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題名 生活型態與購買涉入對品牌權益的影響研究－以電子字典為例
作者 林淑真
貢獻者 祝鳳岡
林淑真
關鍵詞 品牌權益
生活型態
購買涉入
電子字典
日期 2001
上傳時間 15-Apr-2016 16:02:25 (UTC+8)
摘要 本研究旨在採用顧客基礎的品牌權益量表，由消費者角度衡量不同品牌的品牌權益，探討不同生活型態與購買涉入程度，是否造成消費者對不同品牌間產生不同的品牌權益，以及人口統計變項是否對消費整衡量品牌權益造成影響。
參考文獻 中文部份
     中華民國自創品牌協會與卓越文化事業合著，品牌行銷實戰：12家企業自創品牌成功的歷程，卓越叢書，台北，民國80年。
     江啟明，模組化行銷偵測系統，交通大學碩士論文，民國78年。
     江惠君，商業銀行形象之研究及與其往來意願之相關分析，交通大學碩士論文，民國82年。
     呂芳洲，品牌聯盟對品牌權益影響之研究，雲林科技大學企管研究所碩士論文，民國86年。
     宋秩銘等，奧美的觀點，滾石文化，台北，民國85年。
     李宛蓉譯，Joe Marcoin，品牌行銷：創造出價值與魅力來，麥田出版社，台北，民國83年。
     洪順慶，中美日產品品牌權益之比較，國科會專題研究報告，民國83年。
     唐子翔，廣告支出量對品牌權益之影響研究，淡江大學管理科學研究所碩士論文，民國86年。
     夏心華，促銷活動與產品涉入對品牌權益影響之研究，東吳大學企業管理系碩士論文，民國87年。
     徐若萍，品牌權益之價值分析：包裝水消費市場之實證研究，東華大學企管學系碩士論文，民國88年。
     殷仲華，品牌聯盟動機、聯盟型態與品牌權益關係之研究資源基礎觀點之研究，中原大學企管研究所碩士論文，民國86年。
     許珍瑋，品牌聯想與品牌權益關係之研究-以內衣品牌為例，淡江大學國際貿易系碩士論文，民國88年。
     陳建霖，促銷對品牌權益影響之研究，雲林科技大學企管研究所碩士論文，民國86年。
     陳振燧，顧客基礎的品牌權益衡量與建立之研究，政治大學企管研究所博士論文，民國85年。
     朝陽堂，David A. Aaker & Alexander L. Biel ，品牌經營：如何創作品牌資產，朝陽堂文化，台北，民國84年。
     詹孟真，理念相關行銷與涉入程度對品牌權益關係之研究，中原大學企管研究所碩士論文，民國85年。
     劉敏行，外部資訊、品牌權益與消費者偏好關係之研究，東華大學國際企業研究所碩士論文，民國87年。
     劉毅志編譯，Al Ries & Jack Trout，廣告攻心戰略：品牌定位，台北，民國77年。
     劉麗真譯，Al Ries & Laura Ries，品牌22誡-行銷大師談品牌建立法則，臉譜文化出版，民國87年。
     鄭漢彬，中美日汽車品牌權益決定因素之研究，政治大學企管研究所碩士論文，民國84年。
     英文部份
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     Doyle（1990）, "Building Successful Brands:The Strategic Options", Journal of Consumer Marketing, Spring,P.5-20
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     Eegel, J.F., et al.（1982），Consumer Behavior，4th ed.，Hwa-Tai Co. Engel, James F. & Roger D. Blackwell and P.W. Miniard (1986), Consumer Behavior, Chicago: The Dryden
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描述 碩士
國立政治大學
廣告學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001125
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 林淑真zh_TW
dc.creator (作者) 林淑真zh_TW
dc.date (日期) 2001en_US
dc.date.accessioned 15-Apr-2016 16:02:25 (UTC+8)-
dc.date.available 15-Apr-2016 16:02:25 (UTC+8)-
dc.date.issued (上傳時間) 15-Apr-2016 16:02:25 (UTC+8)-
dc.identifier (Other Identifiers) A2002001125en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/84936-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告學系zh_TW
dc.description.abstract (摘要) 本研究旨在採用顧客基礎的品牌權益量表，由消費者角度衡量不同品牌的品牌權益，探討不同生活型態與購買涉入程度，是否造成消費者對不同品牌間產生不同的品牌權益，以及人口統計變項是否對消費整衡量品牌權益造成影響。zh_TW
dc.description.tableofcontents 封面頁
     證明書
     致謝詞
     論文摘要
     目錄
     圖表目錄
     第一章 緒論
     第一節 研究背景與動機
     第二節 研究問題與目的
     第三節 研究範圍
     第四節 研究流程
     第五節 論文架構
     第二章 文獻探討
     第一節 品牌權益相關文獻
     壹、定義
     貳、品牌權益的構面
     參、品牌權益的衡量
     肆、國內品牌權益研究彙整
     第二節 生活型態
     壹、生活型態的意義
     貳、生活型態對消費者決策的影響
     參、生活型態的衡量方法
     肆、小結
     第三節 涉入程度
     壹、涉入的定義
     貳、涉入的分類
     參、涉入與消費行為
     肆、小結
     第四節 名詞定義
     第三章 研究方法
     第一節 研究架構
     第二節 研究假設
     第三節 問卷設計
     第四節 抽樣
     第五節 資料分析
     第四章 資料分析與研究發現
     第一節 樣本描述
     第二節 電子字典消費行為分析
     壹、品牌知名度
     貳、電子字典擁有率
     參、品牌佔有率
     肆、使用滿意度
     伍、購買地點與購買理由
     陸、訊息來源與其他電子輔助工具擁有率
     第三節 生活型態分析
     壹、因素分析
     貳、集群分析
     參、分群命名
     第四節 購買涉入分析
     第五節 品牌權益量表信度檢定
     第六節 生活型態、購買涉入、人口基本變項對品牌權益影響分析
     壹、生活型態對品牌權益之影響分析
     貳、購買涉入對品牌權益之影響分析
     參、人口統計變項對品牌權益之影響
     第七節 假設檢定
     第五章 結論與建議
     第一節 研究結果與發現
     壹、電子字典消費行為
     貳、生活型態對品牌權益之影響
     參、購買涉入對品牌權益之影響
     第二節 研究限制
     第三節 研究建議
     壹、後續研究建議
     貳、實務界建議
     參考書目
     一、中文部份
     二、英文部份
     【問卷】		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001125en_US
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 生活型態zh_TW
dc.subject (關鍵詞) 購買涉入zh_TW
dc.subject (關鍵詞) 電子字典zh_TW
dc.title (題名) 生活型態與購買涉入對品牌權益的影響研究－以電子字典為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
     中華民國自創品牌協會與卓越文化事業合著，品牌行銷實戰：12家企業自創品牌成功的歷程，卓越叢書，台北，民國80年。
     江啟明，模組化行銷偵測系統，交通大學碩士論文，民國78年。
     江惠君，商業銀行形象之研究及與其往來意願之相關分析，交通大學碩士論文，民國82年。
     呂芳洲，品牌聯盟對品牌權益影響之研究，雲林科技大學企管研究所碩士論文，民國86年。
     宋秩銘等，奧美的觀點，滾石文化，台北，民國85年。
     李宛蓉譯，Joe Marcoin，品牌行銷：創造出價值與魅力來，麥田出版社，台北，民國83年。
     洪順慶，中美日產品品牌權益之比較，國科會專題研究報告，民國83年。
     唐子翔，廣告支出量對品牌權益之影響研究，淡江大學管理科學研究所碩士論文，民國86年。
     夏心華，促銷活動與產品涉入對品牌權益影響之研究，東吳大學企業管理系碩士論文，民國87年。
     徐若萍，品牌權益之價值分析：包裝水消費市場之實證研究，東華大學企管學系碩士論文，民國88年。
     殷仲華，品牌聯盟動機、聯盟型態與品牌權益關係之研究資源基礎觀點之研究，中原大學企管研究所碩士論文，民國86年。
     許珍瑋，品牌聯想與品牌權益關係之研究-以內衣品牌為例，淡江大學國際貿易系碩士論文，民國88年。
     陳建霖，促銷對品牌權益影響之研究，雲林科技大學企管研究所碩士論文，民國86年。
     陳振燧，顧客基礎的品牌權益衡量與建立之研究，政治大學企管研究所博士論文，民國85年。
     朝陽堂，David A. Aaker & Alexander L. Biel ，品牌經營：如何創作品牌資產，朝陽堂文化，台北，民國84年。
     詹孟真，理念相關行銷與涉入程度對品牌權益關係之研究，中原大學企管研究所碩士論文，民國85年。
     劉敏行，外部資訊、品牌權益與消費者偏好關係之研究，東華大學國際企業研究所碩士論文，民國87年。
     劉毅志編譯，Al Ries & Jack Trout，廣告攻心戰略：品牌定位，台北，民國77年。
     劉麗真譯，Al Ries & Laura Ries，品牌22誡-行銷大師談品牌建立法則，臉譜文化出版，民國87年。
     鄭漢彬，中美日汽車品牌權益決定因素之研究，政治大學企管研究所碩士論文，民國84年。
     英文部份
     Aaker David A.（1991）, Managing Brand Equity, New York: The Free Press.
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