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    題名: 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
    作者: 許元碩
    Hsu, Yuan-Shuo
    貢獻者: 邱志聖
    Chiou, Jyh-Shen
    Hsu, Yuan-Shuo
    關鍵詞: 品牌危機
    Brand crisis
    Brand architecture
    Cultural difference
    Brand evaluation
    日期: 2020
    上傳時間: 2020-07-01 13:32:40 (UTC+8)
    摘要: 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.
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    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.
    描述: 碩士
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0107351030
    資料類型: thesis
    DOI: 10.6814/NCCU202000528
    顯示於類別:[國際經營與貿易學系 ] 學位論文


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