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題名 影響品牌延伸評估效果因素之研究
作者 洪秀蓉
HONG, XIU-RONG
貢獻者 張重昭
洪秀蓉
HONG, XIU-RONG
日期 1992
1991
上傳時間 2-May-2016 15:13:21 (UTC+8)
參考文獻 中文部份
1.吳若權，「探索消費奧秘，揭曉決策過程」，突破雜誌，75期，80年10月，57-68
2. 郭振鶴，「品牌延伸策略行銷管理之實證分析」，淡江大學管理科學研究所未出版碩士論文， 76年6月
3. Pbilip Kotler著，許是祥譯，行銷學通論，中華企業管理發展中心，76年6版
4. 林智新著，品牌春秋，長河出版社，民國71年，頁29-33
5. 孫珣恆，「品牌延伸如何創造利多」，突破雜誌，71期，80年6月，83-88

英文部份
1. Aaker David A. , " Brand Extensions: The Good, the Bad, and the Ugly," Sloan Management Review, (Summer 1990), pp. 47-56
2. Aaker David A. and Kevin Lane Keller, " Consumer Evaluations of Brand Extensions," Journal of Marketing, Vol.54, (January 1990), pp. 27-41
3. Alba J.W.and J.W. Hutchinson, " A Framework for Understanding Consumer Knowledge Comparison and Inference Processing," Working paper, University of Folrida, Center for Consumer Research, 1985
4. Boote Alfred S., " Marketing Segmentation by Personal Values and Salient Product Attribute," Journal of Marketing" Research, Vo121, (Feb. 1981)
5. Bridges Sheri, " A Schema Unification Model of Brand Extensions," Unpublished dissertation, Graduate School of Business, Stanford University, Stanford, 1990, CA94305
6. Celsi Richard L. and Jerry C. Olson, " The Role of Involvement in Attention and Comprehension Process," Journal of Consumer Research, Vol.15, (September 1988), pp. 210-224
7. Chakravarti Dipanker, Deborah J. MacIrutis, Kent Nakamoto, "Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies," Advances in Consumer Research, Vol.17, 1990, pp. 901-916
8. Doyle Peter, " Building Successful Brands: the Strategic Options," Journal of Consumer Marketing, Vo1.7, No2, (Spring 1990), pp. 5-19
9. Dube Laurette, Bernd H. Schmitt, Sheri Bridges, " Categorization Research and Brand Extensions," Advances in Consumer Research, Vo1.19, 1992, pp. 255-259
10. Duncan Calvin P. and James E. Nelson, " Meaning Transfer in a Brand Extension Strategy," Faculty working paper 86-11, College of Business Administration, University of Colorado,Bou1der, Co1oroado, 1986, 1-50
11. Eleanor Rosch and Carolyn Mervis, " Family Resemblances: Studies in Internal Structure of Categories," Cognitive Psychology, 1975, pp. 573-605
12. Gamble Theodore R., ``Brand Extension" in Plotting Marketing Strategy, Lee Adler, ed. (New York: Simon & Schuster, 1967), pp. 167-178
13. Garvin David A. , " Product Quality: An Important Strategic Weapon," Business Horizons, VoU7, (May/June 1984), pp. 40-43
14. Hartman, Price and Duncan, " Consumer Evaluation of Franchise Extension Products: a Categorization Processing Perspective," Advances in Consumer Research, Vol.l7, 1990, pp. 120-127
15. Kapferfer Jean-Noel and Gills Laurent, " Consumer Involvenent Profiles: A New Practical Approach to Consumer Involvement," Journal of Advertising Research, Vol.52 ,No.6, (Dec.85/Jan.86), pp. 48-56
16. Kesler Lori, "Extensions Leave Brand in New Area," Advertising Age, (June 1987), S1
17. Meyers-Levy Joan and Alice M. Tybout, " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, VoL16, (June1989), pp. 30-54
18. Muthukrishnan A.V. and Barton A. Weitz, " Role of Product Knowledge in Evaluation of Brand Extension," Advances in Consumer Research, Vol.18, pp. 407-413
19. Park C. Whan, Bernard J. Jaworski, and Debra J. MacInnis, " Strategic Brand Concept-Image Management," Journal of Marketing, Vol.50, (October 1986), pp. 185-193
20. ____Robert Lawson, and Sandra Milberg, " Memory Structure of Brand Names," Advances in Consumer Research, Vol,16, 1989. pp. 726-731
