2014), “A Meta-Analysis of Relationships Linking Service Failure Attributions to Customer Outcomes,” Journal of Service Research, 17 (4), 381-398.
Veenstra, Jennifer, and Timothy Murphy (2021), “2021 Global Marketing Trends: Find Your Focus,” Deloitte, (accessed January 11, 2022), [available at https://www2.deloitte.com/content/dam/Deloitte/lu/Documents/technology/lu-global-marketing-trends-2021.pdf].
Viguerie, S. Patrick, Ned Calder, and Brian Hindo (2021), “2021 Corporate Longevity Forecast,” Innosight, [available at https://www.innosight.com/wp-content/uploads/2021/05/Innosight_2021-Corporate-Longevity-Forecast.pdf].
Von Krogh, George, Kazuo Ichijō, and Ikujirō Nonaka (2000), Enabling knowledge creation, New York: Oxford University Press.
Wansink, Brian (1997), “Making Old Brands New,” American Demographics, 19 (12), 53-58.
Wasserman, Noam (2008), “The Founder’s Dilemma,” Harvard Business Review, 86 (1), 102-109.
Whitler, Kimberly A., Ali Besharat, and Saim Kashmiri (2021), “Exogenous Brand Crises: Brand Infection and Contamination,” Marketing Letters, 32 (1), 129-133.
Wilson, Jeremy M, Clifford Grammich, and Fiona Chan (2016), “Organizing for Brand Protection and Responding to Product Counterfeit Risk: An Analysis of Global Firms,” Journal of Brand Management, 23 (3), 345-361.
Xie, Yi, and Siqing Peng (2009), “How to Repair Customer Trust after Negative Publicity: The Roles of Competence, Integrity, Benevolence, and Forgiveness,” Psychology and Marketing, 26 (7), 572-589.
Yang, Deli, and Mahmut (Maho) Sonmez (2017), “Effectiveness against Counterfeiting: four Decades of Strategic Inquiry,” in Handbook of Research on Counterfeiting and Illicit Trade, eds. Peggy E. Chaudhry, Cheltenham: Edward Elgar Publishing, 404-431.
Zook, Chris, and James Allen (2016), The Founder’s Mentality: How to Overcome the Predictable Crises of Growth, Brighton: Harvard Business Review Press.
電子全文 電子全文(網際網路公開日期:20250127)
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