English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88657/118248 (75%)
Visitors : 23503900      Online Users : 221
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/140.119/49586


    Title: 品牌承諾影響顧客關係之研究
    The study of the effect between brand commitment and customer relationship.
    Authors: 陳茂鴻
    Contributors: 譚丹琪
    陳茂鴻
    Keywords: 品牌承諾
    顧客關係
    資源依賴理論
    交易成本理論
    共創價值理論
    品牌接觸點
    賽局理論
    Sull管理承諾
    框架理論
    競合策略
    Date: 2009
    Issue Date: 2010-12-08 14:35:46 (UTC+8)
    Abstract: 新品牌的崛起,一般的建議是1.建立起令人有豐富且深刻聯想的品牌識別系統;2.以強力的整合行銷傳播建立品牌高知名度,假以時日,就能成為強勢品牌。但以筆者多年擔任行銷顧問的觀察,按表操課的企業未必都能獲得成功,深究其原因,可發現從新品牌開始曝光,消費者就一直拿著放大鏡來檢視打造這個品牌的企業所有的一切作為,是否真的下定決心、義無反顧地想做好品牌。這篇論文正是研究企業究竟要做出什麼承諾,才有取信顧客,讓顧客心悅誠服願意建立關係。
    本研究將品牌承諾定義為:「企業為打造品牌所做出重大投入或投資」,並認為品牌承諾的主要目的是為了將外部顧客鎖入內部,所以品牌承諾的作用就是促進顧客願意建立長久而穩定關係的意願。
    由於品牌與顧客的關係是由一次次的接觸而建立起來,所以本研究由品牌接觸點切入,認為品牌接觸點就是顧客判斷品牌承諾可信與否的線索。並以關係意願取代購買意願來衡量顧客願意建立關係的強度,其原因為許多消費者在沒有能力消費某品牌前,可能已經成為該品牌的粉絲,這些粉絲常常為喜愛的品牌捍衛辨護,尤其在網際網路上。
    本研究經實證分析得到以下的發現:
    1.單一類型品牌承諾投入愈多,則顧客的關係意願愈高。
    2.以品牌接觸點的觀點,將所有接觸點上的品牌承諾加總,承諾愈高,則顧客的關係意願愈高。
    3.品牌印象會造成關係意願的顯著差異
    4.品牌忠誠者的關係意願較未購買者高。
    Reference: 【中文部分】
    1.方世榮譯,Egan, John (2002),「關係行銷」,五南
    2.方世榮譯,Gronroos, Christian (2009),「服務行銷與管理」,普林斯頓國際
    3.王育英、梁曉鶯譯,Schmitt, Brend H. (2000),「體驗行銷」,經典傳訊
    4.王祿旺譯,Stephen, Robbins P.. (2003). 「今日管理學」,新陸書局
    5.吳宗成、黃丙喜、覃冠豪著,「山寨風暴:是模仿,還是創新」,理財文化
    6.吳明隆、涂金堂著,「SPSS與統計應用分析」,五南
    7.吳思華著(2000),「策略九說」,臉譜
    8.吳瑞山譯,Brickley, James A.,& Clifford W. Smith, Jr.,& Jerold L. Zimmerman(2002), 「管理經濟學:組織築構之工具與觀點」,麥格羅.希爾
    9.李田樹、李芳齡譯,Sull, Donald N. (2003). 「成功不墜」, 天下雜誌
    10.李芳齡,李田樹譯,Christensen, M.Clayton, & Michael E.Raynor. (2003),「創新者的解答」天下雜誌股份有限公司
    11.李芳齡譯,Christensen,M.Clayton.,& Scott D.Anthony, & Erik A.Roth. (2005),「創新者的修鍊」,天下雜誌股份有限公司
    12.李青芬、李雅婷、趙慕芬譯,Stephen,Robbins P..(2002),「組織行為學」,華泰文化
    13.李璞良譯, Day,George S.,& David J. Reibstein(2005),「華頓商學院-動態競爭策略」,商周出版
    14.林豪傑、喬友慶、侯勝宗編輯,陳明哲(2008). 「動態競爭策略探微:理論、實證與應用」, 智勝文化事業有限公司
    15.林震岩編著,「多變量分析」,智勝文化
    16.俞慧芸譯,Pfeffer, Jeffrey, & Gerald R.Salancik. (2007),「組織的外部控制:資源依賴理論」,聯經出版事業股份有限公司
    17.洪慧芳譯,Sull, Donald N.(2009),「哪些企業不會倒」,天下雜誌
    18.徐世同譯,Keller, Kevin Lane (2008),「策略品牌管理」,華泰文化
    19.高登第譯, Aaker,David A, & Erich Joachimsthaler. (2002), 「品牌領導」,天下遠見出版股份有限公司
    20.張建一、楊家彥、吳麗真譯,Rasmusen, Eric.(2003). 「賽局理論與訊息經濟」,五南圖書出版股份有限公司
    21.張美惠譯,Shapiro, Carl, Hal R. Varian(1999),「資訊經營法則」,時報出版
    22.莊奕琦著(2005),「個體經濟學」,智勝文化
    23.許恩得譯,Brandenburger, M.Adam ., & Barry J.Nalebuff. (2004),「競合策略-賽局理論的經營策略」台灣培生教育出版股份有限公司
    24.許梅芳譯,Carbone, Lewis P. (2005),「顧客經驗管理」,培生教育出版
    25.郭菀玲譯,Smith, Shaun, Joe Wheeler(2003),「創造顧客感動的品牌管理」,哈佛企管
    26.陳正平、朱道凱、張淑芳、鄭麗真、高子梅譯,Kaplan, Robert S., David P. Norton(2004),「策略地圖:串聯組織策略從形成到徹底實施的動態管理工具」,臉譜
    27.陳正倉、林惠玲、陳忠榮、莊春發(2003),「產業經濟學」,雙葉書廊
    28.陳智文譯,Lacobucci, Dawn, & Calder, Boddy(2007),「凱洛格管理學院整合行銷理論與實務,商周出版
    29.陳綉里譯,Davis, Scott M.,& Dunn, Michael(2004), 「品牌行銷」,中衛發展中心
    30.傅治天,林修葳、李亦秦譯,Ghemawat, Pankaj (2002),「經營策略與企業宏景」,華泰文化事業公司
    31.黃明蕙譯,Assael, Henry (2006),「消費者行為,策略性觀點」,雙葉書廊
    32.黃營杉、楊景傅、汪志堅、梁富梅譯,Bareny, Jay B.(2003)高等策略管理,華泰文化
    33.楊東震, 羅玨瑜譯,Lovelock, Christopher., & Lauren Wright.(2003),「服務行銷與管理」,雙葉書廊
    34.葉日武譯,Hawkins,Del I.,& Roger J. Best, & Kenneth A. Coney(2001),「消費者行為:建立行銷策略」,前程企業
    35.葉思迪譯,Schmitt, Brend H.,& David L.Rogers,& Karen Vrotsos(2004),「懂得show就對了」,培生集團
    36.劉孟華譯,Barrera, Rick. (2006),「承諾的力量」,臉譜
    37.劉楚俊、洪啟嘉譯,Varian, Hal R.(2000),「現代個體經濟學」,茂昌圖書
    38.戴至中、袁世珮譯,Schultz, Don E.,& Heidi Schultz(2004),「整合行銷傳播」,麥格羅.希爾
    39.謝文雀編譯,Blackwell, Roger D.,& Paul W. Miniard & James F. Engel(2001),「消費者行為」,華泰文化
    40.藍兆杰,徐偉傑,陳怡君譯,Dixit, Avinash, & Susan Skeath,「策略的賽局」,弘智文化事業有限公司
    41.魏錫鈴著(2004),「騎上峰頂:捷安特與劉金標傳奇」,聯經
    42.顧淑馨譯,Frederick, F. Riechheld.. (1995). 「忠誠度」,智庫文化
    43.顧淑馨譯,Prahald, C. K.,& Venkat Ramaswamy(2003), 「消費者王朝-與顧客共創價值」,天下雜誌
    44.顧淑馨譯,Schmitt, Brend H. (2004), 「顧客經驗管理」,中國生產力中心
    45.顧萱萱、郭建志譯, Schiffman, G.Leon. (2001). 「消費者行為」. 學富文化事業有限公司.
    【英文部分】
    1.Aaker, D. A. (1991). Managing Brand Equity(Capitalizing on the Value of a Brand Name. THE FREE PRESS.
    2.AakerA.David. (2004). Brand portfolio strategy: Creating relevance, diffenentiation, energy, Leverage, and clarity. New York: FREE PRESS.
    3.Assael, Henry.(2004). Consumer Behavior: A strategic approach. Houghton Mifflin Company.
    4.Backstrom, Lars, & Deon Nel (2009). Trusting relationships and personal acquaintance: implications for business friednships.Journal of general management. Vol 34 no.3. 37-55
    5.Barrera, Rick(2005). Overpromise and overdeliver: the secrets of unshakable customer loyalty.
    6.Brandenburger, Adam M.,& Barry J. Nalebuff, (1996). Co-opetition. Pearson Education.
    7.Carbone,Lewis P.(2004). Clued in: how to keep customers coming back again and again. Pearson Education, Inc.
    8.Chaudhuri, Arjun., & Morris B. Holbrook.(2002), “Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect”, Brand Management, Vol 10, no. 1, pp33-58.
    9.Christensen, Clayton M.(2000). Innovation and the general manager. Mcgraw-Hill.
    10.Christensen, Clayton M., & Scott D. Anthony., & Erik A .Roth.(2004). Seeing what’s next: using the theories of innovation to predict Industry change. Harvard business school publishing corporation.
    11.Christensen, Clayton M.,& Michael E. Raynor, (2003). The Innovator’s solution: creating and sustaining sucessful growth. Harvard business school publishing corporation.
    12.Coase, R. H.(1937), The Nature of the Firm, Economic, Vol.4, pp.386-405.
    13.Collis, David J., & Cynthia A.Montgomery (2005). Corporate strategy: A resource-based approach. Mcgraw-Hill
    14.Dixit, Avinash., & Susan Skeath, (2002) Game of strategy. W. W. Norton & company.
    15.Egan, John(2001). Relationship Marketing: Exploring relational strategies in marketing. Pearson Education Limited.
    16.Eisingerich, Andreas B., & Gaia Rubera.(2010), ”Drviers of Brand commitment: A Cross-National Investigation”, Journal of International Marketing.Vol 18, No.2, 2010, pp.64-70.
    17.Fishbbein, M. & I. Ajzen, (1975). Belief, Attitude, intention and Behavior: An Introduction to Theory and Research. Philippines: Addison-Wesley.
    18.Fournier, Susan M.(1998).Consumers and Their Brands: Developing Relationship Theory in Consumer Research.Journal of consumer research 24, no. 3:pp343-373.
    19.Ghemawat, Pankaj.(1991). Commitment. THE FREE PRESS.
    20.Ghemawat, Pankaj.(2006).Strategy and the business landscape. Pearson Education, Inc.
    21.Hansen, Havard., & Leif E. Hem.(2004), “ Brand Extension Evaluations: Effects of Affective Commitment, Involvement, Price Consciousness and Preference for Budling in the Extension Category”, Advances in Consumer Research. Vol 31,2004, pp375-381.
    22.Kaplan, Robert S., & David P.Norton (2004). Strategy maps: Converting intangible assets into tangible outcomes. Harvard Business School Publishing Corporation.
    23.Keller, Kavin Lane.(2008). Strategic Brand Management: Building, Measuring, and Managing brand equity. Pearson Education, Inc.
    24.Normann, Richard.(1992). Service Management, 2nd. John Wiley & Sons.
    25.Parameswaran, M G(2006). Building brand value: Five steps to building powerful brands. McGraw-Hill.
    26.Schmitt, Brend H.(1999). Experiential Marketing : how to get customers to sense, fell, think, act, and relate to your company and brand. THE FREE PRESS.
    27.Schmitt, Brend H.(2003). Customer experience management: a revolutionary approach to connecting with your customers. John Wiley & Sons, Inc.
    28.Schmitt, Brend H., & David L.Rogers., & Karen Vrotsos(2004).There’s no business that’s not show business: marketing in an experience culture. Pearson Education, Inc.
    29.Schultz, Don E., & Heidi Schultz (2004). IMC – The next generation. McGraw-Hill.
    30.Shapiro, Carl., &Hal R.Varian, (1998). Information rules: a strategic guide to the network economy. Harvard Business school press.
    31.Shi, Guicheng.,& Yi-zheng Shi ,& Allan K. K Chan,& Yonggui Wang, (2009). Relationship strength in service industries – a measurement model. International Journal of market research Vol. 51 Issue5.659-685
    32.Smith, Shaun., Wheeler, Joe.,(2003). Managing the customer Experience: Turning customers into Advocates. Pearson Education Limited)
    33.Sull, donald N.(2003) Revival of the fittest: Why Good Companies Go Bad and HowGreat Managers Remake Them. Harvard Business School Press.
    34.Sull, Donald Norman.(2003). Revival of the fittest: why good companies go bad and how great managers remake them.Harvard business school press.
    35.Sull, Donald Norman.(2009). The upside of turbulence: Seizing opportunity in an uncertain world.
    36.Sung, Yongjun., & W. Keith Campbell.(2009), “Brand commitment in consumer-brand relationships: An investment model approach” Brand Management. Vol. 17.2, pp97-113.
    37.Tybout, Alice M., Calkins, Tim.(2005). Kellogg on branding. John Wiley & Sons, Inc.
    38.Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler(2006). Services marketing integrating Custoer Focus Across the Firm. Mcgraw-hill
    39.Wang, Guangping. (2002), “Attigudinal Correlates of Brand Commitment: An Empirical Study”, Journal of Relationship Marketing, Vol. 1(2) 2002,pp57-75.
    40.Warrington, Patti., & Soyeon Shim.(2000), ”An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment”, Psychology & Marketing. Vol. 17(9), pp761-782.
    41.Williamson, O. E.(1975), Market and Hierarchies: Analysis and Antitrust implication. NEW YORK, FREE PRESS
    42.Williamson, O. E.(1979),Transaction-Cost Economics: The Governance of Contractual Relations. The Journal of Lawand Economics,pp233-261
    43.Williamson, O. E.(1985), The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting. New York, FREE PRESS
    44.Williamson, O. E.(1986), Economic Organization. New York,New York Univ. Press.
    Description: 碩士
    國立政治大學
    管理碩士學程(AMBA)
    95362028
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095362028
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

    Files in This Item:

    File Description SizeFormat
    202801.pdf1203KbAdobe PDF2702View/Open


    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
    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。
    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。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback