English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51710230      Online Users : 542
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/59785
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/59785


    Title: 品牌體驗、涉入程度、顧客滿意度與品牌權益關係之研究
    The research of relationship among brand experience、involvement、customer satisfaction and brand equity
    Authors: 解睿凱
    Contributors: 韓志翔
    李嘉林

    解睿凱
    Keywords: 品牌體驗
    體驗行銷
    顧客滿意度
    品牌權益
    智慧型手機
    Date: 2010
    Issue Date: 2013-09-03 14:41:22 (UTC+8)
    Abstract: 本研究以Schmitt (1999) 提出之體驗行銷為研究基礎,並採用Brakus et al. (2009) 將體驗由行銷功能導向提升至以品牌作為體驗媒介之層面,探討智慧型手機品牌之品牌體驗對消費者滿意度以及品牌權益的影響;同時,加入消費者涉入程度作為影響滿意度及品牌權益之一構面,形成本研究之架構。
    本研究以問卷分析法作為研究方法,並針對智慧型手機品牌之消費者作為研究對象,透過便利抽樣之方式於實體店面回收研究架構前半部有效樣本259份;於網路回收研究架構後半部有效問卷288份。經由相關分析及迴歸分析後得到以下之結論:
    1.不同品牌體驗讓消費者在眾多品牌之間產生區別。在產品齊一的情況下,當消費者打算買某一項產品時,往往會先考慮哪一個品牌較優良,因此強化品牌的認知與感受也就是品牌體驗帶給消費者的強化作用。
    2.涉入程度越高的消費者因為對產品或品牌的了解較深,會對其做出對自身而言較正確的選擇,因此對品牌會更有滿意感。
    3.顧客對某品牌越滿意,即會對此品牌具有越高的忠誠度,當消費者對某品牌具有滿意度,透過口耳相傳或是網路社群的方式對其他消費者進行推薦動作,此時滿意度即可轉化為其他消費者的品牌知名度,進而影響品牌權益。
    4.消費者接觸品牌時,會由外觀來對此品牌有初步的認知與感覺,對外顯體驗具有高度反應的消費者則會加深品牌的忠誠度、品牌聯想程度以及知覺品質。
    5.涉入程度是消費者對某事某物重視的程度或投入的程度。當消費者對某品牌投入越多,則會對此品牌越加了解,因此品牌知名度與品牌聯想皆會提高。
    Reference: 中文文獻
    于卓民、巫立宇、吳習文、龐旭斌 (2003),國際行銷學,台北:智勝出版社。
    林秀映 (2005),涉入、體驗、依戀影響關係之研究-以南投水里蛇窯陶藝文化園區為例,未出版碩士論文,南華大學,台北市。
    林淑真 (2001),生活型態與購買涉入對品牌權益的影響研究-以電子字典為例,國立政治大學廣告研究所碩士論文。
    郭德賓 (2000),春季號,服務業顧客滿意評量之重新檢測與驗證。中山管理評論,第 2卷,第 1期,153-200。
    陳弘慶 (2007),2006年全國大專運動會參與者之涉入程度、體驗行銷、滿意度及忠誠度之相關實證研究,運動休閒管理學報,7(1),14-33。
    黃啟川 (2007),網路銀行涉入程度與顧客滿意度關係之研究。大葉大學人力資源暨公共關係學系碩士在職專班碩士論文。
    蕭富峰 (2006),行銷學,台北:智高出版社。
    英文文獻
    Aaker, D. (1991). Managing Brand Equity. NY: The Free Press.
    Aaker, D. A. (1993). The value of brand equity. Journal of business strategy, 13(4): 27-32.
    Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3): 102-120.
    Aaker, D. A. and Joachimsthaler, E. (2000). Brand Leadership. NY: The Free Press.
    Aiello, A., Czepiel, J. A. and Rosenberg, L. J. (1977). Scaling the heights of consumer satisfaction: An evaluation of alternative measures. New York University, Graduate School of Business Administration.
