1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 顧客基礎品牌權益之研究—交易成本理論觀點
A Study of Customer-based Brand Equity—The Transaction Cost Theory Perspective
作者 彭家賢
Peng, Chia-Hsien
貢獻者 邱志聖
Jyh-shen Chiou
彭家賢
Chia-Hsien Peng
關鍵詞 品牌權益
交易成本理論
機會主義
品牌管理
Brand Equity
Transaction Cost Theory
Opportunism
Brand Management
日期 1998
上傳時間 20-Apr-2016 17:15:50 (UTC+8)
摘要 本研究基於文獻探討發現品牌權益內涵看法分歧，且缺乏理論背景。因此以交易成本理論為基礎，提出一具基礎理論(Microfundation)的交易成本觀點之顧客基礎品牌權益模型。說明消費者購買產品時，是處於Williamson所稱的市場失靈情況，除了要考慮商品的實際售價外，另外必須對市場不完全下產生的交易成本納入考量。品牌可視為一種能夠降低消費者購買產品時產生之交易成本的機制。而品牌權益來自於顧客對不同品牌認知交易成本差異而反應於財務上的價值。
參考文獻 一、 中文部份
     王月麗，品牌決策-交易成本之應用，國立工業技術學院未出版之碩士論文，民81。
     呂芳洲，「品牌聯盟策略對品牌權益影響之研究」，國立雲林科技大學企業管理技術研究所未出版碩士論文，民國87年6月。
     吳思華，策略九說-策略思考的本質，初版，台北，麥田出版社，民國85年。
     林維熊，「從交易成本分析品牌決策」，台灣經濟研究月刊，第十七卷第五期，民國83年5月，頁27-29。
     周善瑜，品牌權益之評價模式，國科會專題研究報告，民國84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7月。
     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未出版碩士論文，民國86年5月。
     許英珍，「網路外部性下，流行服飾品牌權益資產建立探討之研究」，輔仁大學織品服裝研究所未出版碩士論文，民國87年6月。
     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」，中原大學企業管理研究所未出版碩士論文，民國86年6月。
     馬柯尼(Marconi, Joe )著，李宛容譯，品牌行銷：創造出價值與魅力來，初版，台此，麥田出版社，民國83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未出版博士論文。民國85年6月。
     陳建霖，「促銷對品牌權益影響之研究」，國立雲林科技大學企業管理技術研究所未出版碩士論文，民國87年6月。
     張允文，「組織聯想與產品聯想對品牌權益之影響」，國立雲林科技大學企業管理技術研究所未出版碩士論文，民國87年6月。
     詹文良，從不同觀點分析自有品牌策略：經營導向、產業結構、與交交易成本，國立台灣大學商學研究所未出版之碩土論文，民國81年。
     詹孟貞，「理念相關行銷與涉入程度對品牌權益關係之研究」，中原大學企業管理研究所未出版碩士論文，民國85年6月。
     趙琪，交易成本觀點下品牌延伸決策之研究，國立台灣大學商學研究所未出版之博士論文，民國85年。
     鄭漢彬，中美汽車品牌權益決定因素之研究，國立政治大學企管研究所未出版碩士論文，民國84年11月。
     劉敏行，「外部資訊、品牌權益、與消費者偏好關係之研究-以花蓮地區機車產業為例」，國立東華大學國際企業研究所未出版碩士論文，民國87年6月。
     劉欣靜，「台灣廠商自創品牌之決策過程-以交易成本為分析架構」，國立政治大學國際貿易研究所未出版碩士論文，民國86年6月。
     賴茲與賴茲(Ries, Al and Ries, Laura)著，劉麗真譯，品牌22誡，初版，台北，臉譜文化出版社，民87年。
     二、 英文部份
     Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.
     Aaker, D. A. (1992), "The Value of Brand Equity," Journal of Business Strategy, 13(4), pp. 27-32.
     Aaker, D. A. (1996), "Measuring Brand Equity Across Products and Markets, " California Management Review, Vol. 38, No. 3(Spring) ,pp. 102-120.
     Aaker, D. A. (1996), Building Strong Brands, New York: The Free Press.
     Aaker, D. A. and Alexander Biel, eds. (1993), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands, Hillsdale, NJ: Lawrence Erlbaum Associates.
     Aaker, D. A. and K. L. Keller (1990), "Consumer Evaluation of Brand Extension, "Journal of Marketing, January, pp. 27-41.
     Ambler, T. (1997), "Do Brands Benefit Consumers? , " International Journal of Advertising, 16(3), pp. 167-198.
     Arnold, D. (1992), "The Handbook of Brand Management, "MA: Addison-Wesley.
     Assael, H.(1998), Consumer behavior and marketing action, Cincinnati, Ohio : South-Western College Pub.
     Baldinger, A. L. (1990), `Defining and Applying the Brand Equity Concept: Why the Research Should Care," Journal of Advertising Research, June/July, pp. RC2-RC5.
     Barney, J. B. and W. G. Ouchi (1986), Organizational Economics, Jossey-Bass, San Francisco, CA.
     Barwise, Patrick (1993a), "Introduction to The Special Issue on Brand Equity," International Journal of Research in Marketing, 10, pp. 3-8.
     Barwise, patrick (1993b), "Brand Equity: Snark or Boojum ?" International Journal of Research in Marketing, 10, pp. 93-104.
     Barzel, Yoram. (1982), "Measurement Cost and the Organization of Markets. "Journal of Law and Economics, 25(1): pp. 27-48.
     Bello, D. C. and M. B. Holbrook (1995), "Does an Absence of Brand Equity Generalize Across Product Classes ?, " Journal of Business Research ,34, pp. 125-131.
     Biel, Alexander L. (1992), "How Brand Image Drives Brand Equity," Journal of Advertising Research, 32(6),pp. RC6-RC12.
     Bilkey, W. J. and E. Nes (1982),"Country of Origin Effects on Product Evaluations, " Journal of International Business Studies, 8 (Spring/Summer): pp. 89-99.
     Blackston, M. (1992), "Observations: Building Brand Equity by Managing the Brand`s Relationships," Journal of Advertising Research, May/Jun pp.79-83.
     Blackstom, M. (1995),"Copy-Testing and Brand Equity: What`s the connection ?, " Journal of Advertising Research, 35, 1 (Jan/Feb), pp. RC2-RC7.
     Brasco, T. C. (1988), "How Brand Name are Valued for Acquisitions, "In: L. Leuthesser, ed., Report #88-104, Cambridge, MA: Marketing Science Institute.
     Brown, J. T. and A. P. Dacin(1997),"The Company and the Product: Corporate Associations and Consumer Product Responses, "Journal of Marketing, January, Vol. 61, pp.68-84.
     Chiou, Jyh-shen(1995), "The Organization and Efficiency of Marketing Flow and Function, " Proceedings of the 1995 Macromarketing Conference, Sanford L. Grossbart and Dana-Nicoleta Lascu, eds, Richmond, Virginia: University of Richmond, pp. 50-57.
     Coase, R. H.,(1937) "The Nature of the Firm," Economica, 4, pp. 385-405.
     Cobb-Walgren, C. J., C. A. Ruble and N. Donthu (1995), "Brand Equity, Brand Preference, and Purchase Intent, " Journal of Advertising, Vol. XXIV, Number 3 (Fall).pp.25-40.
     Cook, A. W. (1997), "The Advertiser and Brand Equity: Superhero or Wizard of Odds ? ," Journal of Advertising Research, Nov./Dec., pp. 5.
     Day, G. S.and S. Klein(1987), "Cooperative Behavior in Vertical Markets: The Influence of Transaction Costs and Competitive Strategies, " Review of Marketing, Michael J. Houston, ed., American Marketing Association, Chicago, IL., pp. 39-66.
     Doyle, P. (1990), "Building Successful Brands : The Strategic Options, " Journal of Consumer Marketing, Spring, pp 5-10.
     Dyson, P., A. Farr and N. S. Hollis (1996), "Understanding, Measuring, and Using Brand Equity, " Journal of Advertising Research, Nov./Dec. pp.9-21.
     Farquhar, P. H.(1990), "Managing Brand Equity", Journal of Advertising Research, August/September, pp. 7-12.
     Farquhar, P. H. and Y. Ijiri (1993), "A Dialogue on Momentum Accounting for Brand Management," International Journal of Research in Marketing, 10, pp.77-92.
     Farquhar, P. H., J. Y. Han and Y. Ijiri (1991), "Recognizing and Measuring Brand Assets, " Report #91-119, Cambridge, MA, Marketing Science Institute.
     Griffith, D. A. and J. K. Ryans, Jr.(1997), "Organizing Global Communications to Minimize Private Spill-over Damage to Brand Equity, "Journal of World Business, 32(3),pp. 189-202.
     Goffman, E..,(1969), Strategic Interaction, University of Pennsylvania Series in Conduct and Communication, Monograph 1.
     Guilding, C. and R. pike (1991), "Brand Valuation: A Model and Empirical Study of Organisational Implications, "Accounting and Business Research. Vol. 24. No 95, pp. 241-253.
     Irmscher, M. (1993), "Modelling the Brand Equity Concept, " Marketing & Research Today, Vol. 21(2), May, pp. 102-110.
     Jocoby, J. and R. W. Chestunt, (1978),Brand Loyalty Measurement and Management, New York: John Wiley and Sons.
     Kamakura, W. and G. Russell (1993), "Measuring Brand Value With Scanner Data." International Journal of Research in Marketing, 10, pp. 9-22.
     Kapferer, Jean-Noel (1992), Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, NY: The Free Press.
     Keller, Kevin L. (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, " Journal of Marketing, 57(Jan.), pp.1-22.
     Keller, Kevin L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, NJ: Prentice Hall.
     Kim, P. (1990), "A Perspective on Brands, " Journal of Consumer Marketing, Fall, pp.20-30.
     King, S. (1991), "Brand-Building in the 1990s, " Journal of Consumer Marketing, Fall, Vol. 8, 43-52.
     Kirmani, Amna and Valarie Zeithaml (1992), "Advertising, Perceived Quality, and Brand Image, " in Brand Equity and Advertising: Advertising`s Role in Building Strong Brands, David. A. Aaker and Alexander L. Biel, eds., Hillsdale, NJ: Lawrence Erlbaum Associates., pp.143-162.
     Klein, B., and K. B. Leffler, (1981) "The Role of Market Forces in Assuring Contractual Performance." Journal of Political Economy, 89(4): pp. 615-641.
     Kotler, P.(1994), Marketing Management: Analysis, Planning, Implementation, and Control, 8th, Prentice Hall International.
     Krishnan, H. S. (1996), "Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective, " International Journal of Research in Marketing, 13, pp. 389-405.
     Krishnan, H. S. and D. Chakravarti(1993),"Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships, "In Aaker, D. A. and A. L. Beil, eds, Brand Equity and Advertising, Hillsdale, NJ: Lawrence Erlbaum Associates.
     Lane, V. and Jacobson, R. (1995), "Stock Market Reactions to Brand Extension Announcements: the Effects of Brand Attitude and Familiarity, "Journal of Marketing, 59(Jan.), pp. 63-77.
     Lassar, W., B. Mittal and A. Sharma (1995), "Measuring Customer-Based Brand Equity, " Journal of Consumer Marketing, 12(4), pp. 11-19.
     Leuthesser, Lance and Chiranjeev S. Kohli and Katrin R. Harich (1995), "Brand Equity: the Halo Effect Measure," European Journal of Marketing, 29, pp. 57-66.
     Leuthesser, L., ed (1988), "Defining, Measuring and Managing Brand Equity: A Conference Summary, " Report #88-104, Cambridge, MA: Marketing Science Institute.
     Mahajan, Vijay, V. R. Rao and R. K. Srivastava (1993),"An Approach to Assess the Importance of Brand Equity in Acquisition Decisions, " Journal of Product Innovation Management, Vol. 11 Issue 3 (Jun), pp. 221-235.
     Maltz, E. (1991), "Managing Brand Equity: A Conference Summary, " Report #91-110, Cambridge, MA: Marketing Science Institute.
     Martin, G. S. and Brown, T. J. (1990), "In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construct, "In: Childers, M. L., et al, eds, Marketing Theory and Applications, 2, Chicago, IL.: American Marketing Association, pp. 431-438.
     Morgenson, G. (1991), "The Trend Is Not Their Friend", Forbes, 146,Sep.(16), pp. 114-119.
     Mullen, M., and A. Mainz (1989), "Brands, Bids and Balance Sheet: Putting a Price on Protected Products, " Acquisitions Monthly, 24, Apr., pp.26-27.
     Nakamoto, Kent, Deborah J. MacInnis and Hyung-Shik Jung (1992), "Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions," in Brand Equity and Advertising: Advertising`s Role in Building Strong Brands, David. A. Aaker and Alexander L. Biel, eds., Hillsdale, NJ: Lawrence Erlbaum Associates., pp.281-298.
