| dc.contributor.advisor | 李嘉林 | zh_TW |
| dc.contributor.advisor | Lee, Chia Lin | en_US |
| dc.contributor.author (Authors) | 丘青鎧 | zh_TW |
| dc.contributor.author (Authors) | Chiu, Ching Kai | en_US |
| dc.creator (作者) | 丘青鎧 | zh_TW |
| dc.creator (作者) | Chiu, Ching Kai | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 17-Apr-2012 09:09:39 (UTC+8) | - |
| dc.date.available | 17-Apr-2012 09:09:39 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Apr-2012 09:09:39 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098355051 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/52723 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 98355051 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 汽車產業早期在台灣一直都屬於重點產業，早從1950年代以前，台灣政府便開始發展汽車產業(陳釧瑤，1997)，然而若按照原定計畫，台灣汽車產業早該在1985年以後就邁入國際化以及自有品牌，不過現今大多數的台灣汽車廠商仍處於通路代理商和零組件代工製造階段，為了避免淘汰，本研究認為台灣汽車廠商應著手發展自有品牌，不過因為台灣廠商大多欠缺品牌知名度，謂此本研究認為台灣廠商可採行品牌聯盟策略。然而考量到市場未來趨勢與消費者需求的多元化，本次研究將以強調運動、休閒的SUV休旅車作為本次研究主要探討的車種，並希望能藉由品牌聯盟讓台灣汽車廠商得以自創品牌。本次研究貢獻在學術方面有三，其一是產品屬性與產品屬性水準之詮釋、二是研究品牌聯盟議題時，需建立在品牌是否能替代某產品屬性的議題上，三是消費者在從事消費行為時確實會產生退縮或是漸進策略。在管理實務上，本研究所給予的建議有七，其一是品牌知名度高低將會影響消費者做出正確決定，其二是當消費者無法有效處理資訊時，車商品牌的重要性將會提升，其三是低辨識度品牌有動機發展成份品牌，其四是台灣汽車廠商自創品牌確實有其利基市場存在，其五是品牌自創過程中，必須不斷地做自我評估，其六是傳遞正確且為消費者所能承受並理解的正確資訊是價值創造的重要一環，其七是品牌建立本身即是策略規劃。 | zh_TW |
| dc.description.abstract (摘要) | Motor industry is one of the most important industry that Taiwan government energetically have developed and invested lots of resources since 1950(陳釧瑤，1997). Indeed, Taiwanese motor firms should have had their own brand and made it internationalized in 1985. However, most of Taiwanese motor firms are still on the stage of OEM or ODM. We regard this condition as a threat that will obstruct the profit growth and weaken the competitiveness of them. Therefore, we consider branding is one of the effective alternatives to strengthen the competitiveness of Taiwanese motor industry.Because of the low brand awareness of Taiwanese motor firms, brand alliance may be the best way that can help them to build their private label. Considering the trend of lifestyle in Taiwan, this literature will focus on “brand alliance of sport utility vehicle” and try to find some important attributes that will support them to select their partners and satisfy the consumer needs.As a result, this studying has three contributions to academic researcher. First, we redefine the meanings of product attribute and product attribute level that many academics confuse. Second, the consistency between the brand awareness of ingredient firms and product attribute should be considered when motor firms are finding the partners of alliance. Third, we verify either behavioral progression or behavioral depression may happen in purchase process (Alderfer, 1972).In practice, we find the fitness between product attributes and partner’s brand awareness will affect the result of brand alliance. The finding implies that ingredient firms which have great brand equity in B2B market may have low equity in B2C market. Second, the weight of car brand will be more important when asymmetric information exists. Third, the ingredient firms which have great equity in B2B market and low awareness in B2C market have the motive to cooperate with private label brand firms. Fourth, there are some niches in Taiwanese SUV market. Fifth, branding can’t success without self-audit. Sixth, delivering the appropriate and correct information to consumers is one of the most important things of value creation. Seventh, strategy is the nature of branding, so it will be very hard to brand without strategic planning. | en_US |
| dc.description.tableofcontents | 圖目錄 v表目錄 vi第一章 緒論 1第一節 研究背景 1第二節 研究動機 1第三節 研究目的 3第四節 章節摘要 4第五節 研究流程 5第二章 文獻探討 6第一節 品牌聯盟的相關 6第二節 台灣汽車產業概況 12第三節 消費者決策理論 16第三章 研究方法 32第一節 研究架構 32第二節 分析方法簡介 33第三節 研究設計 39第四節 抽樣與資料蒐集方法的描述 47第四章 研究分析 48第一節 前測分析 48第二節 樣本輪廓分析 49第三節 集群分析 54第四節 聯合分析 55第五節 各集群內之聯合分析 59第五章 結論與建議 80第一節 聯合分析法之結果 80第二節 各集群聯合分析之結果 81第三節 研究貢獻 82第四節 研究限制 84第五節 後續研究建議與發展 85文獻整理 86附件-問卷 94 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098355051 | en_US |
| dc.subject (關鍵詞) | 品牌聯盟 | zh_TW |
| dc.subject (關鍵詞) | 產品屬性 | zh_TW |
| dc.subject (關鍵詞) | 產品屬性水準 | zh_TW |
| dc.subject (關鍵詞) | 聯合分析法 | zh_TW |
| dc.subject (關鍵詞) | 集群分析法 | zh_TW |
| dc.subject (關鍵詞) | ERG理論 | zh_TW |
| dc.subject (關鍵詞) | EBM模型 | zh_TW |
| dc.subject (關鍵詞) | brand alliance | en_US |
| dc.subject (關鍵詞) | product attribute | en_US |
| dc.subject (關鍵詞) | product attribute level | en_US |
| dc.subject (關鍵詞) | conjoint analysis | en_US |
| dc.subject (關鍵詞) | cluster analysis | en_US |
| dc.subject (關鍵詞) | ERG theory | en_US |
| dc.subject (關鍵詞) | EBM model | en_US |
| dc.title (題名) | 運動休旅車品牌聯盟策略之探討-以聯合分析法分析 | zh_TW |
| dc.title (題名) | Brand alliance of sport utility vehicle(SUV) by conjoint analysis | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 一、中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | (一)機關資訊 | zh_TW |
| dc.relation.reference (參考文獻) | 1. 經濟部商業司(2011)，公司查詢。 | zh_TW |
| dc.relation.reference (參考文獻) | 2. 台灣區車輛工業同業公會(2011)，產業概況調查。 | zh_TW |
| dc.relation.reference (參考文獻) | 3. 財團法人車輛研究測試中心(2010)，產業概況調查。 | zh_TW |
| dc.relation.reference (參考文獻) | (二)報章雜誌 | zh_TW |
| dc.relation.reference (參考文獻) | 1. 邱馨儀(2011年1月29日電)，裕隆日產汽車榮獲2010年「日產R&D品質賞」。經濟日報即時新聞，。 | zh_TW |
| dc.relation.reference (參考文獻) | (三)中文書籍 | zh_TW |
| dc.relation.reference (參考文獻) | 1. Engel、Blackwell與Miniard(2007)，消費者行為(第十版)。白滌清譯(原著出版年：2006)，華泰文化出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 2. Kevin Lane Keller(2008)，策略品牌管理。徐世同譯(原著出版年：2008)，華泰文化出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 3. Kolter,P.與Keller.K.L.(2006)，行銷管理學。樓永堅、方世榮合譯（原著出版年：2006），東華書局出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 4. Michael Porter(1998)，競爭策略。周旭華譯(原著出版年：1980)。天下文化出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 5. 林零宏與張魁峯(2006)，消費者行為。五南書局出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 6. 洪順慶(2006)，台灣品牌競爭力。天下雜誌出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 7. 周文賢、張欽富(2000)，聯合分析在產品設計之運用。華泰文化出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 8. 真誠知已(2006)，聯合分析的SPSS使用手冊。陳耀茂編審(原著出版年：2001)，鼎茂圖書出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 9. 黃俊英（2000），行銷研究概論(第三版)。華泰文化出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 10. 黃俊英(2000)，多變量分析/Multivariate analysis an introduction eng(七版)。中國經濟企業研究所出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 11. 劉文良(2005)，顧客關係管理思維與技術。碁峰文化出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 12. 張春興（1989），張氏心理學辭典。東華書局出版，頁586。 | zh_TW |
| dc.relation.reference (參考文獻) | 13. 龔曙明(2005)，應用統計(第二版)。北京清華大學出版，頁10-11。 | zh_TW |
