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題名 | 中文品牌命名決策的流程與效標:臺灣知名品牌之調查=Process and Criterions in Chinese Brand Naming Decision-making: A Survey of Taiwanese Famous Brands |
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作者 | 張力; Chang, William Li; |
期刊 | 行銷評論 |
出版日期 | 20090300 |
卷期 | 6:1 2009.春[民98.春] |
頁次 | 頁1-24 |
分類號 | 496.1 |
語文 | chi |
關鍵詞 | 品牌; 品牌化; 品牌命名; 中文品牌名稱; 品牌國際化; Brand; Branding; Brand naming; Chinese brand name; International branding; |
中文摘要 | 本文調查中文品牌命名決策流程,並且探討受重視的品牌命名效標。經由比較性個案研究而進行結果分析。研究發現品牌命名決策流程可以區分爲四種類型:個人決策型、集體智慧型、外部角色涉入型和混合型。本研究也發現傳統的華人文化信仰,將對中文品牌命名決策產生影響,而中文品牌國際化將是未來值得注意的發展趨勢。最後,本文針對品牌化策略提供一些未來研究建議。 |
英文摘要 | This paper examines the process and criterions in Chinese brand naming decision-making. The discussion is based on a comparative case study of Taiwanese famous brands. The findings classify process of brand naming into 4 types: individual decision-making, group decision-making, external roles involving and hybrid decision-making. This study also finds Chinese traditional cultural beliefs will have some impacts on brand naming decision-making. Additionally, Chinese brand name tends to develop international branding strategies in the future. Finally, this paper may provide some directions for further research in branding strategies. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。