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題名 企業品牌背書於消費者對新產品的信任度與市場接受度之影響 作者 陳玉玫 貢獻者 別蓮蒂
陳玉玫日期 2002 上傳時間 6-May-2016 16:34:35 (UTC+8) 摘要 本研究在探討延伸新產品採用企業品牌策略、品牌傘策略與個別產品策略對消費者信任度與接受度的影響，並在研究架構中加入企業品牌知名度、品牌形象與消費者知覺風險為調節變數，探討對三種品牌的調節效果，本研究除了比較三種品牌策略的效果之外，並且著重在企業品牌的背書對信任度與接受度的影響。
The purpose of this study is to investigate the endorsement effects of corporate brand, to compare the brand strategy with corporate branding, umbrella branding and product branding strategies, as well as to examine the moderating effects of brand awareness, corporate image and perceived risk on the new extended products.參考文獻 中文部分Ries, al & Laura Ries (1998)，「品牌22誡」，劉麗真譯，臉譜出版社，pp.100-158.李曉青 (2000)，「折扣比例，品牌形象和產品種類對知覺品質和知覺風險之影響以手機和旅遊服務為例」，國立成功大學國際企業研究所碩士論文。陳禹璋 (1997)，「產品來源國與參考價格對知覺風險之影響-以手提音響與個人電腦為例」，國立成功大學企業管理研究所碩士論文。詹智翔 (1999)，「由消費者觀點探討高科技產品特性、知覺風險與購買決策過程之研究」，國立成功大學國際企業研究所碩士論文。鄭秀倫 (2000)，「品牌傘的企業背書效果」，國立政治大學企業管理研究所碩士論文。顧萱萱 (1999)，「產品線延伸策略對母品產品及競爭產品影響之研究—消費者選擇取向」，管理學報，Vol. 16 (2), pp.349-377別蓮蒂 (2002)，「企業品牌傘策略之企業名稱背書效果」，未發表之研究論文。英文部分Aaker, David A. & Kevin L. Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, Vol.54, January, pp. 27-41Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.Aaker, David A. (1996), Builing Strong Brand, New York: The Free Press.Aaker, David A. (1997), “Should You Take Your Brand to Where the Action Is? ” Harvard Business Review, Sep/Oct., pp.135-143Arndt, Johan (1967), “Perceived Risk, Sociometric Integration, and Word of Mouth in the Adoption of a New Food Product,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of Research Graduate School of Business Administration Harvard University, Boston, pp.289-316.Bauer, Ramaond A. (1960), “Consumer Behavior as Risk Taking, Dynamic Marketing for a Changing World,” In R. S. Handcock (Ed), Proceedings of 43rd Conference of the American Marketing Association, pp.389-398Bettman, James R. (1973), “Perceived Risk and Its Components: A Model and Empirical Test,” Journal of Marketing Research, Vol.10, May, pp184-190Boyd, Thomas C. & Charlotte H. Mason (1990), “The Link Between Attractiveness of Extra-Brand Attributes and The Adoption of Innovations,” Journal of the Academy of Marketing Science, Vol. 27, pp. 306-319.Cox, Donald F. (1967), “Risk Taking and Information Handling in Consumer Behavior,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.604-639.Cox, Donald F. (1967), “Risk Handling in Consumer Behavior-an Intensive Study of Two Cases,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.34-81.Cox, Donald F. & Stuart U. Rich (1967),"Perceived of Risk and Consumer Decision Marketing -The Case of Telephone Shopping,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.487-506Cunningham, Scott M. (1967 a), “The Major Dimensions of Perceived of Risk,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of Research Graduate School of Business Administration Harvard University, Boston, pp.82-108Cunningham, Scott M. (1967 b), “Perceived Risk and Brand Loyalty,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.507-523Dodd, William B., Kent B. Monroe & Grewal Dhruv (1991), “The Effect of Price, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28, August, pp.307-319Dowling, Grahame R. & Richard Stealin (1994), “A Model of Perceived Risk and Intended Risk-Handling Activity”, Journal of Consumer Research Vol. 21, June, pp.119-134Durriya, Khairullah Z. & Khairullah