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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 15-四月-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\r\n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。\r\n江啟明，模組化行銷偵測系統，交通大學碩士論文，民國78年。\r\n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。\r\n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。\r\n宋秩銘等，奧美的觀點，滾石文化，台北，民國85年。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n英文部份\r\nAaker David A.（1991）, Managing Brand Equity, New York: The Free Press.\r\nAaker David A. 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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 (作者) 林淑真zh_TW
dc.creator (作者) 林淑真zh_TW
dc.date (日期) 2001en_US
dc.date.accessioned 15-四月-2016 16:02:25 (UTC+8)-
dc.date.available 15-四月-2016 16:02:25 (UTC+8)-
dc.date.issued (上傳時間) 15-四月-2016 16:02:25 (UTC+8)-
dc.identifier (其他 識別碼) A2002001125en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=94593-
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\r\n證明書\r\n致謝詞\r\n論文摘要\r\n目錄\r\n圖表目錄\r\n第一章 緒論\r\n第一節 研究背景與動機\r\n第二節 研究問題與目的\r\n第三節 研究範圍\r\n第四節 研究流程\r\n第五節 論文架構\r\n第二章 文獻探討\r\n第一節 品牌權益相關文獻\r\n壹、定義\r\n貳、品牌權益的構面\r\n參、品牌權益的衡量\r\n肆、國內品牌權益研究彙整\r\n第二節 生活型態\r\n壹、生活型態的意義\r\n貳、生活型態對消費者決策的影響\r\n參、生活型態的衡量方法\r\n肆、小結\r\n第三節 涉入程度\r\n壹、涉入的定義\r\n貳、涉入的分類\r\n參、涉入與消費行為\r\n肆、小結\r\n第四節 名詞定義\r\n第三章 研究方法\r\n第一節 研究架構\r\n第二節 研究假設\r\n第三節 問卷設計\r\n第四節 抽樣\r\n第五節 資料分析\r\n第四章 資料分析與研究發現\r\n第一節 樣本描述\r\n第二節 電子字典消費行為分析\r\n壹、品牌知名度\r\n貳、電子字典擁有率\r\n參、品牌佔有率\r\n肆、使用滿意度\r\n伍、購買地點與購買理由\r\n陸、訊息來源與其他電子輔助工具擁有率\r\n第三節 生活型態分析\r\n壹、因素分析\r\n貳、集群分析\r\n參、分群命名\r\n第四節 購買涉入分析\r\n第五節 品牌權益量表信度檢定\r\n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\r\n壹、生活型態對品牌權益之影響分析\r\n貳、購買涉入對品牌權益之影響分析\r\n參、人口統計變項對品牌權益之影響\r\n第七節 假設檢定\r\n第五章 結論與建議\r\n第一節 研究結果與發現\r\n壹、電子字典消費行為\r\n貳、生活型態對品牌權益之影響\r\n參、購買涉入對品牌權益之影響\r\n第二節 研究限制\r\n第三節 研究建議\r\n壹、後續研究建議\r\n貳、實務界建議\r\n參考書目\r\n一、中文部份\r\n二、英文部份\r\n【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
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Biel ，品牌經營：如何創作品牌資產，朝陽堂文化，台北，民國84年。\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。\r\n英文部份\r\nAaker David A.（1991）, Managing Brand Equity, New York: The Free Press.\r\nAaker David A. 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