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[[alternative]]The Discussion of Key Success Factors Operating Creative Cuisine--A Case Study of Democracy Turkey Rice
No full text[[abstract]] 二次世界大戰結束後，台灣原本沒有火雞養殖，但經由許多駐台美軍將火雞帶入引進台灣，因此以火雞為料理經不斷演變進而呈現在餐桌上的一道美食，成為家喻戶曉的道地嘉義火雞肉飯，現今分布位置在嘉義市及嘉義縣水上鄉附近。 嘉義火雞肉飯是嘉義在地的特色美食，目前在嘉義市以火雞為料理的餐廳約150間左右，各家在製作火雞肉的口味上有顯著差異，導致店家對於火雞肉的料理經營做法截然不同，因此如何探討了解火雞肉飯業者成功因素以藉此來推動火雞肉飯產業的方向為當前的課題。 本研究在方法上採用訪談的方式進行，主要目的探討嘉義火雞肉飯經營概況及嘉義民主火雞肉飯創意經營成功之因素。經由訪談綜整發現民主火雞肉飯構成成功原因有四項如下:(一)創意多樣化的小菜(二)食材來源的新鮮度(三)用餐環境舒適度(四)店面位置的便利性[[abstract]] After World War II, many U.S. garrison in Taiwan brought numerous turkeys into Chiayi City and Shuishang Township, Chiayi County, which Taiwan did not breed before, and led to the origin of turkey rice.As a result, a delicacy based on turkey has continuously evolved and presented on the table, becoming a well-known local Chiayi turkey rice. It is currently available in Chiayi City and the surrounding area of Shuishang Township, Chiayi County. Turkey rice, a popular and traditional dish, is typical in Chiayi. There are currently about 150 restaurants in the city that specialize in turkey rice. The flavor of turkey meat varies greatly between restaurants.The significant differences in the flavor of turkey meat preparation between restaurants result in different methods of the food management of turkey rice. Understanding and exploring the success factors of turkey rice operators is therefore important for analyzing the development of the turkey rice industry. And this has become a present concern. An interview-based method is adopted in this study to explore the operational status of Chiayi turkey rice and the elements that contribute to the successful creative management of Chiayi Democracy Turkey Rice.The following four variables were found to contribute to the success of the Chiayi Democratic Turkey Rice through research and organization of the interviews:1.Diverse and creative side dishes.2.The freshness of ingredients.3.Comfortable dining environment.4.The convenient location of the restaurant
[[alternative]]A Study on the Impacts of Innovative Scripts on the Operation of a Traditional Puppet Troupe--The Research of the “Fox Tale in Liaozhai” Created by Chang Yi Ge Puppetry Troupe
No full text[[abstract]] 本研究主要聚焦在新編戲對傳統布袋戲團經營的影響研究，並以長義閣掌中劇團的新編戲《狐說聊齋》，做為主要的研究案例。文獻分析以國內外相關理論書籍、論文期刊為主，對劇團創新經營等相關文獻做深入的回顧與探討，透過文獻分析法與觀察蒐集資料，並進行訪談，主要訪談對象為現任製作人、時任團長及現任團長三個經營者，並將蒐集及訪談資料進行分析、比對與歸納，整合民戲演出與新編戲製程演出的差異比較，再對應到訪談劇團經營者在新編戲製程中面臨的衝擊與習得的經驗，逐步發展出新的經營思考與營運模式。 研究目的有二，其一為記錄長義閣掌中劇團新編戲《狐說聊齋》的製程與演出，其二則是藉以分析新編布袋戲對傳統布袋戲劇團經營的影響。研究結果顯示，透過新編戲的製作過程，與各類藝術家合作，建立起傳統劇團的現代劇場專業分工概念，並運用各種宣傳行銷策略，推廣新作品，全面提升劇團的藝術與技術，讓原本的傳統家班經營，逐漸轉變為以績效為主的企業組織經營模式。[[abstract]] In this study, the postgraduate focused on studying the impacts of how an Innovative script affects a traditional puppet troupe, and took the “Fox Tale in Liaozhai” created by Chang Yi Ge Puppetry Troupe as the presenting case. “Document Analysis” focused on reading domestic and foreign papers, periodicals, and journals, then collecting the papers about studying the innovations made by Chang Yi Ge Puppetry Troupe, making an in-depth review, and exploring the impacts of innovations that affected the traditional puppetry troupe, and presented them in the paper. By “In-Depth Interview”, the postgraduate conducted interviews with the producer, the previous head of the troupe, the current head of the troupe, and other members to collect information for analysis, comparison, and summarizing. The postgraduate integrated and compared the differences between producing traditional puppet shows and innovative script puppet performances then corresponded to the conflicts and experiences of the Chang Yi Ge Puppetry Troupe operator who went through producing innovative script puppet performances. The postgraduate gradually developed new business thought and operation models about a traditional puppet troupe. The purposes of this study are two-fold, one is to record the production process and how the innovative script, the “Fox Tale in Liaozhai”, performances by Chang Yi Ge Puppetry Troupe. The other is to analyze how an innovative script affects the operation of a traditional puppet troupe. Some conclusions came out through the research. Cooperating with artists in various fields by producing innovative scripts helps a traditional puppetry troupe learns the professional division of labor and how current theater works. And also use various marketing strategies to promote the new play. Besides, also improving the skill of operating the puppets comprehensively. A traditional Puppetry Troupe can change the operation mold from family generations passed on to the enterprise organization mold
[[alternative]]A Study on the Aesthetics and Its Effects of Yu, Guang-Zhong's Modern Prose
No full text[[abstract]] 本文以「余光中現代散文之美學及其效應研究」為論題，將余氏現代散文具有「彈性」、「密度」、「質料」之書寫特質作參照依據，試圖解碼其造成的美學與效應。是以本研究聚焦於「文本之詩性特徵」、「文本中的意識投射現象」及「讀者接受效應」等三個層面。 第二章，透過羅曼．雅柯布森（Jakobson R）基於索緒爾（Ferdinand de Saussure）符號語言學系統而生的雙軸理論，解析余氏現代散文詩性語言之使用，此外，整合中國傳統文論「含蓄」、「意在言外」的特質，使雅柯布森未納入詩性考量之語言組合部分也予以剖析，討論「語境」產生之詩性氛圍，並進一步下分成「意象語」和「語境」作討論。 第三章，依據羅曼．英伽登（Roman Ingarden）把文學作品視作「意向性客體」的概念為基礎，藉由其檢視何為文學作品之「語音組合層」、「意義單位層」、「再現客體層」及「圖式化觀相層」等四個層次作基架，結合克羅齊（Benedetto Croce）「直覺說」的觀點，建構本文使用之理論框架，依序為「意識圖象組織」、「虛擬現實體現」與「意義的流動」，藉此縷析文本視域何和讀者視域結合，剖判余氏現代散文之意識投射現象。 第四章，藉沃爾夫岡．伊瑟爾（Wolfgang Iser）建立之接受美學為核心概念，梳理文本與讀者之交互關係，採用「移動視點」及「被動綜合」的觀點，探究文本內不同視點間相互作用之情形。接著根據伊瑟爾提出，余秋雨延伸之「召喚結構」，解碼讀者如何被不同空白之表現形式所影響，下分成「嵌入性召喚結構」與「吸附性召喚結構」進行解析。 現有研究，大多座落於中國文學理論之角度進行開掘，並未有將余氏現代散文以上述三類文學理論進行解析之做法，余光中認為現代散文應是一種兼具美感與知性的「創造性的散文（creative prose）」，並身體力行落實於其作品之中，故本文欲補足這方面的討論，期待可使此面向之研究更為完整。[[abstract]] This article discusses the topic of “A Study on the Aesthetics and Its Effects of Yu, Guang-Zhong's Modern Prose”, and refers to Yu's writing styles of “elasticity”, “density” and “quality of words” in his modern prose to attempt decoding the aesthetics and effects brought about by his literature. Therefore, this research focuses on three aspects: “poetic characteristics of the text”, “phenomenon of conscious projection in the text” and “reader-reception effect”. Based on Jakobson R’s axes of combination and selection, which he developed based on Ferdinand de Saussure’s semiology system, the second chapter analyzes the use of poetic language in Yu's modern prose. Also, by integrating the characteristics of “implicit” and “implication beyond literal meaning” in traditional Chinese literary theory, it analyzes the part of language combination that had not been included in Jakobson’s consideration of poetic characteristics, discusses the poetic atmosphere generated by “context”, and further discusses the issue by dividing it into the categories of “image language” and “context”. Based on Roman Ingarden’s concept of taking literary works as “intentional objects”, and using his framework of distinguishing what is or is not literary work, which includes the four strata of “word sounds and phonetic formations”, “meaning units”, “represented entities” and “schematized aspects”, while integrating Benedetto Croce’s views of intuitionism, the third chapter constructs the theoretical framework used in this article, which includes respectively, “consciousness image organization”, “embodiment of virtual reality” and “flows of meaning”, so as to analyze in detail how the horizon of the text and the horizon of the reader combine, and dissect the phenomenon of conscious projection in Yu's modern prose. The fourth chapter takes reception aesthetic theory built by Wolfgang Iser as the core concept, reviews the interactive relationship between the text and the reader, and adopts the viewpoints of a “moving viewpoint” and “passive synthesis”, to explore the interaction between different viewpoints in the text. Then, according to the inviting structure, which was proposed by Iser and extended by Yu Qiu-yu, the chapter decodes how readers are affected by different blank expressions, and analyzes the issue by dividing it into the categories of “embedded inviting structure” and “absorptive inviting structure”. Most of the existing studies stop at Chinese literature theory's construction, and have not analyzed Yu's modern prose with the above three types of literary theories. Yu, Guang-Zhong believed that modern prose should be a kind of “creative prose” carrying both aesthetics and intelligence, and put it into practice in his works, so this article intends to fill in the gaps of this aspect of the discussion, hoping to make the research of this aspect more complete
[[alternative]]Limbo: A Dancer's Reflections on the Creative Process
No full text[[abstract]] 此論文敘述我演出Al Bernard Garcia所編創《邊緣》的經歷，舞作符合南華大學碩士畢業門檻。論文焦聚在作為舞者反思舞作《邊緣》的創作過程，並從四個面向進行思考：編創初期階段、舞作理念、獨舞、物件符碼。在作品《邊緣》中，我採取實踐作為研究方法，以自我作為舞者身份，透過想像力並將動作具體呈現於編舞中。這個研究方法證實了在創作過程的反思中，是對於作為舞者提升自己的關鍵部分。而透過這些反思，能夠激起自己對舞蹈表演本質理解的能力。[[abstract]] This thesis narrates my experience performing Limbo as choreographed by Al Bernard Garcia. The choreography project partially fulfills my MFA graduation requirement at Nanhua University. This paper focuses on four aspects of my reflections as a dancer on the creative process in the performance piece Limbo, the initial stage, performing philosophy, the solo section, and the props. I employed practice as a research method in this project to narrate my reflections on the creative process and to engage in knowing myself as a dancer by exploring my imagination and embodying the movements in the choreography. This process confirms that my reflections on the creative process are essential in my quest to improve myself as a dancer and to awaken my ability to understand the essence of the performance
[[alternative]]A Discussion on Christian Death and Salvation through T. Aquinas on the Grace from God-Summa Contra Gentiles as a Basics
No full text[[abstract]] 上帝的恩寵之概念之所以成為一個神學主題，肇始於神學家奧古斯丁與伯拉糾的神學爭論。奧氏在爭論過程中開始建構完整的恩寵論，因而博得「恩寵大師」的稱號。到了中古世紀，神學家多瑪斯試著透過哲學家亞里斯多德的形上學，來詮釋上帝恩寵的概念。從多瑪斯兩大著作之一的《駁異大全》中可看出，雖然人類因著始祖亞當所犯的罪(原罪)之問題，使得亞當後裔(世人)必須面對死亡、刑罰與末世的審判。因著耶穌基督降世為人，且為世人的罪釘死在十字架上，承擔世人一切的罪與刑罰。透過使徒保羅在《聖經》中寫給各教會的書信，使世人能憑藉著對耶穌的信心，有得救的機會與確信。[[abstract]] One of the theological themes “God's grace” originated from the theological debate between Augustine and Pelagius. Augustine won the title of “Master of Grace” because he constructed a complete theory of grace. Since the middle ages, the theologian Thomas attempted to interpret the concept of God's grace through the metaphysics of the philosopher Aristotle. Thomas discusses the following topics in his book “The Compendium of Refutations”: Human beings have to face death, punishment and judgment in the last days because of the original sin committed by Adam. However, Jesus Christ bore all the sins of the world by becoming a man and being crucified on the cross. We can know from the contents of the letters written by the apostle Paul in the Bible to various churches. These contents can enable the world to gain faith in Jesus, and have the opportunity and belief to be saved
[[alternative]]A Comparative Study of Natural Burial across the Taiwan Strait Focusing on the Similarities, Differences and Their Causes
No full text[[abstract]] 殯葬行業在環保觀念盛行的當下，傳統殯葬思維也面臨著綠色殯葬潮流的衝擊，兩岸由於在政治、環境、民族、文化、歷史都有其共通性與差異性存在，如探究兩岸自然葬的客觀條件異同因素，其政治中心當屬首當其衝，具有全國示範性與推廣性價值，本研究目的在瞭解兩岸兩家身處政治核心地帶，具有自然葬條件的公墓，對於自然葬的安葬流程與形式的現況比較，探究兩岸在自然葬形式現況異同與深入探索其形成原因，最後根據研究發現，研提政策應用構想。 本研究除了採用文獻分析法（Documental Analysis）之外，並進行實地考察分析，針對兩岸政治中心北京市天壽陵園與台北市富德公墓案例進行研究，並主要以田野調查法（Field Investigation Method），蒐集自然葬的安葬形式與墓地形式結合相關文獻資料進行兩岸比較研究（Comparative study），其中未詳盡之疑惑藉由訪談法（Interviews）予以補充，從中梳理出兩岸在自然葬的現況異同與其形成的原因。 研究結論如下：一、兩岸自然葬政策目的不同，形成實施現況的不同；二、兩岸自然葬的政策相關配套與經濟鼓勵措施過於薄弱且單一；三、兩岸自然葬皆有存在宣傳手段不足，但大陸較台灣嚴重，民眾資訊獲取不易，阻礙認知與選擇；四、兩岸自然葬的管理體制差異，造成不同程度的民眾響應阻礙。根據上述結論，研提建議如下：ㄧ、大陸可借鑑臺灣的下葬形式規範與加強環保意義宣導；二、臺灣可借鑑大陸政府規定公墓單位的年指標評鑑機制；三、兩岸政府應加強殯儀服務業者對於自然葬式的傳播環節；四、兩岸政府應增加自然葬示範區域與多元化補助的相關政策支持；五、兩岸政府應加強民間自然葬式雙邊交流工作；六、兩岸可加強推動降解性標誌物與線上紀念載體的設計。[[abstract]] The funeral industry in China and Taiwan is currently facing the influences of going green and being concern of environmentalism.Both Taiwan and China, have factors that are common and different in the area of Political, Environmental, Nationality, Culture, and History, exploring the objective of natural burial process.The political center impact strongly on the procedure of natural burial and mainly influences the environmentally friendly process and procedure.The local government is able to perform both national demonstration and promotion of green burial process.The purpose of creating this research is to understand the burial process and other forms of natural burial procedures happened across the Taiwan Straits. Both areas local government is the main influence and control of the policy making and both having natural burial conditions.Comparing the current situation factors of similarities and differences between Taiwan and China’s natural burials and in-depth exploration with research findings to come out and propose new policy, procedure and application ideas. The use of Documental Analysis, studied and conducts field investigation and analysis, focusing on the cases of Tianshou Mausoleum in Beijing, and Fude Cemetery in Taipei, which mainly uses the Field Investigation Method.A comparative study done across the Taiwan Strait (Comparative study) on the procedure of burial and cemetery management of natural burials is conducted using relevant literature and materials, and when in doubts that were not completed was supplemented by interviews. We compare both similarities and differences between the current situation of natural burials on both sides of the Taiwan Straits and their formation’s reason. Research Results:一、The political policies of the natural burial on both sides of the straits are different, resulting the different of the current situation.;二、The policy support and economic incentive measures implemented for natural burial on both sides of the Taiwan straits are weak and undiversified.;三、Natural burials between both sides of the Taiwan straits have insufficient publicity , but the situation in China is worst off as there is little information available, which causes the reduction of consumer choices.;四、The differences in the management systems of natural burials procedures on both sides of the Taiwan straits have caused the different responses from the public.Based on the above conclusions, the research recommendations are as follows:一、China can learn the process of standardization of natural burial forms from Taiwan and increase avocation and promotion of environmental protection locally.;二、Taiwan can learn from the annual index evaluation mechanism of cemetery. units stipulated by the mainland government;三、Governments on both sides of the Taiwan straits should strengthen the dissemination of natural burials procedures to funeral service providers;四、Governments on both sides of the Taiwan Straits should increase relevant policies to support the natural burial demonstration areas and provides more diversified subsidies.;五、Governments on both sides of the Taiwan straits should strengthen the bilateral communication on natural burials procedure.;六、Both sides of the Taiwan straits can strengthen the design of biodegradable products and online commemorative events to promote environmentally friendly procedure
