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題名 台灣國家消費類電子品牌之價值
VALUE OF THE “TAIWAN BRAND” IN CONSUMER ELECTRONICS
作者 安彥伯
Braam, Jan Jaap
貢獻者 白德傑
Brodowsky, Glen
安彥伯
Braam, Jan Jaap
關鍵詞 價值
台灣品牌
消費類電子
VALUE
TAIWAN BRAND
CONSUMER ELECTRONICS
日期 2012
上傳時間 2-Jan-2013 13:24:45 (UTC+8)
摘要 Taiwan has had a strong OEM electronics industry for over 20 years now, but in a time of narrowing profit margins Taiwan has been trying to move to a more OBM oriented strategy. In this study I have shown that even though Taiwan has been able to create several globally recognizable and –in the eyes of consumers- high quality consumer electronics brands its worldwide image as a country has not improved among consumers. Taiwanese products are viewed as being only slightly superior to Chinese brands. This means that new and established Taiwanese brands don’t have the advantage that Japanese brands have just by coming from a country with a good reputation. Consumers in Europe and North America have less knowledge of the country of origin when it comes to Taiwanese brands compared to Japanese and Korean brands. Because of the bad reputation of Taiwanese products brands are hesitant to associate themselves with Taiwan creation a vicious circle. Taiwan’s rival Korea however has been making progress, it’s brands are more recognizable as Korean and the image of Korean products is also better even though the individual brands are not necessarily rated more favourably by consumers. It’s not recommended for individual Taiwanese brand owners to associate itself with the country as this would in most cases negatively affect its brand value. It’s also found that Chinese, Korean and Taiwanese brands with a high perceived quality are often mistaken as Japanese. It may therefore be helpful to for Asian brands to try to associate themselves more with Japan or East-Asia in general. As for improving the country image of Taiwan, the Taiwanese government should redouble its efforts to improve the country’s image to a level it deserves according to the technological advances made in Taiwan in the past decades.
參考文獻 Agrawal, J., and W.A. Kamakura. "Country of origin: A competitive advantage." International Journal of Research in Marketing Vol 16, no. 4 (1999): pp. 255-267.
Agarwal, S., and S. Sikri. "Country image: consumer evaluation of product category extensions." International Marketing Review Vol. 13, no. 4 (1996): pp. 23-39.
Ahmed, S., and A. d`Astous. "Antecedents, Moderators and Dimensions of Country-of-Origin Evaluation." International Marketing Review Vol 25, no. 1 (2008): pp. 75-106.
Ahmed, S.A., and A. d`Astous. "Country of origin and brand effects: a multi-dimensional and multi-attribute study." Journal of International Consumer Marketing Vol 19, no. 2 (1996): p. 93.
Ahmed, Z.U., J.P. Johnson, Y. Xia, and K.H. Chen. "Does country of origin matter for low-involvement products?." International Marketing Review Vol. 21, no. 1 (2004): pp.102 - 120.
D’Astous, A., and S.A. Ahmed. "The Importance of Country Images in the Formation of Consumer Product Perceptions." International Marketing Review Vol 16, no. 2 (1999): pp. 108-125.
Balabanis, G., and A. Diamantopoulos. "Brand Origin Identification by Consumers: A Classification Perspective." Journal of International Marketing Vol. 16, no. 1 (2008): pp. 39-71.
Bhaskaran , S, and N Sukumaran. "National culture, business culture and management practices: consequential relationships?." Cross Cultural Management: An International Journal Vol. 14, no. 1 (2007): pp. 54-67.
Brodowsky, G.H.. "he effects of country of design and country of assembly on evaluative beliefs and attitudes toward buying them: A comparison between low and high ethnocentric consumers." Journal of International consumer Marketing Vol. 10, no. 3 (1998): pp. 85-113.
Brodowsky, G.H., J. Tan, and O. Meilich. "Managing Country of Origin Choices: Competitive Advantages and Opportunities." International Business Review Vol. 13, no. 6 (2004): pp. 729-748.
Chao, P.. "Partitioning country-of-origin effects: Consumer evaluations of a bi-national product." Journal of International Business Studies Vol. 24, no. 2 (1992): pp. 291-306.
