English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 82529/111677 (74%)
造訪人次 : 21457407      線上人數 : 516
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/117515
    請使用永久網址來引用或連結此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/117515


    題名: Examining the impact of co-branding service failures on consumer evaluations
    作者: 李嘉林
    貢獻者: 企管系
    關鍵詞: Co-branding, Service failure, Spillover effect, Brand schema
    日期: 2017-08
    上傳時間: 2018-06-11 13:54:57 (UTC+8)
    摘要: Researchers do not fully understand consumers’ responses to negative co-branding events; thus, they report inconsistent evidence regarding the negative impact on the partnering brands. Our research bridges a gap in this research stream, and answers an important question: When a service failure occurs, could the two different models of consumers’ brand schema change affect their negative perception of each brand partner? By using a theoretical and mathematical modeling approach, we offer two propositions. The first proposition shows that, under consumers’ book-keeping cognitive process, the negative spillover effect occurs for both brands. The second proposition argues that, when the sub-typing model is assumed, it is possible that one brand suffers while the other escapes the blame for the failure. To our knowledge, this is one of the first few studies to identify circumstances in which a negative spillover effect may or may not occur to brand partners in co-branding service failures.
    關聯: Asia Marketing Journal, pp.forthcoming
    資料類型: article
    DOI 連結: http://dx.doi.org/10.15830/amj.2017.19.3.19
    DOI: 10.15830/amj.2017.19.3.19
    顯示於類別:[企業管理學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    Cobranding.pdf553KbAdobe PDF53檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