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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/89136
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/89136


    Title: 影響品牌延伸評估效果因素之研究
    Authors: 洪秀蓉
    HONG, XIU-RONG
    Contributors: 張重昭
    洪秀蓉
    HONG, XIU-RONG
    Date: 1992
    1991
    Issue Date: 2016-05-02 15:13:21 (UTC+8)
    Reference: 中文部份
    1.吳若權,「探索消費奧秘,揭曉決策過程」,突破雜誌,75期,80年10月,57-68
    2. 郭振鶴,「品牌延伸策略行銷管理之實證分析」,淡江大學管理科學研究所未出版碩士論文, 76年6月
    3. Pbilip Kotler著,許是祥譯,行銷學通論,中華企業管理發展中心,76年6版
    4. 林智新著,品牌春秋,長河出版社,民國71年,頁29-33
    5. 孫珣恆,「品牌延伸如何創造利多」,突破雜誌,71期,80年6月,83-88

    英文部份
    1. Aaker David A. , " Brand Extensions: The Good, the Bad, and the Ugly," Sloan Management Review, (Summer 1990), pp. 47-56
    2. Aaker David A. and Kevin Lane Keller, " Consumer Evaluations of Brand Extensions," Journal of Marketing, Vol.54, (January 1990), pp. 27-41
    3. Alba J.W.and J.W. Hutchinson, " A Framework for Understanding Consumer Knowledge Comparison and Inference Processing," Working paper, University of Folrida, Center for Consumer Research, 1985
    4. Boote Alfred S., " Marketing Segmentation by Personal Values and Salient Product Attribute," Journal of Marketing" Research, Vo121, (Feb. 1981)
    5. Bridges Sheri, " A Schema Unification Model of Brand Extensions," Unpublished dissertation, Graduate School of Business, Stanford University, Stanford, 1990, CA94305
    6. Celsi Richard L. and Jerry C. Olson, " The Role of Involvement in Attention and Comprehension Process," Journal of Consumer Research, Vol.15, (September 1988), pp. 210-224
    7. Chakravarti Dipanker, Deborah J. MacIrutis, Kent Nakamoto, "Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies," Advances in Consumer Research, Vol.17, 1990, pp. 901-916
    8. Doyle Peter, " Building Successful Brands: the Strategic Options," Journal of Consumer Marketing, Vo1.7, No2, (Spring 1990), pp. 5-19
    9. Dube Laurette, Bernd H. Schmitt, Sheri Bridges, " Categorization Research and Brand Extensions," Advances in Consumer Research, Vo1.19, 1992, pp. 255-259
    10. Duncan Calvin P. and James E. Nelson, " Meaning Transfer in a Brand Extension Strategy," Faculty working paper 86-11, College of Business Administration, University of Colorado,Bou1der, Co1oroado, 1986, 1-50
    11. Eleanor Rosch and Carolyn Mervis, " Family Resemblances: Studies in Internal Structure of Categories," Cognitive Psychology, 1975, pp. 573-605
    12. Gamble Theodore R., ``Brand Extension" in Plotting Marketing Strategy, Lee Adler, ed. (New York: Simon & Schuster, 1967), pp. 167-178
    13. Garvin David A. , " Product Quality: An Important Strategic Weapon," Business Horizons, VoU7, (May/June 1984), pp. 40-43
    14. Hartman, Price and Duncan, " Consumer Evaluation of Franchise Extension Products: a Categorization Processing Perspective," Advances in Consumer Research, Vol.l7, 1990, pp. 120-127
    15. Kapferfer Jean-Noel and Gills Laurent, " Consumer Involvenent Profiles: A New Practical Approach to Consumer Involvement," Journal of Advertising Research, Vol.52 ,No.6, (Dec.85/Jan.86), pp. 48-56
    16. Kesler Lori, "Extensions Leave Brand in New Area," Advertising Age, (June 1987), S1
    17. Meyers-Levy Joan and Alice M. Tybout, " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, VoL16, (June1989), pp. 30-54
    18. Muthukrishnan A.V. and Barton A. Weitz, " Role of Product Knowledge in Evaluation of Brand Extension," Advances in Consumer Research, Vol.18, pp. 407-413
    19. Park C. Whan, Bernard J. Jaworski, and Debra J. MacInnis, " Strategic Brand Concept-Image Management," Journal of Marketing, Vol.50, (October 1986), pp. 185-193
    20. ____Robert Lawson, and Sandra Milberg, " Memory Structure of Brand Names," Advances in Consumer Research, Vol,16, 1989. pp. 726-731
    21.____Sandra Milberg and Robert Lawson, " Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Vol.18, (September 1991), pp. 185-193
    22. Ries Al and Jack Trout, Poistioning: The Battle for Your Mind, 2nd ed., (Common Wealth Publishing CoLtd.), 1985
    23. Sujan Mita, " Consumer Knowledge: Effects of Evaluation Strategies Mediating Consumer Judgement," Journal of Consumer Research, Vol. 12. (June 1985), pp. 31-46
    24. Tauber Edward M. , " Brand Franchise Extensions: New Product Benefit from Existing Brand Name," Business Horizions, Vo1.24 , 1981, pp. 36-41
    25. ____, " Brand Leverage: Strategic for Growth in a Cost-Control World," Journal of Advertising Research, (August/September 1988), pp. 26-30
    26. Zaichowsky Judith Lynne, " Measuring the Involvement Construct," Journal of Consumer Research, Vo1.12 , (December 1985), pp. 341-52
    27. Zeithaml Valarie A. , " Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, Vol.52, (July 1988), pp. 2-22
    Description: 碩士
    國立政治大學
    企業管理學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004477
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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