     Park, C. W., B. J. Jaworski and D. J. MacInnis(1986),"Strategic Brand Concept-Image Management, "Journal of Marketing, 50, Oct. pp. 621-635.
     Park, Chan Su and V. Srinivasan (1994), "Asurvey-Base Method for Measuring and Understanding Brand Equity and Extendibility, " Journal of Marketing Research, 31(May), pp.271-288.
     Penrice, D. (1995), "Brand Marketing: An Information-processing Perspective, " Harvard Business Review, Vol. 73, No. 3, May/Jun, pp. 13-14.
     Pitta, D. A. and L. P. Katsanis (1995), "Understanding Brand Equity for Successful Brand Extension, " Journal of Consumer Marketing, Vol. 12 No. 4. pp. 51-64.
     Pope, K.(1993)"Computers: They`re No Commodity, "Wall Street Journal (Oct. 15), p.B1.
     Porter, M. E.,(1985), Competitive Advantage, NY:The Free Press,
     Ranagaswamy, A., R. Burke and T. A. Oliva (1993), "Brand Equity and Extendibility of Brand Names," International Journal of Research in Marketing, 10, pp.61-75.
     Rindfleisch, A. and J. B. Heide (1997), "Transaction Cost Analysis: Past, Present, and Future Applications, " Journal of Marketing, Vol. 61(Jan.), pp. 30-45.
     Shocker, A. D., Rajendra K. Srivastava and Robert W. Ruekert (1994), "Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue, " Journal of Marketing Research, May, pp. 146-158.
     Simon, H. A.(1957), Model of Man, Social and Rational: Mathematical Essays on Rational Human Behavior in a Social Setting, Garland Pub., New York, p.199.
     Simon, C. J. and M. W. Sullivan (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach, " Marketing Science, Winter.
     Sharp, B. (1995), "Brand Equity and Market-Based Assets of Professional Service Firms, " Journal of Professional Services Marketing, Vol. 13(1), pp. 3-13.
     Shocker, A. D. and B. Weitz (1988), "A Perspective on Brand Equity Principles and Issues, "in L. Leuthesser, ed., Report #88-104, Cambridge, MA: Marketing Science Institute.
     Smith, J. Walker (1991), "Brand Equity and the Analysis of Customer Transaction, " In E. Maltz, ed., Managing Brand Equity, Report #91-110, Cambridge, MA: Marketing Science Institute.
     Srivastava, R. and A. D. Shocker (1991), "Brand Equity: A Perspective on Its Meaning and Measurement, " Report #91-124, Cambridge, MA: Marketing Science Institute.
     Stobart, p. (1989), "Alternative Methods of Brand Valuation," In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, London: The Interbrand Group.
     Swait, J., J. Erdem, Louviere and C. Dubelaar (1993), "The Equalization Price: A Measure of Consumer-Perceived Brand Equity, " International Journal of Research in Marketing, 10, pp.23-45.
     Tauber, E. M. (1988), "Brand Leverage: Strategy for Growth in a Cost Control World, " Journal of Advertising Research, August/September, pp 26-30.
     Teas, R. K. and T. H. Grapentine (1996), "Demystifying Brand Equity, " Marketing Research, Vol. 8, No. 2(Summer), pp. 25-29.
     Williamson, Oliver E.(1975), Markets and Hierarchies: Analysis and Anti-trust Implications, New York :The Free Press.
     Williamson, Oliver E.(1985),The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting, New York :The Free Press.
     Williamson, Oliver E., (1991a), "Comparative Economic Organization: The Analysis of Discrete Structural Alternatives", Administrative Science Quarterly, 36, pp. 269-296.
     Williamson, Oliver E.(1991b), "Strategizing, Economizing, and Economic Organization, " Strategic Management Journal, 12, pp. 75-94.
     Williamson, Oliver E.(1993), "Opportunism and Its Critics", Managerial and Decision Economics, Vol.14; pp. 97-107.
描述 碩士
國立政治大學
國際經營與貿易學系
86351020
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002001517
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Jyh-shen Chiouen_US
dc.contributor.author (Authors) 彭家賢zh_TW
dc.contributor.author (Authors) Chia-Hsien Pengen_US
dc.creator (作者) 彭家賢zh_TW
dc.creator (作者) Peng, Chia-Hsienen_US
dc.date (日期) 1998en_US
dc.date.accessioned 20-Apr-2016 17:15:50 (UTC+8)-
dc.date.available 20-Apr-2016 17:15:50 (UTC+8)-
dc.date.issued (上傳時間) 20-Apr-2016 17:15:50 (UTC+8)-
dc.identifier (Other Identifiers) B2002001517en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85834-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 86351020zh_TW
dc.description.abstract (摘要) 本研究基於文獻探討發現品牌權益內涵看法分歧，且缺乏理論背景。因此以交易成本理論為基礎，提出一具基礎理論(Microfundation)的交易成本觀點之顧客基礎品牌權益模型。說明消費者購買產品時，是處於Williamson所稱的市場失靈情況，除了要考慮商品的實際售價外，另外必須對市場不完全下產生的交易成本納入考量。品牌可視為一種能夠降低消費者購買產品時產生之交易成本的機制。而品牌權益來自於顧客對不同品牌認知交易成本差異而反應於財務上的價值。zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002001517en_US
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 交易成本理論zh_TW
dc.subject (關鍵詞) 機會主義zh_TW
dc.subject (關鍵詞) 品牌管理zh_TW
dc.subject (關鍵詞) Brand Equityen_US
dc.subject (關鍵詞) Transaction Cost Theoryen_US
dc.subject (關鍵詞) Opportunismen_US
dc.subject (關鍵詞) Brand Managementen_US
dc.title (題名) 顧客基礎品牌權益之研究—交易成本理論觀點zh_TW
dc.title (題名) A Study of Customer-based Brand Equity—The Transaction Cost Theory Perspectiveen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 中文部份
     王月麗，品牌決策-交易成本之應用，國立工業技術學院未出版之碩士論文，民81。
     呂芳洲，「品牌聯盟策略對品牌權益影響之研究」，國立雲林科技大學企業管理技術研究所未出版碩士論文，民國87年6月。
     吳思華，策略九說-策略思考的本質，初版，台北，麥田出版社，民國85年。
     林維熊，「從交易成本分析品牌決策」，台灣經濟研究月刊，第十七卷第五期，民國83年5月，頁27-29。
     周善瑜，品牌權益之評價模式，國科會專題研究報告，民國84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7月。
     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未出版碩士論文，民國86年5月。
     許英珍，「網路外部性下，流行服飾品牌權益資產建立探討之研究」，輔仁大學織品服裝研究所未出版碩士論文，民國87年6月。
     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」，中原大學企業管理研究所未出版碩士論文，民國86年6月。
     馬柯尼(Marconi, Joe )著，李宛容譯，品牌行銷：創造出價值與魅力來，初版，台此，麥田出版社，民國83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未出版博士論文。民國85年6月。
     陳建霖，「促銷對品牌權益影響之研究」，國立雲林科技大學企業管理技術研究所未出版碩士論文，民國87年6月。
     張允文，「組織聯想與產品聯想對品牌權益之影響」，國立雲林科技大學企業管理技術研究所未出版碩士論文，民國87年6月。
     詹文良，從不同觀點分析自有品牌策略：經營導向、產業結構、與交交易成本，國立台灣大學商學研究所未出版之碩土論文，民國81年。
     詹孟貞，「理念相關行銷與涉入程度對品牌權益關係之研究」，中原大學企業管理研究所未出版碩士論文，民國85年6月。
     趙琪，交易成本觀點下品牌延伸決策之研究，國立台灣大學商學研究所未出版之博士論文，民國85年。
     鄭漢彬，中美汽車品牌權益決定因素之研究，國立政治大學企管研究所未出版碩士論文，民國84年11月。
     劉敏行，「外部資訊、品牌權益、與消費者偏好關係之研究-以花蓮地區機車產業為例」，國立東華大學國際企業研究所未出版碩士論文，民國87年6月。
     劉欣靜，「台灣廠商自創品牌之決策過程-以交易成本為分析架構」，國立政治大學國際貿易研究所未出版碩士論文，民國86年6月。
     賴茲與賴茲(Ries, Al and Ries, Laura)著，劉麗真譯，品牌22誡，初版，台北，臉譜文化出版社，民87年。
     二、 英文部份
     Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.
     Aaker, D. A. (1992), "The Value of Brand Equity," Journal of Business Strategy, 13(4), pp. 27-32.
     Aaker, D. A. (1996), "Measuring Brand Equity Across Products and Markets, " California Management Review, Vol. 38, No. 3(Spring) ,pp. 102-120.
