臺灣博碩士論文加值系統

論文提要內容：
品牌對於企業，不只是二十一世紀行銷的基石，更是開啟市場之門的鑰匙。反觀行銷管理的目的，即在運用「品牌」發揮「槓桿」效能，成功的將品牌推向國際，已是當前行銷管理重要的課題。爰此，本研究旨在以產品來源國為干擾變數探討品牌聲譽、品牌知名度對對消費者購買意願的影響，而以產物保險商品為例為例。研究方法採問卷調查法，針對大台北地區產物保險消費者為抽樣母體，共回收有效問卷302份。然後運用描述性統計、信度分析、多變量變異數分析、層級迴歸分析等統計方法，進行研究假設的驗證以及研究結果的描述。
本研究經前述各分析實證結果顯示：品牌聲譽與品牌知名度對購買意願具有顯著影響；來源國形象對購買意願不具有顯著影響；品牌聲譽、品牌知名度與來源國形象的交互作用會降低品牌聲譽與品牌知名度的原有效用。

Corporation brand serves as to the corporation, as the foundation of the 21st century’s marketing, brand is a key to open the door of “market.” Turning our attention to the main objective of marketing management, added to the “leverage effect” through “branding”, in order to successfully promote a brand to an international arena has become the priority goal of market. Therefore, this study aims to examine the effects of brand reputation and image on consumer purchase intention based on the image of country-of-origin of product as moderator variable and take property-casualty insurance product as a case. The study is conducted with a questionnaire survey, sampling population of consumers of property-casualty insurance product in Taiwan. 350 customers were requested to answer the questionnaire. And the effective respondents were 302. The research uses descriptive statistics, multi-variation variables analysis, hierarchical regression analysis and various statistics tests to verify study assumptions and to interpret the result of study.
Results from the above listed analysis show that brand reputation and brand image cause significant impacts on consumer purchase intention and the image of country-of-origin of product causes no significant impact on consumer purchase intention. But the interactive effects of brand reputation, brand image and the image of country-of-origin of product lower the original effect of brand reputation and brand image.

目錄
致謝辭　．．．．．．．．．．．．．．．．．．．．．．． v
目錄　．．．．．．．．．．．．．．．．．．．．．．．． vi
圖目錄　．．．．．．．．．．．．．．．．．．．．．．． viii
表目錄　．．．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．． 1
第一節　　研究背景和動機．．．．．．．．．．． 1
第二節　　研究目的．．．．．．．．．．．．．． 2
第三節　　研究對象．．．．．．．．．．．．．． 3
第二章　　文獻回顧．．．．．．．．．．．．．．．． 4
第一節　　品牌．．．．．．．．．．．．．．．． 4
第二節　　品牌聲譽．．．．．．．．．．．．．． 9
第三節　　品牌知名度．．．．．．．．．．．．． 15
第四節　　購買意願．．．．．．．．．．．．．． 18
第五節　　產品來源國及來源國形象．．．．．．． 24
第三章　　研究方法．．．．．．．．．．．．．．．． 37
