查詢結果分析
來源資料
頁籤選單縮合
題 名 | 知覺品質、品牌聯想對顧客基礎品牌權益之影響--以新聞網站為例=Perceived Quality、Brand Association Affect Customer-Based Brand Equity--Using News Web Site as an Example |
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作 者 | 王智立; 施翠娟; | 書刊名 | 傳播管理學刊 |
卷 期 | 5:2 2004.06[民93.06] |
頁 次 | 頁1-15 |
分類號 | 897.6 |
關鍵詞 | 知覺品質; 品牌聯想; 顧客基礎品牌權益; 新聞網站; News websites; Perceived quality; Brand association; Customer-based brand equity; |
語 文 | 中文(Chinese) |
中文摘要 | 新聞網站已是因應資訊科技、網際網路發展所產生的產物,進而也成為目前熱門的媒體形式。在臺灣每天接收新聞資訊更是生活中的一部份;然而建立品牌不僅能區隔出與競爭者不同之處,同時也能明確地在消費者心中確立更清楚的定位。因此本研究針對知覺品質、品牌聯想對三家新聞網站品牌權益的影響力作討論。研究結果發現,知覺品質、品牌聯想皆對三家新聞網站品牌權益產生影響性,不過在品牌聯想上的表現較差些。可知新聞網站需要再加強品牌聯想對整體品牌權益的影響力。 |
英文摘要 | With the rapid development of information technology and Internet, news-websites, presently, become the most popular useful type of media. For people, receiving news everday is becoming a part of life in Taiwan. In order to be individual and attract customers' attention from other competitors in this diverse and mass media, to create an own brand is the most important thing. Hence, here, the study is to show what kind of effects will be brought forth when we show out perceived quality and brand association by means of three different news-websites. According to the result, perceived quality and brand association both affect brand equity of the news websites, nothing but brand association is a little unobvious comparatively. As a result, the news websites need to enhance brand association more. |
本系統中英文摘要資訊取自各篇刊載內容。