Y. Zahid (1999), “Relationships Between Acculturation, Attitude Toward the Advertisement, and Purchase Intention of Asian-Indian Immigrants,” International Journal of Commerce & Management Indiana, Vol.9 (3), pp.46-65Dwyer, Robert F., Paul H. Schurr & Sejo Oh (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, Vol.51, April, pp.11-27.Erdem, Tulin (1998), “An Empirical Analysis of Umbrella Branding”, Journal of Marketing Research, Vol. 35, Aug., pp.339-351Garbarino, Ellen & Mark S Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, Vol. 63 (2), April, pp.70-87Hatch, Mary Jo & Majken Schultz (2001), “Are the Strategic Stars Aligned For your Corporate Brand,” Harvard Business Review, February, pp.129-134Holak, Susan L. (1988), “Determinants of Innovative Durables Adoption an Empirical Study with Implications for Early Product Screening,” Journal of Product Innovation Management, Vol. 5, pp.50-69Hoyer, Wayne D. & Steven P. Brown (1990), “ Effects of Brand Awareness on Choice for a Common Repeat –Purchase Product,” Journal of Consumer Research, Vol. 17 (2), pp.141-148Huber, Joel, John W. Payne & Christopher Puto (1982), “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis”, Journal of Consumer Research, Vol. 9, June, pp.90-98Huber, Joel, John W. Payne, Christopher Puto (1983), “Marketing Boundaries and Product Choice: Illustrating Attraction and Substitution Effects,” Journal of Consumer Research, Vol. 10, June, 31-44.Jacoby, Jacob & Leon B. Kaplan (1972), “Components of Perceived Risk,” In M. Venkatesan (Ed.) Proceedings, 3rd Annual Conference, Chicago: Association for Consumer Research, pp.382-393.Kaplan, Leon B., George J. Szbillo & Jacob Jacoby (1974), “Components of Perceived Risk in Product Purchase: A Cross-Validation,” Journal of Applied Psychology, Vol. 59 (3), pp287-291.Keller, Kevin L. (1993), “Conceptualizing, Measuring, and Managing CustomerBased Brand Equity,” Journal of Marketing, Vol. 57 (1), pp.1-22Keller, Kevin L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall, Inc, New Jersey.Kimani, Amna & Zeithaml Valarie (1993), “Advertising, Perceived Quality, and Brand Image,” In D. Aaker & A. Biel (Ed), Brand Equity and Advertising: Advertising’s Role in Building Strong Bands, Hillsdale, NJ: Lawrence Erlbaum Associates, pp.143-161Kotler, Philip (1996), Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall Inc. pp.444-457Laforet, Sylvie & John Saunders (1994), “Managing Brand Portfolios: the Leaders Do It,” Journal of Advertising Research, Sep./Oct., pp.64-76Michell, Paul, John Reast & James Lynch (1998), “Exploring The Foundations of Trust,” Journal of Marketing Management, Vol. 14, pp 159-172Mitchell, V.-M. & Boustani Pari (1994), "A Preliminary Investigation into Pre- and Post-Purchase Risk Perception and Reduction", European Journal of Marketing, Vol.28 (1), pp.56-71.Mitchell, V.-M. & Boustani Pari (1993), “Marketing Development Using New Products and New Customers,” European Journal of Marketing, Vol. 27(2), pp.17-33.Mitchell, Andrew A & Jerry C. Olson (1981) “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? ” Journal of Marketing Research, Vol. 18, August, pp.318-332Moorman, Christine, Rohit Deshande & Gerald Zaltman (1993), “Factors Affecting Trust in Market Relationships, ” Journal of Marketing, Vol. 57, January, pp.81-101Montgomery, Cynthia A. & Birger Wernerfelt (1992), ”Risk