第一節　　研究架構與變數構面．．．．．．．．． 37
第二節　　研究假說．．．．．．．．．．．．．． 38
第三節　　變數的操作性定義和設計．．．．．．． 41
第四節　　抽樣設計．．．．．．．．．．．．．． 45
第五節　　資料分析方法．．．．．．．．．．．． 45
第四章　　資料分析．．．．．．．．．．．．．．．． 47
第一節　　問卷回收狀況與樣本人口變數統計資料 47
第二節　　各量表描述分析．．．．．．．．．．． 48
第三節　　信度分析．．．．．．．．．．．．．． 54
第四節　　品牌聲譽與購買意願之相關分析及影響 55
第五節　　品牌知名度與購買意願之相關分析及影響．．．．．．．．．．．．．．．．．
56
第六節　　來源國形象與購買意願之相關分析及影響．．．．．．．．．．．．．．．．．
58
第七節　　來源國形象干擾對品牌聲譽之影響．．． 62
第八節　　來源國形象干擾對品牌知名度之影響．． 67
第五章　　結論與建議．．．．．．．．．．．．．．． 73
第一節　　研究結論．．．．．．．．．．．．．． 73
第二節　　研究限制與後續研究建議．．．．．．． 75
參考文獻．．．．．．．．．．．．．．．．．．．．．．． 77
附錄一　　正式問卷．．．．．．．．．．．．．．．．．． 88

參考文獻
一、中文部份

古永嘉(譯)(2003)，企業研究方法，Donald R. Cooper; Pamela S. Schindler(著)，台北市:美商麥格羅•希爾國際股份有限公司。
李韋達及方文昌（2004），從品牌知名度探討知覺品質和購買意願以價格與來源國形象為調節變數，管理評論，23(4)，89-112。
王志剛及謝文雀（1995），消費者行為，台北：華泰書局。
黃郁恬（2002），品牌權益、品牌聲譽一致性、品牌互補性以及品牌來源國對品牌聯盟成效之影響，中央大學企研所碩士論文，30-40。
李奇勳（2000），價格、保證及來源國形象對產品評價與購買意願的影響，國立成功大學企業管理學系博士論文，30-45。
黃俊英(1999)，行銷研究，台北：華泰文化事業公司。
謝文雀編譯(1998)，行銷管理，台北：華泰書局。
方世榮（2000），行銷管理學：分析、計劃、執行與控制，台北：東華書局。
王進淵（2003），品牌來源國國家形象、品牌名稱、價格對知覺品質與購買意願影響之研究－以中國上海地區少淑服消費者為例，輔仁大學織品服裝學系碩士論文，26-40。
蔡東峻、吳萬益（2004），價格、保證及來源國形象對產品評價與購買意願的影響。管理學報，21(1)，21-46。
余佩珊譯 (1997)，引爆行銷想像力：行銷大師李維特之行銷原則實務篇，台北：遠流。
吳裕文（1994），來源國產品形象之研究，國立中正大學企業管理研究所碩士論文，10-40。
高登第譯（2002），David Aaker and Erich Joachimsthaler著，品牌領導，台北：天下文化。
官思瑩（1997），聯名信用卡品牌聯盟效益之探討－消費者申請意願之衡量，元智大學管研所碩士論文，16-25。
袁愛亭（1998），從產品互補性、品牌聲望一致性與訂價方式探討品牌聯盟之效果，輔仁大學管研究所碩士論文，22-40。
艾豐（2003），品牌經營策略，台北：宏文館。
吳克振（2001），品牌管理，台北：華泰文化。
王明輝(2000) ，影響消費者購買自有品牌商品因素之研究—以外商在台零售量販通路為例，中國文化大學國際企業管理研究所碩士論文，22-37。
黃富松（2002），消費者知覺風險對價格意識及自有品牌產品購買意願之研究，淡江大學管理科學學系碩士論文，23-40。
蔡瑞宇（1996），顧客行為學，台北：天ㄧ圖書公司。
許士軍 (1987) ，管理學，台北：東華書局出版。
廖上翔（1993），台灣產品品牌之路，商業周刊，44，54-55。

二、英文部分

Aaker, D. A.(1996). Building Strong Brand, N.Y: Free Press.
Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York
Aaker, D. A. and Keller, K. L(1990). Consumer Evaluation of Brand Extensions, Journal of Marketing, 54 (1). pp. 27-41.
Aaker, J. L(1997). Dimensions of Brand Personality, Journal of Marketing Research, 35, pp. 347-356.
Aaker, Daver A. (1994). Building a brand: The Saturn story, California Management Review, 36(winter). pp. 114-133.
Aaker, D. A. (1998). Strategic Market Management, John Wiley and Sons, Inc..
Aaker, D. A. (2000). Brand Leadership, NY: The Free Press.
