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如何在新興市場建立綠能產品的品牌權益 = How to Establis...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

如何在新興市場建立綠能產品的品牌權益 = How to Establish the Brand Equity on Green Products in Emerging Market：A Case of Marketing an Electrical Bicycle in Vietnam : 以電動腳踏車在越南市場行銷為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	How to Establish the Brand Equity on Green Products in Emerging Market：A Case of Marketing an Electrical Bicycle in Vietnam
副題名:	以電動腳踏車在越南市場行銷為例
作者:	張琇梅,
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:	2012[民101]
面頁冊數:	72面部份彩圖,表格 : 30公分;
標題:	企業社會責任(CSR)
標題:	Corporate Social Responsibility (CSR)
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/57676614311211703820
附註:	參考書目：面41-48
附註:	內容為英文
其他題名:	以電動腳踏車在越南市場行銷為例
摘要註:	本研究的主要目的是將企業社會責任的奉獻導入至B2C之品牌權益架構。並探討開發中國家的消費者對環保認同的強度和企業善盡社會責任的形象，對建立品牌權益及消費者的購買意圖是否有正面的影響。首先本研究了解品牌權益之決定因素：(1)知覺品質；(2)品牌忠誠度；(3)品牌知名度/聯想；(4)企業社會責任(CSR)。CSR通常被視為建立企業形象及品牌權益的來源之一，藉由CSR提升品牌的形象且轉化為消費者對購買意願的正向評估。本研究應用STP 及4P 的分析手法來制定產品的行銷策略及品牌權益的建立，且以越南南部消費者做問卷調查。研究發現品牌忠誠度對品牌權益，品牌權益對品牌偏好，品牌偏好對購買意圖，這三者關聯度是顯著的；但是，知覺品質對品牌權益，品牌聯想與知名度對品牌權益，企業社會責任對品牌權益，這三者關聯度卻不顯著。所以；建立品牌的忠誠度、發展通路的行銷策略，可為個案公司帶來正向的行銷利益。本研究呈現顯著相關之假說與先前學者的研究結果相互呼應，且為新興國家的企業對該地區品牌權益的建立提供一個具有價值的思考方向。 The purposes of this study are to identify the types of Corporate Social Responsibility (CSR) activity and test the effect on the relative business to consumer (B2C) brand equity on brand loyalty and perceived quality. Also invested the strength of environment concerned on Green Product in Emerging country, when corporate values on social responsibility will be the positive effect a determination in frame of consumer mind. First, this study understand the determinants of brand equity is a key theoretical and empirical issue in the fields of marketing and business in B2C market which has emphasized determinants at six primary levels of analysis: (1) perceived quality; (2) brand loyalty; (3) brand awareness with associations (4) Corporate Social Responsibility (CSR). CSR be considering the one of important key element to create the Brand Equity. The positive brand equity will be encouraged the brand preference then to purchase intention from various competitive brands to case company. This study following the STP and 4Ps analysis on marketing mix elements to research the best practice on marketing strategy and brand equity. The questionnaire was limited in south of Vietnam. Our research found the brand loyalty positively influence with brand equity; brand equity will impact the brand preference then encouraged to purchase intention. However, perceived quality, brand awareness/association and CSR were negative relative on brand equity with Green Product. Thus, to create a brand equity in Vietnam and developing the dealer distribution intensity will bring the positively influence the market benefit in case company.Finally, the analysis reconciles some results with those of previous studies, implications of these findings for brand managers are offered. In the meantime, also provide another valuable managing thinking on those companies who’s located in emerging markets.

如何在新興市場建立綠能產品的品牌權益 = How to Establish the Brand Equity on Green Products in Emerging Market：A Case of Marketing an Electrical Bicycle in Vietnam : 以電動腳踏車在越南市場行銷為例
張, 琇梅

如何在新興市場建立綠能產品的品牌權益 = How to Establish the Brand Equity on Green Products in Emerging Market：A Case of Marketing an Electrical Bicycle in Vietnam : 以電動腳踏車在越南市場行銷為例 / 張琇梅撰 - [高雄市] : 撰者, 2012[民101]. - 72面 ; 部份彩圖,表格 ; 30公分.
參考書目：面41-48內容為英文.
企業社會責任(CSR)Corporate Social Responsibility (CSR)

如何在新興市場建立綠能產品的品牌權益 = How to Establish the Brand Equity on Green Products in Emerging Market：A Case of Marketing an Electrical Bicycle in Vietnam : 以電動腳踏車在越南市場行銷為例
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