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E10261
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新聞媒體品牌化:從供給和需求兩端探究品牌權益和品牌延伸
Branding among News Media: Producer-based and Customer-based Brand Equity and Brand Extension
1.黃靜蓉
1.J. Sonia Huang
1.國立交通大學傳播與科技學系
1.Department of Communication & Technology, National Chiao Tung University.
001,002,003,004
1.國立交通大學傳播與科技學系
1.Department of Communication & Technology, National Chiao Tung University.
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2013-08-01
A.14 計畫執行期間(訖):2016-07-31
2014-052014-06
A.16 收到日期:2016-11-01
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台灣地區(含外島)年滿15歲,經常使用選定新聞品牌的民眾

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907
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C.2 聯絡日期:2016-11-03
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1.國立交通大學傳播與科技學系
1.Department of Communication & Technology, National Chiao Tung University.
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C.7 資料公開日期:2018-08-01
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1.新聞品牌
2.品牌權益
3.品牌延伸
4.開放品牌
5.台灣
1.News Brands
2.Brand Equity
3.Brand Extension
4.Open Branding
5.Taiwan
本研究企圖採用品牌權益、品牌延伸和開放品牌等理論概念,探究新聞母品牌的關鍵成功因素。研究方法為針對台灣四大報紙本版與網路版讀者所做的問卷調查,共蒐集到907份問卷。研究結果顯示延伸品牌忠誠度、母品牌聯想、母品牌感知品質和品牌組合直接且正向地影響母品牌忠誠度;開放品牌和母品牌知覺則必須透過第三變數中介,對母品牌忠誠度產生影響。本研究建議新聞母品牌無須畏懼網路延伸品牌的替代效果,但也不能放棄母品牌的權益建構,兩者加總可以顯著促進新聞母品牌忠誠度。

The study examined the success factors that influence news parent brands and tested the applicability of brand-related concepts, such as brand equity, brand extension, and open branding, in the context of four national newspapers and their online extensions in Taiwan. Results based on data from a national online survey (n = 907) demonstrated that four factors, namely extended brand loyalty, parent brand association, perceived quality of parent brand, and brand portfolio quality variance, directly and positively affect parent brand loyalty, and two factors, namely open branding and parent brand awareness, indirectly and positively affect parent brand loyalty through third variables. This paper provides evidence that online brand extensions are the driving force behind the loyalty of readers to news parent brands.

D.16 完成檢誤日期:2017-03-29
D.17 預定釋出日期:2018-08-01
D.18 初次釋出日期:2018-08-01
D.19_1 最新版釋出日期:2018-08-01
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10.6141/TW-SRDA-E10261-1
追蹤清單
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