English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 93218/123590 (75%)
Visitors : 27750526      Online Users : 485
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/140.119/76985

    Title: 雙品牌下服務失敗的外溢效果---建模與分析
    Other Titles: Spillover Effects of Service Failures in Co-branding---Modeling and Analysis
    Authors: 李嘉林
    Contributors: 企管系
    Keywords: 雙品牌;服務失敗;外溢效果;自我(他人)參照
    Co-branding;Service Failure;Spillover Effect;Self- (Other-)Referencing
    Date: 2012
    Issue Date: 2015-07-27 16:59:29 (UTC+8)
    Abstract: 雙品牌的文獻多為探討顧客對產品(如:索尼-愛立信手機)的
    評估,但極少研究提及雙品牌服務(如:美國肯德基與A&W 共
    Prior literature has mainly discussed over consumer
    evaluations of the co-branded products (e.g., the
    Sony-Ericsson mobile), but the investigations with
    respect to the intangible co-branded service (e.g.,
    KFC-A&W co-shared fast-food restaurant in U.S.) are
    rather scarce. The objective of this study is to
    bridge this gap.
    In this research we investigate an important
    question: if a failure occurs in co-branding, why
    could the customers have different magnitudes of
    negative spillover effects across each of the
    partnering brands? We argue that, except different
    levels of brand familiarity, the different thoughts
    of self-referencing and other-referencing might be
    the answer to the question. We adapt the expectancyvalue
    model to validate two research propositions.
    The first proposition applies the theory of selfreferencing
    to argue that the customers may become
    more upset (i.e., the amplifying effect) when they
    focus on their own needs; on the contrary, the
    second proposition applies the theory of other-referencing to posit that the buffering effect may
    occur if the customer thinks of the failure from the
    provider's perspective. We claim that these
    amplifying and buffering spillover effects may lead
    to a transfer of a magnified negative association
    from one brand to the other as well as a free-rider
    effect of forgiving in a partnership, respectively.
    This research makes two distinct contributions to the
    research field of co-branding. First of all, to the
    author's knowledge, we are the first to use the
    theory of self-referencing and other-referencing (cf.
    Wan et al., 2011) to clarify the current conflicting
    findings of the moderating impacts of brand
    familiarity on the spillover effects on the belief
    level. Secondly, in contrast to the belief updating
    models in co-branding field (cf. Lee and Decker,
    2009), our mathematical model offers an innovative
    way of explaining the mechanism of customers' belief
    updating in a new scenario – service failures. For
    Taiwanese branding managers, by considering the
    theory of other-referencing, we can address the
    importance of altruism, and thus we may help to
    provide a normative guideline of improving the
    seller-buyer relationship.
    Relation: 計畫編號NSC102-2410-H004-181
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

    Files in This Item:

    File Description SizeFormat
    102-2410-H-004-181.pdf466KbAdobe PDF145View/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