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    Title: 消費者對於英文與數字性品牌名稱的知覺
    Authors: 張嘉豪
    Contributors: 樓永堅
    張嘉豪
    Keywords: 數字性品牌名稱
    品牌名稱
    品牌權益
    品牌命名
    alpha-numeric brand names
    brand names
    brand equity
    Date: 2005
    Issue Date: 2009-09-18 14:11:42 (UTC+8)
    Abstract: 隨著產品的多樣化與複雜化,傳統的命名方式已不敷使用,廠商開始尋求不同的品牌名稱,因此產生許多異於以往的命名方式,其中數字性品牌名稱即為其中之一,Boyd於1985年發現越來越多企業採用數字性品牌名稱(alpha-numeric brand name):「一個或多個數字,在搭配字母組合形成有意義的字或形成無意義的字」,有趣的是Pavia & Costa(1993)發現數字性品牌名稱會令消費者產生科技性的聯想,因此本研究便基於此論點深入探討消費者對於數字性品牌名稱搭配不同科技性程度產品的認知與影響。

    本研究主要藉由焦點團體訪談發展假說與架構,結果發現消費者對於數字性品牌名稱不同的呈現方式有不同的認知與看法,因此本研究藉由實驗設計採集資料,研究分析結果發現以下幾點:

    一、 消費者認為當產品科技性程度較高時,採用數字性品牌名稱的產品擁有較高的評價。

    二、 消費者認為當產品為高科技性,數字性品牌名稱的數字部分用阿拉伯數字呈現擁有較高的評價;然而當產品為低科技性,數字性品牌名稱的數字部分則用英文單字呈現擁有較高的評價。

    三、 數字性品牌名稱的位數長短以及字母與數字的前後順序並不會令消費者產生不同的認知。

    四、 消費者對於數字性品牌名稱的不同呈現方式具有不同的聯想。
    Reference: 中文部分
    林智新,1983年,品牌春秋,台北:長河出版社。
    林俊謀,1999年,結合數字與中英文品牌名稱對產品及品牌態度影響效果之研究,淡江大學國際貿易學系國際企業學研究所。
    呂旺坤,彭建彰,2005年,品牌行銷與管理,華泰文化出版。
    呂明興,2001年,品牌名稱建議性與參考資訊對產品評價影響之研究,台灣科技大學企業管理學系研究所。
    沈雲聰、湯宗勳 譯,David A. Aaker 著,1998年,品牌行銷法則-如何打造強勢品牌?,商業周刊出版。
    吳莉華,2000年,符號化品牌對品牌延伸效果之研究,淡江大學國際貿易學系國際企業學研究所。
    吳克振 譯,Kevin Lane Keller著,2001年,品牌管理,華泰文化出版。
    范文毅 譯,Alycia Perry與David Wisnom III著,2000年,品牌優生學,滾石文化出版。
    陳淑芬,1998年,品牌個性與品牌偏好之關聯性研究,淡江大學管理科學研究所。
    陳祺勳,2004年,台灣地區小劇場文化消費行為研究,中山大學藝術管理研究所。
    曾義明、林俊謀,2001年7月,含數字性品牌名稱對品牌與產品認知效果之研究,廣告學研究,第17期 :61-81
    張重昭,1989年,高科技產品特質、行銷問題與行銷決策,台北市銀月刊,第20卷第12期:75-93。
    黃俊英,1986年,高科技產品的行銷,現代管理月刊,第108卷:19-20。
    劉麗真譯,Al Ries & Laura Ries著,2000年,網路品牌法則:網路一夕數變,永恆不變的法則為何?,臉譜文化事業公司出版。
    英文部分
    Aaker, David A. (1991), Managing Brand Equity, New York: The Free Press.
    Aaker, David A.(1996), Building Strong Brand, New York: The Free Press.
    Ang, Swe Hoon (1996) ,“Chinese Consumers’ Perceptions of Alpha-numeric Brand Names,” Asia Pacific Journal of Marketing and Logistics, 31-47.
    Barwise, Patrick (1993),”Introduction to The Special Issue on Brand Equity,” International Journal of Research in Marketing, Vol.10, No.1
    Boyd, Colin W. (1985), “Point of View, Alpha-numeric Brand name,” Journal of Advertising Research, 25(5), 48-52.
    Cobb-Walgren, C.J., Rube, C.A. and Donthu, Naveen (1995),”Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, Vol.24, No.3 , 25-40.
    Chan, Allan K.K. and Huang, Yue Yuan (1997), “Brand naming in China: a linguistic approach,” Marketing Intelligence & Planning, 227-234.
    Doeden, Daniel L.(1981),”How to Select A Brand Name,” Marketing Communications, 58-61.
    Doyle, Peter (1990),”Building Successful Brands: The Strategic Options,” Journal of Consumer Marketing, Spring, 5-20.
    Farquhar, Peter H. (1989)”Managing Brand Equity,” Marketing Research (September), 24-33.
    Higgins, Susan H. and William L. Shanklin (1992),”Seeking Mass Marketing Acceptance for High-Technology Consumer Products,” The Journal of Marketing, Vol.9, 5-14.
    Keller, K.L. (1993),”Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, January, Vol.57, 1-22.
    Keller, Kevin Lane (1998), Strategic Brand Management, New Jersey: Prentice Hall.
    Kim, Peter (1990),”A Perspective on Brands,” Journal of Consumer Marketing, Vol. 7, No.4, Fall, 63-67.
    Klink, Richard R. (2000),”Creating Brand Names with Meaning: The Use of Sound Symbolism,” Marketing Letters, 11 (1), 5-20.
    Kohil, C. and LaBahn, D. (1997),”Creating effective brand names: a study of the naming process,” Journal of Advertising Research, NO.2.
    Kotler, Phlip (1999). Marketing Management, 10th ed. , Prentice Hall International, Inc.
    Lip,E. (1992),”Chinese Numbers: Significance, Symbolism, and Traditions,” Times Books International, Singapore.
    McNeal, James U. and, Zeren, Linda M. (1981),”Brand Name Selection for Consumer Products,” MSU Business Topics, 35-39.
    Myers, Chris A. (2003),”Managing Brand Equity: a look at the impact of attributes,” Journal of Product & Brand Management, Vol. 12, No. 1, 39-51.
    Netemeyer, Richard G., Balaji Krishnan, Chris Pullig, Guangping Wang, Mehmet Yagci, Dwane Dean, Joe Ricks, Ferdinand Wirth (2004),“Developing and validating measures of facets of customer-based brand equity,” Journal of Business Research, 57, 209-224.
    Peterson, Robert A. and Iran Ross (1972),”How to Name New Brand Names,” Journal of Advertising Research, December, 29-34.
    Pavia, Teresa M. and Janeen Arnold Costa, (1993) “The Winning Number: Consumer Perception of Alpha-Numeric Brand Names,” Journal of Marketing, Vol.57, July, 85-98.
    Pavia, Teresa (1994),”Brands Names and Consumer Inference: The Effect of Adding a Numeric Component to a Brand Name” Advances in Consumer Research, Vol.21, 195-200.
    Robertson, Kim (1989),”Strategically Describe Brand Name Characteristic,” Journal of Consumer Marketing, Vol.6, No.4, 61-71.
    Schloss, Ira (1981),”Chicken and Pickles: Choosing a Brand Name,” Journal of Advertising Research, Vol.21, December, pp.47-49.
    Schmitt, Bernd H., Yigang Pan, and Nader T. Tavassoi (1994),”Language and Consumer Memory: The Impact of Linguistic Difference between Chinese and English,” Journal of Consumer Research, 21 (December), 419-31.
    Shipley, D., Hooley, G.J. and Wallace, S. (1988),”The Brand Name Development Process,” International Journal of Advertising, Vol.7, No.2, 253-266.
    Veryzer, Robert W. Jr. (1998),”Key Factor Affection Customer Evaluation of Discontinuous New Products,” Journal of Product Innovation Management, Vol.15, 136-150.
    Zinkhan, George M. and Claude R. Martin Jr. (1987),”New Brand Names and Inferential Beliefs: Some Insights on Naming New Products,” Journal of Business Research, Vol.15, No. 2, 157-172
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    93351030
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093351030
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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