政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/52921
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51016028      線上人數 : 887
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


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/52921


    題名: 品牌導向---構念、衡量與研究命題
    其他題名: Brand Orientation--- Construct, Measurement and Research Propositions
    作者: 洪順慶
    貢獻者: 國立政治大學企業管理學系
    行政院國家科學委員會
    關鍵詞: 品牌;品牌導向;公司策略;行銷量表
    brand;brand orientation;corporate strategy;marketing scale
    日期: 2010
    上傳時間: 2012-05-18 13:34:35 (UTC+8)
    摘要: 越來越多台灣企業思考自創品牌，成為品牌企業，以爭取更高績效。台灣企業發展 歷程有異於歐美，在原有委託代工的經營模式基礎上自創品牌，更涉及公司策略與核心 能力的重大轉變，因此必須以公司策略的角度檢視公司的品牌化。本研究基於「品牌導 向」的觀點，對成功品牌企業進行個案研究，以理解這些公司如何在內部落實品牌導向， 提出能容納台灣特殊經驗的品牌導向構念，並發展命題及量表，作為進一步驗證品牌導 向與品牌績效關係之基礎。
    For better performance, more and more Taiwanese companies are building their own brands and are becoming branded business. Taiwanese companies are different from American and European companies in building brands. While most Taiwanese companies are transforming from OEM-based to brand-based business, American and European companies build their brand from day one. Since this is a reorientation and creation of a new corporate core competence, a corporation-level perspective is required to examine corporate brand-building. The proposed study draws on practitioner-based case study to probe into successful branded corporation to develop the construct of Brand Orientation. We will employee the grounded methodology to examine the experience, strategy, organizational learning, and branding of a handful of excellent Taiwanese companies. We intend to develop a theoretical framework which includes antecedents, moderating factors, and consequences of Brand Orientation. We will also develop propositions and construct measurement in this two-year study.
    關聯: 基礎研究
    學術補助
    研究期間:9908~ 10007
    研究經費:518仟元
    資料類型: report
    顯示於類別:[企業管理學系] 國科會研究計畫

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    99-2410-H-004-108.pdf591KbAdobe PDF2825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