政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30828

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30828

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文笔数/总笔数 : 113656/144643 (79%)
造访人次 : 51734207 在线人数 : 550

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

搜寻范围

查询小技巧：

您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果

若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据

进阶搜寻

主页 ‧ 登入 ‧ 上传 ‧ 说明 ‧ 关于政大典藏 ‧ 管理

到手机版

政大機構典藏 > 商學院 > 管理碩士學程/商管專業學院碩士學位學程 AMBA > 學位論文 > Item 140.119/30828

请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/30828

题名:	企業品牌與多品牌策略選擇之跨產業個案研究 A study of single Brand and Multiple Brand strategies by cross-industrial case study
作者:	呂昆安 Lu, Kun An
贡献者:	樓永堅 Lou, Yung Chien 呂昆安 Lu, Kun An
关键词:	品牌品牌策略多品牌企業品牌 Brand Brand strategy Multi-Brand
日期:	2006
上传时间:	2009-09-14
摘要:	觀察台灣產業品牌發展，在相同的產業裡，各企業或許會出現ㄧ致的品牌策略，亦或許會出現迥異的品牌策略，是哪些原因影響，讓企業在相同的產業環境下，卻有不同的品牌策略選擇? 或堅持某一特定策略? 本研究將透過深度個案訪談及次級資料分析方式，針對企業在品牌策略的發展歷程中，其品牌策略選擇的影響因素，同時透過食品業與科技業的跨產業比較，以企業經理人觀點出發，探討品牌策略選擇的影響要因。個案選擇其品牌策略概分為「企業品牌」與「多品牌」兩種策略，產業之個案選擇以食品業之統一、味全、桂冠，科技業則為宏碁、華碩、英華達等。研究結果顯示，企業品牌策略發展歷程中，其品牌策略選擇的影響因素，主要涵蓋企業、產品與市場三大構面。在食品產業成長發展過程中，各廠商間品牌策略選擇，較偏向多品牌策略，受訪經理人認為，食品業由企業品牌轉多品牌策略，主要與消費者需求改變有關，過去消費者注重價格實惠的理性消費；但隨著台灣經濟社會開發後，人民所得普遍提高，因此，轉變為多樣化的需求，因此必須對應多品牌以鮮明訴求不同產品定位。在科技產業成長發展過程中，各廠商間品牌策略選擇，較偏向企業品牌策略，受訪經理人表示，主要原因為產品屬性因素，科技產品的標準化生產流程，使個產品不會有所謂的口味、生活習慣等文化差異，在食品業所強調「家鄉市場」（home market）的條件，已經不存在，對科技公司而言，品牌的戰略不同於食品業由區域品牌做起的單點突破方式，各區域消費差異小，而是以全球消費者目標的全面式出擊，加上企業研發與製造投資金額龐大，營運風險高，採行企業品牌，可降低投資風險，增加品牌投資綜效，節省龐大行銷費用；再加上國際先驅品牌大廠，以採取類似的組合品牌策略，因此，大多採取一致的品牌策略。在食品與科技不同產業間，其品牌策略發展將有不同的趨勢，科技業品牌，因全球標準一致性，因此全球品牌走向大者恆大的趨勢，未來將僅存續全球十大品牌；食品業則較具文化與地理上障礙，將朝區域品牌大廠發展，跨區域間，則進行策略聯盟發展。 Observing the brand development of Taiwan industrials, there may appear consistent or inconsistent brand strategy in the same industry. Which factors are influencing on managers during brand strategy decision-making? Why do managers choose different brand strategy or insist on a specific strategy under the same industrial environment. The purpose of this study is to identify the cause of brand strategy choice from manager’s viewpoints, through the secondary data and case study method. This study will also compare with the technology industrial and food industrial cases. There are categorized two type strategies- corporate branding and product branding strategy. Case study lists are President, Weichuan, Laurel, acer, Asus and OKwap. The result of study shows, the brand strategy influenced factors contain the corporate, product and market attributive factors. While the food industry developed, they preferred to choose product branding. Managers told us that this change is related to consumer demand change. Consumers paid attention on the benefit of price in the past. Since the economic booming in Taiwan, people`s incomes were generally raised. Consumers changed to diversified demands. The product branding is appealed to this request. While the technology industry developed, they preferred to choose corporate branding. Managers told us that the main reason is product attribute