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題名 消費者基礎品牌權益衡量在台灣實務界的應用探討
作者 李正祜
貢獻者 祝鳳岡
李正祜
關鍵詞 品牌權益
品牌
品牌權益衡量
品牌權益構面
日期 2003
上傳時間 17-Sep-2009 15:34:12 (UTC+8)
摘要 品牌權益衡量的相關研究資料對於品牌管理日趨重要,然而過去許多衡量品牌權益的量表或模式建構,多數是單以財務面或是結合財務與行銷兩方面的模式,觀點分歧;而以消費者為基礎,並以行銷策略為目的的品牌權益衡量模式或量表雖然已經有部分文獻,但多僅止於概念性探討,而品牌權益衡量系統的建制與實務界引用的情況則未見討論。品牌的衡量方法並未獲得一致共識,且大多未在實務操作上予以執行並驗證;實務上品牌權益衡量的狀況與學術上的討論其差異何在?實務上如何使用品牌權益衡量?而目前實務上品牌權益衡量又進行到什麼程度?這些在過去的資料中都不易發現完整陳述,因此研究者希望可以探究實務上品牌權益衡量的現狀與應用層面。

本研究的主要目的為將有關品牌權益概念及衡量方式作一系統化整理,並討論品牌權益衡量在台灣企業的運用現況;包含1.探討我國國內企業品牌權益衡量可能的發展與觀念構面。2.探討品牌權益衡量在我國國內企業中品牌管理運用的可行性,是否可用以及如何可用。3.瞭解品牌權益衡量在我國國內企業中運用時可能面臨的問題與限制。

本研究屬於探索性的質化研究,研究重點在於廣泛蒐集並挖掘關於研究主題的相關資料以利研究者對於研究主題的掌握。而傳統上質化研究蒐集資料的方式,包括了焦點團體調查法、實地觀察、深度訪談以及個案研究等等,雖然這些方式在執行運用上及本質上有所差異,但其目的卻是一致的,都是為了儘可能地發覺現象(李天任、藍莘譯,1995:63)。本研究為達到研究目的,並考量到研究主題的特性,在研究設計上選擇以文獻分析法、佐以焦點團體調查法和深度訪談法,作為質化資料的蒐集來源,並據此設計出研究的半結構式深度訪談大綱。

本研究在擬定包含品牌權益「概念」、「現狀」、「方法」及「執行」四面向的半結構式訪談大綱完成後,隨即進行訪談對象的設定與選擇,並依此選擇標準執行後續研究訪談工作,共計訪談十位代表不同屬性立場之專業人士與實務工作者。

研究結果顯示,對於品牌權益衡量的概念實務上普遍肯定品牌權益衡量的價值,實務界對品牌權益概念仍紛雜;在品牌權益定義方面可以分成三種定義方法,一是消費者行銷基礎的品牌權益定義,二是直接以品牌權益構面來表示品牌權益,三是以財務為基礎的品牌權益定義;品牌權益構面仍集中於基本構面中的品牌忠誠度及品牌知名度;對於品牌權益衡量的使用現狀,台灣仍屬啟蒙階段且集中於少部分特定產業,主要來自於觀念、投入成本的門檻;在品牌權益衡量的方法上有質化與量化方法的差別,另在執行程序上也因為受訪者不同的角色立場在不同階段參與度也不同。

此外,品牌權益在學術上與實務執行上的差異,國內企業對品牌概念與經營的限制,品牌權益管理人事安排問題,以及對後續研究者的建議也在後面一並討論。
參考文獻 英文部分
Aaker, David A (1991). “Managing Brand Equity,” The Free Press.
Aaker, David A (1996). "Building Strong Brand", New York: The Free Press.
Aaker, David A. (1992). "The Value of Brand Equity," Journal of Business Strategy, Vol.13 (4): 27-32.
Aaker, David A. and Erich Joachimsthaler (2000), “Brand Leadership”, New York: The Free Press.
Barwise, Patrick. (1933b), “Brand Equity: Snark or Boojum?” International Journal of Research in Marketing, 10, p. 93-104.
Berry Berman & Joel R. Evans (1978), “”
Berry Berman & Joel R. Evans (1995), “Retail Management”, New York: Prentice Hall
Biel, Alexander L. (1992). "How Brand Image Drives Brand Equity," Journal of Advertising Research, Vol.32 (11): RC6-RC12. Vol.13 (4): 27-32.
Blackston, Max (1992). "Observations: Building Brand Equity by Managing The Brand`s Relationships," Journal of Advertising Research, Vol.32 (3): 79-83.
Brasco, T. C. (1988), How Brand Name are Valued for Acquisitions, In: L. Leuthesser, ed., Report#88-104, Cambridge, MA:Marketing Science Institute.
Carman, J.M.,(1973) Marketing, Homewood III , R. D. Irwin.
Cobb-Walgren, Cathy J., Cynthia A. Ruble, and Naveen Donthu (1995). "Brand Equity, Brand Preference, and Purchase Intent," Journal of Advertising, Vol.24 (11): 25-40.
Dobni, Dawn & George M.Zinkhan(1990), "In Search of Brand Image: A Foundation
Analysis, Advances in Consumer Research", Vol.17, pp110-119
Dyson, Paul, Andy Farr, and Nigel S. Hollis (1996) "Understanding, Measuring, and Using Brand Equity," Journal of Advertising Research (Nov/Dec): 9-21.
EI-Ansary A. & Stern L.W.(1998)Marketing Channels, Prentice Hall.
Farquhar, Peter H. (1990) "Managing Brand Equity," Journal of Advertising Research (Aug/Sep): RC7-RC12.
Fazio, Russell H (1986), “How Do Attitudes Guide Behavior?” In Handbook of Motivation and Cognition: Foundatins of Social Behavior, R. M. Sorrentino and E. T. Higgins, eds. New York, NY: Guiford Press.
Fennell, Geraldine (1978), “Consumer Perception of Product –Use Situation,” Journal of Marketing, 42 (April) 38-47.
Fishbein, Martin and Icek Ajzen (1975), Brief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley Publishing Company.
Gardener, Burleigh B. and Sidney J. Levi (1955), “The Product and the Brand,” Harvard Business Review, 33(March-April), 33-9
Garvin, David A. (1987), “Competing on the Eight Dimensions of Quality,” Harvard Business Review, (Nov), Boston.
Gibson, Stanley (1988), “X/Open: First Steps,” Computerworld, Framingham; Sep 19, 1988; Vol. 22, Iss. 38; pg. 23, 2 pgs
Herzog, H (1963), “Behavioral science Concepts for Analyzing the Consumer, ” in Marketing and Behavioral Sciences, Perry Bliss, ed. Boston: Allyn and Bacon Inc., 76-86
Kamakura, Wagner and Gary Russell (1993), "Measuring Brand Value With Scanner Data," International Journal of Research in Marketing, 10 (March), 9-22.
Keegan, Warren J. (1989), "Global Marketing Management", Englewood Cliffs, New Jersey: Prentice-Hall.
Keller, Kevin Lane (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, Vol.57 (1): 1-22.
Keller, Kevin Lane (1998) "Strategic Brand Management," New Jersey: Prentice Hall.
Kotler, Philip H. (1991), Marketing Management: Analysis, Planning, and Control, 8th ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.
Lassar, Walfried, Banwari Mittal, and Arun Sharma (1995). "Measuring Customer-Based Brand Equity," Journal of Consumer Marketing, Vol.12 (4): 11-19.
Leuthesser, L., ed(1988), “Defining Measuring and Managing Brand Equity:A Conference Summary”, Report #88-104, Cambridge, Ma:Marketing Science Institute.
MacKenzie, Scott B. (1986), “The Role of Attention in Mediating the Effect of Advertising on Attribute Importance, ” Journal of Consumer Research, 13 (September), 174-95.
Maslow, Abraham H. (1970), Motivation and Personality, 2nd ed. New York: Harper & Row Publisher, Inc.
Martin, G. S. and Brown, T. J. (1990), “ In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construct,” in Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Heckler, Gatignon, Fisk and Greham, (Eds), Marketing Theory and Applications, Vol.2, American Marketing Association, Chicago, IL, p.431-438.
Micael Levy & Barton A. Weitz(1995), “Retailing Management” New York, Irwin
