| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (作者) | 楊淑婷 | zh_TW |
| dc.creator (作者) | 楊淑婷 | zh_TW |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 11-九月-2009 17:03:54 (UTC+8) | - |
| dc.date.available | 11-九月-2009 17:03:54 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 17:03:54 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0090351026 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30014 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 90351026 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 摘要 台灣的信用卡市場近年來競爭越趨激烈，各家發卡銀行無不卯足全勁希望能成為業界信用卡新產品開發的領導者，以搶得市場的先機，故各種行銷手法推陳出新。而聯名信用卡便因此而堀起。聯名信用卡策略的使用不外乎提供信用卡品牌管理者一個在市場上突破困境的方法，例如，台新銀行與新光三越的合作、中國信託與中國石油的加油卡、萬泰銀行與京華城，這些異業結盟的行動，顯示信用卡產業及欲拓展業務範圍的企圖心。 因此，為了釐清上述品牌聯盟策略的各項課題，並提供台灣發卡銀行管理者在聯盟策略的應用，本研究將著重於品牌聯盟的重要議題，例如兩品牌之間在消費者的認知上是否需要具有一致性，而此一致性對於消費者品牌聯盟後評價又會造成何種影響，除此之外，台灣信用卡產業中最常使用的促銷方式有許多，本研究想要探討一個品牌聯盟，再加上什麼型式的促銷方式，才能使品牌聯盟的績效發揮到最大，故促銷型式也成為本研究想要探討的另一課題。 根據實驗結果發現「品牌權益的搭配方式」的確會影響消費者對於聯盟後品牌的評價，而「產品契合度」是另一個成功的品牌聯盟必須考慮的因素，產品契合度在過去品牌聯盟的文獻中一直是重要的變數，而在本研究中更加突顯「產品契合度」在信用卡異業結盟的思考策略中之重要性。本研究更進一步證實，在信用卡產業中，非價格導向的促銷方式會比價格導向的促銷方式在消費者的品牌評價上有正面增強的效果。而且品牌權益搭配方式和品契合度也有交互作用的存在。因此，本研究供管理者在思考信用卡品牌聯盟的行銷策略時一個選擇聯盟對象的準則。 | zh_TW |
| dc.description.tableofcontents | 目錄 第一章 緒論..............................................1 第一節 研究動機...............................................1 第二節 研究目的...............................................3 第三節 研究流程...............................................4 第二章 文獻探討..........................................5 第一節 共同行銷聯盟..........................................5 第二節 品牌聯盟..............................................15 第三節 品牌權益..............................................23 第四節 新產品與品牌之促銷活動................................33 第五節 國內信用卡研究文獻與相關探討..........................37 第三章 研究假設.........................................39 第一節 研究架構..............................................39 第二節 研究假設..............................................40 第四章 研究方法.........................................50 第一節 實驗設計..............................................50 第二節 問卷設計..............................................57 第三節 資料分析方法..........................................62 第五章 研究結果.........................................66 第一節 樣本結構分析..........................................66 第二節 假設驗證..............................................71 第六章 結論與建議.......................................92 第一節 研究結論..............................................92 第二節 研究建議..............................................97 第三節 研究限制............................................102 第四節 後續研究建議........................................103 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0090351026 | en_US |
| dc.subject (關鍵詞) | 品牌聯盟 | zh_TW |
| dc.subject (關鍵詞) | 產品契合度 | zh_TW |
| dc.subject (關鍵詞) | 促銷形式 | zh_TW |
| dc.subject (關鍵詞) | 聯名信用卡 | zh_TW |
| dc.subject (關鍵詞) | 品牌權益 | zh_TW |
| dc.title (題名) | 信用卡品牌聯盟前置因素及其績效之探討 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 參考文獻 | zh_TW |
| dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 1.方敏，行銷聯盟經營品牌對品牌權益的影響，國立交通大學管理科學學程碩士班，民國九十年。 | zh_TW |
| dc.relation.reference (參考文獻) | 2.朱家賢，促銷性廣告、產品品牌聯想形象、消費者屬性對廣告效果影響之研究，私立東吳大學企業管理研究所，民國八十九年。 | zh_TW |
| dc.relation.reference (參考文獻) | 3.呂方洲，品牌聯盟對品牌權益影響之研究，國立雲林科技大學企業管理研究所，民國八十六年。 | zh_TW |
| dc.relation.reference (參考文獻) | 4.袁愛亭，從產品互補性、品牌聲望一致性與訂價方式探討品牌聯盟之效果，輔仁大學管理學研究所，民國八十七年。 | zh_TW |
| dc.relation.reference (參考文獻) | 5.夏心華，促銷活動與產品涉入對品牌權益影響之研究，私立東吳大學企業管理研究所，民國八十六年。 | zh_TW |
| dc.relation.reference (參考文獻) | 6.許淑寬，促銷聯盟管理成功因素之研究-以服務業為實證研究，雲林科技大學企業管理技術研究所，民國八十七年。 | zh_TW |
| dc.relation.reference (參考文獻) | 7.陳欣怡，品牌個性契合度對品牌聯盟成效之影響，雲林科技大學企業管理技術研究所，民國八十八年。 | zh_TW |
| dc.relation.reference (參考文獻) | 8.陳智凱，品牌聯盟對行銷績效影響之研究-以台灣精品標誌為例，國立暨南國際大學國際企業學系研究所，民國八十六年。 | zh_TW |
| dc.relation.reference (參考文獻) | 9.陳靜瑩，影響消費者對品牌聯盟評價因素之研究，國立中央大學企業管理學系研究所，民國八十四年。 | zh_TW |
| dc.relation.reference (參考文獻) | 10.黃郁恬，品牌權益、品牌聲譽一致性、品牌互補性、以及品牌來源國對品牌聯盟影響之探討，國立中央大學企業管理研究所，民國九十年。 | zh_TW |
| dc.relation.reference (參考文獻) | 11.薛賢文，促銷方式、產品線延伸策略、產品涉入與品牌評價之關係，國立中正大學企業管理研究所，民國九十年。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 1.Aaker, David A. and Kevin Lane Keller (1990), ”Consumer Evaluations of Brand Extension,” Journal of Marketing, Vol.54 (January) , 27-41 | zh_TW |
| dc.relation.reference (參考文獻) | 2.Aaker, David A.(1992), “ Managing Brand Equity,” Journal of Business Strategy, 131-145 | zh_TW |
| dc.relation.reference (參考文獻) | 3.Aaker, David A and Erich Joachimsthaler (2000), Brand Leadership, New York : The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | 4.Adler, Lee (1966), “Symbiotic Marketing,” Harvard Business Review, 44 (November-December), 59-71 | zh_TW |
| dc.relation.reference (參考文獻) | 5.Anderson, James C. and James A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships” Journal of Marketing,Vol. 54 (January), 42-58 | zh_TW |
| dc.relation.reference (參考文獻) | 6.Barrie, James G . (1985), “Alliance - The New Strategic Focus,” Long Range Planning, Vol.18 (June), 76-82 | zh_TW |
| dc.relation.reference (參考文獻) | 7.Blackett, Tom and Bob Board (1999), Co-Branding：The Science of Alliance, London : Macmillan Press. | zh_TW |
| dc.relation.reference (參考文獻) | 8.Broniarczky, Susan M. and Joseph W. Alba (1994), “The Importance of The Brand in Brand Extension,” Journal of Marketing Research, Vol. 31 (May), 214-228 | zh_TW |
| dc.relation.reference (參考文獻) | 9.Broniarczyk, Susan M, Joseph W. Alba, Terence A. Shimp, and Joel E. Urbany (1994) “The influence of prior beliefs, frequency cues, and magnitude cues on consumers` perceptions of comparative price data,” Journal of Consumer Research, Vol.21, 219-236 | zh_TW |
| dc.relation.reference (參考文獻) | 10.Bucklin, Louis P . and Sengupta Sanjit (1993), “Organizing Successful Co-Marketing Alliances” Journal of Marketing, Vol. 57, 32-46 | zh_TW |
| dc.relation.reference (參考文獻) | 11.Campbell, Leland and William D. Diamond (1990), “Framing and Sales Promotion：The Characteristics of Good Deal,” Journal of Consumer Marketing, Vol.7, 25-31 | zh_TW |
| dc.relation.reference (參考文獻) | 12.Chaudhuri, Arjun and Morris B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance：The Role of Brand Loyalty,” Journal of Marketing, Vol.65 (April), 81-93 | zh_TW |
| dc.relation.reference (參考文獻) | 13.Clifford, C. Kalb (1988), “Joint Marketing or Co-Marketing：Cooperation or Competition？” Medical Marketing & Media (November), 112-119 | zh_TW |