21.____Sandra Milberg and Robert Lawson, " Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Vol.18, (September 1991), pp. 185-193
22. Ries Al and Jack Trout, Poistioning: The Battle for Your Mind, 2nd ed., (Common Wealth Publishing CoLtd.), 1985
23. Sujan Mita, " Consumer Knowledge: Effects of Evaluation Strategies Mediating Consumer Judgement," Journal of Consumer Research, Vol. 12. (June 1985), pp. 31-46
24. Tauber Edward M. , " Brand Franchise Extensions: New Product Benefit from Existing Brand Name," Business Horizions, Vo1.24 , 1981, pp. 36-41
25. ____, " Brand Leverage: Strategic for Growth in a Cost-Control World," Journal of Advertising Research, (August/September 1988), pp. 26-30
26. Zaichowsky Judith Lynne, " Measuring the Involvement Construct," Journal of Consumer Research, Vo1.12 , (December 1985), pp. 341-52
27. Zeithaml Valarie 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
描述 碩士
國立政治大學
企業管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004477
資料類型 thesis
dc.contributor.advisor 張重昭zh_TW
dc.contributor.author (Authors) 洪秀蓉zh_TW
dc.contributor.author (Authors) HONG, XIU-RONGen_US
dc.creator (作者) 洪秀蓉zh_TW
dc.creator (作者) HONG, XIU-RONGen_US
dc.date (日期) 1992en_US
dc.date (日期) 1991en_US
dc.date.accessioned 2-May-2016 15:13:21 (UTC+8)-
dc.date.available 2-May-2016 15:13:21 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 15:13:21 (UTC+8)-
dc.identifier (Other Identifiers) B2002004477en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89136-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description.tableofcontents 第一章 緒論.................... 1
第一節 研究背景與動機....................1
第二節 研究目的.................... 2
第三節 研究範圍.................... 3
第四節 本論文架構.................... 3
第二章 文獻探討.................... 5
第一節 品牌延伸的意義與作法.................... 5
第二節 品牌延伸與分類理論.................... 11
第三節 評估品牌延伸過程模型.................... 14
第四節 本研究之觀念性架構.................... 24
第五節 研究假設.................... 26
第三章 研究設計....................31
第一節 變數的操作性定義與衡量....................31
第二節 研究設計.................... 33
第三節 資料收集.................... 37
第四章 研究結果.................... 39
第一節 主效果的描述.................... 39
第二節 研究假設檢設.................... 42
第三節 其他發現.................... 46
第五章 結論與建議....................49
第一節 實證結果與討論.................... 49
第二節 行銷實務上的涵義....................50
第三節 研究限制與後續研究建議.................... 50
參考書目....................52
附錄一：預試問卷....................57
附錄二：正式問卷....................62		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004477en_US
dc.title (題名) 影響品牌延伸評估效果因素之研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
1.吳若權，「探索消費奧秘，揭曉決策過程」，突破雜誌，75期，80年10月，57-68
2. 郭振鶴，「品牌延伸策略行銷管理之實證分析」，淡江大學管理科學研究所未出版碩士論文， 76年6月
3. Pbilip Kotler著，許是祥譯，行銷學通論，中華企業管理發展中心，76年6版
4. 林智新著，品牌春秋，長河出版社，民國71年，頁29-33
5. 孫珣恆，「品牌延伸如何創造利多」，突破雜誌，71期，80年6月，83-88

英文部份
1. Aaker David A. , " Brand Extensions: The Good, the Bad, and the Ugly," Sloan Management Review, (Summer 1990), pp. 47-56
2. Aaker David A. and Kevin Lane Keller, " Consumer Evaluations of Brand Extensions," Journal of Marketing, Vol.54, (January 1990), pp. 27-41
3. Alba J.W.and J.W. Hutchinson, " A Framework for Understanding Consumer Knowledge Comparison and Inference Processing," Working paper, University of Folrida, Center for Consumer Research, 1985
4. Boote Alfred S., " Marketing Segmentation by Personal Values and Salient Product Attribute," Journal of Marketing" Research, Vo121, (Feb. 1981)
5. Bridges Sheri, " A Schema Unification Model of Brand Extensions," Unpublished dissertation, Graduate School of Business, Stanford University, Stanford, 1990, CA94305
6. Celsi Richard L. and Jerry C. Olson, " The Role of Involvement in Attention and Comprehension Process," Journal of Consumer Research, Vol.15, (September 1988), pp. 210-224
7. Chakravarti Dipanker, Deborah J. MacIrutis, Kent Nakamoto, "Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies," Advances in Consumer Research, Vol.17, 1990, pp. 901-916
8. Doyle Peter, " Building Successful Brands: the Strategic Options," Journal of Consumer Marketing, Vo1.7, No2, (Spring 1990), pp. 5-19
9. Dube Laurette, Bernd H. Schmitt, Sheri Bridges, " Categorization Research and Brand Extensions," Advances in Consumer Research, Vo1.19, 1992, pp. 255-259
10. Duncan Calvin P. and James E. Nelson, " Meaning Transfer in a Brand Extension Strategy," Faculty working paper 86-11, College of Business Administration, University of Colorado,Bou1der, Co1oroado, 1986, 1-50
11. Eleanor Rosch and Carolyn Mervis, " Family Resemblances: Studies in Internal Structure of Categories," Cognitive Psychology, 1975, pp. 573-605
12. Gamble Theodore R., ``Brand Extension" in Plotting Marketing Strategy, Lee Adler, ed. (New York: Simon & Schuster, 1967), pp. 167-178
13. Garvin David A. , " Product Quality: An Important Strategic Weapon," Business Horizons, VoU7, (May/June 1984), pp. 40-43
14. Hartman, Price and Duncan, " Consumer Evaluation of Franchise Extension Products: a Categorization Processing Perspective," Advances in Consumer Research, Vol.l7, 1990, pp. 120-127
15. Kapferfer Jean-Noel and Gills Laurent, " Consumer Involvenent Profiles: A New Practical Approach to Consumer Involvement," Journal of Advertising Research, Vol.52 ,No.6, (Dec.85/Jan.86), pp. 48-56
16. Kesler Lori, "Extensions Leave Brand in New Area," Advertising Age, (June 1987), S1
17. Meyers-Levy Joan and Alice M. Tybout, " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, VoL16, (June1989), pp. 30-54
18. Muthukrishnan A.V. and Barton A. Weitz, " Role of Product Knowledge in Evaluation of Brand Extension," Advances in Consumer Research, Vol.18, pp. 407-413
19. Park C. Whan, Bernard J. Jaworski, and Debra J. MacInnis, " Strategic Brand Concept-Image Management," Journal of Marketing, Vol.50, (October 1986), pp. 185-193
20. ____Robert Lawson, and Sandra Milberg, " Memory Structure of Brand Names," Advances in Consumer Research, Vol,16, 1989. pp. 726-731
21.____Sandra Milberg and Robert Lawson, " Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Vol.18, (September 1991), pp. 185-193
22. Ries Al and Jack Trout, Poistioning: The Battle for Your Mind, 2nd ed., (Common Wealth Publishing CoLtd.), 1985
23. Sujan Mita, " Consumer Knowledge: Effects of Evaluation Strategies Mediating Consumer Judgement," Journal of Consumer Research, Vol. 12. (June 1985), pp. 31-46
24. Tauber Edward M. , " Brand Franchise Extensions: New Product Benefit from Existing Brand Name," Business Horizions, Vo1.24 , 1981, pp. 36-41
25. ____, " Brand Leverage: Strategic for Growth in a Cost-Control World," Journal of Advertising Research, (August/September 1988), pp. 26-30
26. Zaichowsky Judith Lynne, " Measuring the Involvement Construct," Journal of Consumer Research, Vo1.12 , (December 1985), pp. 341-52
27. Zeithaml Valarie 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		zh_TW