Newman, Joseph W. (1957), “New Insight, New Progress for Marketing,” Harvard Business Review, 35 (November- December), 95-102.
Ogilvy, David. Ogilvy on Advertising. New York, NY: Crown Publishing, 1983.
Parasuraman, A., Zeithaml, Valanrie, and Berry, Leonard L. et al. (1994), “Improving Service Quality in America: Lessons Learned,” The Academy of Management Executive, Ada; Vol. 8, lss. 2; p. 32, 21 pgs.
Park, C. W., B. J. Jaworski and D. J. MacInnis (1986), "Strategic Brand Concept-Image Management", Journal of Marketing, 50, October, p621-635
Park, Su Chan and V. Srinivasan (1994). "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, Vol.31 (5): 271-288.
Prentice, Robert M. (1991), "A Breakthrough that Reveals Why Most Promotions Cost 7 times as Much as Advertising," as cited in It Works! How Investment Spending in Advertising Pays O Bernard Ryan, New York: American Association of Advertising Agencies, 1991.
Rangaswamy, A., R. Burke and T.A. Oliva (1993), "Brand Equity and Extendilbility of Brand Names", International Journal of Research in Marketing, 10, p. 61-75
Reynold, Thomas J. and Jonathan Gutman (1984), Advertising as Image Management, Journal of Advertising Research, Vol.24, no.2, pp.27-38
Rossiter, John R. and Larry Percy (1987), Advertising and Promotion Management, New York: McGraw-Hill Book Company.
Scott Davis and Darrell Douglass(1995),”Holistic Approach to Brand Equity Management” Marketing news, January 16, pp.4-5
Shocker, A. D. and B. Weitz (1988), "A Perspective on Brand Equity Principles and Issues", in: L. Leuthesser, ed., Report 88-104, Cambridge, MA: Marketing Science Institute.
Smith, J. Walker. (1991), Brand Equity and the Analysis of Customer Transaction. In: E. Maltz, ed., Marketing Brand Equity, Report#91-110, Cambridge, MA: Marketing Science Institute.
Simon, C. J. and M. W. Sullivan (1993), "The Measurement and Determinants of
Brand Equity: A Financial Approach", Marketing Science, Winter
Srivastava, Rajendra and Allan D. Shocker. (1991), Brand Equity: A Perspective on its Meaning and Measurement. Report#91-124, Cambridge, MA:Marketing Science Institute.
Stobert, P. (1989), Alternative Methods of Brand Valution. In: J. Murphy, ed., Brand Valuations : Establishing a True and Fair View, London: The Interbrand Group.
Sujan, Mita and James R. Bettman (1990), “The Effect of Brand Positioning Strategies on Consumers’ Brand and Category Perception: Some Insights from Schema Research,” Journal of Marketing Research, 26 (November), 454-67.
Surendra N. Singh, Michael L. Rothschild, and Gilbert A. Churchill, Jr.(1988), “Recognition Versus Recall as Measures of Television Commercial Forgetting” Journal of Marketing Research, 28 (February), 72-80
Walfried Lassar, Banwari Mittal and Arum Sharma. (1995),”Measuring customer-based brand equity” Journal of Consumer marketing, 12(4):11-19
Wilkie, William (1986), Consumer Behavior. New York: John Wiley and Sons, Inc.Yovovich, B.G. (1988), "What Is Your Brand Really Worth?" Adweek`s Marketing Week (August 8), 18-21.
中文部分
Kotler, Philip H.and Gary Armstrong (2000),行銷學原理,台北,東華書局。
Schreiber Alfred L. (1996) ,行銷新風潮-生活型態與事件行銷,台北,麥格羅.希爾公司。
顏龍蒂,民國八十八年六月,議題相關行銷對品牌權益的影響,國立政治大企業管理所碩士學位論文。
陳振燧和洪順慶,民國八十八年冬季號,消費品品牌權益衡量量表之建立-顧客基礎觀點,中山管理評論:第七卷第四期,頁:1178-1199。
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李威德,民國九十一年七月,品牌權益衡量模式之建立與評估,國立政治大企業管理所碩士學位論文。
描述 碩士
國立政治大學
廣告研究所
89452016
92
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0894520166
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 李正祜zh_TW
dc.creator (作者) 李正祜zh_TW
dc.date (日期) 2003en_US
dc.date.accessioned 17-Sep-2009 15:34:12 (UTC+8)-
dc.date.available 17-Sep-2009 15:34:12 (UTC+8)-
dc.date.issued (上傳時間) 17-Sep-2009 15:34:12 (UTC+8)-
dc.identifier (Other Identifiers) G0894520166en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33130-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 89452016zh_TW
dc.description (描述) 92zh_TW
dc.description.abstract (摘要) 品牌權益衡量的相關研究資料對於品牌管理日趨重要,然而過去許多衡量品牌權益的量表或模式建構,多數是單以財務面或是結合財務與行銷兩方面的模式,觀點分歧;而以消費者為基礎,並以行銷策略為目的的品牌權益衡量模式或量表雖然已經有部分文獻,但多僅止於概念性探討,而品牌權益衡量系統的建制與實務界引用的情況則未見討論。品牌的衡量方法並未獲得一致共識,且大多未在實務操作上予以執行並驗證;實務上品牌權益衡量的狀況與學術上的討論其差異何在?實務上如何使用品牌權益衡量?而目前實務上品牌權益衡量又進行到什麼程度?這些在過去的資料中都不易發現完整陳述,因此研究者希望可以探究實務上品牌權益衡量的現狀與應用層面。

