English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 111300/142217 (78%)
Visitors : 48248858      Online Users : 570
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 140.119/85733
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85733


    Title: 國際品牌授權稀釋效果之研究
    The Diluting Effect of International Brand Licensing
    Authors: 邱纓琇
    Chiu), YingHsiu Chiu(Sophia
    Contributors: 于卓民
    邱志聖

    邱纓琇
    YingHsiu Chiu(Sophia Chiu)
    Keywords: 品牌授權
    品牌延伸
    品牌權益
    稀釋效果
    產品特徵
    品牌概念
    產品知識
    Brand Licensing
    Brand Extension
    Brand Equity
    Diluting Effect
    Product Character
    Brand Concept
    Product Knowledge
    Date: 1998
    Issue Date: 2016-04-20 16:46:15 (UTC+8)
    Abstract:   本研究在探討消費者對品牌延伸與品牌授權產品的評估,以及採用品牌延伸與品牌授權策略對原品牌權益的稀釋效果。本研究主要包括三部份:第一,探討「消費者對原品牌的認知與評價」、「產品特徵相似性」、「品牌概念一致性」、「製造商技術移轉能力/被授權台灣廠商之產銷能力」、「延伸/授權產品之產品知識」等變數如何影響消費者對品牌延伸與品牌授權產品的評估;第二,評估品牌延伸與品牌授權對原品牌權益的影響;第三,比較品牌延伸與品牌授權對新產品評估以及原品牌權益影響的差異。
    Reference: 1.方亮淵,「國際品牌授權策略之研究」,國立政治大學企業管理研究所未出版碩士論文,民82年6月。
    2.李蘭甫,國際企業論,北市:三民書局,民83年。
    3.林智新,品牌春秋,長河出版社,民71年。
    4.吳思華,策略九說,麥田出版,民85年。
    5.洪順慶,「品牌授權的成本效益分析」,工商時報,民85年4月17日33版。
    6.洪順慶,「品牌授權常見的4大類型-從品牌識別觀點談品牌代理現況」,工商時報,民85年4月24日33版。
    7.陳仲熙,「產品知識及來源國形象對顧客滿意度之影響」,國立政治大學國際貿易學系未出版碩士論文,民87年6月。
    8.陳振祥,「ODM策略之理論架構與實證」,國立台灣大學商學研究所未出版博士論文,民86年6月。
    9.陳振燧,「顧客基礎的品牌權益衡量與建立之研究」,國立政治大學企業管理研究所未出版博士論文,民85年。
    10.蕭富峰,「中小企業行銷術:(十四)授權品牌」,商業週刊,242卷,民81年7月,頁71。
    11.Aaker, D.A., "Brand Extensions:The Good, the Bad, and the Ugly," Sloan Management Review, Summer 1990, pp.47-56.
    12.Aaker, D.A., Managing Brand Equity, New York:The Free Press, 1991.
    13.Aaker, D.A. and Keller, K.L., "Consumer Response to Brand Extensions," Working Paper, School of Business Administration, University of California, Berkeley, 1987, pp.1-47.
    14.Aaker, D.A. and keller, K.L., "Consumer Evaluations of Brand Extensions," Journal of Marketing, Vol.54, 1990, pp.27-41.
    15.Alba, J.W. and Hutchinson, J.W., "A Framework for Understanding Consumer Knowledge Comparison and Inference Processing," Working Paper, University of Florida, Center for Consumer Research, 1985.
    16.Bilkey, W. J. and Nes, E., "Country of Origin Effects on Product Evaluation," Journal of International Business Studies, Vol.13, Spring/Summer 1982, pp.89-99.
    17.Boush, D.M. and Loken, "A Process-Tracing Study of Brand Extension Evaluation," Journal of Marketing Research, Vol.28, 1991, pp.16-28.
    18.Broniarzyk, S.M. and Alba, J.W., "The Importance of the Brand in Brand Extension," Journal of Marketing Research, Vol.31, 1994, pp.214-228.
    19.Celsi, R.L. and Olson, J.C., "The Role of Involvement in Attention and Comprehension Processes" Journal of Consumer research, Vol.15, September 1988, pp.210-224
    20.Chen, S.F. and Hennart, J.F., "Why Do Manufacturers` Products Carry Retailers` Brands? A Transaction Cost Theory Of Private Branding`," Working Paper, University of Illinois at Urbana-Champaign, 1995.
    21.Chernatony, L.D. and McWilliam, G., "Branding Terminology The Real Debate," Marketing Intelligence and Planning, July/August 1989, pp.29-32.
    22.Cohen, J.B. and Basu, K., "Alternative Models of Categorization: Toward a contingent Processing Framework," Journal of Consumer Research, Vol.13, March 1987, pp.455-472.
    23.Cook, T. and Campbell, D., "The Design and Conduct of Experiments and Quasi-experiments in Field Settings," in Handbook of Industrial and Organization Research, ed. Martin Dunnette, Chicago: Rand Mcnally & Co., 1975.
    24.Dacin, P.A. and Smith, D.C., "The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions," Journal of Marketing Research, Vol.31, 1994, pp.229-242.
    25.Duncan, C.P. and Nelson, J.E., "Meaning Transfer in a Brand Extension Strategy," Faculty Working Paper 86-11, College of Business Administration, University of Colorado, Boulder, 1986, pp.1-50.
    26.Erickson, R., Johansson, J.K. and Chao, P., "Image Variables in Multi-Attribute Product Evaluations: Country of Origin Effect," Journal of Consumer Research, Vol. 11, September 1984, pp.694-699.
    27.Farquhar, P.H., " Managing Brand Equity," Journal of Advertising Research, August/September 1990, pp. RC7-RC12.
    28.Gamble, T.R., "Brand Extension" in Plotting Marketing Strategy, Lee Adler, ed., Mew York: Simon and Schuster, 1967, pp.167-178
    29.Griffin, R.W. and Pustay, M.W., International Business:A Managerial Perspective, USA:Addison-Wesley Publishing Company, 1996.
    30.Hartman, C.L., Price, L.L. and Duncan, C.P., "Consumer Evaluation of Franchise Extension Product:A Categorization Processing Perspective," Advances in Consumer Research, Vol.17, 1990, pp.120-127.
    31.Han, C.M., "Country Image: Halo or Summary Construct? "Journal of Marketing, Vol.26, May 1989, pp.222-229.
    32.Han, C.M. and Terpstra, V., "Country of Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Vol.19, Summer 1988, pp.235-255.
    33.Hong, S.T. and Yi, Y., "A Cross-National Comparison of Country-of-Origin Effect on product Evaluations," Journal of International Consumer Marketing, Vol.4, 1992, pp.49-71.
    34.Jacobson, R. and Aaker, D.A., "The Strategic Role of Product Quality," Journal of Marketing, Vol.51, October 1987, pp.31-44.
    35.Johansson, J.k. and Nebenzahl, Israel D., "Multinational Production: Effect on Brand Value," Journal of International Business Studies, Vol.17, Fall 1986, pp.101-126.
    36.Johansson, J.k. and Thorelli, H.B., "International Product Positioning," Journal of Business Studies, Fall 1985, pp.57-75.
    37.Keller, K.L., "Conceptualizing, Measuring, and Managing Customer - Based Brand Equity," Journal of Marketing, Vol.57, January 1993, pp.1-22.
    38.Keller, K.L. and Aaker, D.A., "The Effect of Sequential Introduction of Brand Extension," Journal of Marketing Research, Vol.29, February 1992, pp.35-50.
    39.Kesler, L., "Extensions Leave Brand in New Area," Advertising Age, June/1 1987, pp. S1.
    40.Kotler, P., Marketing Management:Analysis, Planning, Implementation, and Control, Prentice Hall, 1994.
    41.Loken, B. and John, D.R., "Diluting Brand Beliefs: When Do Brand Extension Have a Negative Impact?" Journal of Marketing, Vol.57, July 1993, pp.71-84.
    42.Marketing Science Institute Research Topics 1988-1990, Cambridge, MA: Marketing Science Institute, 1988.
    43.Meyers-Levy, J. and Tybout, A.M., "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Vol.16, June 1989, pp.30-54.
    44.Muthukrishnan, A.V. and Weitz, B.A., "Role of Product Knowledge in Evaluation of Brand Extension," Advances in Consumer Research, Vol. 18, 1991, pp.407-413.
    45.Niraj, D. and Paul, F.A., "The Effect of Order and Direction on Multiple Brand Extensions," Journal of Business Research, Vol.30, 1994, pp.119-129
    46.Nunally, J., Psychometric Theory, 2nd New York: McGraw-Hill Book Company, 1978.
    47.Park, C.W., Jaworski, B.J. and MacInnis D.J., "Strategic Brand Concept-Image Management," Journal of Marketing, Vol.50, October 1986, pp.135-145.
    48.Park, C.W., Milberg and Lawson, "Evaluation of Brand Extensions:The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Marketing, Vol.18, 1991, pp.185-193.
    49.Pavia, T.M. and Costa, J.A., "The Winning Number: Consumer Perceptions of Alpha-Numeric Brand Names," Journal of Marketing, Vol.57, July 1993, pp.85-98.
    50.Quelch, J.A., "How to build a product licensing program?" Harvard Business Review , Vol.63, 1985, pp.186-193.
    51.Rangaswamy, A., Burke, R.R. and Oliva, T.A., "Brand Equity and Brand Names," International Journal of Research in Marketing, Vol.10, 1993, pp.61-75.
    52.Roth, M.S. and Romeo, J.B., "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Vol.23, Third Quarter 1992, pp.477-497.
    53.Sirgy, M.J., "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Vol.9, December 1982, pp.287-300.
    54.Smith, D.C., and Park, C.W., "The Effects of Brand Extensions on Market Share and Advertising Efficiency," Journal of Marketing Research, Vol.29, 1992, pp.296-313.
    55.Srivastava, R. and Shocker, A.D., "Brand Equity: A perspective on Its Meaning and Measurement," Marketing Science Institute, Cambridge, Report, 1991, pp.91-124.
    56.Sujan, M., "Consumer Knowledge: Effects of evaluation Strategies Mediating Consumer Judgement," Journal of Consumer Research, Vol.12, June 1985, pp.31-46.
    57.Sullivan, M., "Measuring Image Spillovers in Umbrella-branded products," Journal of Business, Vol.63, No.3, 1990, pp.309-329.
    58.Sunde, L. and Brodie, R.J., "Consumer Evaluations of Brand Extensions: Further Empirical Results," International Journal of Research in Marketing, Vol.10, 1993, pp.47-53.
    59.Tauber, E.M., "Brand Franchise Extension:New Product Benefits From Existing Brand Names," Business Horizons, Vol.24, 1981, pp.36-41.
    60.Tauber, E.M., "Brand Leverage:Strategy for Growth in a Cost-Control World," Journal of Advertising Research, Vol.28, August/September 1988, pp.26-30.
    61.Terpstra, V., and Sarsthy, R., International Marketing, 1991.
    62.Wentz, L., "How Experts Value Brands," Advertising Age, January/16 1989
    63.Wernerfelt, B., "Umbrella Branding as a Signal of New Product Quality," Rand Journal of Economics, Vol.19, 1988, pp.458-466.
    64.Zeithaml, V.A., "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, Vol.52, July 1988, pp.2-22.
    Description: 碩士
    國立政治大學
    企業管理學系
    86355006
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002001329
    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