[[alternative]]A Study of the Influence of Undergraduate Students of Universities and Colleges of Chiayi City and County to Sign Advance Care Planning
No full text[[abstract]] 本研究的目的在瞭解影響大學生接受預立醫療照護諮商(ACP)的意願之因素(個人背景變項、生命經驗、對病人自主法的認知狀況、進行預立醫療照護諮商需付出的成本)，分析彼此之間的關聯。 本研究採網路問卷調查法，以嘉義縣市內教育部編定之大學院校日間部大學生為研究對象，正式樣本採配額抽樣，依照每間學校總人數的3%作為樣本數。實際蒐集851份問卷，經過整理後有效問卷為813份。以自行編製之問卷，分別為個人基本資料、生命經驗、對病人自主法的認知狀況、願意進行預立醫療照護諮商(ACP)需付出的成本為研究工具，回收之問卷以SPSS 20.0 版進行獨立樣本t 檢定，單因子變異數分析、相關分析、迴歸分析等統計方法進行資料分析，研究發現如下： 一、在個人背景變項中，顯示父母教育程度高、聽過病人自主權利法及預立醫療決定者，會較有意願進行預立醫療照護諮商。二、在生命經驗中，當學生有上過生命教育相關課程、擔任過醫院志工、有思考過自己重病時想要的醫療照顧為何、曾有親朋好友與您討論過若生病時的其希望的醫療處遇方式及身體狀況不同時會較有意願進行預立醫療照護諮商。三、在病主分的認知狀況中，當學生的分數越高其進行ACP的意願越高四、大學生需花費的金額會影響其進行ACP的意願。五、生命經驗、病人自主法認知狀況及等候時間可做為進行ACP意願的預測因子。 最後，根據本研究之結論提供建議，以做後續預立醫療照護諮商之推廣及研究參考。[[abstract]] This research is to understand the factors (personal background variables, life experience, awareness of Patient right to autonomy Act and cost of Advance care planning) that influence college students' willingness to receive ACP and to analyze the association between them. In this study, an online questionnaire was used to survey the day students of the universities in Chiayi County, and the official sample was selected by quota sampling, with 3% of the total number of students in each school as the sample size. A total of 851 questionnaires was collected and 813 questionnaires were valid after collation. A self-administered questionnaire on basic personal information, life experience, awareness of patient autonomy, and cost of willingness to engage in advance care consultation (ACP) were used as research tools, the recovered questionnaires were analyzed using SPSS version 20.0 for independent sample t-checking, one-way analysis of variance, correlation analysis, regression analysis and other statistical methods, and the study found the following:(1) The personal background variables show that parents with a high level of education, and those who have heard of the Patient right to autonomy Act and Advance decisions are more likely to be willing to have an Advance care planning.(2) In terms of life experience, students who have taken courses related to life education, worked as a hospital volunteer, thought about what kind of medical care they would like to receive when they are seriously ill, and had friends and relatives discuss with you how they would like to be treated if they were ill and how their physical condition would be different are more likely to be willing to consult for Advance care planning.(3) The higher the student's score, the higher the student's willingness to undergo ACP in the cognitive status of the patient's primary score(4) The amount of money a undergraduate students has to spend will affect his or her willingness to undergo ACP(5) Life experience, Patient right to autonomy Act and waiting time were used as predictors of willingness to perform ACP. Finally, based on the findings of this study, recommendations are provided for the promotion and research of the subsequent pre-established Advance care planning
[[alternative]]A Narrative Inquiry on Career Development of the Persons with Acquired Visual Impairment
No full text[[abstract]] 本研究旨在探討中途致殘視覺障礙者生涯發展歷程，研究者以質性研究法進行，採用半結構訪談大綱，訪談收集三位中途致殘視覺障礙者生涯發展歷程中的事件，訪談之後，對所蒐集到的研究資料進行分析，研究結果如下：一、家庭支持系統完善對中途致殘視覺障礙者的生涯歷程有正向助益 (一)父母親的全力支持 (二)配偶的不離不棄陪伴二、社會支持網絡健全對中途致殘視覺障礙者的生涯轉換有重要意義 (一)生活重建服務奠定基礎 (二)職業重建服務協助重返職場三、中途致殘視覺障礙者的正向生涯信念影響未來歷程 (一)強化自我概念與價值 (二)正向積極的內在信念 三位的生涯發展歷程，共同成就了本研究對中途致殘視覺障礙者、職業重建服務人員以及未來研究等相關建議。[[abstract]] This main purpose of this study was to investigate on career development of the persons with acquired visual impairment . With qualitative research method- semi-structured interview, the researcher interviewed 3 persons with acquired visual impairment for their career experience. The researcher analyzed the data and the findings were as follows:1.The improvement of the family support system for the persons with acquired visual Impairment is positively helpful. (1) The full support of Parents' . (2) The firm companionship of the spouse.2. The completeness of Social support networks for the persons with acquired visual Impairment has an important meaning.(1) Independent living rehabilitation services lay the foundation(2) Vocational rehabilitation service helps to return to workplace3. The positive career beliefs of the persons with acquired visual Impairment affected their development.(1) Improve self-concept and values.(2) The positive inner beliefs. These three career stories accomplished some recommendations for the persons with acquired visual impairment and services practicing about vocational rehabilitation for the persons with acquired visual impairment and for further researches for the career development about the persons with acquired visual Impairment
[[alternative]]A Study on Donna Eden's Thinking of “Energy Medicine” System
No full text[[abstract]] Donna Eden的能量醫療體系在西方已經行之有年，在台灣也逐年被廣泛應用，而《能量醫療》一書早已成為台灣能量療癒工作者書架上必讀經典。本研究緣起於筆者本身從小亦是體弱多病，在自我追尋的旅程中一直渴望著探索身體、精神、與靈魂之間關係連結的奧秘。本研究藉由傅偉勳教授所創之創造性詮釋方法，來探討Donna Eden的能量醫療體系思想，其中包括Donna Eden生平與能量醫療事業發展、Donna Eden的經絡能量醫療體系思想探討、Donna Eden的脈輪能量醫療體系思想探討和Donna Eden經絡與脈輪能量醫療技術探討。Donna Eden的能量醫療，除了個案治療外，也成立機構來訓練治療師，她的經絡思想很強調十二正經和任督，她的脈輪思想主張每個脈輪都有層次和其他脈輪相關。 她的「能量醫療」技術，所使用的方法都非常簡單，所設計的動作都非常容易執行，但背後的理論都卻非常完整，思考脈絡都很有邏輯性，Donna Eden是能量醫療領域中一個極有影響力的先驅，她是一個了不起的「負傷的療癒者」，幫助那些受損的身體重新康復，幫助那些折翼的靈魂重新飛翔。[[abstract]] Donna Eden's Energy Medicine system has been practiced in western countries for years and has been widely applied in Taiwan through these years. The book ‘Energy Medicine' has become a classic reading on every bookshelf of Taiwanese energy healing practitioners.The origine of this research stared from that the researcher of this study has also suffered from physical illness and weakness since childhood. During the journey of self-seeking, the researcher has always been eager to explore the secrets of the connections among body, spirit, and soul. The method of this research is based on Dr. Charles Wei-Hsun Fu's “Creative Hermeneutics”. The purpose of this research is to explore Donna Eden's thinking of “Energy Medicine” system, including Donna Eden's life stories and career developments , the meridian thinking of “Energy Medicine” system, the chakara thinking of “Energy Medicine” system, and the “Energy Medicine” techniques of meridian and chakara. Except doing case therapy, Donna Eden also founded institute to train practitioners. Her meridian thinking emphasized on 12 meridians, central and govering meridians. Her chakara thinking claimed that every chakara has layers and connected to other chakaras. Her “Energy Medicine” techniques are very simple and easy to practice, but the theories behind are very complete, and logical. Donna Eden is an influential pioneer in Energy Medicine arena. She is a remarkable “wounded healer” who helps those wounded bodies to regain health and those souls of broken wings to soar again
