| dc.contributor.advisor | 譚丹琪 | zh_TW |
| dc.contributor.author (Authors) | 陳茂鴻 | zh_TW |
| dc.creator (作者) | 陳茂鴻 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-Dec-2010 14:35:46 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 14:35:46 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 14:35:46 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095362028 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49586 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 管理碩士學程(AMBA) | zh_TW |
| dc.description (描述) | 95362028 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 新品牌的崛起，一般的建議是1.建立起令人有豐富且深刻聯想的品牌識別系統；2.以強力的整合行銷傳播建立品牌高知名度，假以時日，就能成為強勢品牌。但以筆者多年擔任行銷顧問的觀察，按表操課的企業未必都能獲得成功，深究其原因，可發現從新品牌開始曝光，消費者就一直拿著放大鏡來檢視打造這個品牌的企業所有的一切作為，是否真的下定決心、義無反顧地想做好品牌。這篇論文正是研究企業究竟要做出什麼承諾，才有取信顧客，讓顧客心悅誠服願意建立關係。 本研究將品牌承諾定義為：「企業為打造品牌所做出重大投入或投資」，並認為品牌承諾的主要目的是為了將外部顧客鎖入內部，所以品牌承諾的作用就是促進顧客願意建立長久而穩定關係的意願。 由於品牌與顧客的關係是由一次次的接觸而建立起來，所以本研究由品牌接觸點切入，認為品牌接觸點就是顧客判斷品牌承諾可信與否的線索。並以關係意願取代購買意願來衡量顧客願意建立關係的強度，其原因為許多消費者在沒有能力消費某品牌前，可能已經成為該品牌的粉絲，這些粉絲常常為喜愛的品牌捍衛辨護，尤其在網際網路上。 本研究經實證分析得到以下的發現：1.單一類型品牌承諾投入愈多，則顧客的關係意願愈高。2.以品牌接觸點的觀點，將所有接觸點上的品牌承諾加總，承諾愈高，則顧客的關係意願愈高。3.品牌印象會造成關係意願的顯著差異4.品牌忠誠者的關係意願較未購買者高。 | zh_TW |
| dc.description.tableofcontents | 致 謝 辭 1摘要 2目錄 3圖目錄 5表目錄 6第一章 緒論 7 第一節 研究背景與動機 7 第二節 研究目的 8第二章 理論基礎 9 第一節 文獻回顧及討論 9 第二節 品牌承諾的目的 10 第三節 品牌承諾的定義 14 第四節 品牌承諾的作用-關係意願 22 第五節 品牌承諾的線索-品牌接觸點 26 第六節 品牌承諾的應用-液晶電視產業 30第三章 研究方法 33 第一節 研究假設 33 第二節 樣本來源與研究對象 37 第三節 變數定義 40第四章 研究結果 44 第一節 相關性分析 44 第二節 迴歸分析 44第五章 結論與建議 47 第一節 研究結論 47 第二節 研究貢獻與管理意涵 48 第三節 研究限制暨後續研究建議 49參考書目 52【附錄】 59 | zh_TW |
| dc.format.extent | 1232473 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095362028 | en_US |
| dc.subject (關鍵詞) | 品牌承諾 | zh_TW |
| dc.subject (關鍵詞) | 顧客關係 | zh_TW |
| dc.subject (關鍵詞) | 資源依賴理論 | zh_TW |
| dc.subject (關鍵詞) | 交易成本理論 | zh_TW |
| dc.subject (關鍵詞) | 共創價值理論 | zh_TW |
| dc.subject (關鍵詞) | 品牌接觸點 | zh_TW |
| dc.subject (關鍵詞) | 賽局理論 | zh_TW |
| dc.subject (關鍵詞) | Sull管理承諾 | zh_TW |
| dc.subject (關鍵詞) | 框架理論 | zh_TW |
| dc.subject (關鍵詞) | 競合策略 | zh_TW |
| dc.title (題名) | 品牌承諾影響顧客關係之研究 | zh_TW |
| dc.title (題名) | The study of the effect between brand commitment and customer relationship. | en_US |
| dc.type (資料類型) | thesis | en |
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