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( 2006) (brand image) (Marguiles,1977) Dobni& Einkhan(1990) (Romaniuk& Sharp,2003) Kotler (2000) Keller Lehmann (2006) (1) (Logo and Symbol) (2) (packaging) (3) (slogan) (Biel, 1992) (Abdullah, 2
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Abdullah, M., Al-Nasser, A.D., and Husain, N., Evaluating functional relationship between image, customer satisfaction and customer loyalty using general maximum entropy. Total quality management and business excellence, Vol, 11, 2000, pp.826-829. Biel, A.L.(1992). How brand image brand equity, Journal of advertising research, 32(6), 6-12. Dobni,D., & Zinkhan,G.M.. In search of brand image. A foundation analysis advances in consumer research. Vol 17, 1990, pp.110-119. Engel, J.F., Blackwell, R.D., and Miniard, P.W. Consumer behavior (6 th Ed.).Chicago, IL: The Dryden Press, 1990. Keller, K.L. & Lehmann, D.R.(2006). Brands and Branding Research Finding and Future Priorities. Journal of Marketing Science, 25(6), 740-759. Kotler, P.(2000). Marketing management, analysis planning, Implementation and control, 10 th Ed. (NJ: Prentice Hall). Marguiles,W.P.(1977). Make the most of your corporate identity. Harvard Business Review, 55(4).61-77. Romaniuk, J., & Sharp, B., Measuring Brand Perceptions: Testing Quantity and Quality, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 11, No. 3, 2003, pp.218-229. 13
附錄一 烏魚子 LOGO 票選單 各位顧客好 目前正為 東順記 重新設計標誌(LOGO) 請在以下八個圖案中票選你心中的第 一名 1 2 4 3 14
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