淡江大學機構典藏:Item 987654321/53544
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 62830/95882 (66%)
造访人次 : 4043937      在线人数 : 947
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/53544


    题名: The Synergy of Brand Alliance: A Brand Personality Perspective for Benq-Siemens
    作者: Chang, Wei-lun;Yuan, Soe-tsyr;Li, Eldon Y.
    贡献者: 淡江大學企業管理學系
    日期: 2007-12
    上传时间: 2011-05-20 09:43:59 (UTC+8)
    摘要: Brand management is the significant issue in the competitive business environment, for example, specialize a brand among many choices for consumers. The present paper explores the synergy and effects of brand alliance from BenQ-Siemens case by survey. The results reveal the consumers' perception and cognition for BenQ-Siemens and the effects of brand personality for brand alliance. The relationships between the customers and companies become dynamic and unpredictable in the existing business environment. Companies attempt to build a strong brand image in order to attract customer attention and bind the relationships. That is, brand is not only a company name but an embedded image for customers. The enterprises can attain high market share if they identify the personalities and specialization of their brands. Brand alliance is a special strategy for brand management which combines two brands to a single brand with a unified name. Brand alliance is a branding strategy used in a business alliance. Brand alliance, which has become increasingly prevalent, is defined as a partnership or long-term relationship that permits partners to meet their goals (Cravens, 1994). For instance, Sony-Ericsson is a successful paradigm for brand alliance through joint venture. The synergy of brand alliance is unpredictable and potentially powerful. BenQ, the top 10 brand in Taiwan, merges the Siemens' telecommunication department in 2005. Despite the outcome is failure for two companies, the brand image and personality are worthy to explore from customer perspective.
    關聯: The Business Review, Cambridge 8(2), pp.290-294
    显示于类别:[企業管理學系暨研究所] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    1553-5827_8(2)_p290-294.pdf4424KbAdobe PDF252检视/开启
    index.html0KbHTML79检视/开启
    The Synergy of Brand Alliance A Brand Personality Perspective for Benq-Siemens.pdf4424KbAdobe PDF1检视/开启

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