Allan D. Shocker, Rajendra K. Srivastava and Robert W. Ruekert (1994). Challenges an Opportunities Facing Brand Management ： An Introduction to the Special Issue＂Journal of Marketing Research, 31, pp. 149-158.
Ahmed, Sadrudin A. and Alain d’Astous (1996). Country-of-Origin and Brand Effects: A Multi-Dimensional and Multi- Attribute Study, Journal of International Consumer Marketing , 9(2). pp. 93-115.
Alba, J.W.and Hutchinson, J.W. (1987). Dimensions of Consumer Expertise, Journal of Consumer Research, 13, pp. 411-454.
Bernstein﹐D(1984). Company Imaage and Reality: A Critique of Corporate Communication. Holt, Rinehart and Winston, The Advertising Assocication, Eastboume.
Bilkey, W. J., and Nes, E. (1982). Country-of-origin Effect on Product Evaluation, Journal of International Business Studies, Vol.13, Summer, pp. 89-99.
Bedbury, S., and Fenichell, S. (2002). A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century, NY: 1st ed., Sunbright Publishing Co.
Blackett, T. (1991). The Valuation of Brands, Marketing Intelligence and Planning, Vol. 9, No.1, pp. 27-35.
Blackett, T. (1992). Branding and the Rise of the Generic Drug, Marketing Intelligence and Planning, Vol. 10, No. 9, pp. 21-24.
Blackett, T. (1993). Brand and Trademark Valuation-What’s Happening Now?, MarketingIntelligence and Planning, Vol. 11, No. 11, pp. 28-30.
Churchill, G.A. and Surprenant, C. (1982). An investigation into the determinants of customer satisfaction, Journal of Marketing Research, Vol. 19, pp. 491-504.
Chao, P. (1993). Partitioning Countryof OriginEffects：Consumer Evaluation of A Hybrid Product, Journal of Internation Business Studies, 24, pp. 291-306.
Chao, P. and Gupta, P. (1995). Information Search and Efficiency of Consumer Choices of New Cars. Country-of-Origin Effects, International Marketing Review, 12(6), pp. 47-59.
Chaudhuri, A. (2002). How Brand Reputation Affects the Advertising - Equity Link, Business Source Premier, Vol. 42, No. 3, pp. 136-146.
Chaudhuri, A(2002). How Brand Reputation Affects the Advertising-Brand Equity Link, Journal of Advertising Re-search, Vol. 42, No. 3, pp. 33-43.
Cordell, V. V. (1982).Effects of Consumer Preferences for Foreign Sourced Products, Journal of International Business Studies,23, pp. 251-269.
Dodds, B. W., K. B. Monroe and D. Grewal(1991). Effect of Price, Brands and Store Information on Buyers’Product Evaluation, Journal of Marketing Research, 28(Aug.), pp. 307-319.
Domeison, N. (2003), Is there a case for national banding?, International Trade Forum, Iss.1, pp. 14-16
Darling, J. R. (1981). The Competitive Marketplace Abroad：A Comparative Study, Journal of World Business, 16(3), pp. 53-62.
Desai, K. K. and Keller, K.L. (2002). The Effects of Ingredient Branding Strategies on Host Brand Extendibility, Journal of Marketing, 66(1). pp. 73-93.
Davis, B., Kern, S.A., and Sternquist, B.J.(1990). The Influence of Country-of-Origin, the Buy American Campaign, and Store Prestige on Consumers’ Perception of Quality and Estimate of Price, Advances in International Marketing, pp. 69-91.
Dodds, William B. and Monroe, Kent B. (1985). The Effects of Brand and Price Information on Subjective Product Evaluations, Advances in Consumer Research, 12.
Decker, C. L.(1998). The PandG 99, NY: 1st ed., Big Apple Tuttle Mori Agency, The Free Press.
Erickson G. M., Jahansson, J.k. and Chao, P. (1984). Image Variables in Multi Attribute product Evalution: Country of Origin Effects, Journal of Consumer Research,11, pp. 649-699.
Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1995). Consumer Behavior, 8th ed., Forth Worth: The Dryden Press.
