English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 94586/125118 (76%)
Visitors : 30520054      Online Users : 475
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/130498

    Title: 品牌危機形式對不同品牌架構下的個別品牌評價之影響:東西方文化的干擾效果
    The Impacts of Brand Crisis on Brand Evaluation in Different Brand Architectures: The Moderating Roles of Eastern and Western Culture
    Authors: 許元碩
    Hsu, Yuan-Shuo
    Contributors: 邱志聖
    Chiou, Jyh-Shen
    Hsu, Yuan-Shuo
    Keywords: 品牌危機
    Brand crisis
    Brand architecture
    Cultural difference
    Brand evaluation
    Date: 2020
    Issue Date: 2020-07-01 13:32:40 (UTC+8)
    Abstract: 近年來,品牌相關危機的事件層出不窮,引發學者探討品牌危機背後的複雜原因,以及如何影響到消費者對於品牌的想法也是在品牌管理中值得相當關注的議題。
    Nowadays, brand related crisis has kept happening, causing scholars analyzing the complicated reason behind it. It is also an important issue to know how brand crisis affects consumer’s evaluation of the brand.
    It is inferred from the literature discussion that companies with different brand architecture may have different impact on consumers when different types of brand crisis occur. In addition, because the thinking style of Eastern and Western people are different, it is worth exploring the interaction between Eastern and Western culture differences and brand structure and brand crisis types by analyzing how consumer will think about the company in different situation.
    This research analyzes the three-factor experiment of brand structure (brand house, house of brands), brand crisis (brand value crisis, product performance crisis), and cultural difference (Eastern and Western) to look over whether the interaction between these three control variables will cause differences in consumer brand evaluation.
    The results of this study show that comparing with product performance crisis, when a branded house company occur brand value crisis, it will cause a more negative evaluation. In addition, in Eastern culture, when a brand in a company occurs product performance crisis, consumers' evaluation of other brands in the company will be significantly higher than when a brand value crisis happens. Moreover, in Western culture, when a company’s brand architecture belongs to house of brands and when a certain brand in this company has a negative crisis, consumers will rate other brands in this company significantly higher than when the brand architecture belongs to a brand house.
    Reference: 英文部分
    Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California management review, 42(4), 8-23.
    Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of marketing research, 37(2), 203-214.
    Balmer, J. M., & Greyser, S. A. (2009). Corporate brand reputation and brand crisis management. Management Decision.
    Betancourt, H., & López, S. R. (1993). The study of culture, ethnicity, and race in American psychology. American psychologist, 48(6), 629.
    Bever, T. G. (1975). Cerebral asymmetries in humans are due to the differentiation of two incompatible processes: Holistic and analytic. Annals of the New York Academy of Sciences, 263(1), 251-262.
    Brislin, R. W. (1983). Cross-cultural research in psychology. Annual review of psychology, 34(1), 363-400.
    Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
    Chiu, L. H. (1972). A cross-cultural comparison of cognitive styles in Chinese and American children. International journal of psychology, 7(4), 235-242.
    Choi, I., Koo, M., & Choi, J. A. (2007). Individual differences in analytic versus holistic thinking. Personality and Social Psychology Bulletin, 33(5), 691-705.
    Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
    Dahlen, M., & Lange, F. (2006). A disaster is contagious: How a brand in crisis affects other brands. Journal of Advertising Research, 46(4), 388-397.
    Dawar, N., & Lei, J. (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, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of marketing research, 37(2), 215-226.
    Devlin, J. (2003). Brand architecture in services: The example of retail financial services. Journal of Marketing Management, 19(9-10), 1043-1065.
    Dutta, S., & Pullig, C. (2011). Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281-1287.
    Fincher, C. L., Thornhill, R., Murray, D. R., & Schaller, M. (2008). Pathogen prevalence predicts human cross-cultural variability in individualism/collectivism. Proceedings of the Royal Society B: Biological Sciences, 275(1640), 1279-1285.
    Forbes, G., Zhang, X., Doroszewicz, K., & Haas, K. (2009). Relationships between individualism–collectivism, gender, and direct or indirect aggression: A study in China, Poland, and the US. Aggressive Behavior: Official Journal of the International Society for Research on Aggression, 35(1), 24-30.
    Hofstede, G. (1980). Culture and organizations. International Studies of Management & Organization, 10(4), 15-41.
    Hofstede, G. (1983). The cultural relativity of organizational practices and theories. Journal of international business studies, 14(2), 75-89.
    Huber, F., Vollhardt, K., Matthes, I., & Vogel, J. (2010). Brand misconduct: Consequences on consumer–brand relationships. Journal of Business Research, 63(11), 1113-1120.
    Jahoda, G. (1984). Do we need a concept of culture?. Journal of Cross-Cultural Psychology, 15(2), 139-151.
    Ji, L. J., Peng, K., & Nisbett, R. E. (2000). Culture, control, and perception of relationships in the environment. Journal of personality and social psychology, 78(5), 943.
    Keesing, R. M. (1974). Theories of culture. Annual review of anthropology, 3(1), 73-97.
    Kim, J., Kim, H. J., & Cameron, G. T. (2009). Making nice may not matter: The interplay of crisis type, response type and crisis issue on perceived organizational responsibility. Public Relations Review, 35(1), 86-88.
    Klein, J., & Dawar, N. (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.
    Locke, R., Kochan, T., Romis, M., & Qin, F. (2007). Beyond corporate codes of conduct: Work organization and labour standards at Nike's suppliers. International Labour Review, 146(1‐2), 21-40.
    Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing research, 27(3), 361-367.
    Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological review, 98(2), 224.
    Masuda, T., & Nisbett, R. E. (2001). Attending holistically versus analytically: comparing the context sensitivity of Japanese and Americans. Journal of personality and social psychology, 81(5), 922.
    Masuda, T., & Nisbett, R. E. (2001). Attending holistically versus analytically: comparing the context sensitivity of Japanese and Americans. Journal of personality and social psychology, 81(5), 922.
    Mills, J., & Clark, M. S. (1982). Exchange and communal relationships. Review of personality and social psychology, 3, 121-144.
    Miyamoto, Y., Nisbett, R. E., & Masuda, T. (2006). Culture and the physical environment: Holistic versus analytic perceptual affordances. Psychological Science, 17(2), 113-119.
    Monga, A. B., & John, D. R. (2008). When does negative brand publicity hurt? The moderating influence of analytic versus holistic thinking. Journal of Consumer Psychology, 18(4), 320-332.
    Nisbett, R. E., & Masuda, T. (2003). Culture and point of view. Proceedings of the National Academy of Sciences, 100(19), 11163-11170.
    Nisbett, R. E., & Miyamoto, Y. (2005). The influence of culture: holistic versus analytic perception. Trends in cognitive sciences, 9(10), 467-473.
    Petromilli, M., Morrison, D., & Million, M. (2002). Brand architecture: Building brand portfolio value. Strategy & leadership.
    Pullig, C., Netemeyer, R. G., & Biswas, A. (2006). Attitude basis, certainty, and challenge alignment: A case of negative brand publicity. Journal of the Academy of Marketing Science, 34(4), 528-542.
    Rhee, E., Uleman, J. S., & Lee, H. K. (1996). Variations in collectivism and individualism by ingroup and culture: Confirmatory factor analysis. Journal of Personality and Social Psychology, 71(5), 1037.
    Rohner, R. P. (1984). Toward a conception of culture for cross-cultural psychology. Journal of Cross-cultural psychology, 15(2), 111-138.
    Schiffman, L., & Kanuk, L. (2014). Consumer Behavior, Global Edition: Global Edition. Pearson Higher Ed.
    Shulruf, B., Hattie, J., & Dixon, R. (2007). Development of a new measurement tool for individualism and collectivism. Journal of Psychoeducational Assessment, 25(4), 385-401.
    Siomkos, G. J. (1999). On achieving exoneration after a product safety industrial crisis. Journal of Business & Industrial Marketing.
    Siomkos, G. J., & Kurzbard, G. (1994). The hidden crisis in product‐harm crisis management. European journal of marketing.
    Steenkamp, J. B. E. (2001). The role of national culture in international marketing research. International Marketing Review.
    Triandis, H. C. (1993). Collectivism and individualism as cultural syndromes. Cross-cultural research, 27(3-4), 155-180.
    Triandis, H. C. (1995). Individualism and Collectivism, Boulder, Colorado. Westview Press. Triandis, HC, & Gelfand, MJ (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of Personality and Social Psychology, 74(1), 118-128.
    Triandis, H. C. (Ed.). (1981). Handbook of Cross-cultural Psychology: Triandis, HC and Heron, A., editors. Developmental psychology (Vol. 4). Allyn & Bacon.
    Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of personality and social psychology, 74(1), 118.
    Van Gelder, S. (2005). Global brand strategy: Unlocking branding potential across countries, cultures & markets. Kogan Page Publishers.
    Wally Olins. (1978). The corporate personality: An inquiry into the nature of corporate identity. Design Council.
    Wang, L., Wang, S., Keller, L. R., & Li, J. (2016). Thinking styles affect reactions to brand crisis apologies. European Journal of Marketing.
    Witkin, H. A., & Berry, J. W. (1975). Psychological differentiation in cross‐cultural perspective. ETS Research Bulletin Series, 1975(1), i-100.
    Xu Qingrui and Xu Decai, (2004), Sustainable development system dynamics simulation and policy suggestion of Hangzhou city, p83-88, Techno-economics and management research, No3,(Shanghai, China).
    Yannopoulou, N., Koronis, E., & Elliott, R. (2011). Media amplification of a brand crisis and its affect on brand trust. Journal of Marketing Management, 27(5-6), 530-546.

    邱志聖. (2011). 行銷研究 實務與理論應用. 四版. 台北市:智勝文化.
    邱志聖. (2017). 品牌策略與管理. 台北市:智勝文化.
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107351030
    Data Type: thesis
    DOI: 10.6814/NCCU202000528
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File Description SizeFormat
    103001.pdf3781KbAdobe PDF0View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback