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

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 113325/144300 (79%)
造訪人次 : 51190491 線上人數 : 909

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜尋範圍

查詢小技巧：

您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果

若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料

進階搜尋

主頁 ‧ 登入 ‧ 上傳 ‧ 說明 ‧ 關於政大典藏 ‧ 管理

到手機版

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

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/111768

題名:	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
貢獻者:	白德傑 Brodowsky, Glen 葉秋焱 Jendrzejczyk, Michalina
關鍵詞:	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
上傳時間:	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.
參考文獻:	Aaker, J., Fournier, S., & Brasel, S. A. (2008). When good brands do bad. Working Paper Series. Center for Responsible Business. UC Berkeley. Anderson, Eugene W. and Vikas Mittal (2000), ‘‘Strengthening the Satisfaction-Profit Chain,’’ Journal of Service Research, 3 (November), 107-120. Arnould, E. J. (2007), Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm, in Russell W. Belk, John F. Sherry (ed.) Consumer Culture Theory (Research in Consumer Behavior, Volume 11) Emerald Group Publishing Limited, pp.57 – 76. Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31, 868–882. Belk W.R., Price L. , Peñaloza L. (ed.), (2013), Consumer Culture Theory (Research in Consumer Behavior, Volume 15) Emerald Group Publishing Limited, pp.i Berry, L.L. (1983). Relationship marketing, in Berry, L.L., Shostack, G.L., Upah, G.D. (Eds), Emerging Perspectives of Service Marketing, American Marketing Association, Chicago, IL, pp.25-38. Berry, L.L and Parasuraman, A. (1991), Marketing Services. Competing Through Quality, Free Press/Lexington Books, Lexington, MA. Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14, 252-271. Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79–89. Coulter, R.A., Price L.L., & Feick L. (2003). “The Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe,” Journal of Consumer Research, 30 (September), 170–83. Heiner Evanschitzky a, ⁎ , Gopalkrishnan R. Iyer b , Hilke Plassmann c , Joerg Niessing a , Heribert Meffert Evanschitzky, H., Iyer, GR., Plasmann, H., Niesing, J. & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research 59(12):1207-1213 Johnson, M.D. and Fornell C., (1991), “A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories,” Journal of Economic Psychology, 12 (2), 267–86. Gustaffson, A., Johnson, M.D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(4), 210–218. Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis - A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Education. Hollebeek, L. (2011): Demystifying customer brand engagement: Exploring the loyalty nexus, Journal of Marketing Management, 27:7-8, 785-807. Kolter, P. (1992). Marketing`s New Paradigm: What`s Really Happening Out There, Planning Review, 20(5), 50-53. McAlexander, J.H., Schouten W.J., Koenig K.H. (2002) Building Brand Community. Journal of Marketing: January 2002, Vol. 66, No. 1, pp. 38-54. Morgan, R.M., Hunt. S.D. (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing, vol. 58, p. 20-38. 291 National Communications Commission, Taiwan. Retreved April 4th, 2017 from: http://www.ncc.gov.tw/chinese/files/17033/3773_37212_170331_1.pdf Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y, & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies.. Journal of Applied Psychology, 88(5), 879–903. Prahalad, C. K. and Ramaswamy V. (2004), ‘‘Co-Creation Experiences: The Next Practice in Value Creation,’’ Journal of Interactive Marketing, 18 (3), 5-14. Research Priorities 2010-2012. (2010). Marketing Science Institute. Retrieved April 4th, 2017 from: http://image.sciencenet.cn/olddata/kexue.com.cn/upload/blog/file/2010/9/201091515178616316.pdf Research Priorities 2014-2016. (2014). 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
資料類型:	thesis
顯示於類別:	[國際經營管理英語碩士學程IMBA] 學位論文

文件中的檔案:

檔案	大小	格式	瀏覽次數
303901.pdf	1948Kb	Adobe PDF2	59	檢視/開啟

在政大典藏中所有的資料項目都受到原著作權保護.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - 回饋