重新建構金融控股公司品牌權益衡量模型-以台灣的金融控股公司為例

Reconstructing the Brand Equity Measurement Model for Financial Holding Companies-The Examples of Taiwanese Financial Holding Companies

許祥慧(Hsiang-Hui Shiu)

指導教授 ： 黃哲盛

淡江大學/商學院/國際商學碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.01188

摘要

本篇摘要未授權

關鍵字

品牌權益 ； BBDO模型 ； HIROSE模型 ； 無形資產 ； 因素分析

並列摘要

This abstract would not be displayed due to no authorization.

並列關鍵字

Exploratory Factor Analysis (EFA) ； Confirmatory Factor Analysis (CFA) ； Brand Equity ； BBDO Model ； HIROSE Model

參考文獻

Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.

Aaker, David A. (1992), “Managing the Most Important Asset: Brand Equity,” Planning Review, Vol. 20(5), pp. 56-58.

Adaval, Rashmi (2003), “How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands,” Journal of Consumer Research, Vol. 30(3), pp.352-367.

Blackston, M. (1992), “Observations: Building Brand Equity by Managing the Brand’s Relationship,” Journal of Advertising Research, Vol. 32(3), pp. 79-83.

Brakus, J. Josko, Bernd H. Schmitt, and Lia Zarantonello (2009), “Brand Experiences: What Is It? How Is It Measured? Does It Affect Loyalty? ,” Journal of Marketing, Vol. 73(3), pp. 52-68.