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|標題:||Female Chinese consumer values towards marketing of organized religion as brand: The case of LDS & Tzu Chi
|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||引用:||Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 103. Aaker, D. A. (1996). Building strong brands. Free Press New York. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Pr. Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing research, 34(3), 347-356. Ali, S. R., Mahmood, A., Moel, J., Hudson, C., & Leathers, L. (2008). A qualitative investigation of Muslim and Christian women''s views of religion and feminism in their lives. Cultural Diversity and Ethnic Minority Psychology, 14(1), 38. Attridge, H. W. (n.d.). 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Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. Yufan Wu, & Ardley, B. (2007). Brand strategy and brand evolution: welcome to the world of the meme. Marketing Review, 7(3), 301-310. doi:10.1362/146934707X230112 Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35(4), 35-51.||摘要:||
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.
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