Ettenson, R., J. Wagner, and G. Gaeth. Evaluating the effect of country of origin and the “made in the USA” campaign: a conjoint approach." Journal of Retailing Vol 64 (Spring) (1988): pp. 85-99.
Ettenson, R.. "Brand name and country of origin effects in the emerging market economies of Russia, Poland, and Hungary." International Marketing Review Vol 10, no. 5 (1993): pp. 14-36.
Han, M.C., and V. Terpstra. "Country-of-origin effects for uni-national and bi-national products." Journal of International Business Studies Vol. 19, no. 2 (1988): pp. 235-254.
Huber, J, and J McCann. "The impact of inferential beliefs on product evaluations." Journal of Marketing Research Vol 19 (1982): pp. 324-33.
Johansson, J.K., and I.D. Nebenzahl. "Multinational Expansion: Effect on Brand Evaluations." Journal of International Business Studies Vol. 17 (Fall) (1986): pp. 101-26.
Johansson, J.K., and I.D. Nebenzahl. "Multinational production effects on brand value." International Business Studies Vol. 17, no. 3 (1986): pp. 101-126.
Josiassen, A., and A. Harzing. "Descending from the ivory tower: Reflections on the relevance and future of Country-of-Origin Research." European Management Review Vol. 5 (2008): pp. 264-270.
Laroche, M., J. Bergeron, M. Tomiul, and G. Barbaro-Forleo. "Cultural differences in environmental knowledge, attitudes and behaviours of Canadian consumers." Canadian Journal of Administrative Sciences Vol 19, no. 3 (2002): pp. 268-283.
Laroche, M., Z. Yang, and G.H.G. McDougall. "Jasmin Bergeron Internet Versus Bricks-and-Mortar Retailers: An Investigation into Intangibility and Its Consequences." Journal of Retailing Vol. 81, no. 4 (2005): pp. 251-267.
Leclerc, F., B.H. Schmitt, and L. Dube. "Foreign Branding and Its Effects on Product Perceptions and Attitudes." Journal of Marketing Research Vol. 31 (May) (1994): pp. 263-70.
Liefeld, J.P.. "Consumer knowledge and use of country-of-origin information at the point of purchase." Journal of Consumer Behaviour Vol 4, no. 2 (2004): pp. 85-96.
Lim, J.S., W.K. Darley, and J.O. Summers. "An assessment of country of origin effects under alternative presentation formats." Journal of the Academy of Marketing Science Vol. 22 (1994): pp. 274-82.
Lim, J.S., and W.K. Darley. "An assessment of demand artefacts in country-of-origin studies using three alternatives." International Marketing Review Vol. 14, no. 4 (1997): pp. 201-17.
Maronick, T.J.. "An empirical investigation of consumer perceptions of “made-in USA” claims." International Marketing Review Vol. 12, no. 3 (1995): pp. 38-52.
Nagashima, A.. "A Comparison of U.S. and Japanese Attitudes Toward Foreign Products." Journal of Marketing Vol. 24 (January) (1970): pp. 68-74.
Nagashima, A.. "A Comparative `Made In` Product Image Survey Among Japanese Businessmen." Journal of Marketing Vol. 41 (July) (1977): pp. 95-100.
Okechuku, C., and V. Onyemah. "Nigerian Consumer Attitudes Toward Foreign and Domestic Products." Journal of International Business Studies Vol. 30 (1999): pp. 611-622.
Pappu, R., P.G. Quester, and R.W. Cooksey. "Consumer based brand equity: improving the measurement - empirical evidence." Journal of Product and Brand Management Vol. 14, no. 3 (2005): pp. 143-154.
Pappu, R., P.G. Quester, and R.W. Cooksey. "Country image and consumer-based brand equity: relationships and implications for international marketing." Journal of International Business Studies Vol. 38 (2007): pp. 726-45.
Pecotich, A., and S. Ward. "Global branding, country of origin and expertise: An experimental evaluation." International Marketing Review Vol. 24, no. 3 (2007): pp.271-296.
Pfister, R.H.. "Decision making is painful- we knew it all along." Journal of Behavioral Decision Making Vol 16, no. 1 (2003): p. 73.