     Aaker, D. A. (1996), Building Strong Brands, New York: The Free Press.
     Aaker, D. A. and Alexander Biel, eds. (1993), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands, Hillsdale, NJ: Lawrence Erlbaum Associates.
     Aaker, D. A. and K. L. Keller (1990), "Consumer Evaluation of Brand Extension, "Journal of Marketing, January, pp. 27-41.
     Ambler, T. (1997), "Do Brands Benefit Consumers? , " International Journal of Advertising, 16(3), pp. 167-198.
     Arnold, D. (1992), "The Handbook of Brand Management, "MA: Addison-Wesley.
     Assael, H.(1998), Consumer behavior and marketing action, Cincinnati, Ohio : South-Western College Pub.
     Baldinger, A. L. (1990), `Defining and Applying the Brand Equity Concept: Why the Research Should Care," Journal of Advertising Research, June/July, pp. RC2-RC5.
     Barney, J. B. and W. G. Ouchi (1986), Organizational Economics, Jossey-Bass, San Francisco, CA.
     Barwise, Patrick (1993a), "Introduction to The Special Issue on Brand Equity," International Journal of Research in Marketing, 10, pp. 3-8.
     Barwise, patrick (1993b), "Brand Equity: Snark or Boojum ?" International Journal of Research in Marketing, 10, pp. 93-104.
     Barzel, Yoram. (1982), "Measurement Cost and the Organization of Markets. "Journal of Law and Economics, 25(1): pp. 27-48.
     Bello, D. C. and M. B. Holbrook (1995), "Does an Absence of Brand Equity Generalize Across Product Classes ?, " Journal of Business Research ,34, pp. 125-131.
     Biel, Alexander L. (1992), "How Brand Image Drives Brand Equity," Journal of Advertising Research, 32(6),pp. RC6-RC12.
     Bilkey, W. J. and E. Nes (1982),"Country of Origin Effects on Product Evaluations, " Journal of International Business Studies, 8 (Spring/Summer): pp. 89-99.
     Blackston, M. (1992), "Observations: Building Brand Equity by Managing the Brand`s Relationships," Journal of Advertising Research, May/Jun pp.79-83.
     Blackstom, M. (1995),"Copy-Testing and Brand Equity: What`s the connection ?, " Journal of Advertising Research, 35, 1 (Jan/Feb), pp. RC2-RC7.
     Brasco, T. C. (1988), "How Brand Name are Valued for Acquisitions, "In: L. Leuthesser, ed., Report #88-104, Cambridge, MA: Marketing Science Institute.
     Brown, J. T. and A. P. Dacin(1997),"The Company and the Product: Corporate Associations and Consumer Product Responses, "Journal of Marketing, January, Vol. 61, pp.68-84.
     Chiou, Jyh-shen(1995), "The Organization and Efficiency of Marketing Flow and Function, " Proceedings of the 1995 Macromarketing Conference, Sanford L. Grossbart and Dana-Nicoleta Lascu, eds, Richmond, Virginia: University of Richmond, pp. 50-57.
     Coase, R. H.,(1937) "The Nature of the Firm," Economica, 4, pp. 385-405.
     Cobb-Walgren, C. J., C. A. Ruble and N. Donthu (1995), "Brand Equity, Brand Preference, and Purchase Intent, " Journal of Advertising, Vol. XXIV, Number 3 (Fall).pp.25-40.
     Cook, A. W. (1997), "The Advertiser and Brand Equity: Superhero or Wizard of Odds ? ," Journal of Advertising Research, Nov./Dec., pp. 5.
     Day, G. S.and S. Klein(1987), "Cooperative Behavior in Vertical Markets: The Influence of Transaction Costs and Competitive Strategies, " Review of Marketing, Michael J. Houston, ed., American Marketing Association, Chicago, IL., pp. 39-66.
     Doyle, P. (1990), "Building Successful Brands : The Strategic Options, " Journal of Consumer Marketing, Spring, pp 5-10.
     Dyson, P., A. Farr and N. S. Hollis (1996), "Understanding, Measuring, and Using Brand Equity, " Journal of Advertising Research, Nov./Dec. pp.9-21.
     Farquhar, P. H.(1990), "Managing Brand Equity", Journal of Advertising Research, August/September, pp. 7-12.