Engel, J. F., Blackwell, R. D. (1982). Business Transformation in the Internet, European Management Journal, Vol. 17, No. 5, pp. 466-476.
Fombrun, C. and Shanley, M. (1990). What’s in a Name？Repuation Building and Corporate Stretegy, Academy of Management Journal, Vol.33, pp. 233-258.
Fombrun, C.(2001). What′s in a Name? Reputation Building and Corporate Strategy, Academy of Management, Vol. 33, No. 2, pp. 233-258.
Freeman, L. (2000). Leading Brands aren′t Always Enduring, Advertising Age, Study, 71(9), pp. 12-21.
Fishbein M. and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior, Reading, Mass: Addison-Wesley.
Gardner, B. and Levy, S. (1955). The product and the brand, Harvard Business Review, March/April, pp. 33-39.
Grewal Dhruv, R. Krishnan, Julie Baker and Norm Borin (1998). The Efect of Store Name, Brand Name and Price Discounts on Consumers, Evaluations and Purchase Intentions, Journal of Retailing, 74(3). pp. 331-352.
Hoyer, W.D. and S. P. Brown (1990). Effects of Brand Awareness on Choice for a Common Repeat-Purchase, Journal of Consumer Research, 17 ( 2 ) , pp. 141-148.
Han, M.C. (1990). Testing the role of country image in consumer choice behavior European Journal of Marketing, Vol.24, No.6, pp. 24-40.
Han, M.C. (1989). Country Image: Halo or Summary Construct?, Journal of Marketing Research, Vol.26, May, pp. 222-229.
Han, M.C. and Terpstra, V. (1988). Country-of-origin effects for uni-national and Bi-national products, Journal of International Business Studies, Vol19, No2, pp. 235-255 .
Han, C.M., and Qualls, W.J. (1985). Country-of-Origin Effects and Their Impact upon Consumers’ Perception of Quality, Advances in Consumer Research, Vol. 9, pp. 62-67.
Herbig,P., and Milewicz, J.(1997). The Relationship of Reputati on and Credibility to Brand Success, Pricing Strategy and Practice, Vol. 5, No. 1, pp. 25-35.
Herbig, P., and Milewicz, J.(1994). Evaluating the Brand Extension Decision Using a Model of Reputation Building, Journal of Product Brand Management, Vol. 3, No. 1, pp. 39-47.
Herbig, P and J. Milewicz (1995). To be or not to be Credible that is:A Model of Repuation and Credibility among Competing Firms, Marketing Intelligence and Planning, Vol.13, pp. 24-33.
Henry Assael (1995). Consumer Behavior and Marketing Action, Ohio USA, South-western college publishing .
Keller, K.L. (1993) . Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, Vol.57, January, pp. 1-22.
Huber, Joel and John McCann(1982). The Impact of Inferential Beliefs on Product Evaluation, Journal of Marketing Re-search,19, pp. 324-333.
Keller, K. L.(1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, NJ: Prentice Hall.
Kotler, P., Haider, D., and Rein, I. (1993). Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations, Free Press, New York.
Kotler, P., Haider, D., Hamlin, M.A. and Rein, I. (2001). Marketing Asian Places: Attracting Investment, Industry and Tourists to Cities, States and Nations, John Wiley and Sons, New York.
Kotler, P. and Gertner, D., (2002). Country as brand, product, and beyond: A place marketing and brand management perspective, Journal of Brand Management, Vol. 9, No.4/5, pp. 249-261.
Keller, K.L.,Heckler,H,and Michael, H., J.(1998). The Effects of Brand Name Suggestiveness on Advertising Recall, Journal of Marketing, Vol. 62, No. 5, pp. 48-57.
Keller, K.L.(1993). Conceptualizing, measuring, and managing, customer based brand equity, Journal of Marketing, Vol.57 (January). pp. 1-22.
Kim, P.(1990). A Perspective on Brands, Journal of Consumer Marketing, Vol. 8, No. 3, pp. 20-30.