Samiee, S.. "Customer evaluations of products in a global market." Journal of International Business Studies Vol. 25, no. 3 (1994): pp. 579-604.
Samiee, S., T.A. Shimp, and S. Sharma. “Brand Origin Recognition Accuracy: Its Antecedents and Consumers’ Cognitive Limitations." Journal of International Business Studies Vol. 36, no. 4 (2005): pp. 379-97.
Shimp, T.A., S. Samiee, and T.J. Madden. "Countries and Their Products: A Cognitive Structure Perspective." Journal of the Academy of Marketing Science Vol. 21, no. 4 (1993): pp. 323-330.
Thakor, M.V., and L.P. Katsanis. "A Model of Brand and Country Effects on Quality Dimensions: Issues and Implications." Journal of International consumer Marketing Vol. 9, no. 3 (1997): pp. 79-100.
Tse, D.K., and G. Gorn. "An experiment on the salience of country of origin in an era of global brands." Journal of International Marketing Vol. 1, no. 1 (1993): pp. 57-76.
Zhuang, G., X. Wang, L. Zhou, and N. Zhou. "`Asymmetric effects of brand origin confusion Evidence from the emerging market of China." International Marketing Review Vol. 25, no. 4 (2008): pp. 441-457.
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
99933058
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099933058
資料類型 thesis
dc.contributor.advisor 白德傑zh_TW
dc.contributor.advisor Brodowsky, Glenen_US
dc.contributor.author (Authors) 安彥伯zh_TW
dc.contributor.author (Authors) Braam, Jan Jaapen_US
dc.creator (作者) 安彥伯zh_TW
dc.creator (作者) Braam, Jan Jaapen_US
dc.date (日期) 2012en_US
dc.date.accessioned 2-Jan-2013 13:24:45 (UTC+8)-
dc.date.available 2-Jan-2013 13:24:45 (UTC+8)-
dc.date.issued (上傳時間) 2-Jan-2013 13:24:45 (UTC+8)-
dc.identifier (Other Identifiers) G0099933058en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/56518-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 99933058zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) Taiwan has had a strong OEM electronics industry for over 20 years now, but in a time of narrowing profit margins Taiwan has been trying to move to a more OBM oriented strategy. In this study I have shown that even though Taiwan has been able to create several globally recognizable and –in the eyes of consumers- high quality consumer electronics brands its worldwide image as a country has not improved among consumers. Taiwanese products are viewed as being only slightly superior to Chinese brands. This means that new and established Taiwanese brands don’t have the advantage that Japanese brands have just by coming from a country with a good reputation. Consumers in Europe and North America have less knowledge of the country of origin when it comes to Taiwanese brands compared to Japanese and Korean brands. Because of the bad reputation of Taiwanese products brands are hesitant to associate themselves with Taiwan creation a vicious circle. Taiwan’s rival Korea however has been making progress, it’s brands are more recognizable as Korean and the image of Korean products is also better even though the individual brands are not necessarily rated more favourably by consumers. It’s not recommended for individual Taiwanese brand owners to associate itself with the country as this would in most cases negatively affect its brand value. It’s also found that Chinese, Korean and Taiwanese brands with a high perceived quality are often mistaken as Japanese. It may therefore be helpful to for Asian brands to try to associate themselves more with Japan or East-Asia in general. As for improving the country image of Taiwan, the Taiwanese government should redouble its efforts to improve the country’s image to a level it deserves according to the technological advances made in Taiwan in the past decades.en_US
dc.description.tableofcontents 1. Introduction 1
1.1 Japan’s and others country image transformation 1
1.2 Purpose and importance of study 1
1.3 Literature review 2
2 Methodology 6
2.1 Research design 6
2.2 Data collection 6
2.3 Measurement scales 7
3. Results 9
3.1 Overall results quality perception 9
3.1.1 Japan 11
3.1.2 Korea 11
3.1.3 Taiwan 12
3.1.4 China 12
3.2 Country of Origin Recognition 13
3.3 Country of Origin Recognition & Perceived quality 14
3.4 European vs. American views 16
3.5 Differences across age groups. 18
4. Discussion and conclusions 19
5. Bibliography 22
6. Appendices: 28		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099933058en_US
dc.subject (關鍵詞) 價值zh_TW
dc.subject (關鍵詞) 台灣品牌zh_TW
dc.subject (關鍵詞) 消費類電子zh_TW
dc.subject (關鍵詞) VALUEen_US
dc.subject (關鍵詞) TAIWAN BRANDen_US
dc.subject (關鍵詞) CONSUMER ELECTRONICSen_US
dc.title (題名) 台灣國家消費類電子品牌之價值zh_TW
dc.title (題名) VALUE OF THE “TAIWAN BRAND” IN CONSUMER ELECTRONICSen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Agrawal, J., and W.A. Kamakura. "Country of origin: A competitive advantage." International Journal of Research in Marketing Vol 16, no. 4 (1999): pp. 255-267.
