政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30014
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113822/144841 (79%)
造訪人次 : 51820927      線上人數 : 558
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/140.119/30014


    題名: 信用卡品牌聯盟前置因素及其績效之探討
    作者: 楊淑婷
    貢獻者: 陳建維
    楊淑婷
    關鍵詞: 品牌聯盟
    產品契合度
    促銷形式
    聯名信用卡
    品牌權益
    日期: 2002
    上傳時間: 2009-09-11 17:03:54 (UTC+8)
    摘要: 摘要
    台灣的信用卡市場近年來競爭越趨激烈，各家發卡銀行無不卯足全勁希望能成為業界信用卡新產品開發的領導者，以搶得市場的先機，故各種行銷手法推陳出新。而聯名信用卡便因此而堀起。聯名信用卡策略的使用不外乎提供信用卡品牌管理者一個在市場上突破困境的方法，例如，台新銀行與新光三越的合作、中國信託與中國石油的加油卡、萬泰銀行與京華城，這些異業結盟的行動，顯示信用卡產業及欲拓展業務範圍的企圖心。

    因此，為了釐清上述品牌聯盟策略的各項課題，並提供台灣發卡銀行管理者在聯盟策略的應用，本研究將著重於品牌聯盟的重要議題，例如兩品牌之間在消費者的認知上是否需要具有一致性，而此一致性對於消費者品牌聯盟後評價又會造成何種影響，除此之外，台灣信用卡產業中最常使用的促銷方式有許多，本研究想要探討一個品牌聯盟，再加上什麼型式的促銷方式，才能使品牌聯盟的績效發揮到最大，故促銷型式也成為本研究想要探討的另一課題。

    根據實驗結果發現「品牌權益的搭配方式」的確會影響消費者對於聯盟後品牌的評價，而「產品契合度」是另一個成功的品牌聯盟必須考慮的因素，產品契合度在過去品牌聯盟的文獻中一直是重要的變數，而在本研究中更加突顯「產品契合度」在信用卡異業結盟的思考策略中之重要性。本研究更進一步證實，在信用卡產業中，非價格導向的促銷方式會比價格導向的促銷方式在消費者的品牌評價上有正面增強的效果。而且品牌權益搭配方式和品契合度也有交互作用的存在。因此，本研究供管理者在思考信用卡品牌聯盟的行銷策略時一個選擇聯盟對象的準則。
    參考文獻: 參考文獻
    中文部分
    1.方敏，行銷聯盟經營品牌對品牌權益的影響，國立交通大學管理科學學程碩士班，民國九十年。
    2.朱家賢，促銷性廣告、產品品牌聯想形象、消費者屬性對廣告效果影響之研究，私立東吳大學企業管理研究所，民國八十九年。
    3.呂方洲，品牌聯盟對品牌權益影響之研究，國立雲林科技大學企業管理研究所，民國八十六年。
    4.袁愛亭，從產品互補性、品牌聲望一致性與訂價方式探討品牌聯盟之效果，輔仁大學管理學研究所，民國八十七年。
    5.夏心華，促銷活動與產品涉入對品牌權益影響之研究，私立東吳大學企業管理研究所，民國八十六年。
    6.許淑寬，促銷聯盟管理成功因素之研究-以服務業為實證研究，雲林科技大學企業管理技術研究所，民國八十七年。
    7.陳欣怡，品牌個性契合度對品牌聯盟成效之影響，雲林科技大學企業管理技術研究所，民國八十八年。
    8.陳智凱，品牌聯盟對行銷績效影響之研究-以台灣精品標誌為例，國立暨南國際大學國際企業學系研究所，民國八十六年。
    9.陳靜瑩，影響消費者對品牌聯盟評價因素之研究，國立中央大學企業管理學系研究所，民國八十四年。
    10.黃郁恬，品牌權益、品牌聲譽一致性、品牌互補性、以及品牌來源國對品牌聯盟影響之探討，國立中央大學企業管理研究所，民國九十年。
    11.薛賢文，促銷方式、產品線延伸策略、產品涉入與品牌評價之關係，國立中正大學企業管理研究所，民國九十年。
    英文部分
    1.Aaker, David A. and Kevin Lane Keller (1990), ”Consumer Evaluations of Brand Extension,” Journal of Marketing, Vol.54 (January) , 27-41
    2.Aaker, David A.(1992), “ Managing Brand Equity,” Journal of Business Strategy, 131-145
    3.Aaker, David A and Erich Joachimsthaler (2000), Brand Leadership, New York : The Free Press.
    4.Adler, Lee (1966), “Symbiotic Marketing,” Harvard Business Review, 44 (November-December), 59-71
    5.Anderson, James C. and James A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships” Journal of Marketing,Vol. 54 (January), 42-58
    6.Barrie, James G . (1985), “Alliance - The New Strategic Focus,” Long Range Planning, Vol.18 (June), 76-82
    7.Blackett, Tom and Bob Board (1999), Co-Branding：The Science of Alliance, London : Macmillan Press.
    8.Broniarczky, Susan M. and Joseph W. Alba (1994), “The Importance of The Brand in Brand Extension,” Journal of Marketing Research, Vol. 31 (May), 214-228
    9.Broniarczyk, Susan M, Joseph W. Alba, Terence A. Shimp, and Joel E. Urbany (1994) “The influence of prior beliefs, frequency cues, and magnitude cues on consumers` perceptions of comparative price data,” Journal of Consumer Research, Vol.21, 219-236
    10.Bucklin, Louis P . and Sengupta Sanjit (1993), “Organizing Successful Co-Marketing Alliances” Journal of Marketing, Vol. 57, 32-46
    11.Campbell, Leland and William D. Diamond (1990), “Framing and Sales Promotion：The Characteristics of Good Deal,” Journal of Consumer Marketing, Vol.7, 25-31
    12.Chaudhuri, Arjun and Morris B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance：The Role of Brand Loyalty,” Journal of Marketing, Vol.65 (April), 81-93
    13.Clifford, C. Kalb (1988), “Joint Marketing or Co-Marketing：Cooperation or Competition？” Medical Marketing & Media (November), 112-119
    14.Cooke, Sinead and Paul Ryan (2000), “Brand Alliances：From Reputation Endorsement to Collaboration on Core Competencies,” Mercury Publications, 36-41
    15.Dodson, Joe A., Alice M. Tybout, and Brian Sternthal (1978), “Impact of Deals and Deal Retraction on Brand Switching,” Journal of Marketing Research, Vol.XV (February), 72-81
    16.Erickson and J.K. Johanson (1985), “The Role of Price in Multi-Attribute Product Evaluation,” Journal of Consumer Research, Vol. 12, 195-199
    17.Ernst, David and French Thomas D (1996), “Corporate Alliances：After the Honeymoon” Wall Street Journal, 1-3
    18.Gaeth, Gary J. and Gerard J. Tellis (1990), “Best Value, Price-Seeking, And Price Aversion,” Journal of Marketing, (April), 87-98
    19.Gardener, Elizabeth and Minakshi Trivedi (1998), “A Communications Framework to Evaluate Sales Promotion Strategies,” Journal of Advertising Research, (May-June), 67-71
    20.Hagedoom, John (1993),” Understanding the rationale of strategic technology partnering: Interorganizational modes of cooperation and sectoral differences,” Strategic Management Journal, Vol.14,371-386
    21.Johnson, Eric J. and J. Edward Russo (1984), “Product Familiarity and Learning New Information,” Journal of Consumer Research, Vol.11 (June), 542-500
    22.Keller, Kevin Lane and David A. Aaker (1992), “The Effects of Sequential Introduction of Brand Extensions,” Journal of Marketing Research, Vol. 29, (February), 35-50
    23.Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57 (January), 1-22
    24.Keller, Kevin Lane (2002), Strategic Brand Management：Building, Measuring, and Managing Brand Equity. New Jersey：Practice-Hall
    25.Lorange, Peter and Johan Roos (1992), Strategic Alliance, Cambridge, Massachusetts : Blackwell Publisher.
    26.Magrath, Allan J. (1991), “Collaborative Marketing Comes of Age—Again,” Sales & Marketing Management (September), 61-64
    27.Mela, Carl F, Sunil Gupta and Donald R Lehmann (1997), “The Long -Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research, Vol 34 (May), 248-261
    28.Ortmeyer, Gwen, James M. Lattin and David B. (1991), “Individual Differences in Response to Consumer Promotions,” Journal of Research in Marketing, Vol. 8 (June), 169-186
    29.Park, Whan, Bernard J. Jaworski and Deborah J. Maclnnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol.50 (October), 135-145
    30.Park, Whan, Sandra Milberg and Robert Lawson (1991), “Evaluation of Brand Extensions：The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, Vol. 18 (September), 185-193
    31.Priya, Raghubir and Kim Corfman (1999), “When Do Price Promotions Affect Pretrial Brand Evaluations？” Journal of Marketing Research, Vol.36 (May), 211-222
    32.Rajan, Varadarajan (1985), “Joint Sales Promotion：An Emerging Marketing Tool” Business Horizons, (September-October), 43-49
    33.Rajan, Varadarajan (1986), “Horizontal Cooperative Sales Promotion：A Framework for Classification and Additional Perspectives,” Journal of Marketing, Vol.50 (April), 61-73
    34.Rajan, Varadarajan and Daniel Rajaratnam (1986), “Symbiotic Marketing Revisited,” Journal of Marketing, Vol. 50 (January), 7-17
    35.Rangaswamy, Arvind, Raymond R. Burke, and Terence A. Oliva, (1993) “Brand equity and the extendibility of brand names,” International Journal of Research, Vol.10, 61-76
    36.Rao, Akshay R. (1994), “Brand alliances as signals of product quality,” Sloan Management Review, Vol. 36, 87-98
    37.Reynolds, Thomas J. and Jonathan Gutman (1984), “Advertising Is Image Management,” Journal of Advertising Research, Vol.24, 27-38
    38.Santa, Barbara and Randi Priluck (1997), “Co-Branding in Advertising：Developing Effective Associations,” The Journal of Product and Brand Management, Vol. 6, 191-201
    39.Simonin, Bernard L. and Julie A. Ruth (1998), “Is a Company Known by the Company It Keeps？ Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes,” Journal of Marketing Research, Vol. 35 (February), 30-42
    40.Smith, Daniel C. and C. Whan Park (1992), “The Effects of Barnd Extensions on Market Share and Advertising Efficiency,” Journal of Marketing Research Vol.29 (August), 296-313
    41.Sobodh, Bhat and Srinivas K. Reddy (2001), “The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation,” Journal of Business Research, Vol.53, 111-122
    42.Sridhar, Samu H., Shanker Krishnan, and Robert E. Smith (1999), “Using Advertising Alliances for New Product Introduction：Interactions Between Product Complementarity and Promotional Strategies,” Journal of Marketing, Vol. 63 (January), 57-74
    43.Srivastava, Rajendra K. and Allan D. Shocker (1991), “Brand Equity：A Perspective on Its Meaning and Measurement,” Marketing Science Institute, Report No. 91-124 (October), 1-14
    44.Whipple, Judith M and Robert Frankel (2000), “Strategic Alliance Success Factors,” Journal of Supply Chain Management, Vol. 36 (Summer), 21-28
    45.Young. Robert F. and Stephen A. Greyser (1983), Managing Cooperative Advertising：A Strategic Approach. Lexington, MA：D.C. Health.
    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    90351026
    91
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0090351026
    資料類型: thesis
    顯示於類別:[國際經營與貿易學系 ] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    index.html0KbHTML2464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