| dc.relation.reference (參考文獻) | 14. 中山企管系教授群：Scott Valentine、方至民、李清潭、宋兆賢、范瑞珠、邱燈助、胡國強、翁良杰、 高明瑞、陳心田、張倉榮、張瑞當、葉匡時、曾志弘、黃北豪、黃賀、趙平宜、蔡憲唐、鄭育仁、鄭焜中、劉維琪、鍾昆原、鍾憲瑞等合著(2007)，管理學：整合觀點與創新思維/2版。前程文化出版。 | zh_TW |
| dc.relation.reference (參考文獻) | (四)學術論文 | zh_TW |
| dc.relation.reference (參考文獻) | 1. 王朝民(1997)，休旅車消費行為之研究。國立交通大學管理研究所碩士論文，新竹市。 | zh_TW |
| dc.relation.reference (參考文獻) | 2. 王詩晴(2002)，影響全球品牌成功推出副品牌之因素的探討-以精品業為例。國立政治大學國際貿易研究所，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 3. 李青峰(1999)，產品涉入、品牌權益與市場特性對品牌評估與選擇之影響。國立成功大學企業管理研究所未出版之碩士論文，台南市。 | zh_TW |
| dc.relation.reference (參考文獻) | 4. 何蒼崧(2001)，品牌聯想形象與消費者特質對品牌延伸評估之影響。私立義守大學管理科學研究所，高雄市。 | zh_TW |
| dc.relation.reference (參考文獻) | 5. 宋隆炫(1993)，國產自用小轎車之市場區隔、定位與行銷策略研究。大葉工學院事業經營研究所碩士論文，彰化縣。 | zh_TW |
| dc.relation.reference (參考文獻) | 6. 林聰琳 (1977)，自用轎車購買動機研究。政治大學企業管理研究所碩士論文，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 7. 林偉彬（1998），利益區隔與品質知覺在休旅車市場之應用。台灣科技大學管理技術研究所未出版碩士論文，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 8. 林永權(2003)，休旅車消費者決策歷程之研究。國立中正大學企業管理研究所未出版之碩士論文，嘉義縣。 | zh_TW |
| dc.relation.reference (參考文獻) | 9. 沈佳穎(2004)，以聯合分析法探討消費者對忠誠方案屬性之偏好。國立政治大學碩士論文，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 10. 周上富 (2002)，國產休旅車消費者購買行為及其市場區隔之研究-以北部地區居民為例。國立交通大學經營管理研究所碩士論文，新竹市。 | zh_TW |
| dc.relation.reference (參考文獻) | 11. 吳志武、曾世風(2005)，建構汽車購買決策支援系統-以休旅車為例。國立清華大學工業工程與工程管理，新竹市。 | zh_TW |
| dc.relation.reference (參考文獻) | 12. 馬毅志 (1974)，小客車買主之消費者行為-決策程序方法。成功大學工業管理研究所碩士論文，台南市。 | zh_TW |
| dc.relation.reference (參考文獻) | 13. 康登春（1999），休旅車消費者行為特質與潛在市場探討之研究。國立成功大學工業管理研究所，台南市。 | zh_TW |
| dc.relation.reference (參考文獻) | 14. 張正杰（2001），汽車消費者購買決策行為之實證研究-以中國大陸廣州市為例。國立東華大學大陸研究所碩士論文，宜蘭縣。 | zh_TW |
| dc.relation.reference (參考文獻) | 15. 黃忠榮(1984)，自用轎車廠牌形象定位之研究。國立台灣大學商學研究所碩士論文，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 16. 梁恆德（1996），汽車購買者知覺風險之研究。國立政治大學企業管理學系研究所未出版之碩士論文，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 17. 莊泰旭（2002），以Kano 模式在汽車市場調查之研究-以中、印汽車業為例。元智大學管理研究所碩士論文，桃園縣。 | zh_TW |
| dc.relation.reference (參考文獻) | 18. 邱光輝、孫珮珊、陳明怡(2005)，知覺產品品質、顧客滿意與顧客忠誠關係之研究-以上海地區東南汽車為例。國立台北大學企業管理研究所/行銷評論，2005 年夏季第2卷，第2期，頁219-238，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 19. 楊春暉(1996)，ERIC資料庫之服務品質研究。國立臺灣師範大學圖書資訊學研究所，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 20. 楊謹嘉(2005)，日本汽車產業跨國策略聯盟的動態演進。國立政治大學企業管理研究所，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 21. 劉景賢(2001)，聯合分析法在廠商決策之應用-以海外進入模式的選擇為例。國立臺灣大學碩士論文，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 22. 劉旭峰(2005)，消費者在採購休旅車選擇因素分析之研究。私立元智大學工業工程與管理學系，桃園縣。 | zh_TW |
| dc.relation.reference (參考文獻) | 23. 陳釧瑤(1997)，台灣汽車市場產品特性需求分析-以國產自用小客車為例。國立中央大學產業經濟研究所，桃園縣。 | zh_TW |
| dc.relation.reference (參考文獻) | 24. 陳嬿伊(1997)，價格離散對消費者價格知覺的影響。國立政治大學企業管理研究所，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 25. 陳仕煥(1997)，汽車購買者評估準則及影響因素之研究-以台南地區為例。國立成功大學企業管理學系未出版碩士論文，台南市。 | zh_TW |
| dc.relation.reference (參考文獻) | 26. 陳鑑汶(2002)，休旅車消費者購買決策的型態及行銷策略研究。成功大學高階管理碩士，碩士論文，台南市。 | zh_TW |
| dc.relation.reference (參考文獻) | 27. 陳世偉(2003)，國產汽車消費者購買行為之研究。國立台北大學企業管理學系碩士班碩士論文，台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 28. 賴稚峰(2004)，以M-GSPRT法應用於家庭消費產品需求預測之研究～以休旅車為例。國立交通大學交通運輸研究所，新竹市。 | zh_TW |
| dc.relation.reference (參考文獻) | 29. 蕭夙君(2000)，消費者之社會階層、家庭生命週期與其汽車產品屬性重視類別之關聯性研究。國立交通大學經營管理研究所未出版碩士論文，新竹市。 | zh_TW |
| dc.relation.reference (參考文獻) | 30. 鄭英傑(1982)，國產小型轎車決定性屬性與消費者特性之研究。國立成功大學工業管理研究所，台南市。 | zh_TW |