factor, for example standardized and homogeneous product attribute. They need to face global market, without any regional market advantage. Their products must target to all of users world wide. They must make investment hugely on R&D, marketing and manufacturing. The operation risk is high. They can reduce the risk by adapting corporate branding strategy. Retracing the leading company internationally, they also chose the same brand strategy. Among food and technology industries, their brands developed differently and have different trends in the future. Technology brands will exist only top ten vendors due to standardized and homogeneous product influenced. Food industry relatively has obstacle on culture and geography. They only will develop brands towards local regional markets. For cross-regions markets, they will cooperate by strategic alliance. 誌謝辭……………………………………………………………………i 中文摘要………………………………………………………………ii 英文摘要………………………………………………………………iii 目錄……………………………………………………………………iv 表次……………………………………………………………………vi 圖次…………………………………………………………………viii 第一章緒論第一節研究背景與動機……………………………………………………1 第二節研究目的……………………………………………………………3 第三節研究範圍與限制……………………………………………………3 第二章文獻探討第一節品牌相關定義、品牌層級與品牌運用策略………………………4 第二節品牌建立與品牌延伸之決策流程………………………………10 第三節品牌延伸決策的考量因素………………………………………13 第四節品牌延伸的優缺點………………………………………………16 第五節品牌建立之策略探討……………………………………………18 第六節品牌策略選擇的影響因素 ………………………………………21 第三章研究設計第一節研究架構…………………………………………………………31 第二節研究流程與方法…………………………………………………33 第四章個案描述與分析第一節統一企業…………………………………………………………36 第二節味全實業…………………………………………………………50 第三節桂冠實業…………………………………………………………64 第四節宏碁………………………………………………………………75 第五節華碩………………………………………………………………92 第六節英華達……………………………………………………………105 第五章個案整合分析與研究發現第一節企業構面因素整合分析與研究發現……………………………121 第二節市場構面因素整合分析與研究發現……………………………125 第三節產品構面因素整合分析與研究發現…………………………127 第六章結論與建議第一節結論………………………………………………………………130 第二節後續研究建議……………………………………………………134 參考文獻…………………………………………………………………………135
參考文獻:	一、英文文獻 Aaker, D. A. (1989), “Managing Assets and Skills: The Key To A Sustainable Competitive Advantage,” California Management Review; Winter, Vol 31, No. 2, 91-106. Aaker, D. A. (1990), “Brand Extensions: The Good, The Bad, and The Ugly,” Sloan Management Review, Summer, Vol. 31, No. 4, 47-56. Aaker, D. A. (1996), Building Strong Brand, New York: The Free Press. Aaker, D. A. (2004), Brand Portfolio Strategy, New York: Free Press. Aaker, D. A. (2004), “Even Brands Need Spring Cleaning,” Brandweek, Mar. 3, Vol. 45, No. 10, 36- 40. Aaker, D. A.(2004), “Leveraging The Corporate Brand,” California Management Review, Spring, Vol. 46, No.3; 6-18. Aaker, D. A., and Joachimsthaler E. (2000), Brand Leadership: Building Assets In The Information Society, Free Press Jan.. Aaker, D. A., and Keller, K. L. (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing; Jan., Vol. 54, No. 1, 27-41. Aaker, D. A., and Jacobson R. (2001), “The Value Relevance of Brand Attitude In High-Technology Markets,” Journal of Marketing Research, Nov., Vol. 38, No. 4, 485-493. Aks, D. E. (2006), “The Right Way To Do Brand Extensions,” Folio Magazine, May, Vol. 35, No. 5; 38-45. Sullivan, M. W. (1992), “Brand Extensions: When To Use Them,” Management Science,Jun., 38, 6, 793-806. Swaminathan, V., Fox, R. J., and Reddy, S. K. (2001), “The Impact of Brand Extension Introduction on Choice,” Journal of Marketing, Oct., 65, 4, 1-15. Tauber, E. M. (1981), “Brand Franchise Extension: New Product Benefits from Existing Brand Names,” Business Horizons, Mar/Apr., Vol. 24, Iss. 2, 36-41. Volckner, F., and Sattler, H. (2006), “Drivers of Brand Extension Success,” Journal of Marketing, Apr., Vol. 70, Iss. 2, 1-47. Wallace, E., and de Chernatony, L. (2007), “Exploring Managers` Views About Brand Saboteurs,” Journal of Marketing Management, Feb, Vol. 23, No. 1/2, 91-106. Ward, S., Light. L., and Goldstine, J. (1999), “What High-tech Managers Need To Know About Brands,” Harvard Business Review, Jul/Aug., Vol. 77, Iss. 4, 85-95. Xie, H. Y., and Boggs, D. J. (2006), “Corporate Branding Versus Product Branding in Emerging Markets Corporate Versus Product Branding,” Marketing Intelligence & Planning, Vol. 24, No. 4, 347-364. Zirger, B. J. (1997), “The Influence of Development Experience and Product Innovativeness on Product Innovativeness on Product Outcome,” Technology Analysis & Strategic Management; Sep., Vol. 9, No. 3, 287-297 二、中文文獻: 王正明(2004)。食品廠商經營策略之個案研究。政治大學經營管理碩士學程碩士論文，台北市。張淑昭、李啟誠、謝屏(2003年)。大陸台商集團企業策略運籌與組織運作之研究__以統一與頂新集團為例。商管科技季刊。王宏仁(2000)。台灣冷凍調理食品產業分析及競爭優勢之研究。私立逢甲大學企業管理學系碩士論文，未出版，台中市。王昱翔(2005)。企業多重市場競爭互動分析 : 以統一企業飲料部門為例。實踐大學企業管理硏究所碩士論文，台北市。王樵一(2007)。撐起食品一片天：高清愿的統一企業。台北：超邁文化出版。王曉晴(2006年6月)。統一企業－流動率少於1%，新血啟動轉型。cheers雜誌， 69，117-118。王貳瑞(2005)。學術論文寫作。台北：東華書局二版。王馨(2005)。新產品品牌策略對於消費者評價反向延伸之影響-以消費者產品知識與原廠商品牌寬度為調節變數。政治大學企業管理學系碩士論文，台北市。天下編輯(2007年5月)。2007年一千大企業調查。台北：天下雜誌。伍忠賢(2007)。華碩馬步心法。台北：五南圖書出版。李河水(2007年4月)。台灣食品消費趨勢。工研院食品研究所。李佩芬(2006)。品牌策略與產品契合策略對品牌延伸效果之影響。東華大學國際企業研究所碩士論文，花蓮縣。麥升陽(2002)。品牌策略分析---單一品牌相對於多品牌之比較。淡江大學高階管理學程碩士論文，台北縣。李思嫺(2003)。組織內外部因素、建立自有品牌決策與廠商績效之關聯性研究。成功大學企業管理系碩士論文，台南市。李偉豪(2005)。從主觀的品牌權益探討品牌延伸以我國電子資訊自創品牌廠商為例。中正大學企業管理碩士論文，嘉義縣。李勘文(1998)。台商在大陸速食麵市場競爭優勢之硏究-以頂新、統一為例。國立中興大學企業管理硏究所碩士論文，台北市。邱志聖(2000)。策略行銷分析。台北：智聖文化出版，二版。吳思華(2000)。策略九說。台北：臉譜文化出版。林孟儀(2000)。華碩：崇本務實，人才不請自來。Cheers雜誌，2，31-40。林素儀(1996)。我國集團企業多角化歷程之探討 : 以味全、統一集團為例。國立中興大學企業管理硏究所碩士論文，台北市。林傳凱(2002)。策略性人力資源管理與聯盟夥伴認知對聯盟組織績效之影響: 以統一企業集團銷售公司為例。國立成功大學企業管理硏究所碩士論文，台南市。周芳苑(1999)。華碩傳奇首部曲：施崇棠與華碩四傑創業兩千億紀事。台北：商訊出版。周皆佑(2006)。產品契合度與品牌認同度對品牌延伸策略之探討-以優派臺灣南區市場為例。樹德大學經營管理研究所碩士論文，高雄縣。陳立妤(2005)。外部環境與內部資源對公司轉投資及內部多角化經營型態決策之影響。中正大學企業管理碩士論文，嘉義縣。洪琮堡(2003)。以核心能耐為基礎之相關性多角化策略- 以華碩電腦公司為例。臺灣大學國際企業所碩士論文，台北市。施振榮(2004)，張玉文採訪整理。宏碁的世紀變革－淡出製造、成就品牌。台北：天下遠見出版。施振榮(2005)，蕭富元採訪整理。全球品牌大戰略─品牌先生施振榮觀點。台北：天下財經出版。施振榮(2007年二月)。品牌經營與管理。台北：智慧財產局。高天慶(2004)。台灣高科技產業廠商自創品牌決策之研究。清華大學科技管理研究所碩士論文，新竹市。孫珮瑜(2004)。華碩「硬」打全球品牌。天下雜誌，307，21-27。張安佐(2005)。亞洲品牌的崛起，品牌定位與品牌價值: 以BenQ品牌策略為例。臺灣大學國際企業管理組碩士論文，台北市。張茂嵩(2003)。契合度與產品知識對品牌策略效果之影響。政治大學企業管理碩士論文，台北市。陳振燧(2001)。從品牌權益觀點探討品牌延伸策略。輔仁管理評論，8，1，33-56。陳時奮(2003年8月)。我該不該建立新品牌。世界經理文摘，204，132-139。陳麗婷、簡相堂(2007年4月)。由消費差異看冷凍食品產業發展。工研院食品研究所。陳麗婷、簡相堂(2007年4月)。食品品牌經營(1)--全球百大品牌中的食品品牌。工研院食品研究所。黃進展(2002)。綜效目標與企業併購-以頂新集團併購味全公司為例。大葉大學事業經營碩士論文，彰化縣。葉宴伶(2005)，消費者購買行為對顧客滿意度與顧客忠誠度之關連性研究-以冷凍調理食品產業為例。私立中原大學國際貿易學系碩士論文，未出版，中壢市。彭漣漪(2005年1月)。統一企業－e出新鮮，兩小時就更新庫存。e天下雜誌，49，132-134。 Ambler, T., and Styles, C. (1997), “Brand Development Versus New Product Development: Towards A Process Model of Extension Decisions,” The Journal of Product and Brand Management. Santa Barbara: Vol. 6, No. 1, 13-26. 楊玟欣(2006年12月)。台南幫風雲再起－高清愿砸數百億築南台灣之夢。財訊雜誌，297，156-158。楊雅民(2004年12月6日)。「即熱餐外食市場生力軍」。自由時報，第七版。楊雅民(2004年12月6日)。《品牌故事》桂冠冷凍食品代名詞。自由時報，第七版。鄭永祥(2005)。台灣消費性電子產品廠商知覺環境不確定性、競爭策略、產品策略與經營績效關係之研究 —以手機與數位相機廠商為例。中原大學企業管理碩士論文，桃園縣。蔡靚萱(2006年12月)。台南幫風雲再起－統一四十一枝花。財訊雜誌，297，150-154。蔡吉雄(2004)。台灣筆記型電腦產業經營策略之研究-以華碩公司為例。東海大學管理碩士學程在職進修專班碩士論文，花蓮縣。謝文雀編譯(1998)，許士軍校定。行銷管理—亞洲實例。台北：華泰書局。謝屏(1999)。大陸台商集團企業策略運籌與組織運作之比較硏究以統一集團、頂新集團為例。國立成功大學企業管理硏究所碩士論文，台南市。三、網站 Bartlett, C. A., and Ghoshal, S. (1989), Managing Across Borders, Boston: Harvard Buiness School Press. 統一企業股份有限公司網站：http://www.uni-president.com.tw 味全食品工業股份有限公司網站：http://www.weichuan.com.tw 桂冠實業股份有限公司網站：http://www.laurel.com.tw 宏碁股份有限公司網站：http://www.acer.com 華碩電腦股份有限公司網站：http://www.asus.com 英華達股份有限公司網站:http://www.iac.com.tw 公開資訊觀測站: http://newmops.tse.com.tw/ 國情統計通報: http://www.dgbas.gov.tw 資策會資訊市場情報中心: http://www.mic.iii.org.tw/intelligence/ ITIS產業資訊服務網: http://www.itis.org.tw/ Boush, D. M., and Loken, B. (1991),” A Process-Tracing Study of Brand Extension Evaluation,” Journal of Marketing Research, Feb., Vol. 28, No. 1, 16-28. 台灣經濟新報資料庫: http://www.tej.com.tw/ 全球投資商情網: http://www.cedi.cepd.gov.tw 拓墣產業研究所: http://www.topology.com.tw 科技政策研究與資訊中心: http://www.stic.gov.tw/STPI 聯合新聞知識庫: http://www.udndata.com.tw 天下知識庫: http://www.cw.com.tw 品牌台灣網站: www.brandingtaiwan.org 施振榮個人網站: http://www.stanshares.com.tw 全球華文行銷知識庫: http://www.cyberone.com.tw 東方線上資料庫網站: http://web.isurvey.com.tw Bottomley, P. A., and Holden, S. J. S. (2001), “Do We Really Know How Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies,” Journal of Marketing Research, Nov., Vol. 38, Iss. 4, 494-500. Balachander, S., and Ghose, S. (2003), “Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions,” Journal of Marketing, Jan., Vol. 67, Iss. 1, 4-13. Bridges, S., Keller, K. L., and Sood, S. (2000), “Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links,” Journal of Advertising, Winter, 29, 4, 1-11. Crowley, E., and, Zajas, J. (1996), “Evidence Supporting The Importance of Brands In Marketing Computer Products,” Journal of Professional Services Marketing, Vol. 14, No. 2, 121-137. Choi, J. P. (1998), “Brand Extension as Informational Leverage,” The Review of Economic Studies; Oct., 65, 225, 655-659. Campbell, M. C. (2002), “Building Brand Equity,” International Journal of Medical Marketing, May, 2, 3, 208-218. de Chernatony, L. (2001), “Succeeding With Brands On The Internet,” Journal of Brand Management, Feb 2001, Vol. 8, Iss. 3, 186-195. Doyle, P. (1990), “Building Successful Brands: The Strategic Options,” The Journal of Consumer Marketing, Spring ; Vol. 7, No. 2, 5-20. Dacin, P. A, and Smith, D. C (1994), “The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions,” Journal of Marketing Research, May, Vol. 31, No. 2, 229-242. Daft, R. L., Sormunen, J., and Parks, D. (1998), “Chief Executive Scanning