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    Title: 品牌承諾影響顧客關係之研究
    The study of the effect between brand commitment and customer relationship.
    Authors: 陳茂鴻
    Contributors: 譚丹琪
    陳茂鴻
    Keywords: 品牌承諾
    顧客關係
    資源依賴理論
    交易成本理論
    共創價值理論
    品牌接觸點
    賽局理論
    Sull管理承諾
    框架理論
    競合策略
    Date: 2009
    Issue Date: 2010-12-08 14:35:46 (UTC+8)
    Abstract: 新品牌的崛起,一般的建議是1.建立起令人有豐富且深刻聯想的品牌識別系統;2.以強力的整合行銷傳播建立品牌高知名度,假以時日,就能成為強勢品牌。但以筆者多年擔任行銷顧問的觀察,按表操課的企業未必都能獲得成功,深究其原因,可發現從新品牌開始曝光,消費者就一直拿著放大鏡來檢視打造這個品牌的企業所有的一切作為,是否真的下定決心、義無反顧地想做好品牌。這篇論文正是研究企業究竟要做出什麼承諾,才有取信顧客,讓顧客心悅誠服願意建立關係。
    本研究將品牌承諾定義為:「企業為打造品牌所做出重大投入或投資」,並認為品牌承諾的主要目的是為了將外部顧客鎖入內部,所以品牌承諾的作用就是促進顧客願意建立長久而穩定關係的意願。
    由於品牌與顧客的關係是由一次次的接觸而建立起來,所以本研究由品牌接觸點切入,認為品牌接觸點就是顧客判斷品牌承諾可信與否的線索。並以關係意願取代購買意願來衡量顧客願意建立關係的強度,其原因為許多消費者在沒有能力消費某品牌前,可能已經成為該品牌的粉絲,這些粉絲常常為喜愛的品牌捍衛辨護,尤其在網際網路上。
    本研究經實證分析得到以下的發現:
    1.單一類型品牌承諾投入愈多,則顧客的關係意願愈高。
    2.以品牌接觸點的觀點,將所有接觸點上的品牌承諾加總,承諾愈高,則顧客的關係意願愈高。
    3.品牌印象會造成關係意願的顯著差異
    4.品牌忠誠者的關係意願較未購買者高。
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    Description: 碩士
    國立政治大學
    管理碩士學程(AMBA)
    95362028
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095362028
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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