政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/111768

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/111768

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政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/111768

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题名:	台灣電信業消費者品牌參與之實證研究 An empirical study on consumer brand engagement in the context of mobile service providers in Taiwan
作者:	葉秋焱 Jendrzejczyk, Michalina
贡献者:	白德傑 Brodowsky, Glen 葉秋焱 Jendrzejczyk, Michalina
关键词:	消費者品牌參與消費者參與移動服務品牌忠誠度客戶品牌關係 Consumer brand engagement Consumer engagement Mobile service Brand loyalty Customer-brand relationship
日期:	2017
上传时间:	2017-08-10 09:53:56 (UTC+8)
摘要:	While the focal point in marketing discussion is moving away from goods and getting closer towards service, highlighting the importance of consumer experience and the significant role of customers as value co-creators, the notion of consumer brand engagement and consumer engagement in general, are receiving attention both among scholars and brand decision makers. However, despite the growing attention, the empirical research on the antecedents and consequences of CBE is limited and provides inadequate proof of the substantial role that CBE plays in building customer brand loyalty. This paper investigates the drivers and outcomes of consumer brand engagement among the consumers of mobile service brands in Taiwan. It explores the influence of satisfaction, trust, commitment, involvement, participation and self-expressive brand on the increase or decrease in loyalty and the mediating role of CBE dimensions, including cognitive processing, affection and activation. By validating existing conceptual framework and proposing a new conceptual model, this paper provides empirical evidence of the CBE impact on brand loyalty. Also, this papers aims to provide a useful managerial insight for marketing professionals seeking to enhance firm’s business performance via establishing strong relationships with their customers.
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Marketing Science Institute. Retrieved April 4th, 2017 from: http://www.msi.org/uploads/files/MSI_RP14-16.pdf Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253–1260. Sodano, D. (2016, December 16). Mobile Taiwan: A Look at a Highly Mobile Market [article]. Retrieved from https://www.emarketer.com/Article/Mobile-Taiwan-Look-Highly-Mobile-Market/1014877 Sprott, D., Czellar, S., & Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92-104 van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253-266. Vargo, S., Lusch, R. (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68, 1, 1–17. Vargo, S., Lusch, R. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10 Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. The Journal of Marketing Theory and Practice, 22(4), 401 Vivek, S.D., Beatty, S.E. & Morgan, R.M. (2012) Customer Engagement: Exploring Customer Relationships Beyond Purchase, Journal of Marketing Theory and Practice, 20:2, 122-146 Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14
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) 104933039
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0104933039
数据类型:	thesis
显示于类别:	[國際經營管理英語碩士學程IMBA] 學位論文

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