| dc.relation.reference (參考文獻) | 31. 鄭超群(1995)，國產自用小客車廠牌形象知覺與形象定位之研究-非計量多元尺度法之應用。國立交通大學管理科學研究所碩士論文，新竹市。 | zh_TW |
| dc.relation.reference (參考文獻) | 二、英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 1. Alderfer, C. P.(1972), Existence, relatedness, and growth. New York: Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | 2. Agarwal, MikeK（1980）, “Estimation Demand Functions for Products Characteristics：The Case of Automobiles.” Journal of Consumer Research, Vol.3, Dec. | zh_TW |
| dc.relation.reference (參考文獻) | 3. Anthony Lowe & Pascal A. Bühler (2010), “Managing brands globally: A cross-cultural study of the BMW brand in Australia and Germany.” Gibaran Journal of Applied Management Vol.3, pp. 1-16. | zh_TW |
| dc.relation.reference (參考文獻) | 4. Brown, J.J., C.D. Light & G.M. Gazda (1987), “ Attitude toward European, Japanese ,and U.S. car.” European Journal of Marketing, Vol.21, pp. 90-100. | zh_TW |
| dc.relation.reference (參考文獻) | 5. Bowersox & Cooper (1992), Strategic marketing channel management. McGraw-Hill Publishing Co. | zh_TW |
| dc.relation.reference (參考文獻) | 6. Carmone, F.J., Green, P.E. & Jain, A.K. (1978), “Robustness of conjoint analysis: some monte carlo results.” Journal of Marketing Research, Vol.15, pp. 300-303. | zh_TW |
| dc.relation.reference (參考文獻) | 7. Cavusgil & Knight&Riesenberger(2008), International Business: Strategy, Management, and the New Realities. Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 8. Dae-Ho Byun(2001), “The AHP approach for selecting an automobile purchase model.” Information & Management, Vol.38, pp. 289-297. | zh_TW |
| dc.relation.reference (參考文獻) | 9. Elsevier(2010), “How co-branding versus brand extensions drive consumers` evaluations of new products: A brand equity approach.” Industrial Marketing Management, Vol.39, pp. 1240-1249. | zh_TW |
| dc.relation.reference (參考文獻) | 10. Frank M, Bass & W. Wayne ,Talarzyk (1972), “An attitude model for the study of brand preference.” Journal of Marketing Research, Vol.9, pp. 93-96. | zh_TW |
| dc.relation.reference (參考文獻) | 11. Fishbein, M. & Ajzen, I.(1975), Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley Pub. Co. | zh_TW |
| dc.relation.reference (參考文獻) | 12. Green, P.E. & Wind, Y.(1973), Multi-attribute decisions in marketing : a measurement approach. Dryden Press, Hinsdale,IL, | zh_TW |
| dc.relation.reference (參考文獻) | pp. 39-46. | zh_TW |
| dc.relation.reference (參考文獻) | 13. Green, HP, Tull, DS, Albaum, G.（1988）, Research for Marketing Decision（5th ed）. Prentice-Hall Inc. | zh_TW |
| dc.relation.reference (參考文獻) | 14. Henry Assael(1987), Consumer Behavior and Marketing Action(3rd ed), Boston, MA: Kent Publishing Co. | zh_TW |
| dc.relation.reference (參考文獻) | 15. Hardy, K. G. & Magrath, A. J. (1988), Marketing channel management: Strategic planning and tactics. Illinois: Scott Publishing. | zh_TW |
| dc.relation.reference (參考文獻) | 16. Hahn, Mini, & D.R. Chang (1992), An Extended Framework for AdjustingChannel Strategies in Industrial Markets, The Joural of Bussiness & Industrial Markets, Vol.7(2), pp. 27-35. | zh_TW |
| dc.relation.reference (參考文獻) | 17. Horwitz, E. K. & Young, D. J.(Eds.)(1997), Language anxiety: From theory and research to classroom implications. Englewood Cliffs, NJ: Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 18. John A Howard & Jagdish Sheth(1969), The Theory of Buyer Behavior. John Wiley & Sons, New York. | zh_TW |
