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標題: Female Chinese consumer values towards marketing of organized religion as brand: The case of LDS & Tzu Chi
作者: 程意雯
Chen, Yi-Wen
關鍵字: Jane Lu;擴散理論;Ji-Tsuen Huang;品牌知名度;品牌信任;品牌個性;宗教組織;慈濟;摩門教;驗證性因素分析;紮根理論;隱喻抽取技術
出版社: 行銷學系所
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Diffusion theory frequently applies to the promotion of new product. However, there has been little empirical research on the difference of innovation in religious organization. Therefore, this study provides an empirical study with the examples of two organized religions which were new entry to early Taiwan.
This research consists of both quantitative and qualitative methods. The quantitative research involves a questionnaire survey examining the traditional metric of brand personality. The research frame included 20 to 59 years of age for 600 female consumers. Analysis method includes paired t tests, repeat ANOVA, and the confirmatory factor analysis (CFA). Qualitative research employs ground theory to obtain interview data using the ZMET process. Participants include 13 female consumers.
Results of this study reveal that these two culturally distant religions have very different innovation on Roger's 5 attributes which influence consumers' adoption. To conclude, this study builds a bridge between theory and practice. Also, it provides a multi-national corporation an example of marketing its new products to new market places on a social scale.
其他識別: U0005-2407201114463800
Appears in Collections:行銷學系所

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