    Alba, J. W. and Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4): 411-454.
    Anderson, E. W., Fornell, C. and Lehmann, D. R. (1994). Consumer satisfaction, market share and profitability: Findings from Sweden. Journal of Marketing, 58(3): 53-66.
    Arnold, E., Price, L. and Zinkhan, G. (2002). Consumers. McGrew-Hill Education.
    Arnould, E. J., Price, L. and Zinkhan, G. M. (2004). Consumers. Irwin Professional Pub.
    Assael, H. (1984). Consumer Behavior and Marketing Action. Boston: Kent.
    Baldinger, A. L. (1990). Defining and applying the brand equity concept: Why the research should care. Journal of Advertising Research, 30(3): RC2-RC5.
    Barton, D. (1998). Customer v.s brand management. Brandweek, 39: 32-34.
    Batra, R. and Ray, M. L. (1986). Affective response mediating acceptance of advertising. Journal of Consumer Research, 13(2): 234-249.
    Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1): 128-137.
    Blackwell, R. D., Miniard P. W. and Engel J. F. (2001). Consumer Behavior 9th, Mason OH South-Western.
    Bloch, P. H. and Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3): 69-81.
    Bonner, G. P. and Nelson, R. (1985). Product attributes and perceived quality: foods. In: Jacoby, J. and Olson, J.C., Editors, 1985. Perceived Quality—How Consumers View Stores and Merchandise, Lexington, Toronto, 65–79.
    Brakus, J. J., Schmitt, B. H. and Zarantonello L. (2009). Brand experience: What is it? is it measured? does it affect loyalty?. Journal of Marketing, 73(3): 52-68.
    Brasco, T. C. (1988). How Brand Name are Valued for Acquisitions, MA: Marketing Science Institute, 88-104.
    Cacioppo, J. T. and Petty, R. E. (1982). The need for cognition. Journal of personality and social psychology, 42(1): 116.
    Cardozo, R. N. (1965). An experimental study of customer effort, expectation and satisfaction. Journal of Marketing Research, 2(3): 244-249.
    Chaffee, S. H. and McLeod, J. M. (1973). Consumer decisions and information use. Consumer Behavior: Theoretical Sources, 385-415.
    Choi, Y. G., Ok, C. and Hyun, S. S. (2011). Evaluating relationships among brand experience, brand personality, brand prestige, brand relationship quality, and brand loyalty: An empirical study of coffeehouse brands. Hospitality Management and Dietetics Kansas State University, USA, 16th Graduate Students Research Conference.
    Churchill, G. A. and Surprenant, C. (1982). An investigation into the determinants of consumer satisfaction. Journal of Marketing Research, 19(4): 491-504.
    Cronin, J. J. and Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3): 55-68.
    Czepiel, J. A., Rosenberg, L. J. and Akerele a. (1974). Perspectives on Customer Satisfaction. In AMA Educators’ Proceedings. Chicago: American Marketing Association, 119-123.
    Day, R. L. (1977). Extending the concept of consumer satisfaction. Advances in Consumer Research, 4(1): 149-154.
    Delgado-Ballester, E. and Munuera-Aleman, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(4): 1238-1258.
    Ellwood, I. (2002). The Essential Brand Book: Over 100 Techniques To Increase Brand Value. Kogan Page Ltd.
    Engel, J. F., Blackwell D. R. and Miniard P. W. (1993). Consumer Behavior. New York: The Dryden Press.
    Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1: 24-33.
    Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1): 6-21.
    Freud, S. (1920). Beyond pleasure principle. Complete Psychological Works, 7-64.
    Gardner, M. P., Mitchell, A. A. and Russo, J. E. (1985). Low involvement strategies for processing advertisement. Journal of Advertising, 14(2): 4-12.
    Garvin, D.A. (1988). Managing Quality: The Strategic and Competitive Edge, The Free Press, New York.
