English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112704/143671 (78%)
Visitors : 49748389      Online Users : 770
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
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/83172
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/83172


    Title: 品牌傘的企業背書效果
    Authors: 鄭秀倫
    Cheng, Hsiu-Lun
    Contributors: 別蓮蒂
    鄭秀倫
    Cheng, Hsiu-Lun
    Keywords: 品牌傘
    企業背書效果
    品牌
    Umbrella branding
    Corporate endorsement effect
    brand
    Date: 2000
    Issue Date: 2016-03-31 13:27:07 (UTC+8)
    Abstract: 本研究是少數專注於探討品牌傘策略的研究,本論文將品牌傘策略定義為「以企業名稱背書產品品牌」的做法,屬於兩層品牌要素間的上下影響效果;而過去文獻則將大量資源集中在品牌延伸策略的討論,品牌延伸策略意指將一個品牌沿用在不同品類的做法,屬於同一品牌要素間產品與產品的平行影響。由於品牌傘與品牌延伸兩種策略在應用及功能上有異曲同工之妙,因此本研究便以品牌延伸豐富的文獻做為探討品牌傘策略的基礎。
    Reference: 中文部份
    中華徵信所,民國八十九年,2000年台灣地區集團企業研究,頁:635-643,951-957,1311-1324
    中華徵信所,民國八十八年,台灣地區大型企業排名TOP 500,頁:160
    天下雜誌,民國八十八年五月,一千大製造業棑名,頁:172-192
    突破雜誌,民國八十九年三月,五百大廣告主,頁:90-99,102-113
    陳振燧和洪順慶,民國八十七年十二月,顧客基礎的品牌權益建立之研究,管理學報:第15卷第四期,頁:623-642
    邱纓琇,民國八十八年七月,國際品牌授權稀釋效果之研究,國立政治大學企業管理研究所未出版碩士論文
    遠見雜誌,民國八十八年一月,「精銳企業二五Ο排行榜」,頁:161-164
    英文部份
    Aaker, David A. (1990). "Brand Extensions: The Good, the Bad, and the Ugly," Sloan Management Review: 47-56.
    (1992). "The Value of Brand Equity," Journal of Business Strategy, Vol.13 (4): 27-32.
    (1996). "Building Strong Brand", New York: The Free Press.
    Aaker, David A. & Kevin Lane Keller (1990). "Consumer Evaluations of Brand Extensions," Journal of Marketing, Vol.54(1): 27-41.
    Bello, David C. & Morris B. Holbrook (1995). " Does an Absence of Brand Equity Generalize Across Product Classes?" Journal of Business Research, Vol.34: 125-131.
    Benady, Alex (1994). " Norwich Union Echoes BA," Marketing, Jan.: 12.
    Biel, Alexander L. (1992). "How Brand Image Drives Brand Equity," Journal of Advertising Research, Vol.32 (11): RC6-RC12.
    Blackston, Max (1992). "Observations: Building Brand Equity By Managing The Brand`s Relationships," Journal of Advertising Research, Vol.32 (3): 79-83.
    Blackston, Max (1995). "The Qualitative Dimension of Brand Equity," Journal of Advertising Research, Vol.35 (4): RC2-RC7.
    Boush, M. David & Barbara Loken (1991). "A Process-Tracing Study of Brand Extension Evalution," Journal of Marketing Research, Vol.28: 16-28.
    Broniarczyk, Susan M. & Joseph W. Alba (1994). "The Importance of the Brand in Brand Extension," Journal of Marketing Research, Vol.31(5): 214-228.
    Calder, B.J., L. W. Phillips, & A.M. Tybout (1981). "Designing Research for Application," Journal of Mareketing Research, Vol.8: 197-207.
    Cobb-Walgren, Cathy J., Cynthia A. Ruble, & Naveen Donthu(1995). "Brand Equity, Brand Preference, and Purchase Intent," Journal of Advertising, Vol.24 (11): 25-40.
    Cook, T. & D. Campbell (1975). "The Design and Conduct of Experiments and Quasi-experiments in Field Settings," Handbook of Industrial and Organizational Research, Ed. Matin Dunnette, Chicago: Rand Mcnally and Co.
    Dacin, Peter A. & Daniel C. Smith (1994). " The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions," Journal of Marketing Research, Vol.31(5): 229-242.
    Dawar, Niraj & Paul F. Adnerson (1994). " The Effects of Order and Direction on Multiple Brand Extensions," Journal of Business Research, Vol.30(6): 119-129.
    Dyson, Paul; Andy Farr; & Nigel S. Hollis (1996) "Understanding, Measuring, and Using Brand Equity," Journal of Advertising Research (Nov/Dec): 9-21.
    Erdem, Tulin (1998). "An Empirical Analysis of Umbrella Branding," Journal of Marketing Research, Vol.35: 339-351.
    Farquhar, Peter H. (1990) "Managing Brand Equity," Journal of Advertising Research (Aug/Sep): RC7-RC12.
    Gurhan-Canli, Zeynep & Durairaj Maheswaran (1998). "The Effects of Extensions on Brand Name Dilution and Enhancement," Journal of Marketing Research, Vol.35: 464-473.
    Keller, Kevin Lane (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, Vol.57 (1): 1-22.
    (1998) "Strategic Brand Management," New Jersey: Prentice Hall.
    Keller, Kevin Lane & David A. Aaker (1992). " The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research, Vol.29(2): 35-50.
    Kirmani, Amna & Zeithaml Valarie (1993). "Advertising, Perceived Quality, and Brand Image," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 143-161. Hillsdale, NJ: Lawrence Erlbaum Associates.
    Klein, Benjamin & Keith B. Leffler (1981). " The Role of Market Forces in Assuring Contractual Performance," Journal of Political Economy, Vol.89(4): 615-637.
