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題名 | 產品資訊揭露、品牌權益與善因行銷間之關聯性研究--以外帶飲料連鎖加盟業為例=A Study of Relationship among Product Information Disclosure, Brand Equity and Cause-Related Marketing--A Case of Takeout Beverage Chain and Franchises Industry |
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作者姓名(中文) | 黃勇富; 李素箱; 蔡宏仁; 張道群; | 書刊名 | 朝陽商管評論 |
卷期 | 12:1 2013.06[民102.06] |
頁次 | 頁65-90 |
分類號 | 496.5 |
關鍵詞 | 外帶飲料連鎖加盟業; 產品資訊揭露; 品牌權益; 善因行銷; Takeout beverage chain and franchises industry; Product information disclosure; Brand equity; Cause-related marketing; |
語文 | 中文(Chinese) |
中文摘要 | 面對競爭激烈的外帶飲料市場,台灣外帶飲料連鎖加盟業應如何搭配其連鎖經營型態優勢創造差異化,並結合適當行銷手段達到事半功倍之成效,乃值得深思的議題。本研究針對此,提出外帶飲料連鎖加盟業透過揭露(公佈)其產品資訊的方式,搭配連鎖經營型態之品牌優勢並結合適當善因行銷之待驗證方案。據分析結果,本研究建議該產業可藉由揭露與產品健康、衛生及創新創意有關的資訊,來提升品牌之品牌忠誠度或知覺品質/領導性,甚至是品牌聯想/差異性,另外,尚可透過揭露與產品之創新創意及價格有關的資訊來提升品牌知名度。此外,若能於揭露產品之創新創意資訊的同時,搭配聯合主題推廣或與銷售有關之募款活動等善因行銷方式,將可提升品牌權益。 |
英文摘要 | In this study, through related literature review, a corresponding project needed to be verified was proposed, namely: By means of product information disclosure (proclamation), together with brand advantages in the chain management pattern and combined with proper projects of cause-related marketing, the takeout beverage chain and franchises industry can shape differentiation and increase brand equity. According to the analysis results, the suggestions in this study are: If the proprietors (namely the franchise headquarters or the franchisee) want to enhance the brand loyalty or perceived quality/leadership of the takeout beverage chain and franchises brands, even brand associations/differentiation, they can achieve the foregoing goals through information disclosure related to health, hygiene, innovation and creativity regarding the products. However, if the thing they intend to enhance is the brand awareness of the takeout beverage chain and franchises brands, instead, they should change to disclose the information related to innovation, creativity and prices regarding their products. In addition, at the time when the ”information about innovation and creativity” regarding the products is disclosed, if the methods of cause-related marketing such as joint issue promotion or sales-related fundraising can be performed simultaneously, the enhancement of brand equity can be facilitated. Finally, at the time when the ”information about prices” regarding the products is disclosed, authorization should not be performed simultaneously; because this way may make consumers have misunderstanding, resulting in the dilemma in which brand equity will reduce, not increase. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。