本研究的主要目的為將有關品牌權益概念及衡量方式作一系統化整理,並討論品牌權益衡量在台灣企業的運用現況;包含1.探討我國國內企業品牌權益衡量可能的發展與觀念構面。2.探討品牌權益衡量在我國國內企業中品牌管理運用的可行性,是否可用以及如何可用。3.瞭解品牌權益衡量在我國國內企業中運用時可能面臨的問題與限制。

本研究屬於探索性的質化研究,研究重點在於廣泛蒐集並挖掘關於研究主題的相關資料以利研究者對於研究主題的掌握。而傳統上質化研究蒐集資料的方式,包括了焦點團體調查法、實地觀察、深度訪談以及個案研究等等,雖然這些方式在執行運用上及本質上有所差異,但其目的卻是一致的,都是為了儘可能地發覺現象(李天任、藍莘譯,1995:63)。本研究為達到研究目的,並考量到研究主題的特性,在研究設計上選擇以文獻分析法、佐以焦點團體調查法和深度訪談法,作為質化資料的蒐集來源,並據此設計出研究的半結構式深度訪談大綱。

本研究在擬定包含品牌權益「概念」、「現狀」、「方法」及「執行」四面向的半結構式訪談大綱完成後,隨即進行訪談對象的設定與選擇,並依此選擇標準執行後續研究訪談工作,共計訪談十位代表不同屬性立場之專業人士與實務工作者。

研究結果顯示,對於品牌權益衡量的概念實務上普遍肯定品牌權益衡量的價值,實務界對品牌權益概念仍紛雜;在品牌權益定義方面可以分成三種定義方法,一是消費者行銷基礎的品牌權益定義,二是直接以品牌權益構面來表示品牌權益,三是以財務為基礎的品牌權益定義;品牌權益構面仍集中於基本構面中的品牌忠誠度及品牌知名度;對於品牌權益衡量的使用現狀,台灣仍屬啟蒙階段且集中於少部分特定產業,主要來自於觀念、投入成本的門檻;在品牌權益衡量的方法上有質化與量化方法的差別,另在執行程序上也因為受訪者不同的角色立場在不同階段參與度也不同。

此外,品牌權益在學術上與實務執行上的差異,國內企業對品牌概念與經營的限制,品牌權益管理人事安排問題,以及對後續研究者的建議也在後面一並討論。
zh_TW
dc.description.tableofcontents 第一章 緒論
第一節 研究背景與動機
第二節 研究目的與預期貢獻

第二章 文獻探討
第一節 品牌
第二節 品牌權益定義與內涵
第三節 品牌權益構面
第四節 品牌權益衡量
第五節 品牌權益衡量系統

第三章 研究方法
第一節 研究架構與流程
第二節 研究性質與取向
第三節 研究設計
第四節 研究執行

第四章 研究結果與分析
第一節 品牌權益衡量概念面
第二節 品牌權益衡量現狀面
第三節 品牌權益衡量方法面
第四節 品牌權益衡量執行面與建議

第五章 結論與建議
第一節 研究發現總述
第二節 研究建議
第三節 研究限制
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0894520166en_US
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 品牌zh_TW
dc.subject (關鍵詞) 品牌權益衡量zh_TW
dc.subject (關鍵詞) 品牌權益構面zh_TW
dc.title (題名) 消費者基礎品牌權益衡量在台灣實務界的應用探討zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 英文部分zh_TW
dc.relation.reference (參考文獻) Aaker, David A (1991). “Managing Brand Equity,” The Free Press.zh_TW
dc.relation.reference (參考文獻) Aaker, David A (1996). "Building Strong Brand", New York: The Free Press.zh_TW
dc.relation.reference (參考文獻) Aaker, David A. (1992). "The Value of Brand Equity," Journal of Business Strategy, Vol.13 (4): 27-32.zh_TW
dc.relation.reference (參考文獻) Aaker, David A. and Erich Joachimsthaler (2000), “Brand Leadership”, New York: The Free Press.zh_TW
dc.relation.reference (參考文獻) Barwise, Patrick. (1933b), “Brand Equity: Snark or Boojum?” International Journal of Research in Marketing, 10, p. 93-104.zh_TW
dc.relation.reference (參考文獻) Berry Berman & Joel R. Evans (1978), “”zh_TW
dc.relation.reference (參考文獻) Berry Berman & Joel R. Evans (1995), “Retail Management”, New York: Prentice Hallzh_TW
dc.relation.reference (參考文獻) Biel, Alexander L. (1992). "How Brand Image Drives Brand Equity," Journal of Advertising Research, Vol.32 (11): RC6-RC12. Vol.13 (4): 27-32.zh_TW
dc.relation.reference (參考文獻) Blackston, Max (1992). "Observations: Building Brand Equity by Managing The Brand`s Relationships," Journal of Advertising Research, Vol.32 (3): 79-83.zh_TW
dc.relation.reference (參考文獻) Brasco, T. C. (1988), How Brand Name are Valued for Acquisitions, In: L. Leuthesser, ed., Report#88-104, Cambridge, MA:Marketing Science Institute.zh_TW
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