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題名 品牌傘的企業背書效果
作者 鄭秀倫
Cheng, Hsiu-Lun
貢獻者 別蓮蒂
鄭秀倫
Cheng, Hsiu-Lun
關鍵詞 品牌傘
企業背書效果
品牌
Umbrella branding
Corporate endorsement effect
brand
日期 2000
上傳時間 31-Mar-2016 13:27:07 (UTC+8)
摘要 本研究是少數專注於探討品牌傘策略的研究，本論文將品牌傘策略定義為「以企業名稱背書產品品牌」的做法，屬於兩層品牌要素間的上下影響效果；而過去文獻則將大量資源集中在品牌延伸策略的討論，品牌延伸策略意指將一個品牌沿用在不同品類的做法，屬於同一品牌要素間產品與產品的平行影響。由於品牌傘與品牌延伸兩種策略在應用及功能上有異曲同工之妙，因此本研究便以品牌延伸豐富的文獻做為探討品牌傘策略的基礎。
參考文獻 中文部份
中華徵信所，民國八十九年，2000年台灣地區集團企業研究，頁：635-643，951-957，1311-1324
中華徵信所，民國八十八年，台灣地區大型企業排名TOP 500，頁：160
天下雜誌，民國八十八年五月，一千大製造業棑名，頁：172-192
突破雜誌，民國八十九年三月，五百大廣告主，頁：90-99，102-113
陳振燧和洪順慶，民國八十七年十二月，顧客基礎的品牌權益建立之研究，管理學報：第15卷第四期，頁：623-642
邱纓琇，民國八十八年七月，國際品牌授權稀釋效果之研究，國立政治大學企業管理研究所未出版碩士論文
遠見雜誌，民國八十八年一月，「精銳企業二五Ο排行榜」，頁：161-164
英文部份
Aaker, David A. (1990). "Brand Extensions: The Good, the Bad, and the Ugly," Sloan Management Review: 47-56.
(1992). "The Value of Brand Equity," Journal of Business Strategy, Vol.13 (4): 27-32.
(1996). "Building Strong Brand", New York: The Free Press.
Aaker, David A. & Kevin Lane Keller (1990). "Consumer Evaluations of Brand Extensions," Journal of Marketing, Vol.54(1): 27-41.
Bello, David C. & Morris B. Holbrook (1995). " Does an Absence of Brand Equity Generalize Across Product Classes?" Journal of Business Research, Vol.34: 125-131.
Benady, Alex (1994). " Norwich Union Echoes BA," Marketing, Jan.: 12.
Biel, Alexander L. (1992). "How Brand Image Drives Brand Equity," Journal of Advertising Research, Vol.32 (11): RC6-RC12.
Blackston, Max (1992). "Observations: Building Brand Equity By Managing The Brand`s Relationships," Journal of Advertising Research, Vol.32 (3): 79-83.
Blackston, Max (1995). "The Qualitative Dimension of Brand Equity," Journal of Advertising Research, Vol.35 (4): RC2-RC7.
Boush, M. David & Barbara Loken (1991). "A Process-Tracing Study of Brand Extension Evalution," Journal of Marketing Research, Vol.28: 16-28.
Broniarczyk, Susan M. & Joseph W. Alba (1994). "The Importance of the Brand in Brand Extension," Journal of Marketing Research, Vol.31(5): 214-228.
Calder, B.J., L. W. Phillips, & A.M. Tybout (1981). "Designing Research for Application," Journal of Mareketing Research, Vol.8: 197-207.
Cobb-Walgren, Cathy J., Cynthia A. Ruble, & Naveen Donthu(1995). "Brand Equity, Brand Preference, and Purchase Intent," Journal of Advertising, Vol.24 (11): 25-40.
Cook, T. & D. Campbell (1975). "The Design and Conduct of Experiments and Quasi-experiments in Field Settings," Handbook of Industrial and Organizational Research, Ed. Matin Dunnette, Chicago: Rand Mcnally and Co.
Dacin, Peter A. & Daniel C. Smith (1994). " The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions," Journal of Marketing Research, Vol.31(5): 229-242.
Dawar, Niraj & Paul F. Adnerson (1994). " The Effects of Order and Direction on Multiple Brand Extensions," Journal of Business Research, Vol.30(6): 119-129.
