品牌導向、國際市場學習及國際市場品牌行銷能力：台灣廠商之研究

Brand Orientation, International Market Learning, and International Branding Capabilities: A Study of Taiwanese Firms

黃延聰(Yen-Tsung Huang)

《台灣管理學刊》 11卷2期 (2011/08) Pp. 127-154

https://doi.org/10.6295/TAMJ.2011.1102.02

摘要

關於國際市場品牌行銷能力的建構，過去的研究探討的相當有限。本研究採取組織學習的觀點，認為廠商在國際市場的品牌行銷能力將取決於組織對於國際市場學習。同時，本研究也指出企業的品牌導向程度將會正向影響到組織的國際市場知識學習程度。藉由問卷調查，本研究蒐集了80家台灣品牌廠商的樣本資料，利用PLS (partial least square)統計方法進行理論模型的實證。結果顯示，企業的品牌導向程度愈高，則對於國際市場知識的學習程度愈高；而企業對國際市場知識的學習程度愈高，則其國際市場品牌行銷能力愈強；最後，國際市場品牌行銷能力愈強的廠商，其在其國際市場上的品牌績效與財務績效也會愈佳。

關鍵字

品牌導向 ； 國際市場學習 ； 國際市場品牌行銷能力

並列摘要

Regarding to the building of international branding capabilities, previous studies are rather limited. This study adopted the perspective of organization learning, argued that firms' capabilities of brand marketing in the international market will depend on firms' learning of international market. Furthermore, this study also proposed that the degree of firms' brand orientation will positively influence the degree of firms' learning of international market. Through the survey to the Taiwanese branding enterprises in international market, this study collected 80 samples to analyze. Employing the PLS (partial least square) method, this study tested the above theoretical model. The results of empirical test were as the following: the more the degree of brand orientation of the firm, the more the degree of international market learning. The learning of international market positively contributed to the capabilities of international branding of the firm. Finally, the international branding capabilities of the firm positively influenced the brand performance and financial performance of the firm.

並列關鍵字

brand orientation ； international market learning ； international branding capabilities

參考文獻

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