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國際B2B市場工業性品牌權益的決定因素─以台灣扣件產業為例 = Dete...

國立高雄大學亞太工商管理學系碩士班

國際B2B市場工業性品牌權益的決定因素─以台灣扣件產業為例 = Determinants of industrial brand equity in international B2B markets: the case of fastener industry in Taiwan

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Determinants of industrial brand equity in international B2B markets: the case of fastener industry in Taiwan
作者:	蘇亦凡,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2009[民98]
面頁冊數:	68面圖、表 : 30公分;
標題:	台灣
標題:	Industrial brand equity
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/89311526807276489973
附註:	指導教授：陳一民
附註:	參考書目：面
摘要註:	對於國際行銷和國際企業而言，了解建立品牌權益的決定因素一直是產業界與學術界探討的關鍵議題之一。整體而言，許多專注於品牌權益的研究，已經歸納出四個主要的決定因素：(1)品牌知名度；(2)品牌忠誠；(3)知覺品質；和(4)來源國效應。然而過去的研究大都以大眾消費者市場為基礎；此外，品牌忠誠度通常被視為建立品牌權益的來源之一，但本研究依循近期學者的觀點，將品牌忠誠度視為建立工業性品牌權益後的期望結果。隨著品牌權益的角色愈來愈重要，如何為身處B2B市場中的台灣扣件產業建立品牌權益，成為國際行銷和品牌管理的重要研究議題。本研究延續先前學者對於品牌權益的研究結果，針對台灣扣件產業提出了工業性品牌權益的的概念性架構，並且研究在國際B2B市場中，如何成功打造工業性品牌權益的關鍵因素。本研究主要透過傳真、電子郵件與網路問卷的方式獲取研究所需的問卷數據，並且利用結構方程式進行研究分析。研究發現知覺產品品質和品牌知名度皆與工業性品牌權益呈顯著正相關；同時也發現，知覺服務品質和來源國效應皆未與工業性品牌權益呈顯著相關。本研究呈現顯著相關的假說與先前學者的研究結果相互呼應，為工業性產品的品牌經理提供有價值的管理意涵。 Understanding the determinants of brand equity is a key theoretical and empirical issue in the fields of international marketing and international business. Viewed collectively, research focused on explaining brand equity has emphasized determinants at four primary levels of analysis: (1) brand awareness; (2) brand loyalty; (3) perceived quality; and (4) country-of-origin. However, most of previous studies have been made on customer-based brand equity. In addition, although brand loyalty is often recognized as a source of brand equity, this study following recent research views brand loyalty as a desired outcome of industrial buyer-based brand equity. Acknowledging the increasing important role of brands, how to brand Taiwanese fastener products in international B2B markets is a salient issue in international marketing and brand management research. This study following the research on brand equity proposes a conceptual framework for Taiwanese fastener industry and investigates the sources of industrial brand equity in international B2B markets. Drawing on the results of a survey through fax, e-mail, and online questionnaire, a structural equation modeling (SEM) using partial least squares (PLS) is fitted to a new data set, and findings confirmed the existence of significant relationships between perceived product quality and industrial brand equity, between brand awareness and industrial brand equity, but not between perceived service quality and industrial brand equity, between country-of-origin effects and industrial brand equity in the case of Taiwanese fastener industry. The analysis reconciles some results with those of previous studies. Implications of these findings for brand managers are offered.

國際B2B市場工業性品牌權益的決定因素─以台灣扣件產業為例 = Determinants of industrial brand equity in international B2B markets: the case of fastener industry in Taiwan
蘇, 亦凡

國際B2B市場工業性品牌權益的決定因素─以台灣扣件產業為例 = Determinants of industrial brand equity in international B2B markets: the case of fastener industry in Taiwan / 蘇亦凡撰 - [高雄市] : 撰者, 2009[民98]. - 68面 ; 圖、表 ; 30公分.
指導教授：陳一民參考書目：面.
台灣Industrial brand equity

國際B2B市場工業性品牌權益的決定因素─以台灣扣件產業為例 = Determinants of industrial brand equity in international B2B markets: the case of fastener industry in Taiwan
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