Dyson, Paul; Andy Farr; & Nigel S. Hollis (1996) "Understanding, Measuring, and Using Brand Equity," Journal of Advertising Research (Nov/Dec): 9-21.
Erdem, Tulin (1998). "An Empirical Analysis of Umbrella Branding," Journal of Marketing Research, Vol.35: 339-351.
Farquhar, Peter H. (1990) "Managing Brand Equity," Journal of Advertising Research (Aug/Sep): RC7-RC12.
Gurhan-Canli, Zeynep & Durairaj Maheswaran (1998). "The Effects of Extensions on Brand Name Dilution and Enhancement," Journal of Marketing Research, Vol.35: 464-473.
Keller, Kevin Lane (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, Vol.57 (1): 1-22.
(1998) "Strategic Brand Management," New Jersey: Prentice Hall.
Keller, Kevin Lane & David A. Aaker (1992). " The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research, Vol.29(2): 35-50.
Kirmani, Amna & Zeithaml Valarie (1993). "Advertising, Perceived Quality, and Brand Image," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 143-161. Hillsdale, NJ: Lawrence Erlbaum Associates.
Klein, Benjamin & Keith B. Leffler (1981). " The Role of Market Forces in Assuring Contractual Performance," Journal of Political Economy, Vol.89(4): 615-637.
Kotler, Philip (1997) "Marketing Management: Analysis, Planning, Implementation, and Control," Prentice Hall.
Krishnan, H. S. (1996). "Characteristics of Memory Associations: A Consumer-Based Brand Equity Perception," International Journal of Research in Marketing, Vol.13: 309-405.
Laforet, Sylvie, & John Saunders (1994). "Managing Brand Portfolios: The Leaders Do It," Journal of Advertising Research (Sep./Oct.): 64-76.
Lassar, Walfried, Banwari Mittal, & Arun Sharma (1995). "Measuring Customer-Based Brand Equity," Journal of Consumer Marketing, Vol.12 (4): 11-19.
Loken, Babara & Deborah Roedder John (1993). " Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?" Journal of Marketing, Vol.57(7): 71-84.
Mahajan, Vijay, Vithala R. Rao, & Rajendra K. Srivastava (1994). "An Approach to Assess the Importance of Brand Equity in Acquisition Decisions," Journal of Product Innovation Management, Vol.11: 2221-235.
Meyers-Levy, Joan & Alice M. Tybout (1989). " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Vol.16(6): 39-54.
Mitchall, Allan. (1995). " The Umbrella Sellers," Management Today, Oct.: 103-104.
Montgomery, Cynthia A. & Birger Wernerfelt (1992). "Risk Reduction and Umbrella Branding," Journal of Business, Vol.65(1): 31-50.
Moore, Jeri (1993). "Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 31-49. Hillsdale, NJ: Lawrence Erlbaum Associates.
Neff, Jack & Allce Z. Cuneo (1998). " Clorox tries 409 umbrella," Advertising Age, Vol.69(10): 4.
Owen, Stewart (1993). "The Landor ImagePower Survey: A Global Assessment of Brand Strength," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 11-30. Hillsdale, NJ: Lawrence Erlbaum Associates.
Park, Su Chan & V. Srinivasan (1994). "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, Vol.31(5): 271-288.
Park, C. Whan, Sandra Milberg, & Robert Lawson (1991). "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Cousumer Research, Vol.18(9): 185-193.
Pitta, Dennis A. & Lea Prevel Katsanis (1995). "Understanding Brand Equity for Successful Brand Extension," Journal of Consumer Marketing, Vol.12 (4): 51-64.
Reddy, Srinivas K., Susan L. Holak, & Subodh Bhat (1994). "To Extend or Not to Extend: Success Determinants of Line Extensions," Journal of Marketing Research, Vol.31(5): 243-262.
Ries, Al & Jack Trout (1986). "Positioning : The Battle for Your Mind," New York: McGraw-Hill.
Rodder John, Deborah, Barbara Loken, & Christopher Joiner (1998). " The Negative Impact of Extensions: Can Flagship Products Be Diluted?" Journal of Marketing, Vol.62(1): 19-32.
Roselius, Ted (1971). " Consumer Rankings of Risk Reduction Methods," Journal of Marketing, Vol.35(1): 56-61.
Smith, Daniel C., & C. When Park (1992). " The Effects of Brand Extensions on Market Share and Advertising Efficiency," Journal of Marketing Research, Vol.24(8): 296-313.
Stayman, Douglas M., Dana L. Alden, & Karen H. Smith (1992). " Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research, Vol.19(9): 240-254.
Sternthal, Brian, Lynn W. Philips, & Ruby Dholakia, (1978). " The Persuasive Effect of Source Credibility: A Situational Analysis," Public Opinion Quarterly: 285-311.
Sujan, Mita (1985). " Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Vol.12(6): 31-46.
Sullivan, Mary (1990). "Measuring Image Spillovers in Umbrella-branded Products," Journal of Business, Vol.63(3): 309-329.
Tauber, Edward M. (1981) "Brand Franchise Extension: New Product Benefits From Existing Brand Names," Business Horizons, 36-41.
(1988). "Brand Leverage: Strategy For Growth in a Cost-Control World," Journal of Advertising Research, Vol.28 (4): 26-30.
Thomas, Hester (1988). " Design in Marketing: Can We See Your ID Please?" Marketing, Feb.: 48-51.
Wernerfelt, Birger (1988). "Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond," Rand Journal of Economics, Vol.19(3): 458-466.
描述 碩士
國立政治大學
企業管理學系
87355011
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002002168
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.author (Authors) 鄭秀倫zh_TW
dc.contributor.author (Authors) Cheng, Hsiu-Lunen_US
dc.creator (作者) 鄭秀倫zh_TW
dc.creator (作者) Cheng, Hsiu-Lunen_US
dc.date (日期) 2000en_US
dc.date.accessioned 31-Mar-2016 13:27:07 (UTC+8)-
dc.date.available 31-Mar-2016 13:27:07 (UTC+8)-
dc.date.issued (上傳時間) 31-Mar-2016 13:27:07 (UTC+8)-
dc.identifier (Other Identifiers) A2002002168en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/83172-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 87355011zh_TW
dc.description.abstract (摘要) 本研究是少數專注於探討品牌傘策略的研究，本論文將品牌傘策略定義為「以企業名稱背書產品品牌」的做法，屬於兩層品牌要素間的上下影響效果；而過去文獻則將大量資源集中在品牌延伸策略的討論，品牌延伸策略意指將一個品牌沿用在不同品類的做法，屬於同一品牌要素間產品與產品的平行影響。由於品牌傘與品牌延伸兩種策略在應用及功能上有異曲同工之妙，因此本研究便以品牌延伸豐富的文獻做為探討品牌傘策略的基礎。zh_TW
dc.description.tableofcontents 封面頁
證明書
致謝詞
論文摘要
目錄
表目錄
圖目錄
第一章 緒論
第一節 研究動機
第二節 研究目的
第二章 前導研究文獻回顧
第一節 品牌權益(BRAND EQUITY)
第二節 品牌傘(UMBRELLA BRANDING)
第三節 品牌延伸(BRAND EXTENSION)
第三章 前導研究－企業背書效果
第一節 研究架構
第二節 研究假設
第三節 各項變數定義與衡量
第四節 研究設計
第五節 研究結果
第四章 主研究文獻探討
第一節 原品牌特徵
第二節 延伸產品特徵
第五章 主研究方法
第一節 研究架構與假設
第二節 各項變數的定義與衡量
第三節 研究設計
第四節 問卷設計
第五節 樣本結構
第六章 主研究結果與討論
第一節 操弄檢定
第二節 不同情境下的企業背書效果
第三節 假設檢定
第五節 研究結果整理
第七章 結論與建議
第一節 結論與討論
第二節 建議與貢獻
第三節 研究限制
第四節 後續延伸方向
參考文獻
附錄		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002002168en_US
dc.subject (關鍵詞) 品牌傘zh_TW
dc.subject (關鍵詞) 企業背書效果zh_TW
dc.subject (關鍵詞) 品牌zh_TW
dc.subject (關鍵詞) Umbrella brandingen_US
dc.subject (關鍵詞) Corporate endorsement effecten_US
dc.subject (關鍵詞) branden_US
dc.title (題名) 品牌傘的企業背書效果zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
中華徵信所，民國八十九年，2000年台灣地區集團企業研究，頁：635-643，951-957，1311-1324
中華徵信所，民國八十八年，台灣地區大型企業排名TOP 500，頁：160
天下雜誌，民國八十八年五月，一千大製造業棑名，頁：172-192
突破雜誌，民國八十九年三月，五百大廣告主，頁：90-99，102-113
陳振燧和洪順慶，民國八十七年十二月，顧客基礎的品牌權益建立之研究，管理學報：第15卷第四期，頁：623-642
邱纓琇，民國八十八年七月，國際品牌授權稀釋效果之研究，國立政治大學企業管理研究所未出版碩士論文
遠見雜誌，民國八十八年一月，「精銳企業二五Ο排行榜」，頁：161-164
英文部份
Aaker, David A. (1990). "Brand Extensions: The Good, the Bad, and the Ugly," Sloan Management Review: 47-56.
(1992). "The Value of Brand Equity," Journal of Business Strategy, Vol.13 (4): 27-32.
(1996). "Building Strong Brand", New York: The Free Press.
Aaker, David A. & Kevin Lane Keller (1990). "Consumer Evaluations of Brand Extensions," Journal of Marketing, Vol.54(1): 27-41.
Bello, David C. & Morris B. Holbrook (1995). " Does an Absence of Brand Equity Generalize Across Product Classes?" Journal of Business Research, Vol.34: 125-131.
Benady, Alex (1994). " Norwich Union Echoes BA," Marketing, Jan.: 12.
Biel, Alexander L. (1992). "How Brand Image Drives Brand Equity," Journal of Advertising Research, Vol.32 (11): RC6-RC12.
Blackston, Max (1992). "Observations: Building Brand Equity By Managing The Brand`s Relationships," Journal of Advertising Research, Vol.32 (3): 79-83.
Blackston, Max (1995). "The Qualitative Dimension of Brand Equity," Journal of Advertising Research, Vol.35 (4): RC2-RC7.
Boush, M. David & Barbara Loken (1991). "A Process-Tracing Study of Brand Extension Evalution," Journal of Marketing Research, Vol.28: 16-28.
Broniarczyk, Susan M. & Joseph W. Alba (1994). "The Importance of the Brand in Brand Extension," Journal of Marketing Research, Vol.31(5): 214-228.
Calder, B.J., L. W. Phillips, & A.M. Tybout (1981). "Designing Research for Application," Journal of Mareketing Research, Vol.8: 197-207.
Cobb-Walgren, Cathy J., Cynthia A. Ruble, & Naveen Donthu(1995). "Brand Equity, Brand Preference, and Purchase Intent," Journal of Advertising, Vol.24 (11): 25-40.
Cook, T. & D. Campbell (1975). "The Design and Conduct of Experiments and Quasi-experiments in Field Settings," Handbook of Industrial and Organizational Research, Ed. Matin Dunnette, Chicago: Rand Mcnally and Co.
Dacin, Peter A. & Daniel C. Smith (1994). " The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions," Journal of Marketing Research, Vol.31(5): 229-242.
Dawar, Niraj & Paul F. Adnerson (1994). " The Effects of Order and Direction on Multiple Brand Extensions," Journal of Business Research, Vol.30(6): 119-129.
Dyson, Paul; Andy Farr; & Nigel S. Hollis (1996) "Understanding, Measuring, and Using Brand Equity," Journal of Advertising Research (Nov/Dec): 9-21.
Erdem, Tulin (1998). "An Empirical Analysis of Umbrella Branding," Journal of Marketing Research, Vol.35: 339-351.
Farquhar, Peter H. (1990) "Managing Brand Equity," Journal of Advertising Research (Aug/Sep): RC7-RC12.
Gurhan-Canli, Zeynep & Durairaj Maheswaran (1998). "The Effects of Extensions on Brand Name Dilution and Enhancement," Journal of Marketing Research, Vol.35: 464-473.
Keller, Kevin Lane (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, Vol.57 (1): 1-22.
(1998) "Strategic Brand Management," New Jersey: Prentice Hall.
Keller, Kevin Lane & David A. Aaker (1992). " The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research, Vol.29(2): 35-50.
Kirmani, Amna & Zeithaml Valarie (1993). "Advertising, Perceived Quality, and Brand Image," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 143-161. Hillsdale, NJ: Lawrence Erlbaum Associates.
Klein, Benjamin & Keith B. Leffler (1981). " The Role of Market Forces in Assuring Contractual Performance," Journal of Political Economy, Vol.89(4): 615-637.
Kotler, Philip (1997) "Marketing Management: Analysis, Planning, Implementation, and Control," Prentice Hall.
Krishnan, H. S. (1996). "Characteristics of Memory Associations: A Consumer-Based Brand Equity Perception," International Journal of Research in Marketing, Vol.13: 309-405.
Laforet, Sylvie, & John Saunders (1994). "Managing Brand Portfolios: The Leaders Do It," Journal of Advertising Research (Sep./Oct.): 64-76.
Lassar, Walfried, Banwari Mittal, & Arun Sharma (1995). "Measuring Customer-Based Brand Equity," Journal of Consumer Marketing, Vol.12 (4): 11-19.
Loken, Babara & Deborah Roedder John (1993). " Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?" Journal of Marketing, Vol.57(7): 71-84.
Mahajan, Vijay, Vithala R. Rao, & Rajendra K. Srivastava (1994). "An Approach to Assess the Importance of Brand Equity in Acquisition Decisions," Journal of Product Innovation Management, Vol.11: 2221-235.
Meyers-Levy, Joan & Alice M. Tybout (1989). " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Vol.16(6): 39-54.
Mitchall, Allan. (1995). " The Umbrella Sellers," Management Today, Oct.: 103-104.
Montgomery, Cynthia A. & Birger Wernerfelt (1992). "Risk Reduction and Umbrella Branding," Journal of Business, Vol.65(1): 31-50.
Moore, Jeri (1993). "Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 31-49. Hillsdale, NJ: Lawrence Erlbaum Associates.
Neff, Jack & Allce Z. Cuneo (1998). " Clorox tries 409 umbrella," Advertising Age, Vol.69(10): 4.
Owen, Stewart (1993). "The Landor ImagePower Survey: A Global Assessment of Brand Strength," In: D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 11-30. Hillsdale, NJ: Lawrence Erlbaum Associates.
Park, Su Chan & V. Srinivasan (1994). "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, Vol.31(5): 271-288.
Park, C. Whan, Sandra Milberg, & Robert Lawson (1991). "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Cousumer Research, Vol.18(9): 185-193.
Pitta, Dennis A. & Lea Prevel Katsanis (1995). "Understanding Brand Equity for Successful Brand Extension," Journal of Consumer Marketing, Vol.12 (4): 51-64.
Reddy, Srinivas K., Susan L. Holak, & Subodh Bhat (1994). "To Extend or Not to Extend: Success Determinants of Line Extensions," Journal of Marketing Research, Vol.31(5): 243-262.
Ries, Al & Jack Trout (1986). "Positioning : The Battle for Your Mind," New York: McGraw-Hill.
Rodder John, Deborah, Barbara Loken, & Christopher Joiner (1998). " The Negative Impact of Extensions: Can Flagship Products Be Diluted?" Journal of Marketing, Vol.62(1): 19-32.
Roselius, Ted (1971). " Consumer Rankings of Risk Reduction Methods," Journal of Marketing, Vol.35(1): 56-61.
Smith, Daniel C., & C. When Park (1992). " The Effects of Brand Extensions on Market Share and Advertising Efficiency," Journal of Marketing Research, Vol.24(8): 296-313.
Stayman, Douglas M., Dana L. Alden, & Karen H. Smith (1992). " Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research, Vol.19(9): 240-254.
Sternthal, Brian, Lynn W. Philips, & Ruby Dholakia, (1978). " The Persuasive Effect of Source Credibility: A Situational Analysis," Public Opinion Quarterly: 285-311.
Sujan, Mita (1985). " Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Vol.12(6): 31-46.
Sullivan, Mary (1990). "Measuring Image Spillovers in Umbrella-branded Products," Journal of Business, Vol.63(3): 309-329.
Tauber, Edward M. (1981) "Brand Franchise Extension: New Product Benefits From Existing Brand Names," Business Horizons, 36-41.
(1988). "Brand Leverage: Strategy For Growth in a Cost-Control World," Journal of Advertising Research, Vol.28 (4): 26-30.
Thomas, Hester (1988). " Design in Marketing: Can We See Your ID Please?" Marketing, Feb.: 48-51.
Wernerfelt, Birger (1988). "Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond," Rand Journal of Economics, Vol.19(3): 458-466.		zh_TW