Kamins , M. A. and L. J.Marks (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands, Journal of the Academy of Marketing Science, Vol. 19(3). pp. 177-185.
Lantz, Garold and Sandra Loeb (1996). Country-of-Orignial and Ethnocentrism: An Analysis of Canadian and American Perferences Using Social Identity Theory, Advance in Consumer Research, 20, pp. 684-689.
LEE, C. W., Y. Suh and Moon, B.J. (2001). Product-Country Image: The Roles of Country-of-Original and Country-of-Target in Consumer’s Prototype Product Evaluations﹐Journal of International Consumer Marketing,13(3). pp. 47-62.
Macdonald, E. K.and Sharp, B. M. (2000). Brand Awareness Effect on Consumer Decision Making for a Common, Repeat Purchase Product: A replication, Journal of Business Research, 48, pp. 5-15.
Nagashima, A.(1970). A comparison of Japanese and U.S. Attitudes toward Foreign Product, Journal of Marketing, 34(1), pp. 68-74.
Narayana, C. L. (1981). Aggregate Images of American and Japanese Products: Implications on International Marketing, Columbia Journal of World Business, Vol.16 (Summer), pp. 31-35.
Nagashima, A. (1977). A Compartive Made in Products Images Survey among Japanses Business men, Journal of Marketing, Vol.41 (7), pp. 95-100.
Randall, G. (1997). A Practical Guide to Branding, NY: 1st ed., Big Apple Tuttle Mori Agency: The Free Press.
Roth, M. S. and Romeo, J. B. (1992). Mactching Product Category and Country Image Perception: A Framework for Managing Country-of-Origin Effect. Psychological Review, 86(2). pp. 78-123.
Roth, M. S. and Romeo, J. B. (1992). Mactching Product Category and Country Image Perception：A Framework for Managing Country-of-Origin Effect, Journal of International Business Studies, 23, pp. 477-479.
Schiffman, L.G. and Kanuk, L.L.(2000). Selected Socioeconomic and Demographic Characteristics Association with Purchasing Involvement, Journal of Marketing, Vol. 49, pp. 72-82.
Simonin, B. L. and Ruth, J .A. (1995). Bundling as a Strategy for New Product Introduction：Effects on Consumer’s Reservation Prices for the Bundle, The New Product, and Its Tie-in, Journal of Business Research, 33, pp. 219-230.
Simonin, B. L. and Ruth, J .A.(1998). Is a Company Known by the Company It Keeps? Assessing the Spillover Effect of Brand Alliance on Consumer Brand Attitudes, Journal of Marketing Research, 35(2). pp. 30-42.
Selnes, F.(1993). An Examination of The Effect of Product Performance on Brand Reputation Satisfaction and Loyalty, European Journal of Marketing, Vol. 27, 9, pp. 19-35.
Shrum, W.and R.Wuthnow(1998). Reputational Status of Organizations in Technical Systems, American Journal of Sociology,Vol.93, pp. 882-912.
Stambaugh, S. A.(1994). National Brands vie for the Consumer Nod, Aftermarket Business, Vol. 104, No. 3, pp. 22-36.
Steenkamp, Jan and Benedict, E.M. (1990). Conceptual Model of the Quality Perception Process, Journal of Business Research, Vol.21, pp. 309-333.
Schooler, R. D. (1971). Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S., Journal of International Business Studies, Spring, pp. 71-80.
Travis, D.(2001). Emotional Branding: How to Successful Brands Gain the Irrational Edge, Prima: Eco Trend Publications.
Unde , M.(1994). Brand Orientation: A Strategy for Survival, Journal of Consumer Marketing, 11(3). pp. 18-32.
Yoon, E., Guffey, H.J. and Kijewski, V. (1993). The Effects of Information and Company Reputations on Intentions to Buy a Business Service, Journal of Business Research, V ol.27, pp. 216-228.’
Zeithaml ,Valarie A., (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52 (July). pp. 2-22