    Kotler, Philip (1997) "Marketing Management: Analysis, Planning, Implementation, and Control," Prentice Hall.
    Krishnan, H. S. (1996). "Characteristics of Memory Associations: A Consumer-Based Brand Equity Perception," International Journal of Research in Marketing, Vol.13: 309-405.
    Laforet, Sylvie, & John Saunders (1994). "Managing Brand Portfolios: The Leaders Do It," Journal of Advertising Research (Sep./Oct.): 64-76.
    Lassar, Walfried, Banwari Mittal, & Arun Sharma (1995). "Measuring Customer-Based Brand Equity," Journal of Consumer Marketing, Vol.12 (4): 11-19.
    Loken, Babara & Deborah Roedder John (1993). " Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?" Journal of Marketing, Vol.57(7): 71-84.
    Mahajan, Vijay, Vithala R. Rao, & Rajendra K. Srivastava (1994). "An Approach to Assess the Importance of Brand Equity in Acquisition Decisions," Journal of Product Innovation Management, Vol.11: 2221-235.
    Meyers-Levy, Joan & Alice M. Tybout (1989). " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Vol.16(6): 39-54.
    Mitchall, Allan. (1995). " The Umbrella Sellers," Management Today, Oct.: 103-104.
    Montgomery, Cynthia A. & Birger Wernerfelt (1992). "Risk Reduction and Umbrella Branding," Journal of Business, Vol.65(1): 31-50.
    Moore, Jeri (1993). "Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 31-49. Hillsdale, NJ: Lawrence Erlbaum Associates.
    Neff, Jack & Allce Z. Cuneo (1998). " Clorox tries 409 umbrella," Advertising Age, Vol.69(10): 4.
    Owen, Stewart (1993). "The Landor ImagePower Survey: A Global Assessment of Brand Strength," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 11-30. Hillsdale, NJ: Lawrence Erlbaum Associates.
    Park, Su Chan & V. Srinivasan (1994). "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, Vol.31(5): 271-288.
    Park, C. Whan, Sandra Milberg, & Robert Lawson (1991). "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Cousumer Research, Vol.18(9): 185-193.
    Pitta, Dennis A. & Lea Prevel Katsanis (1995). "Understanding Brand Equity for Successful Brand Extension," Journal of Consumer Marketing, Vol.12 (4): 51-64.
    Reddy, Srinivas K., Susan L. Holak, & Subodh Bhat (1994). "To Extend or Not to Extend: Success Determinants of Line Extensions," Journal of Marketing Research, Vol.31(5): 243-262.
    Ries, Al & Jack Trout (1986). "Positioning : The Battle for Your Mind," New York: McGraw-Hill.
    Rodder John, Deborah, Barbara Loken, & Christopher Joiner (1998). " The Negative Impact of Extensions: Can Flagship Products Be Diluted?" Journal of Marketing, Vol.62(1): 19-32.
    Roselius, Ted (1971). " Consumer Rankings of Risk Reduction Methods," Journal of Marketing, Vol.35(1): 56-61.
    Smith, Daniel C., & C. When Park (1992). " The Effects of Brand Extensions on Market Share and Advertising Efficiency," Journal of Marketing Research, Vol.24(8): 296-313.
    Stayman, Douglas M., Dana L. Alden, & Karen H. Smith (1992). " Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research, Vol.19(9): 240-254.
    Sternthal, Brian, Lynn W. Philips, & Ruby Dholakia, (1978). " The Persuasive Effect of Source Credibility: A Situational Analysis," Public Opinion Quarterly: 285-311.
    Sujan, Mita (1985). " Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Vol.12(6): 31-46.
    Sullivan, Mary (1990). "Measuring Image Spillovers in Umbrella-branded Products," Journal of Business, Vol.63(3): 309-329.
    Tauber, Edward M. (1981) "Brand Franchise Extension: New Product Benefits From Existing Brand Names," Business Horizons, 36-41.
    (1988). "Brand Leverage: Strategy For Growth in a Cost-Control World," Journal of Advertising Research, Vol.28 (4): 26-30.
    Thomas, Hester (1988). " Design in Marketing: Can We See Your ID Please?" Marketing, Feb.: 48-51.
    Wernerfelt, Birger (1988). "Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond," Rand Journal of Economics, Vol.19(3): 458-466.
    Description: 碩士
    國立政治大學
    企業管理學系
    87355011
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002002168
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    There are no files associated with this item.



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


    社群 sharing

    著作權政策宣告 Copyright Announcement
    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。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    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。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback