| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (Authors) | 蔡姍樺 | zh_TW |
| dc.creator (作者) | 蔡姍樺 | zh_TW |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:06:29 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:06:29 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:06:29 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0090351006 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35078 | - |
| 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) | 90351006 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 本研究主要探討品牌聯盟類型與結盟伙伴的品牌形象對消費者態度及購後不滿意的影響。研究動機是因為台灣廠商在全球電子資訊產業上的地位雖然已經很重要，但是大部分廠商是以OEM及ODM的方式幫國外大品牌代工生產，廠商自己建立品牌者很少，且進入最後使用的品牌產品市場時，此時個別公司的識別通常都已經失去作用。因此，若能與能見度、知名度不錯的品牌進行聯盟，藉以強化本身品牌的優勢或權益，將對企業的成長將能達事半功倍之效。為了對國內資訊零組件廠商建立品牌或提高產品形象有所幫助，因此本研究品牌聯盟的對象擬以主要零組件廠商與個人電腦廠商聯盟推出全新個人電腦品牌產品的方式來進行研究，分為12個實驗組：3（聯合品牌A/B、聯合品牌B/A、組成份共品牌）×4（國外高形象、國內高形象、國外低形象、國內低形象）。另外將針對消費者購後不滿意進行分析，對資訊零組件廠商應該使用何種品牌聯盟策略與結盟伙伴之品牌形象選擇提出建議。研究結果發現：(1)品牌聯盟效益並不受限聯盟類型，皆可提升消費者態度。(2)在結盟伙伴選擇上，與形象良好的廠商進行聯盟，消費者態度較高。(3)台灣資訊產業的發展與品質已獲得消費大眾的肯定，國人對於電腦資訊產品已不存在外國偏見或本國偏見的想法。(4)當發生不滿意情況時，與低形象廠商合作，道德危機成本會降低；與高形象廠商合作，道德危機成本會上升。而結盟伙伴的選擇，在消費者使用不滿意時，會因聯盟類型而有差異。在採用聯合品牌A/B或組成份共品牌時，消費者使用不滿意時，與高形象之系統廠商合作較與低形象者對零組件廠商的傷害為大；若採取聯合品牌B/A的方式，與何種品牌形象的系統廠商合作對零組件廠商的影響無差異。(5)消費者產生不滿意的情況時，雖然對雙方的怪罪程度不同，但皆會對聯盟雙方產生負面口耳相傳的效果。 | zh_TW |
| dc.description.tableofcontents | 目錄第一章 緒論第一節 研究背景及動機第二節 研究目的第三節 研究流程第二章 文獻探討第一節 品牌聯盟之探討第二節 來源國形象第三節 消費者態度第四節 顧客滿意理論與不滿意之反應類型第五節 研究架構第六節 研究假設第三章 研究設計第一節 實驗設計第二節 各項變數的定義與衡量第三節 抽樣方法與問卷設計第四節 資料分析方法與信度分析第四章 研究結果第一節 樣本結構與分組第二節 變數之操弄檢查第三節 消費者對聯盟產品之態度分析第四節 消費者不滿意之反應對聯盟雙方影響程度之分析第五章 結論與建議第一節 研究結論第二節 研究建議第三節 研究限制第四節 後續研究建議參考文獻附錄一：預試問卷附錄二：正式問卷 | zh_TW |
| dc.format.extent | 13186 bytes | - |
| dc.format.extent | 14584 bytes | - |
| dc.format.extent | 14046 bytes | - |
| dc.format.extent | 19153 bytes | - |
| dc.format.extent | 21196 bytes | - |
| dc.format.extent | 66664 bytes | - |
| dc.format.extent | 39881 bytes | - |
| dc.format.extent | 76664 bytes | - |
| dc.format.extent | 29535 bytes | - |
| dc.format.extent | 29728 bytes | - |
| dc.format.extent | 173234 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0090351006 | en_US |
| dc.subject (關鍵詞) | 品牌聯盟類型 | zh_TW |
| dc.subject (關鍵詞) | 品牌形象 | zh_TW |
| dc.subject (關鍵詞) | 來源國形象 | zh_TW |
| dc.subject (關鍵詞) | 顧客不滿意反應 | zh_TW |
| dc.subject (關鍵詞) | 負面口耳相傳 | zh_TW |
| dc.title (題名) | 品牌聯盟類型與結盟夥伴的品牌形象對消費者態度及購後不滿意之影響分析---以資訊零組件廠商為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 一、中文書目 | zh_TW |
| dc.relation.reference (參考文獻) | 張秀惠，產品屬性、個人特徵與來源國形象之研究---以家電產品為例，台灣大學商學研究所碩士論文，民國七十八年。 | zh_TW |
| dc.relation.reference (參考文獻) | 闕河士，消費者抱怨行為及其影響因素，政治大學企業管理研究所碩士論文，民國七十八年。 | zh_TW |
| dc.relation.reference (參考文獻) | 楊國樞、文崇一、吳聰賢、李亦園，社會及行為科學研究方法，東華書局，民國七十九年。 | zh_TW |
| dc.relation.reference (參考文獻) | 黃鈺文，不同品牌來源國與製造地形象對消費者產品態度的影響，政治大學國際貿易研究所碩士論文，民國八十年。 | zh_TW |
| dc.relation.reference (參考文獻) | 林靜儀，品牌國、生產地與廣告對大學生產品態度的影響，政治大學國際貿易研究所碩士論文，民國八十二年。 | zh_TW |
| dc.relation.reference (參考文獻) | 陳昭同，消費者購後不滿意反應類型之研究，東海大學食品科學研究所碩士論文，民國八十二年。 | zh_TW |
| dc.relation.reference (參考文獻) | 高啟震，品牌聯盟的品質訊號傳遞效果之研究，大同工學院事業經營研究所碩士論文，民國八十五年。 | zh_TW |
| dc.relation.reference (參考文獻) | 陳振燧，品牌權益來源組合類型與品牌延伸策略關係之研究，行政院國科會專題計畫研究成果報告，民國八十六年。 | zh_TW |
| dc.relation.reference (參考文獻) | 呂芳洲，品牌聯盟對品牌權益影響之研究，雲林科技大學企業管理技術研究所碩士論文，民國八十七年。 | zh_TW |
| dc.relation.reference (參考文獻) | 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研究所碩士論文，民國八十九年。 | zh_TW |
| dc.relation.reference (參考文獻) | 葉相億，購併組合及品牌名稱對消費者態度之影響，政治大學國際貿易研究所碩士論文，民國九十年。 | zh_TW |
| dc.relation.reference (參考文獻) | 邱志聖、巫立宇、陳仲熙，產品知識及來源國形象對顧客滿意度之影響---Elaboration Likelihood Model之理論應用，管理學報，第十八卷第二期，民國九十年六月。 | zh_TW |
| dc.relation.reference (參考文獻) | 顧萱萱，功能互補性品牌聯盟中鑲嵌品牌之外溢效果，台大管理叢論，第十二卷第一期，民國九十年十二月。 | zh_TW |
| dc.relation.reference (參考文獻) | 二、英文書目 | zh_TW |
| dc.relation.reference (參考文獻) | Anderson, Ralph E. (1973), “Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance”, Journal of Marketing Research, 10(February), pp38-44. | zh_TW |
| dc.relation.reference (參考文獻) | Assael, Henry. (1968), “The Political Role of Trade Associations in Distributive Conflict Resolution”, Journal of Marketing, 38(April), pp21-28. | zh_TW |
| dc.relation.reference (參考文獻) | -------- (1992), “Consumer Behavior and Marketing Action”, 4th ed. PWS-KENT Publishing Company. | zh_TW |
| dc.relation.reference (參考文獻) | Bearden, William O. and Jesse E. Teel (1983), “Selected Determinants of Consumer Satisfaction and Complaint Reports”, Journal of Marketing Research, 20(February), pp21-28. | zh_TW |
| dc.relation.reference (參考文獻) | Bilkey, W. J. and E. Nes (1982), “Country of Origin Effects on Product Evaluation”, Journal of International Business Studies, Spring/Summer, pp89-99. | zh_TW |
| dc.relation.reference (參考文獻) | Bitner, Mary Jo (1990), “Evalutating Service Encounters: The Effects on Physical Surroundings and Employee Responses”, Journal of Marketing, 54(April), pp69-82. | zh_TW |
| dc.relation.reference (參考文獻) | Cardozo, Richard M. (1965), “An Experimental Study of Consumer Efforts, Expectation and Satisfaction”, Journal of Marketing Research, 2(August), pp244-249. | zh_TW |
| dc.relation.reference (參考文獻) | Churchill, Gilbert A., Jr. and Carol Surprenant (1982), “An Investigation into the Determinants of Consumer Satisfaction”, Journal of Marketing Research, 19(November), pp491-504. | zh_TW |
| dc.relation.reference (參考文獻) | Cronin, J. Joesph Jr. and Steven A. Taylor (1992), “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing, 56(July), pp55-68. | zh_TW |
| dc.relation.reference (參考文獻) | Day, Ralph L. and E. Laird Landon, Jr. (1977), “Towards a Theory of Consumer Complaining Behavior”, in Consumer and Industrial Buying Behavior, Arch Woodside, Jagdish Sheth, and Peter Bennett, eds. Amsterdam: North-Holland Publishing Company. | zh_TW |
| dc.relation.reference (參考文獻) | Dobni, Dawn and George M. Zinkhan (1990), “In Search of Brand Image: A Foundation Analysis”, Advances in Consumer Research, 17, pp110-119. | zh_TW |
| dc.relation.reference (參考文獻) | Etzel, Michael J. and Brace J. Walker (1974), “Advertising Strategy for Foreign Products”, Journal of Advertising Research, 14(3), June, pp41-44. | zh_TW |
| dc.relation.reference (參考文獻) | -------- and -------- , and W.J.Stanton (1997), “Marketing”,11th ed. N.Y.：McGraw-Hill, pp.125-126. | zh_TW |
| dc.relation.reference (參考文獻) | Festinger, Leon. (1957), “A Theory of Cognitive Dissonance”, New York: Harper& Row. | zh_TW |
| dc.relation.reference (參考文獻) | Fishbein, Martin and Isek Ajzen (1975), “Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research”, MA: Addison-Wesley. | zh_TW |
| dc.relation.reference (參考文獻) | Fornell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience”, Journal of Marketing, January, pp403-412. | zh_TW |
| dc.relation.reference (參考文獻) | Han, C.M. and Vern Terpstra (1988),”Country-of-Origin Effects for Uninational and Bi-national Products”, Journal of International Business Studies, 19(2), pp235-256. | zh_TW |
| dc.relation.reference (參考文獻) | Harlam, B. A., Krishna, D. R.Lehmann, and C. Mela (1995), “Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle”, Journal of Business Research, 33(May), pp57-66. | zh_TW |
| dc.relation.reference (參考文獻) | Hawkins, Best and Coney (1997),”Consumer Behavior：Building Marketing Strategy”, 7th ed., pp.402 | zh_TW |
| dc.relation.reference (參考文獻) | Israel, D. N., D. J. Eugene and I. L. Shlomo (1997), “Towards a Theory of Country Image Effect on Product Evaluation”, Management International Review, 37. | zh_TW |
| dc.relation.reference (參考文獻) | Jacoby, J., Jerry C. Olson, and Rafael A. Haddoct (1971), “Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality”, Journal of Applied Psychology, 56(6), pp570-579. | zh_TW |
| dc.relation.reference (參考文獻) | Johannson, J. K. and Hans B.Thorelli (1985), “International Product Positioning”, Journal of International Business Studies, Fall, pp57-75. | zh_TW |
| dc.relation.reference (參考文獻) | Keller, L. K. and D. A.Aaker (1992), “The Effect of Sequential Introduction of Brand Extension”, Journal of Marketing Research, February, pp35-50. | zh_TW |
| dc.relation.reference (參考文獻) | -------- (1993), “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”, Journal of Marketing, 57, pp1-22. | zh_TW |
| dc.relation.reference (參考文獻) | -------- (1998), “Strategic Brand Management-Building, Measuring, and Managing Brand Equity”, New Jersey. | zh_TW |
| dc.relation.reference (參考文獻) | Khanna, Sri Ram (1986), “Asian Companies and the Country Sterotype Paradox: An Empirical Study”, Columbia Journal of World Business, Summer, pp29-38. | zh_TW |
| dc.relation.reference (參考文獻) | Kotler, Philip (1991), “Marketing Management, Analysis, Planning, Implementation and Control ”, 7th ed., Prentice-Hall International Editions. | zh_TW |
| dc.relation.reference (參考文獻) | -------- (2000), “Marketing Management”, New York: Free Press | zh_TW |
| dc.relation.reference (參考文獻) | Loken, B. and D. R.John (1993), “Diluting Brand Beliefs: When do Brand Extension have a Negative Impact?”, Journal of Marketing, 57(July), pp71-84. | zh_TW |
| dc.relation.reference (參考文獻) | Nagashima, Akira (1970), “ A Comparison of Japanese and U.S. Attitudes Toward Foreign Products”, Journal of Marketing, 34(January), pp68-74. | zh_TW |
| dc.relation.reference (參考文獻) | Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision “, Journal of Marketing Research, 17(November), pp460-469. | zh_TW |
| dc.relation.reference (參考文獻) | -------- (1981), “Measurement and Evaluation of Satisfaction Process in Retail Settings”, Journal of Retailing, 57(Fall), pp25-47 | zh_TW |
| dc.relation.reference (參考文獻) | -------- and Wayne S. DeSarbo (1988), “Response Determinants in Satisfaction Judgment”, Journal of Consumer Research, 14(March), pp495-507. | zh_TW |
| dc.relation.reference (參考文獻) | Olshavsky, Richard N. and John A. Miller (1972), “Consumer Expectations, Product Performance, and Perceived Product Quality”, Journal of Marketing Research, 9(February), pp19-21. | zh_TW |
| dc.relation.reference (參考文獻) | Olson, Jerry C. and Philip Dover (1976), ”Effect of Expectation Creation and Disconfirmation on Belief Elements of Cognitive Structure”, Advances in Consumer Research, 3, pp168-175. | zh_TW |
| dc.relation.reference (參考文獻) | -------- and -------- (1979), ”Disconfirmation of Consumer Expectations Through Product Trial”, Journal of Applied Psychology, 64(April), pp179-189. | zh_TW |
| dc.relation.reference (參考文獻) | Park, C.W., S.Y. Jun, and A.D.Shocker (1996), “Composite Branding Alliance: An Investigation of Extension and Feedback Effect”, Journal of Business Research, 33(November), pp453-466. | zh_TW |
| dc.relation.reference (參考文獻) | Rao, A.R. and R.W. Ruekert (1994),”Brand Alliances as Signals of Product Quality”, Sloan Management Review, Fall, pp87-97. | zh_TW |
| dc.relation.reference (參考文獻) | Rao, Lu Qu, and R.W. Ruekert (1999),”Signaling Unobservable Product Quality Through a Brand Ally”, Journal of Marketing Research, 36, pp258-268. | zh_TW |
| dc.relation.reference (參考文獻) | Richardson, Paul S., Alan S. Dick, and Arun K. Jain (1994), “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality”, Journal of Marketing, 58, pp28-36. | zh_TW |
| dc.relation.reference (參考文獻) | Romeo, Jean B. (1991), “The Effect of Negative Information on the Evaluation of Brand Extensions and the Family Brand”, Advances in Consumer Research, 18, pp399-406. | zh_TW |
| dc.relation.reference (參考文獻) | Rosenberg, M.J. and C.I. Hanland, (1960),”Cognitive, Affective, and Behavior Components of Attitude”, in Attitude Organization and Change: An Analysis of Consistency among Attitude Component. Eds. M.J. Rosenberg et al. New Haven, Ct: Yale University Press. | zh_TW |
| dc.relation.reference (參考文獻) | Roth, Martin S. and Jean B. Romeo (1992), “Matching Product Category and Country Image Perceptions: A Framework for Management Country-of –Origin Effects”, Journal of International Business Studies, third quarter. | zh_TW |
| dc.relation.reference (參考文獻) | Schooler, Robert D. (1965), “Product Bias in the Central American Common Market”, Journal of Marketing Research, 2, pp394-397. | zh_TW |
| dc.relation.reference (參考文獻) | Shocker, Allen D., Rajendra K. Srivastava, and Robert W. Ruekert (1994), ”Challenges and Opportunities Facing Brand Management: An Introduction to Special Issue”, Journal of Marketing Research, 31, pp149-158. | zh_TW |
| dc.relation.reference (參考文獻) | Simonin, B.L. and J.A. Ruth (1995),”Bundling as a Strategy for New Product Introduction: Effect on Consumer’s Reservation Prices for the Bundle, the New Product and Its Tie-in”, Journal of Business Research, 33, pp219-230. | zh_TW |
| dc.relation.reference (參考文獻) | -------- and -------- (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, 35, pp30-42. | zh_TW |
| dc.relation.reference (參考文獻) | Singh, Jagdip (1988),”Consumer Complaint Intentions and Behavior：Definitional and Taxonomical Issues”, Journal of Marketing, 52(January), pp.90-107. | zh_TW |
| dc.relation.reference (參考文獻) | -------- and Robert E.Wilkes (1996), “When Consumers Complain: A Path Analysis of The Key Antecedents of Consumer Complaint Response Estimates”, | zh_TW |
| dc.relation.reference (參考文獻) | Academy of Marketing Science Journal, 24, pp350-365. | zh_TW |
| dc.relation.reference (參考文獻) | Spreng, Richard A. and Richard W. Olshavsky (1993), “A Desires Congruency Model of Consumer Satisfaction”, Journal of Academy of Marketing Science, 21(Summer), pp167-177. | zh_TW |
| dc.relation.reference (參考文獻) | Strahilevitz, M and John G. Myers (1998), “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell”, Journal of Consumer Research, 24(March), pp434-446. | zh_TW |
| dc.relation.reference (參考文獻) | Tse, David K. and Peter C. Wilton (1988), “Models of Consumer Satisfaction Formation: An Extension”, Journal of Marketing Research, 25(May), pp204-212. | zh_TW |
| dc.relation.reference (參考文獻) | Varadarajan, P.R. (1985),”Symbiotic Marketing Revised”, Journal of Marketing, 50, pp7-17. | zh_TW |
| dc.relation.reference (參考文獻) | Voss, Kevin E. and Patriya Tansuhaj (1999), “A Consumer Perspective on Foreign Market Entry: Building Brands Through Brand Alliances”, Journal of Marketing, 50, pp7-17. | zh_TW |
| dc.relation.reference (參考文獻) | Westbrook, Robert A. (1980), “Intrapersonal Affective Influences on Consumer Satisfaction with Products”, Journal of Consumer Research, 7(June), pp49-54 | zh_TW |
| dc.relation.reference (參考文獻) | Woodruff, R., Ernest R.Cadotte, and Roger L. Jenkins (1983), “Modeling Consumer Satisfaction Process Using Experience-Based Norms”, Journal of Marketing Research, 20(August), pp296-304. | zh_TW |
| dc.relation.reference (參考文獻) | Woodside, Arch G., Lisa L. Frey, and Robert T. Daly (1989), “Linking Service Quality, Consumer Satisfaction, and Behavioral Intention”, Journal of Health Care Marketing, 9(Dec), pp5-17. | zh_TW |
