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    题名: 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
    贡献者: 邱志聖
    Jyh-shen Chiou
    彭家賢
    Chia-Hsien Peng
    关键词: 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
    上传时间: 2016-04-20 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。
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    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    86351020
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    数据类型: thesis
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