Agarwal, S., and S. Sikri. "Country image: consumer evaluation of product category extensions." International Marketing Review Vol. 13, no. 4 (1996): pp. 23-39.
Ahmed, S., and A. d`Astous. "Antecedents, Moderators and Dimensions of Country-of-Origin Evaluation." International Marketing Review Vol 25, no. 1 (2008): pp. 75-106.
Ahmed, S.A., and A. d`Astous. "Country of origin and brand effects: a multi-dimensional and multi-attribute study." Journal of International Consumer Marketing Vol 19, no. 2 (1996): p. 93.
Ahmed, Z.U., J.P. Johnson, Y. Xia, and K.H. Chen. "Does country of origin matter for low-involvement products?." International Marketing Review Vol. 21, no. 1 (2004): pp.102 - 120.
D’Astous, A., and S.A. Ahmed. "The Importance of Country Images in the Formation of Consumer Product Perceptions." International Marketing Review Vol 16, no. 2 (1999): pp. 108-125.
Balabanis, G., and A. Diamantopoulos. "Brand Origin Identification by Consumers: A Classification Perspective." Journal of International Marketing Vol. 16, no. 1 (2008): pp. 39-71.
Bhaskaran , S, and N Sukumaran. "National culture, business culture and management practices: consequential relationships?." Cross Cultural Management: An International Journal Vol. 14, no. 1 (2007): pp. 54-67.
Brodowsky, G.H.. "he effects of country of design and country of assembly on evaluative beliefs and attitudes toward buying them: A comparison between low and high ethnocentric consumers." Journal of International consumer Marketing Vol. 10, no. 3 (1998): pp. 85-113.
Brodowsky, G.H., J. Tan, and O. Meilich. "Managing Country of Origin Choices: Competitive Advantages and Opportunities." International Business Review Vol. 13, no. 6 (2004): pp. 729-748.
Chao, P.. "Partitioning country-of-origin effects: Consumer evaluations of a bi-national product." Journal of International Business Studies Vol. 24, no. 2 (1992): pp. 291-306.
Ettenson, R., J. Wagner, and G. Gaeth. Evaluating the effect of country of origin and the “made in the USA” campaign: a conjoint approach." Journal of Retailing Vol 64 (Spring) (1988): pp. 85-99.
Ettenson, R.. "Brand name and country of origin effects in the emerging market economies of Russia, Poland, and Hungary." International Marketing Review Vol 10, no. 5 (1993): pp. 14-36.
Han, M.C., and V. Terpstra. "Country-of-origin effects for uni-national and bi-national products." Journal of International Business Studies Vol. 19, no. 2 (1988): pp. 235-254.
Huber, J, and J McCann. "The impact of inferential beliefs on product evaluations." Journal of Marketing Research Vol 19 (1982): pp. 324-33.
Johansson, J.K., and I.D. Nebenzahl. "Multinational Expansion: Effect on Brand Evaluations." Journal of International Business Studies Vol. 17 (Fall) (1986): pp. 101-26.
Johansson, J.K., and I.D. Nebenzahl. "Multinational production effects on brand value." International Business Studies Vol. 17, no. 3 (1986): pp. 101-126.
Josiassen, A., and A. Harzing. "Descending from the ivory tower: Reflections on the relevance and future of Country-of-Origin Research." European Management Review Vol. 5 (2008): pp. 264-270.
Laroche, M., J. Bergeron, M. Tomiul, and G. Barbaro-Forleo. "Cultural differences in environmental knowledge, attitudes and behaviours of Canadian consumers." Canadian Journal of Administrative Sciences Vol 19, no. 3 (2002): pp. 268-283.
Laroche, M., Z. Yang, and G.H.G. McDougall. "Jasmin Bergeron Internet Versus Bricks-and-Mortar Retailers: An Investigation into Intangibility and Its Consequences." Journal of Retailing Vol. 81, no. 4 (2005): pp. 251-267.
Leclerc, F., B.H. Schmitt, and L. Dube. "Foreign Branding and Its Effects on Product Perceptions and Attitudes." Journal of Marketing Research Vol. 31 (May) (1994): pp. 263-70.
Liefeld, J.P.. "Consumer knowledge and use of country-of-origin information at the point of purchase." Journal of Consumer Behaviour Vol 4, no. 2 (2004): pp. 85-96.
Lim, J.S., W.K. Darley, and J.O. Summers. "An assessment of country of origin effects under alternative presentation formats." Journal of the Academy of Marketing Science Vol. 22 (1994): pp. 274-82.
Lim, J.S., and W.K. Darley. "An assessment of demand artefacts in country-of-origin studies using three alternatives." International Marketing Review Vol. 14, no. 4 (1997): pp. 201-17.
Maronick, T.J.. "An empirical investigation of consumer perceptions of “made-in USA” claims." International Marketing Review Vol. 12, no. 3 (1995): pp. 38-52.
Nagashima, A.. "A Comparison of U.S. and Japanese Attitudes Toward Foreign Products." Journal of Marketing Vol. 24 (January) (1970): pp. 68-74.
Nagashima, A.. "A Comparative `Made In` Product Image Survey Among Japanese Businessmen." Journal of Marketing Vol. 41 (July) (1977): pp. 95-100.
Okechuku, C., and V. Onyemah. "Nigerian Consumer Attitudes Toward Foreign and Domestic Products." Journal of International Business Studies Vol. 30 (1999): pp. 611-622.
Pappu, R., P.G. Quester, and R.W. Cooksey. "Consumer based brand equity: improving the measurement - empirical evidence." Journal of Product and Brand Management Vol. 14, no. 3 (2005): pp. 143-154.
Pappu, R., P.G. Quester, and R.W. Cooksey. "Country image and consumer-based brand equity: relationships and implications for international marketing." Journal of International Business Studies Vol. 38 (2007): pp. 726-45.
Pecotich, A., and S. Ward. "Global branding, country of origin and expertise: An experimental evaluation." International Marketing Review Vol. 24, no. 3 (2007): pp.271-296.
Pfister, R.H.. "Decision making is painful- we knew it all along." Journal of Behavioral Decision Making Vol 16, no. 1 (2003): p. 73.
Samiee, S.. "Customer evaluations of products in a global market." Journal of International Business Studies Vol. 25, no. 3 (1994): pp. 579-604.
Samiee, S., T.A. Shimp, and S. Sharma. “Brand Origin Recognition Accuracy: Its Antecedents and Consumers’ Cognitive Limitations." Journal of International Business Studies Vol. 36, no. 4 (2005): pp. 379-97.
Shimp, T.A., S. Samiee, and T.J. Madden. "Countries and Their Products: A Cognitive Structure Perspective." Journal of the Academy of Marketing Science Vol. 21, no. 4 (1993): pp. 323-330.
Thakor, M.V., and L.P. Katsanis. "A Model of Brand and Country Effects on Quality Dimensions: Issues and Implications." Journal of International consumer Marketing Vol. 9, no. 3 (1997): pp. 79-100.
Tse, D.K., and G. Gorn. "An experiment on the salience of country of origin in an era of global brands." Journal of International Marketing Vol. 1, no. 1 (1993): pp. 57-76.
Zhuang, G., X. Wang, L. Zhou, and N. Zhou. "`Asymmetric effects of brand origin confusion Evidence from the emerging market of China." International Marketing Review Vol. 25, no. 4 (2008): pp. 441-457.		zh_TW