    Goldberger, L. (1993). Sensory deprivation and overload. In Handbook of Stress: Theoretical and Clinical Aspects, New York: The Free Press, 333–341.
    Goodman, J. (1989). The nature of customer satisfaction. Quality Progress, 2: 37-40.
    Greenwald, A. G. and Leavitt, C. (1984). Audience involvement in advertising: Four levels. The Journal of Consumer Research, 11(1): 581-592.
    Hellier, P. K., Geursen, G. M., Carr, R. A. and Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 374(4): 1762-1800.
    Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(4): 448–454.
    Holbrook, M. B. (1994). The natural of consumer value:An axiology of service in the consumption experience. Service Quality: New Directions in Theory and Practice, 21-71.
    Holbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and Entertainment. Journal of Macromarketing, 20(2): 178.
    Holbrook, M. B. and Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2): 132–140.
    Howard, J. A., and Sheth, J. N. (1969). The Theory of Buyer Behavior. New York, Wiley Marketing Science.
    Hunt, K. H. (1977). Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Cambridge, Mass:Marketing science institute.
    Jeong, S. W., Fiore, A. M., Niehm, L. S. and Lorenz, F. O. (2009). The role of experiential value in online shopping-The impacts of product presentation on consumer responses towards an apparel web site. Internet Research, 19(1): 105-124.
    Keegan, W. J. and Green M. C. (2003). Global Marketing, 4th, NJ: Pearson/Prentice-Hall.
    Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1): 1-22.
    Kelly, J. R. (1987). Freedom to Be: A New Sociology of Leisure. New York: Macmillan.
    Kempf, D. A. S. and Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: A structural modeling approach. Journal of Marketing Research, 35(3): 325–338.
    Kim, P. (1993). A perspective on brands. Journal of Consumer Marketing, 7(4): 63-67.
    King, S. (1993). Brand-building in the 1990s. The Journal of Consumer Marketing, 8(4): 43-52.
    Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation and Control. New Jersey: Prentice-Hall.
    Kotler, P. (2000). Marketing Management. New Jersey: Prentice-Hall
    Kotler, P. (2003). Marketing Management. New Jersey: Prentice-Hall
    Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3): 349-356.
    Lovelock, C. H. (1996). Services Marketing. London: Prentice-Hall.
    Mandel, N. and Johnson, E. J. (2002). When web pages influence choice: Effects of visual primes on experts and novices. Journal of Consumer Research, 29(4): 235–245.
    McAllister, L. and Edgar, A. P., (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer Research, 9(4): 235-245.
    Meyers-Levy, J. and Peracchio, L. A. (1995). How the use of color in advertising affects attitudes: The influence of processing motivation and cognitive demands. Journal of Consumer Research, 22(4): 121–138.
    Mitchell, A. A. (1981), The dimensions of advertising involvement. Advances in Consumer Research, 8(1): 25-30.
    Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decision. Journal of Marketing Research, 17(4): 460-469.
    Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Consumer Retailing, 57: 77-95.
    Peter, J. P. and Olson, J. C. (2002). Consumer Behavior and Marketing Strategy. The McGraw-Hill Companies, Inc.
    Petromilli, M. and Michalczyk, D. (1999). Your most valuable asset. Marketing Health Service, 19(2): 4-9.
    Petty, R. E. and Cacioppo, J. T. (1981). Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm. C. Brown.
    Petty, R. E. and Cacioppo, J. T. (1984a). The elaboration likelihood model of persuasion. Advances in Consumer Research, 6: 673-675.
    Petty, R. E. and Cacioppo, J. T. (1984b). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research, 6: 668-672.
    Petty, R. E. and Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19(1): 123-205.
    Petty, R. E., Cacioppo J. T. and Schumann D. (1983). Central and 102 peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10: 135-146.
    Pine, B. J. and Gilmore, J. H. (1998). Welcome to the experience cconomy. Harvard Business Review, 76: 97-105.
    Richins, M. L. (1983). Negative word-of-mouth by dissatisfied customers: A pilot study. Journal of Marketing Research, 47(1): 68-78.
    Robertson, T. S. and Gatignon H. (1986). Competitive effets on technology diffusion. Journal of Marketing, 50(3): 1-12.
    Schembri, S. (2009). Reframing brand experience: The experiential meaning of Harley-Davidson. Journal of Business Research, 62(4): 1299-1310.
    Schiffman, L. G. and Lazar, K. L. (2007). Consumer Behavior. Prentice Hall, Inc.
    Schmitt, B. and Rogers, D. L. (2008). Handbook on Brand and Experience Management, Edward Elgar Publishing.
    Schmitt, B. H. (1999). Experiential marketing. Journa of Marketing Management, 15(1): 53­67.
    Schmitt, B. H. (1999). Experiential Marketing:How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York, Free Press.
    Schmitt, B. H. (2009). The concept of brand experience. Journal of Brand Management, 16(3): 417-419.
    Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(3): 19-35.
    Sherif, M., and Cantril, H. (1947). The Psychology of Ego-Involvement. New York: John Wiley and Sons.
    Simmons, G., Thomas B. and Truong, Y. (2010). Managing i-branding to create brand equity. European Journal of Marketing, 44(3): 1260-1285.
    Simon, C. J., and Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1): 28-52.
    Slama, M. E. and Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49(1): 72-82.
    Solomon, M. R. (2004). Consumer Behavior, 6th ed., New Jersey: Pearson Education Inc.
    Stobert, P. (1989). Alternative Methods of Brand Valuation, In: J. Murphy. Ed., Brand valuations: Establishing a true & fair view, London: The Interbrand Group.
    Swan, J. E. and Combs, L. J. (1976). Product performance and consumer satisfaction: A new concept. The Journal of Marketing, 40(2): 25-33.
    Swan, J. E. and Trawick I. F. (1981). Disconfirmation of expectations and satisfaction with a retail service. Journal of Retailing, 57(3): 49-67.
    Swan, J. E., and Oliver, R. L., (1989). Postpurchase communications by consumers. Journal of Retailing, 65(4): 516-533.
    Swinyard, W. R., (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of Consumer Research, 20(2): 271-280.
    Tes, D. K., and Wilton, P. C. (1988). Models of consumer satisfaction: An extension. Journal of Marketing Research, 25(2): 204-212.
    Traylor, M. B. (1981). Product involvement and brand commitment. Journal of Advertising, 21: 51-56.
    Turner, A. (2001). Brand=Experience. Marketing Magazine, 106, 27, 16.
    Veryzer Jr, R. W. and Hutchinson, J. W. (1998). The influence of unity and prototypicality on aesthetic responses to new product designs. Journal of Consumer Research, 24(1): 374–394.
    Washburn, J. H. and Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing, 10(1): 47.
    Westbrook, R. A. and Oliver, R. L. (1981). Developing better measures of consumer satisfaction: Some preliminary results. Advances in Consumer Research, 8(1): 94-99.
    Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research , 24(3): 258-270.
    Widdis, P. (2001). Bringing brands to life: Experiential marketing works by touching 97 consumers` hearts. Marketing Magazine, 106(2): 18.
    Woodruff, R. B., Cadotte E. R. and Jenkins R. L. (1993). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20: 296-304.
    Yoo, B. and Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Buissness Research, 52(1): 1-14.
    Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3): 341-352.
    Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2): 4-14.
    Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4): 59-70.
    Zarantonello, L., Schmitt, B. H. and Brakus, J. J. (2007). Development of the brand experience scale. Advances in Consumer Research, 34: 580-582.
    Zarantonello, L. and Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17(3): 532-540.
    Zeithaml, V. A., Berry L. L. and Parasuraman A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2): 31-46.
    Description: 碩士
    國立政治大學
    企業管理研究所
    98355036
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098355036
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    File SizeFormat
    503601.pdf7157KbAdobe PDF2870View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback