Tser-Yieth Chen
ScarcityAdvertisingPlace identityLISRELCultural landscapeCorporate brandingSocial statusBusinessBrand awarenessMarketingBrand equityGlobalizationStrategic allianceBrand relationshipNoveltyReputationBrand managementStructural equation modelingBrand extensionCustomer relationship management
3Publications
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Publications 5
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#1Tsai-Lien YehH-Index: 3
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本研究的目的是利用資料包絡分析法(DEA)進行國外網站與台灣網站的績效比較,分析10個網路平台基礎的旅館訂房網站,和10個旅行社代理基礎的旅館訂房網站,的內容績效和流量績效。我們採用迴歸模型來研究資訊系統成功因素和資訊流量分析因素,如何影響其內容績效和流量績效。研究結果顯示,訂房網站的內容績效大於流量績效。此外,網路平台基礎在線上訂房網站的內容績效亦高於旅行社代理基礎線上訂房內容績效。然而,旅行社代理基礎在線上訂房網站的流量績效則超過網路平台基礎在線上訂房網站的流量績效。因此,在管理線上訂房網站時,內容績效的操作導向原因較諸流量績效的相關順從規範原因,來得更為關鍵。此一實證結果可以提供在線上旅館訂房網站,以改進它們在競爭環境中的經營績效。
#2Tsai-Lien YehH-Index: 3
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本文旨在檢視品牌導向、知覺價值與關係價值之間的因果關係,隨著越來越多的公司走向品牌導向的行銷策略,關係行銷已經成為了一種趨勢。航空業者運用關係行銷來經營,在航空業者與消費者之間,關係品質已經成為一種競爭工具。在本研究中,知覺價值經區分為功能性價值與情感性價值,並作為中介變數,同樣的,關係價值亦區分成關係利益與關係成本。準此,本研究即探討品牌導向行為(全球品牌態度、口碑、品牌直覺)是否會影響消費者知覺價值。結果驗證出全球品牌態度會明顯影響功能價值,功能價值會明顯影響關係利益與關係成本。
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#2Tsai-Lien YehH-Index: 3
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We investigate whether the Yingge Wares brand with marketing elements which include the quality of cultural products, cultural landscapes, and strategic alliances, affects the globalization and cultural consumption of the Yingge Ceramics Museum through brand value and place identity of customer recognition and attitude. The empirical results show that methods are provided for promotion through strategic alliance. Amongst, successful cooperation can develop customer brand awareness to increase pr...
#2Tsai-Lien YehH-Index: 3
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This study adopted the concept of customer relationship management to investigate the cause and effect among caused-related marketing, relationship selling behavior, brand image management, brand trust, brand relationship and brand value. This study used the Linear Structural Relation Model (LISREL) to test the causal relationship among caused-related marketing, relationship selling behavior, brand image management, brand trust, brand relationship, and brand value. This study posted questionnair...
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