Reduction and Umbrella Branding,” Journal of Business, Vol. 65(1), pp31-50Morgan, Robert M. & Shelby D. Hunt (1994), “The Commitment –Trust Theory of Relationship Marketing, ” Journal of Marketing, Vol.58, July, pp.20-38Owen, Stewart (1993), “The Leader Image Power 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.Peter, J. Paul & Michael J. Ryan (1976), “An Investigation of Perceived Risk at the Brand Level,” Journal of Marketing Research, Vol. 8, May, pp.184-188Perry, Michael & B. Curtis Hamm (1969), “Canonical Analysis of Relations Between Socioeconomic Risk and Personal Influence in Purchase Decisions,” Journal of Marketing Research, Vol. 6, August, pp.351-354Ries, al & Jack Trout (1998), The 22 Immutable Laws of Marketing Violate Them at Your Own, 1.st ed, HaperBusibess, pp.68-83.Roselius, Ted (1971), “Consumer Rankings of Risk Reduction Methods,”Journal of Marketing, Vol. 35, January, pp.56-61Schiffman, Leon G. & Kanuk L. Leslie (2000), Consumer Behavior, 7th ed. Prentice-Hall Inc., New Jersey.Simonson, Itamar (1989), “Choice Based on Reasons: The Case of Attraction and Compromise Effects,” Journal of Consumer Research, Vol. 16, September, pp.158-174Simonson, Itamar & Amos Tversky (1992), “Choice in Context: Tradeoff Contrast and Extremeness Aversion,” Journal of Marketing Research, Vol. 29, August, pp.281-295.Srinivasan, Ratneshwar, Allan D. Shocker & David W. Stewart (1987), “Toward Understanding the Attraction Effect: The Implications of Product Stimulus Meaningfulness and Familiaity,” Journal of Consumer Research, Vol. 13, March, pp.520-533Stone, Robert N. & Kjell Gronhaug (1993), “Perceived Risk: Further Considerations for the Marketing Discipline,” European Journal of marketing, Vol. 27(3), pp.39-50Sullivan, Mary (1990), “Measuring Image Spillovers in Umbrella-Branded Products”, Journal of Business, Vol. 63 (1), pp. 309-329.Tan, Soo Jiuan (1999), “Strategies for Reducing Consumers` Risk Aversion in Internet Shopping,” The Journal of Consumer Marketing, Vol. 16(3), pp.163-180.Tauber, Edward M. (1981), “Brand Franchise Extensions: New Products Benefit from Existing Brand Names”, Business Horizons, Vol. 24, pp.36-41Tauber, Edward M. (1988), “Brand Leverage: Strategy for Growth in a Cost-Control World ”, Journal of Advertising Research, Vol. 28, Aug/Sep, pp.327-52Tversky, Amos & Daniel Kaheman (1991), “Loss Aversion in Riskless Choice: A Reference-Dependent Model,” Quarterly Journal of Economics, Vol. 106, November, pp.1040-1061Wernerfelt, Birger (1988), ”Umbrella Branding as a Signal of new Product Quality: An Example of Signaling by Posting a Bond,” Journal of Economics, Vol. 19(3), pp.458-466Weber, Elke U. & Richard A. Milliman (1997), “Perceived Risk Attitudes: Relating Risk Perception to Risky Choice,” Management Science, Vol.43 (2), pp.123-144Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, Vol. 12, December, pp.341-352 描述 碩士
國立政治大學
企業管理學系
89355029資料來源 http://thesis.lib.nccu.edu.tw/record/#N2003000008 資料類型 thesis dc.contributor.advisor 別蓮蒂 zh_TW dc.contributor.author (Authors) 陳玉玫 zh_TW dc.creator (作者) 陳玉玫 zh_TW dc.date (日期) 2002 en_US dc.date.accessioned 6-May-2016 16:34:35 (UTC+8) - dc.date.available 6-May-2016 16:34:35 (UTC+8) - dc.date.issued (上傳時間) 6-May-2016 16:34:35 (UTC+8) - dc.identifier (Other Identifiers) N2003000008 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/94394 - 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 (描述) 89355029 zh_TW dc.description.abstract (摘要) 本研究在探討延伸新產品採用企業品牌策略、品牌傘策略與個別產品策略對消費者信任度與接受度的影響，並在研究架構中加入企業品牌知名度、品牌形象與消費者知覺風險為調節變數，探討對三種品牌的調節效果，本研究除了比較三種品牌策略的效果之外，並且著重在企業品牌的背書對信任度與接受度的影響。 zh_TW dc.description.abstract (摘要) The purpose of this study is to investigate the endorsement effects of corporate brand, to compare the brand strategy with corporate branding, umbrella branding and product branding strategies, as well as to examine the moderating effects of brand awareness, corporate image and perceived risk on the new extended products. en_US dc.description.tableofcontents 第一章 緒論第一節 研究動機………………………………………………………1第二節 研究目的第二章 文獻探討第一節 品牌與品牌傘策略第二節 品牌策略之吸引效果第三節 知覺風險第三章 研究方法第一節 研究架構與假說第二節 研究變數的定義與衡量第三節 前測第四節 正式實驗設計與程序第四章 研究結果第一節 樣本分析第二節 操弄檢定第三節 各衡量變數之因數分析第四節 產品類別效果分析第五節 假說檢定第五章 結論與建議第一節 結論與討論第二節 建議與貢獻第三節 研究限制與未來研究方向參考文獻附錄附錄一 前測一問卷附錄二 前測二(1)問卷附錄三 前測二(2)問卷附錄四 前測三問卷附錄五 正式問卷 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#N2003000008 en_US dc.title (題名) 企業品牌背書於消費者對新產品的信任度與市場接受度之影響 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分Ries, al & Laura Ries (1998)，「品牌22誡」，劉麗真譯，臉譜出版社，pp.100-158.李曉青 (2000)，「折扣比例，品牌形象和產品種類對知覺品質和知覺風險之影響以手機和旅遊服務為例」，國立成功大學國際企業研究所碩士論文。陳禹璋 (1997)，「產品來源國與參考價格對知覺風險之影響-以手提音響與個人電腦為例」，國立成功大學企業管理研究所碩士論文。詹智翔 (1999)，「由消費者觀點探討高科技產品特性、知覺風險與購買決策過程之研究」，國立成功大學國際企業研究所碩士論文。鄭秀倫 (2000)，「品牌傘的企業背書效果」，國立政治大學企業管理研究所碩士論文。顧萱萱 (1999)，「產品線延伸策略對母品產品及競爭產品影響之研究—消費者選擇取向」，管理學報，Vol. 16 (2), pp.349-377別蓮蒂 (2002)，「企業品牌傘策略之企業名稱背書效果」，未發表之研究論文。英文部分Aaker, David A. & Kevin L. Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, Vol.54, January, pp. 27-41Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.Aaker, David A. (1996), Builing Strong Brand, New York: The Free Press.Aaker, David A. (1997), “Should You Take Your Brand to Where the Action Is? ” Harvard Business Review, Sep/Oct., pp.135-143Arndt, Johan (1967), “Perceived Risk, Sociometric Integration, and Word of Mouth in the Adoption of a New Food Product,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of Research Graduate School of Business Administration Harvard University, Boston, pp.289-316.Bauer, Ramaond A. (1960), “Consumer Behavior as Risk Taking, Dynamic Marketing for a Changing World,” In R. S. Handcock (Ed), Proceedings of 43rd Conference of the American Marketing Association, pp.389-398Bettman, James R. (1973), “Perceived Risk and Its Components: A Model and Empirical Test,” Journal of Marketing Research, Vol.10, May, pp184-190Boyd, Thomas C. & Charlotte H. Mason (1990), “The Link Between Attractiveness of Extra-Brand Attributes and The Adoption of Innovations,” Journal of the Academy of Marketing Science, Vol. 27, pp. 306-319.Cox, Donald F. (1967), “Risk Taking and Information Handling in Consumer Behavior,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.604-639.Cox, Donald F. (1967), “Risk Handling in Consumer Behavior-an Intensive Study of Two Cases,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.34-81.Cox, Donald F. & Stuart U. Rich (1967),"Perceived of Risk and Consumer Decision Marketing -The Case of Telephone Shopping,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.487-506Cunningham, Scott M. (1967 a), “The Major Dimensions of Perceived of Risk,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of Research Graduate School of Business Administration Harvard University, Boston, pp.82-108Cunningham, Scott M. (1967 b), “Perceived Risk and Brand Loyalty,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.507-523Dodd, William B., Kent B. Monroe & Grewal Dhruv (1991), “The Effect of Price, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28, August, pp.307-319Dowling, Grahame R. & Richard Stealin (1994), “A Model of Perceived Risk and Intended Risk-Handling Activity”, Journal of Consumer Research Vol. 21, June, pp.119-134Durriya, Khairullah Z. & Khairullah Y. Zahid (1999), “Relationships Between Acculturation, Attitude Toward the Advertisement, and Purchase Intention of Asian-Indian Immigrants,” International Journal of Commerce & Management Indiana, Vol.9 (3), pp.46-65Dwyer, Robert F., Paul H. Schurr & Sejo Oh (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, Vol.51, April, pp.11-27.Erdem, Tulin (1998), “An Empirical Analysis of Umbrella Branding”, Journal of Marketing Research, Vol. 35, Aug., pp.339-351Garbarino, Ellen & Mark S Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, Vol. 63 (2), April, pp.70-87Hatch, Mary Jo & Majken Schultz (2001), “Are the Strategic Stars Aligned For your Corporate Brand,” Harvard Business Review, February, pp.129-134Holak, Susan L. (1988), “Determinants of Innovative Durables Adoption an Empirical Study with Implications for Early Product Screening,” Journal of Product Innovation Management, Vol. 5, pp.50-69Hoyer, Wayne D. & Steven P. Brown (1990), “ Effects of Brand Awareness on Choice for a Common Repeat –Purchase Product,” Journal of Consumer Research, Vol. 17 (2), pp.141-148Huber, Joel, John W. Payne & Christopher Puto (1982), “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis”, Journal of Consumer Research, Vol. 9, June, pp.90-98Huber, Joel, John W. Payne, Christopher Puto (1983), “Marketing Boundaries and Product Choice: Illustrating Attraction and Substitution Effects,” Journal of Consumer Research, Vol. 10, June, 31-44.Jacoby, Jacob & Leon B. Kaplan (1972), “Components of Perceived Risk,” In M. Venkatesan (Ed.) Proceedings, 3rd Annual Conference, Chicago: Association for Consumer Research, pp.382-393.Kaplan, Leon B., George J. Szbillo & Jacob Jacoby (1974), “Components of Perceived Risk in Product Purchase: A Cross-Validation,” Journal of Applied Psychology, Vol. 59 (3), pp287-291.Keller, Kevin L. (1993), “Conceptualizing, Measuring, and Managing CustomerBased Brand Equity,” Journal of Marketing, Vol. 57 (1), pp.1-22Keller, Kevin L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall, Inc, New Jersey.Kimani, Amna & Zeithaml Valarie (1993), “Advertising, Perceived Quality, and Brand Image,” In D. Aaker & A. Biel (Ed), Brand Equity and Advertising: Advertising’s Role in Building Strong Bands, Hillsdale, NJ: Lawrence Erlbaum Associates, pp.143-161Kotler, Philip (1996), Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall Inc. pp.444-457Laforet, Sylvie & John Saunders (1994), “Managing Brand Portfolios: the Leaders Do It,” Journal of Advertising Research, Sep./Oct., pp.64-76Michell, Paul, John Reast & James Lynch (1998), “Exploring The Foundations of Trust,” Journal of Marketing Management, Vol. 14, pp 159-172Mitchell, V.-M. & Boustani Pari (1994), "A Preliminary Investigation into Pre- and Post-Purchase Risk Perception and Reduction", European Journal of Marketing, Vol.28 (1), pp.56-71.Mitchell, V.-M. & Boustani Pari (1993), “Marketing Development Using New Products and New Customers,” European Journal of Marketing, Vol. 27(2), pp.17-33.Mitchell, Andrew A & Jerry C. Olson (1981) “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? ” Journal of Marketing Research, Vol. 18, August, pp.318-332Moorman, Christine, Rohit Deshande & Gerald Zaltman (1993), “Factors Affecting Trust in Market Relationships, ” Journal of Marketing, Vol. 57, January, pp.81-101Montgomery, Cynthia A. & Birger Wernerfelt (1992), ”Risk Reduction and Umbrella Branding,” Journal of Business, Vol. 65(1), pp31-50Morgan, Robert M. & Shelby D. Hunt (1994), “The Commitment –Trust Theory of Relationship Marketing, ” Journal of Marketing, Vol.58, July, pp.20-38Owen, Stewart (1993), “The Leader Image Power 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.Peter, J. Paul & Michael J. Ryan (1976), “An Investigation of Perceived Risk at the Brand Level,” Journal of Marketing Research, Vol. 8, May, pp.184-188Perry, Michael & B. Curtis Hamm (1969), “Canonical Analysis of Relations Between Socioeconomic Risk and Personal Influence in Purchase Decisions,” Journal of Marketing Research, Vol. 6, August, pp.351-354Ries, al & Jack Trout (1998), The 22 Immutable Laws of Marketing Violate Them at Your Own, 1.st ed, HaperBusibess, pp.68-83.Roselius, Ted (1971), “Consumer Rankings of Risk Reduction Methods,”Journal of Marketing, Vol. 35, January, pp.56-61Schiffman, Leon G. & Kanuk L. Leslie (2000), Consumer Behavior, 7th ed. Prentice-Hall Inc., New Jersey.Simonson, Itamar (1989), “Choice Based on Reasons: The Case of Attraction and Compromise Effects,” Journal of Consumer Research, Vol. 16, September, pp.158-174Simonson, Itamar & Amos Tversky (1992), “Choice in Context: Tradeoff Contrast and Extremeness Aversion,” Journal of Marketing Research, Vol. 29, August, pp.281-295.Srinivasan, Ratneshwar, Allan D. Shocker & David W. Stewart (1987), “Toward Understanding the Attraction Effect: The Implications of Product Stimulus Meaningfulness and Familiaity,” Journal of Consumer Research, Vol. 13, March, pp.520-533Stone, Robert N. & Kjell Gronhaug (1993), “Perceived Risk: Further Considerations for the Marketing Discipline,” European Journal of marketing, Vol. 27(3), pp.39-50Sullivan, Mary (1990), “Measuring Image Spillovers in Umbrella-Branded Products”, Journal of Business, Vol. 63 (1), pp. 309-329.Tan, Soo Jiuan (1999), “Strategies for Reducing Consumers` Risk Aversion in Internet Shopping,” The Journal of Consumer Marketing, Vol. 16(3), pp.163-180.Tauber, Edward M. (1981), “Brand Franchise Extensions: New Products Benefit from Existing Brand Names”, Business Horizons, Vol. 24, pp.36-41Tauber, Edward M. (1988), “Brand Leverage: Strategy for Growth in a Cost-Control World ”, Journal of Advertising Research, Vol. 28, Aug/Sep, pp.327-52Tversky, Amos & Daniel Kaheman (1991), “Loss Aversion in Riskless Choice: A Reference-Dependent Model,” Quarterly Journal of Economics, Vol. 106, November, pp.1040-1061Wernerfelt, Birger (1988), ”Umbrella Branding as a Signal of new Product Quality: An Example of Signaling by Posting a Bond,” Journal of Economics, Vol. 19(3), pp.458-466Weber, Elke U. & Richard A. Milliman (1997), “Perceived Risk Attitudes: Relating Risk Perception to Risky Choice,” Management Science, Vol.43 (2), pp.123-144Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, Vol. 12, December, pp.341-352 zh_TW