Environmental Characteristics and Company Perfermance,” Strategic Management Journal; Mar/Apr, Vol. 9, No. 2, 123-139. Davis, S. (2002), “Brand Asset Management: How Businesses Can Profit from The Power of Brand,” The Journal of Consumer Marketing, 19, 4/5, 351-358. Dias, S., and Ryals, L. (2002), “Options Theory and Options Thinking in Valuing Returns on Brand Investments and Brand Extension,” The Journal of Product and Brand Management, 11, 2/3, 115-128. Douglas, S. P., Craig, C. S., and Nijssen, E. J. (2001), “Executive Insights: Integrating Branding Strategy Across Markets: Building Internatinal Brand Architecture,” Journal of International Marketing, Vol. 9, Iss. 2, 97-115. Farquhar, P. H. (1990), “Managing Brand Equity,” Journal of Advertising Research, Aug/Sep., Vol. 30, Iss. 4, 7-12. Gatignon, H., Weitz, B., and Bansal, P. (1990), “Brand Introduction Strategies and Competitive Environments,” Journal of Marketing Research, Nov., 27, 4, 390-401. Harris, F., and de Chernatony, L. (2001), “Corporate Branding and Corporate Brand Performance,” European Journal of Marketing, Vol. 35, Iss. 3/4, 441-456. Hung, S. C. and Whittington, R. (2000), “Playing By The Rules: Institutional Foundations of Success and Failure in The Taiwanese IT Industry,” Journal of Business Research, Jan., Vol. 47, Iss. 1, 47-53. Jevons, C., Gabbott, M., and de Chernatony, L. (2005), “Customer and Brand Manager Perspectives on Brand Relationships: A Conceptual Framework,” The Journal of Product and Brand Management, Vol. 14, No. 4/5, 300-310. Kim, J. Y. (2003), “Communication Message Strategies for Brand Extensions / Executive Summary,” The Journal of Product and Brand Management, 12, 6/7, 462-476. Keller, K. L. (1993), “Conceptualizing, Measuring and Managing Customer-based Brand Equity,” Journal of Marketing, Jan., 57, 1, 1-22. Keller, K. L. (2003), Strategic Brand Management, 1th E, 409. New Jersey: Prentice Hall. Keller, K. L., and Aaker, D. A. (1992),” The Effects of Sequential Introduction of Brand Extensions,” Journal of Marketing Research, Feb., 29, 1, 35-50. Keller, K. L., and Aaker, D. A. (1998), “The Impact of Corporate Marketing on A Company`s Brand Extensions,” Corporate Reputation Review, Summer, Vol. 1, Iss. 4, 356-379. Keller, K. L., Heckler, S. E., and Houston M. J. (1998), “The Effects of Brand Name Suggestiveness on Advertising Recall,” Journal of Marketing, Jan., Vol. 62, Iss. 1, 48-57. Kotler, P. (1998), “A Generic Concept of Marketing,” Marketing Management, Fall, Vol. 7, Iss. 3, 48-56. Kotler, P., and Keller, K. L. (2006), Marketing Management, Pearson International Edition, 12e. Kotler, P., Nebenzahl, I. D., Lebedenko, V., Rainisto, S. et al.(2004), “Where Is Place Branding Heading,” Place Branding, Nov, Vol. 1, Iss. 1, 12-35. Leventhal, R. C. (1996), “Branding strategy,” Business Horizons, Sep/Oct., Vol. 39, Iss. 5, 17-24. Lantos, G. P. (2006), “Drivers of Brand Extension Success,” The Journal of Product Innovation Management, Nov., Vol. 23, Iss. 6, 581-585. LaForet, S., and Saunders, J. (1994), “Managing Brand Portfolios: How The Leaders Do It,” Journal of Advertising Research, Sep., Vol. 34, Iss. 5, 64-76. LaForet, S., and Saunders, J. (1999), “Managing Brand Portfolios: Why Leaders Do What They Do,” Journal of Advertising Research, Jan/Feb., Vol. 39, Iss. 1, 51-66. LaForet, S., and Saunders, J. (2005), “Managing Brand Portfolios: How Strategies Have Changed,” Journal of Advertising Research, Sep., Vol. 45, Iss. 3, 314-327. LaForet, S., and Saunders, J. (2007), “How Brand Portfolios Have Changed: A Study of Grocery Suppliers Brands from 1994 to 2004,” Journal of Marketing Management, Feb., Vol. 23, Iss. 1/2, 39-58. Martinez, E., and de Chernatony, L. (2004), “The Effect of Brand Extension Strategies Upon Brand Image,” The Journal of Consumer Marketing, Vol. 21, No. 1, 39-50. McWilliam, G., and de Chernatony, L. (1989), “Branding Terminology - The Real Debate,” Marketing Intelligence & Planning, Vol. 7, Iss. 7, 29-36. McEnally, M. R., and de Chernatony, L. (1999), “The Evolving Nature of Branding: Consumer and Managerial Considerations,” Academy of Marketing Science Review,1999, 1-30. Melewar, T. C., Meadows, M., Zheng, W., and Rickards R.(2004), “The Influence of Culture on Brand Building in The Chinese Market: A Brief Insight,” Journal of Brand Management, Jul., Vol. 11, Iss. 6, 449- 462. Nijssen, E. J., and Agustin, C. (2005), “Brand Extensions: A Manager`s Perspective,” Journal of Brand Management, Oct., Vol. 13, No. 1; 33-49. Olins, W. (1989), Corporate Identity, London: Thames and Hudson. Onkvisit, S. and Shaw, J. J.(1991), “Is Services Marketing "Really" Different?,” Journal of Professional Services Marketing, Vol. 7, Iss. 2, 3-17. Park, C. W., Milberg, S.,and Lawson, R. (1991), “Evaluation of Brand Extensions: The Role of Product Feature,” Journal of Consumer Research, Sep., Vol. 18, Iss. 2, 185-193. Pierre, B., James M. H., and Leyland F. P. (1999), “Brand Management Prognostications,” Sloan Management Review, Winter, 40, 2, 53-65. Pina, J. M., Martinez, E., de Chernatony, L., and Drury, S. (2006), “The Effect of Service Brand Extensions on Corporate Image: An Empirical Model,” European Journal of Marketing, 40, 1/2, 174-197. Porter, M. E. (1990), “The Competitive Advantage of Nations,” Harvard Business Review, Vol. 68, Iss. 2, 73-94. Quelch, J. A., Kenny, D. (1994), “Extend Profits, Not Product Lines”, Harvard Business Review, Vol. 72, Iss. 5, 153-161. Riley, F. D., Lomax, W., and Blunden, A. (2004), “Dove vs. Dior: Extending The Brand Extension Decision-Making Process from Mass to Luxury,” Australasian Marketing Journal, Vol. 12, Iss. 3, 40-56. Sunde, L., and Brodie, R. J. (1993), “Consumer Evaluations of Brand Extensions: Further Empirical Results,” International Journal of Research in Marketing, Mar., Vol. 10, Iss. 1, 47-53.
描述:	碩士國立政治大學管理碩士學程(AMBA) 94362017 95
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0094362017
数据类型:	thesis
显示于类别:	[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

文件中的档案:

档案	大小	格式	浏览次数
index.html	0Kb	HTML2	688	检视/开启

在政大典藏中所有的数据项都受到原著作权保护.

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 © - 回馈