| dc.relation.reference (參考文獻) | 19. Judith Lynne Zaichkowsky (1985), “Measuring the Involvement construct.” Journal of Consumer Research, Vol.12, pp. 341-352. | zh_TW |
| dc.relation.reference (參考文獻) | 20. Jun, S.Y., Park, C.W., & Shocker, A.D. (1996), “Composite Branding Alliance: An Investigation of Extension and Feedback Effect.” Journal of Business Research, Vol.33, pp. 453-466. | zh_TW |
| dc.relation.reference (參考文獻) | 21. Jiawei, H. & Micheline, K.(2001), Data MiningConcepts and Techniques. MorganKaufmann publish, New York. | zh_TW |
| dc.relation.reference (參考文獻) | 22. Ji-Yeon Suh & Se-Bum Park(2009),“Successful Brand Alliance and Its Negative Spillover Effect on a Host Brand: Test of Cognitive Responses.” Advances in Consumer Research, Vol.36, pp. 243-247. | zh_TW |
| dc.relation.reference (參考文獻) | 23. Klein, S., Frazier, G. L. & Roth, V. J.(1990), “An Transaction Cost Analysis Model of Channel integration in International Markets”. Journal of Marketing Research, Vol.27(2), pp. 196-208. | zh_TW |
| dc.relation.reference (參考文獻) | 24. Lefkoff-Hagius & Mason (1993), “Characteristic,Beneficcal,and Image Attributes in Consumer Judgments of Similarity and Preference,” Journal of Consumer Research, Vol.20, pp. 100-110. | zh_TW |
| dc.relation.reference (參考文獻) | 25. Laroche, M., Kim, C., and Zhou, L. (1996), “Brand Familiarity and Confidence as Determinants of Purchase Intention: an Empirical Test in a Multiple Brand Context.”Journal of Business Research, Vol. 37, pp. 115-120. | zh_TW |
| dc.relation.reference (參考文獻) | 26. Lance Leuthesser, Chiranjeev Kohl, Rajneesh Suri(2002),“2+2=5? a framework for using co- branding to leverage a brand.”Journal of Brand Management,Vol.11, pp. 35-47. | zh_TW |
| dc.relation.reference (參考文獻) | 27. Lee, Chia-Lin(2009),The influence of consumer evaluations on the success of co-branding. Doctoral Thesis of Bielefeld University. | zh_TW |
| dc.relation.reference (參考文獻) | 28. Maslow（1954）, Motivation and personality. New York: Harper & Row. | zh_TW |
| dc.relation.reference (參考文獻) | 29. Michael B. Mazis, Olli T. Ahtola & R. Eugene Klippel(1975), | zh_TW |
| dc.relation.reference (參考文獻) | “A Comparison of Four Multi-Attribute Models in the Prediction of Consumer Attitudes.” Journal of Consumer Research, Vol.41, | zh_TW |
| dc.relation.reference (參考文獻) | pp. 38-52. | zh_TW |
| dc.relation.reference (參考文獻) | 30. Milton Harris & Artur Raviv(1978), “Some Results on Incentive Contracts with Applications to Education and Employment, Health Insurance, and Law Enforcement”, The American Economic Review, | zh_TW |
| dc.relation.reference (參考文獻) | Vol.68, pp. 20-30. | zh_TW |
| dc.relation.reference (參考文獻) | 31. Nicosia, F. M.(1966), Consumer Decision Process: Marketing and Advertising Implications. Englewood Cliffs, N.J.: Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 32. Nelson, Philip（1970）,“Advertising as Information.” Journal of Political Economy, Vol.82, pp. 729-754. | zh_TW |
| dc.relation.reference (參考文獻) | 33. Nelson, Richard (1994), “The Co-evolution of Technology, Industrial Structure, and Supporting.” Industrial and Corporate Change, Vol.3, pp. 47-64. | zh_TW |