     Farquhar, P. H. and Y. Ijiri (1993), "A Dialogue on Momentum Accounting for Brand Management," International Journal of Research in Marketing, 10, pp.77-92.
     Farquhar, P. H., J. Y. Han and Y. Ijiri (1991), "Recognizing and Measuring Brand Assets, " Report #91-119, Cambridge, MA, Marketing Science Institute.
     Griffith, D. A. and J. K. Ryans, Jr.(1997), "Organizing Global Communications to Minimize Private Spill-over Damage to Brand Equity, "Journal of World Business, 32(3),pp. 189-202.
     Goffman, E..,(1969), Strategic Interaction, University of Pennsylvania Series in Conduct and Communication, Monograph 1.
     Guilding, C. and R. pike (1991), "Brand Valuation: A Model and Empirical Study of Organisational Implications, "Accounting and Business Research. Vol. 24. No 95, pp. 241-253.
     Irmscher, M. (1993), "Modelling the Brand Equity Concept, " Marketing & Research Today, Vol. 21(2), May, pp. 102-110.
     Jocoby, J. and R. W. Chestunt, (1978),Brand Loyalty Measurement and Management, New York: John Wiley and Sons.
     Kamakura, W. and G. Russell (1993), "Measuring Brand Value With Scanner Data." International Journal of Research in Marketing, 10, pp. 9-22.
     Kapferer, Jean-Noel (1992), Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, NY: The Free Press.
     Keller, Kevin L. (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, " Journal of Marketing, 57(Jan.), pp.1-22.
     Keller, Kevin L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, NJ: Prentice Hall.
     Kim, P. (1990), "A Perspective on Brands, " Journal of Consumer Marketing, Fall, pp.20-30.
     King, S. (1991), "Brand-Building in the 1990s, " Journal of Consumer Marketing, Fall, Vol. 8, 43-52.
     Kirmani, Amna and Valarie Zeithaml (1992), "Advertising, Perceived Quality, and Brand Image, " in Brand Equity and Advertising: Advertising`s Role in Building Strong Brands, David. A. Aaker and Alexander L. Biel, eds., Hillsdale, NJ: Lawrence Erlbaum Associates., pp.143-162.
     Klein, B., and K. B. Leffler, (1981) "The Role of Market Forces in Assuring Contractual Performance." Journal of Political Economy, 89(4): pp. 615-641.
     Kotler, P.(1994), Marketing Management: Analysis, Planning, Implementation, and Control, 8th, Prentice Hall International.
     Krishnan, H. S. (1996), "Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective, " International Journal of Research in Marketing, 13, pp. 389-405.
     Krishnan, H. S. and D. Chakravarti(1993),"Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships, "In Aaker, D. A. and A. L. Beil, eds, Brand Equity and Advertising, Hillsdale, NJ: Lawrence Erlbaum Associates.
     Lane, V. and Jacobson, R. (1995), "Stock Market Reactions to Brand Extension Announcements: the Effects of Brand Attitude and Familiarity, "Journal of Marketing, 59(Jan.), pp. 63-77.
     Lassar, W., B. Mittal and A. Sharma (1995), "Measuring Customer-Based Brand Equity, " Journal of Consumer Marketing, 12(4), pp. 11-19.
     Leuthesser, Lance and Chiranjeev S. Kohli and Katrin R. Harich (1995), "Brand Equity: the Halo Effect Measure," European Journal of Marketing, 29, pp. 57-66.
     Leuthesser, L., ed (1988), "Defining, Measuring and Managing Brand Equity: A Conference Summary, " Report #88-104, Cambridge, MA: Marketing Science Institute.
     Mahajan, Vijay, V. R. Rao and R. K. Srivastava (1993),"An Approach to Assess the Importance of Brand Equity in Acquisition Decisions, " Journal of Product Innovation Management, Vol. 11 Issue 3 (Jun), pp. 221-235.
     Maltz, E. (1991), "Managing Brand Equity: A Conference Summary, " Report #91-110, Cambridge, MA: Marketing Science Institute.
     Martin, G. S. and Brown, T. J. (1990), "In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construct, "In: Childers, M. L., et al, eds, Marketing Theory and Applications, 2, Chicago, IL.: American Marketing Association, pp. 431-438.
     Morgenson, G. (1991), "The Trend Is Not Their Friend", Forbes, 146,Sep.(16), pp. 114-119.
     Mullen, M., and A. Mainz (1989), "Brands, Bids and Balance Sheet: Putting a Price on Protected Products, " Acquisitions Monthly, 24, Apr., pp.26-27.
     Nakamoto, Kent, Deborah J. MacInnis and Hyung-Shik Jung (1992), "Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions," in Brand Equity and Advertising: Advertising`s Role in Building Strong Brands, David. A. Aaker and Alexander L. Biel, eds., Hillsdale, NJ: Lawrence Erlbaum Associates., pp.281-298.
     Park, C. W., B. J. Jaworski and D. J. MacInnis(1986),"Strategic Brand Concept-Image Management, "Journal of Marketing, 50, Oct. pp. 621-635.
     Park, Chan Su and V. Srinivasan (1994), "Asurvey-Base Method for Measuring and Understanding Brand Equity and Extendibility, " Journal of Marketing Research, 31(May), pp.271-288.
     Penrice, D. (1995), "Brand Marketing: An Information-processing Perspective, " Harvard Business Review, Vol. 73, No. 3, May/Jun, pp. 13-14.
     Pitta, D. A. and L. P. Katsanis (1995), "Understanding Brand Equity for Successful Brand Extension, " Journal of Consumer Marketing, Vol. 12 No. 4. pp. 51-64.
     Pope, K.(1993)"Computers: They`re No Commodity, "Wall Street Journal (Oct. 15), p.B1.
     Porter, M. E.,(1985), Competitive Advantage, NY:The Free Press,
     Ranagaswamy, A., R. Burke and T. A. Oliva (1993), "Brand Equity and Extendibility of Brand Names," International Journal of Research in Marketing, 10, pp.61-75.
     Rindfleisch, A. and J. B. Heide (1997), "Transaction Cost Analysis: Past, Present, and Future Applications, " Journal of Marketing, Vol. 61(Jan.), pp. 30-45.
     Shocker, A. D., Rajendra K. Srivastava and Robert W. Ruekert (1994), "Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue, " Journal of Marketing Research, May, pp. 146-158.
     Simon, H. A.(1957), Model of Man, Social and Rational: Mathematical Essays on Rational Human Behavior in a Social Setting, Garland Pub., New York, p.199.
     Simon, C. J. and M. W. Sullivan (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach, " Marketing Science, Winter.
     Sharp, B. (1995), "Brand Equity and Market-Based Assets of Professional Service Firms, " Journal of Professional Services Marketing, Vol. 13(1), pp. 3-13.
     Shocker, A. D. and B. Weitz (1988), "A Perspective on Brand Equity Principles and Issues, "in L. Leuthesser, ed., Report #88-104, Cambridge, MA: Marketing Science Institute.
     Smith, J. Walker (1991), "Brand Equity and the Analysis of Customer Transaction, " In E. Maltz, ed., Managing Brand Equity, Report #91-110, Cambridge, MA: Marketing Science Institute.
     Srivastava, R. and A. D. Shocker (1991), "Brand Equity: A Perspective on Its Meaning and Measurement, " Report #91-124, Cambridge, MA: Marketing Science Institute.
     Stobart, p. (1989), "Alternative Methods of Brand Valuation," In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, London: The Interbrand Group.
     Swait, J., J. Erdem, Louviere and C. Dubelaar (1993), "The Equalization Price: A Measure of Consumer-Perceived Brand Equity, " International Journal of Research in Marketing, 10, pp.23-45.
     Tauber, E. M. (1988), "Brand Leverage: Strategy for Growth in a Cost Control World, " Journal of Advertising Research, August/September, pp 26-30.
     Teas, R. K. and T. H. Grapentine (1996), "Demystifying Brand Equity, " Marketing Research, Vol. 8, No. 2(Summer), pp. 25-29.
     Williamson, Oliver E.(1975), Markets and Hierarchies: Analysis and Anti-trust Implications, New York :The Free Press.
     Williamson, Oliver E.(1985),The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting, New York :The Free Press.
     Williamson, Oliver E., (1991a), "Comparative Economic Organization: The Analysis of Discrete Structural Alternatives", Administrative Science Quarterly, 36, pp. 269-296.
     Williamson, Oliver E.(1991b), "Strategizing, Economizing, and Economic Organization, " Strategic Management Journal, 12, pp. 75-94.
     Williamson, Oliver E.(1993), "Opportunism and Its Critics", Managerial and Decision Economics, Vol.14; pp. 97-107.		zh_TW