| dc.relation.reference (參考文獻) | 14.Cooke, Sinead and Paul Ryan (2000), “Brand Alliances：From Reputation Endorsement to Collaboration on Core Competencies,” Mercury Publications, 36-41 | zh_TW |
| dc.relation.reference (參考文獻) | 15.Dodson, Joe A., Alice M. Tybout, and Brian Sternthal (1978), “Impact of Deals and Deal Retraction on Brand Switching,” Journal of Marketing Research, Vol.XV (February), 72-81 | zh_TW |
| dc.relation.reference (參考文獻) | 16.Erickson and J.K. Johanson (1985), “The Role of Price in Multi-Attribute Product Evaluation,” Journal of Consumer Research, Vol. 12, 195-199 | zh_TW |
| dc.relation.reference (參考文獻) | 17.Ernst, David and French Thomas D (1996), “Corporate Alliances：After the Honeymoon” Wall Street Journal, 1-3 | zh_TW |
| dc.relation.reference (參考文獻) | 18.Gaeth, Gary J. and Gerard J. Tellis (1990), “Best Value, Price-Seeking, And Price Aversion,” Journal of Marketing, (April), 87-98 | zh_TW |
| dc.relation.reference (參考文獻) | 19.Gardener, Elizabeth and Minakshi Trivedi (1998), “A Communications Framework to Evaluate Sales Promotion Strategies,” Journal of Advertising Research, (May-June), 67-71 | zh_TW |
| dc.relation.reference (參考文獻) | 20.Hagedoom, John (1993),” Understanding the rationale of strategic technology partnering: Interorganizational modes of cooperation and sectoral differences,” Strategic Management Journal, Vol.14,371-386 | zh_TW |
| dc.relation.reference (參考文獻) | 21.Johnson, Eric J. and J. Edward Russo (1984), “Product Familiarity and Learning New Information,” Journal of Consumer Research, Vol.11 (June), 542-500 | zh_TW |
| dc.relation.reference (參考文獻) | 22.Keller, Kevin Lane and David A. Aaker (1992), “The Effects of Sequential Introduction of Brand Extensions,” Journal of Marketing Research, Vol. 29, (February), 35-50 | zh_TW |
| dc.relation.reference (參考文獻) | 23.Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57 (January), 1-22 | zh_TW |
| dc.relation.reference (參考文獻) | 24.Keller, Kevin Lane (2002), Strategic Brand Management：Building, Measuring, and Managing Brand Equity. New Jersey：Practice-Hall | zh_TW |
| dc.relation.reference (參考文獻) | 25.Lorange, Peter and Johan Roos (1992), Strategic Alliance, Cambridge, Massachusetts : Blackwell Publisher. | zh_TW |
| dc.relation.reference (參考文獻) | 26.Magrath, Allan J. (1991), “Collaborative Marketing Comes of Age—Again,” Sales & Marketing Management (September), 61-64 | zh_TW |
| dc.relation.reference (參考文獻) | 27.Mela, Carl F, Sunil Gupta and Donald R Lehmann (1997), “The Long -Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research, Vol 34 (May), 248-261 | zh_TW |
| dc.relation.reference (參考文獻) | 28.Ortmeyer, Gwen, James M. Lattin and David B. (1991), “Individual Differences in Response to Consumer Promotions,” Journal of Research in Marketing, Vol. 8 (June), 169-186 | zh_TW |
| dc.relation.reference (參考文獻) | 29.Park, Whan, Bernard J. Jaworski and Deborah J. Maclnnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol.50 (October), 135-145 | zh_TW |
| dc.relation.reference (參考文獻) | 30.Park, Whan, Sandra Milberg and Robert Lawson (1991), “Evaluation of Brand Extensions：The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, Vol. 18 (September), 185-193 | zh_TW |
| dc.relation.reference (參考文獻) | 31.Priya, Raghubir and Kim Corfman (1999), “When Do Price Promotions Affect Pretrial Brand Evaluations？” Journal of Marketing Research, Vol.36 (May), 211-222 | zh_TW |
| dc.relation.reference (參考文獻) | 32.Rajan, Varadarajan (1985), “Joint Sales Promotion：An Emerging Marketing Tool” Business Horizons, (September-October), 43-49 | zh_TW |
| dc.relation.reference (參考文獻) | 33.Rajan, Varadarajan (1986), “Horizontal Cooperative Sales Promotion：A Framework for Classification and Additional Perspectives,” Journal of Marketing, Vol.50 (April), 61-73 | zh_TW |
| dc.relation.reference (參考文獻) | 34.Rajan, Varadarajan and Daniel Rajaratnam (1986), “Symbiotic Marketing Revisited,” Journal of Marketing, Vol. 50 (January), 7-17 | zh_TW |
| dc.relation.reference (參考文獻) | 35.Rangaswamy, Arvind, Raymond R. Burke, and Terence A. Oliva, (1993) “Brand equity and the extendibility of brand names,” International Journal of Research, Vol.10, 61-76 | zh_TW |
| dc.relation.reference (參考文獻) | 36.Rao, Akshay R. (1994), “Brand alliances as signals of product quality,” Sloan Management Review, Vol. 36, 87-98 | zh_TW |
| dc.relation.reference (參考文獻) | 37.Reynolds, Thomas J. and Jonathan Gutman (1984), “Advertising Is Image Management,” Journal of Advertising Research, Vol.24, 27-38 | zh_TW |
| dc.relation.reference (參考文獻) | 38.Santa, Barbara and Randi Priluck (1997), “Co-Branding in Advertising：Developing Effective Associations,” The Journal of Product and Brand Management, Vol. 6, 191-201 | zh_TW |
| dc.relation.reference (參考文獻) | 39.Simonin, Bernard L. and Julie A. Ruth (1998), “Is a Company Known by the Company It Keeps？ Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes,” Journal of Marketing Research, Vol. 35 (February), 30-42 | zh_TW |
| dc.relation.reference (參考文獻) | 40.Smith, Daniel C. and C. Whan Park (1992), “The Effects of Barnd Extensions on Market Share and Advertising Efficiency,” Journal of Marketing Research Vol.29 (August), 296-313 | zh_TW |
| dc.relation.reference (參考文獻) | 41.Sobodh, Bhat and Srinivas K. Reddy (2001), “The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation,” Journal of Business Research, Vol.53, 111-122 | zh_TW |
| dc.relation.reference (參考文獻) | 42.Sridhar, Samu H., Shanker Krishnan, and Robert E. Smith (1999), “Using Advertising Alliances for New Product Introduction：Interactions Between Product Complementarity and Promotional Strategies,” Journal of Marketing, Vol. 63 (January), 57-74 | zh_TW |
| dc.relation.reference (參考文獻) | 43.Srivastava, Rajendra K. and Allan D. Shocker (1991), “Brand Equity：A Perspective on Its Meaning and Measurement,” Marketing Science Institute, Report No. 91-124 (October), 1-14 | zh_TW |
| dc.relation.reference (參考文獻) | 44.Whipple, Judith M and Robert Frankel (2000), “Strategic Alliance Success Factors,” Journal of Supply Chain Management, Vol. 36 (Summer), 21-28 | zh_TW |
| dc.relation.reference (參考文獻) | 45.Young. Robert F. and Stephen A. Greyser (1983), Managing Cooperative Advertising：A Strategic Approach. Lexington, MA：D.C. Health. | zh_TW |