| dc.relation.reference (參考文獻) | 34. P. L. Moore, Frank & G. E. Fisher(1967), “Summer shower distribution over the Florida peninsula as deduced from digitized radar data.” J. Appl. Meteor, Vol.6, pp. 309-316. | zh_TW |
| dc.relation.reference (參考文獻) | 35. P. E. Green & V. Srinivasan (1978), “Conjoint Analysis in Consumer Research: Issues and Outlook.” Journal of Consumer Research, Vol.5, pp. 103-123. | zh_TW |
| dc.relation.reference (參考文獻) | 36. Park, C. Whan, Bernard J. Jaworski and Deborah J. Maclnnis (1986), “Strategic Brand Concept-Image Management.” The Journal of Marketing, Vol.50(4), pp. 135-145. | zh_TW |
| dc.relation.reference (參考文獻) | 37. Philip Kotler & Waldemar Pfoertsch(2006), B2B Brand Management. Springer, Berlin. | zh_TW |
| dc.relation.reference (參考文獻) | 38. Rothschild(1979), “Relationship marketing in the not-for-profit sector: an extension and application of the commitment–trust theory.” Journal of Business Research, Vol.58, pp. 806-818. | zh_TW |
| dc.relation.reference (參考文獻) | 39. Rao, A.R. & Ruekert, R.W. (1994), “Brand Alliances as Signals of Product Quality.” Sloan Management Review, pp. 87-97. | zh_TW |
| dc.relation.reference (參考文獻) | 40. Ruth J.A., Simonin B.L.(1998), “Is a Company Known by the Company It Keeps? Assessing the Spillover Effect of Brand Alliance on Consumer Brand Attitudes.” Journal of Marketing Research, Vol.35, pp. 30-42. | zh_TW |
| dc.relation.reference (參考文獻) | 41. Simon & Marji(1970), “Influence of Brand Names on attitudes.” Journal of Advertising Research, Vol.10, pp.28-30. | zh_TW |
| dc.relation.reference (參考文獻) | 42. Sheth,Newman & Gross(1991), “Why We Buy What We Buy : A Theory of Consumption Values.” Journal of Business Research, Vol.22, | zh_TW |
| dc.relation.reference (參考文獻) | pp. 159-170. | zh_TW |
| dc.relation.reference (參考文獻) | 43. Stern & El-Ansary (1992), Marketing Channels (4th ed), Englewood Cliffs, New Jersey: Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 44. Saeed Samiee(1994), “Customer evaluation of products in a global market.” Journal of International Business Studies, Vol.25, | zh_TW |
| dc.relation.reference (參考文獻) | pp. 579-604 | zh_TW |
| dc.relation.reference (參考文獻) | 45. Shocker, Allan D, Rajendra K Srivastava,& Robert W Ruekert (1994), “Challenges and Opportunities Facing Brand Management：An Introduction to the Special Issue.” Journal of Marketing Research, Vol.31(May), pp. 149-158. | zh_TW |
| dc.relation.reference (參考文獻) | 46. Sookyoung Ahn, Heajung Kim, Judith A. Forney(2009), “Co-marketing alliances between heterogeneous industries : Examining perceived match-up effects in product, brand and alliance levels.” Journal of Retailing and Consumer Services, Vol.35, pp. 477-485. | zh_TW |
| dc.relation.reference (參考文獻) | 47. Ted Roselius(1971), “Consumer Rankings of Risk Reduction Methods.” The journal of marketing, Vol.35, pp. 55-61. | zh_TW |
| dc.relation.reference (參考文獻) | 48. Alex Wang & Darrel D. Muehling(2010), “The effect of audio-visual and visual-only cues on consumer’s responses to co-branded advertising.” Journal of Marketing Communications, Vol.16, | zh_TW |
| dc.relation.reference (參考文獻) | pp. 307-324. | zh_TW |
| dc.relation.reference (參考文獻) | 49. Wiseman F.（1971）, “Segmentation Analysis on Automobiles Buyers During the New Model Year Transition Period.” The Journal of Marketing, Vol 35, pp. 42-49. | zh_TW |
