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服务品牌形象及消费价值体验研究.doc

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1、消费价值体验与服务品牌形象关系之研究-以高雄汉神百货公司为例萧至惠 a、蔡佩珊 b、 蔡进发 ca 国立嘉义大学 营销与流通管理研究所助理教授b 国立嘉义大学营销研究所研究生c国立嘉义大学 企业管理系讲师摘 要服务业具有二大重要特性,分别为服务消费即是服务体验(Padgett p.2577. Bloch, P. H., and M. L. Richins (1983), “A Theoretical Model for the Study of Product Importance Perceptions,” Journal of Marketing, Vol.47: (Summer), pp

2、.69-81.8. Burgess ,Steven M.(1992) , “ Personal values and ConsumerRresearch : An Historical Persective ,” Research in marketing, v11.9. Berry, L.L. (1980), ”Service Marketing Is Different”, Business, Vol. 30, May/June, pp.24-29.10. Berry, L.L., Lefkowith, Edwin F. and Clark, Terry (1988), “In Servi

3、ces, Whats in a Name? ,” Harvard Business Review, Vol.66 (5) ,pp.28-30.11. Burgess , Steven M.(1992) , “ Personal values and Consumer Research : An Historical Persective” , Research in marketing, v11.12. Buttle, Francis (1992),”Shopping Motives Constructionist Perspective,” Service Industries Journa

4、l, Jul92, Vol. 12 (3), p.349.13. Biel, Alexander L. (1992),”How brand image drives brand equity,” Journal of Advertising Research, Vol. 32, Nov/Dec, RC5-RC12. 14. Babin, Barry J., William R.Darden and Mitch Griffin (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal

5、of Consumer Research, 20, March, 644-656.15. Bitner, M.J. (1995),” Building Service Relationships : Its All About Promises,” Journal of the Academy of Marketing Service, Vol.23, pp.246-251.16. Balmer, John M.T. and Stovig, Snorre (1997),“Corporate identity and private banking : A review and cast stu

6、dy,” International Journal of Bank Marketing, Vol.15(5), pp.169-184.17. Bhat, Subodh, Srinivas K. Reddy (1998),”Symbolic and functional positioning of brands,” Journal of Consumer Marketing, Santa Barbara, Vol. 15(1), pp32-43.18. Broderick, Amanda J., Mueller, Rene D. (1999),”A Theoretical and Empir

7、ical Exegesis of the Consumer Involvement Construct: the Psychology of the Food Shopper,” Journal of Marketing Theory Bloch, Peter H.; Ridgway, Nancy M. (1990),” Shopping Motives, Emotional States, and Retail Outcomes,” Journal of Retailing, Winter90, Vol.66(4), p408.27. Padgett, Dan and Allen, Doug

8、las (1997), “Communicating Experiences: A Narrative Approach to Creating Service Brand Image, “ Journal of Advertising, Vol. (4), 49-62.28. de Chernatony, Leslie and F. DallOlmo Riley (1998), “Defining a “Brand” : Beyond The Literature With Experts Interpretations, “Journal of Marketing Management, Vol.14, pp417-443.29. de Chernatony, Leslie and McDonald, Malcolm (1998), “Creating Powerful Brands in Consumer, Service and industrial Markets, Oxford, Butterworth-Heinemann.

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