國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

跨國品牌聯盟知覺結構模式之探討-產品價值比例議題 = Exploring...

國立高雄大學國際企業管理碩士學位學程

跨國品牌聯盟知覺結構模式之探討-產品價值比例議題 = Exploring the Conceptual and Structural Model for Cross-Border Brand Alliance with Product Value Ratio Issue

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Exploring the Conceptual and Structural Model for Cross-Border Brand Alliance with Product Value Ratio Issue
作者:	郭芳慈,
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:	2014[民103]
面頁冊數:	128面圖，表 : 30公分;
標題:	跨國品牌聯盟
標題:	Cross-Border Brand Alliance
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/54693027281634726636
附註:	參考書目：面75-81
附註:	103年12月16日公開
附註:	內容為英文
摘要註:	none After the introduction of Conceptual and Structural Model (CSM) for brand alliances by Simonin & Ruth (1988), Bluemelhuber et al. (2007) and Lee et al. (2013) extended the scope of CSM to cross-border with country-of-origin (COO) factor. Three issues can be identified: First, Bluemelhuber et al. (2007) commented that the gap of monetary values between car stereo and car was too big, in which case if the stereo is replaced by car engine to provide more significant product value ratio, the research outcomes may be different. Second, Bluemelhuber et al. (2007) and Lee et al. (2013) did not empirically test the full CSM model, which makes the validation of the full CSM for cross-border brand alliance incomplete. Finally, the previous research studies conveniently targeted the student samples, which may not be representative for sustaining the research results. This thesis intends to address the three issues and thus conducts a comparative experiment as compatible to the previous research as possible. A three-stage data collection were executed, including car engine and stereo ranking by car specialists, survey pretest by automobile salespersons, and formal survey by experienced consumers on the network forums in Taiwan. Data were collected from 13 respondents, 32 respondents and 255 respondents in each of the three stages, respectively. The descriptive analysis by SPSS and path-model fitting and testing by SmartPLS were utilized. The empirical research results indicate: First, in the car stereo scenario, fewer hypotheses were sustained as compared to the partial CSM results in Bluemelhuber et al. (2007) and Lee et al. (2013); Second, the car engine scenario sustains better the original CSM than that of the car stereo scenario, which is an evidience of the proof of concept for the value ratio factor; and finally, no direct relationships can appropriately explain the differences caused by non-student samples in this research and student samples in previous research, which can be a future research to explore. Research contributions, managerial suggestions, limitations, and future research are also summarized in corresponding to the research findings.

跨國品牌聯盟知覺結構模式之探討-產品價值比例議題 = Exploring the Conceptual and Structural Model for Cross-Border Brand Alliance with Product Value Ratio Issue
郭, 芳慈

跨國品牌聯盟知覺結構模式之探討-產品價值比例議題 = Exploring the Conceptual and Structural Model for Cross-Border Brand Alliance with Product Value Ratio Issue / 郭芳慈撰 - [高雄市] : 撰者, 2014[民103]. - 128面 ; 圖，表 ; 30公分.
參考書目：面75-81103年12月16日公開內容為英文.
跨國品牌聯盟Cross-Border Brand Alliance

跨國品牌聯盟知覺結構模式之探討-產品價值比例議題 = Exploring the Conceptual and Structural Model for Cross-Border Brand Alliance with Product Value Ratio Issue
LDR:03507nam0a2200301 450 001 430066
005 20170214100017.0
009 430066
010 0 $b 精裝
010 0 $b 平裝
100 $a 20170214d2014 k y0chiy05 b
101 1 $a eng $d eng
102 $a tw
105 $a ak am 000yy
200 1 $a 跨國品牌聯盟知覺結構模式之探討-產品價值比例議題 $d Exploring the Conceptual and Structural Model for Cross-Border Brand Alliance with Product Value Ratio Issue $z eng $f 郭芳慈撰
210 $a [高雄市] $c 撰者 $d 2014[民103]
215 0 $a 128面 $c 圖，表 $d 30公分
300 $a 參考書目：面75-81
300 $a 103年12月16日公開
300 $a 內容為英文
314 $a 指導教授：陶幼慧博士、趙建雄博士
328 $a 碩士論文--國立高雄大學國際企業管理碩士學位學程
330 $a none After the introduction of Conceptual and Structural Model (CSM) for brand alliances by Simonin & Ruth (1988), Bluemelhuber et al. (2007) and Lee et al. (2013) extended the scope of CSM to cross-border with country-of-origin (COO) factor. Three issues can be identified: First, Bluemelhuber et al. (2007) commented that the gap of monetary values between car stereo and car was too big, in which case if the stereo is replaced by car engine to provide more significant product value ratio, the research outcomes may be different. Second, Bluemelhuber et al. (2007) and Lee et al. (2013) did not empirically test the full CSM model, which makes the validation of the full CSM for cross-border brand alliance incomplete. Finally, the previous research studies conveniently targeted the student samples, which may not be representative for sustaining the research results. This thesis intends to address the three issues and thus conducts a comparative experiment as compatible to the previous research as possible. A three-stage data collection were executed, including car engine and stereo ranking by car specialists, survey pretest by automobile salespersons, and formal survey by experienced consumers on the network forums in Taiwan. Data were collected from 13 respondents, 32 respondents and 255 respondents in each of the three stages, respectively. The descriptive analysis by SPSS and path-model fitting and testing by SmartPLS were utilized. The empirical research results indicate: First, in the car stereo scenario, fewer hypotheses were sustained as compared to the partial CSM results in Bluemelhuber et al. (2007) and Lee et al. (2013); Second, the car engine scenario sustains better the original CSM than that of the car stereo scenario, which is an evidience of the proof of concept for the value ratio factor; and finally, no direct relationships can appropriately explain the differences caused by non-student samples in this research and student samples in previous research, which can be a future research to explore. Research contributions, managerial suggestions, limitations, and future research are also summarized in corresponding to the research findings.
510 1 $a Exploring the Conceptual and Structural Model for Cross-Border Brand Alliance with Product Value Ratio Issue $z eng
610 0 $a 跨國品牌聯盟 $a 來源國效應 $a 產品適配度 $a 價值比例
610 1 $a Cross-Border Brand Alliance $a Country-of-origin $a Product Fit $a Product Value Ratio
681 $a 008M/0019 $b 343412 0748 $v 2007年版
700 1 $a 郭 $b 芳慈 $4 撰 $3 673297
712 0 2 $a 國立高雄大學 $b 國際企業管理碩士學位學程 $3 614482
801 0 $a tw $b NUK $c 20141021 $g CCR
856 7 $z 電子資源 $2 http $u http://handle.ncl.edu.tw/11296/ndltd/54693027281634726636