| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (作者) | 蔡姍樺 | zh_TW |
| dc.creator (作者) | 蔡姍樺 | zh_TW |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 18-九月-2009 14:06:29 (UTC+8) | - |
| dc.date.available | 18-九月-2009 14:06:29 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 14:06:29 (UTC+8) | - |
| dc.identifier (其他 識別碼) | 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 |
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| 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 |
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