[[alternative]]Toward an Integrative Model of Customer-Based Brand Equity, Brand Authenticity and Customer Satisfaction: An Assessment of Antecedents, Mediators, and Consequences
No full text[[abstract]] 行銷經理人常常將品牌權益視為公司的首要任務，因為消費者的選擇總是取決於品牌權益。儘管品牌權益之議題已被廣泛研究，但大多數的研究集中在製造業而非服務業，尤其是金融銀行業。特別是以越南市場為重點，整合金融銀行業品牌權益的前因、中介及結果的綜合研究模型仍有待開發。 本研究旨在針對金融銀行業影響以顧客為基礎之品牌權益提出一整合性架構，以填補過去之研究空缺。具體來說，在品牌權益之前因變數分別為行銷相關因素、消費者相關因素及公司相關因素。中介變數包括品牌知名度、品牌信任、品牌價值與品牌忠誠度，以顧客為基礎的品牌權益 (CBBE)之結果變數則為品牌真實性和客戶滿意度。本研究發展一整合性模型，並提出了 22 個研究假設。 本研究採用定量研究設計，在越南蒐集到360位知名銀行消費者為研究樣本。研究結果顯示，行銷相關因素（如廣告效果、名人吸引力、服務創新與服務品質）、消費者相關因素（如品牌態度、品牌承諾、品牌親和力、品牌喜愛度與品牌體驗）和公司相關因素（如售後服務、企業社會責任與銀行歷史），對 CBBE 產生直接顯著的影響，這些因素也間接透過品牌知名度、品牌信任、品牌價值和品牌忠誠度等中介因素產生間接影響。CBBE對於品牌真實性及顧客滿意度有顯著的影響。這些結果說明行銷相關因素、消費者相關因素與公司相關因素是促進這些中介變數及CBBE的關鍵因素。除此之外，對越南金融銀行業的品牌權益而言，強調售後服務品質、企業社會責任活動及協助客戶做財務管理績效也是極其重要的要素。 由於以顧客為基礎之品牌權益研究十分多元，尤其以往很少有研究關注越南金融銀行的品牌權益，本研究的結果可為學者們未來進行實證研究之依據，且可做為金融業專業人員在營造品牌策略的重要參考，以期獲取永續競爭優勢。[[abstract]] Marketers and managers were always putting brand equity as a priority because consumer choices have been depended on the equity of the brand. Although brand equity has been extensively researched, most studies focused on the manufacturing sector rather than on service sector, especially on the financial bank sector. A comprehensive research framework that integrates antecedents, mediators, and consequences of brand equity for the financial bank in Vietnam is yet to be developed. This study aimed to fill these research gaps by identifying the most implemented variables for brand equity for financial banks. Specifically, marketing-related factors, consumer-related factors, and company-related factors were identified as the antecedents; brand awareness, brand trust, brand value, and brand loyalty were assigned as the mediators, while brand authenticity and customer satisfaction were assigned as the consequences of consumer-based brand equity (CBBE). A comprehensive research framework was designed for this study and 22 research hypotheses were developed. This study employed a quantitative research design using a survey approach to collect data from 360 consumers of financial banks in Vietnam. The study results indicated that marketing-related factors (such as advertising effectiveness, celebrity attractiveness, service innovation and service quality, consumer-related factors (such as brand attitude, brand commitment, brand affinity, brand love, and brand experience), and company-related factors (such as after-sale service, corporate social responsibility, and bank history), could have an either direct influence on CBBE, or indirect influence through mediators such as brand awareness, brand trust, brand value and brand loyalty. Brand authenticity and customer satisfaction could result from CBBE. Although consumer-related factors and company-related factors did not show a significant impact on brand trust and brand loyalty, the indirect influence through brand awareness and brand value were significant. These results might suggest that marketing-related factors, consumer-related factors, company-related factors are critical factors for promoting these brand-related constructs. It’s extremely important to emphasize the quality of after-sale-service, CSR activities and performance of financial bank in the history of operations. Since brand equity studies were still diversified and very rare of previous studies have focused on the brand equity of financial banks in Vietnam, the results of this studies should provide very important materials for academicians to conduct more empirical validations using full model or partial model of this study to enhance the accuracy of this study. The study results should also become important references for professionals to design a critical brand strategy to take sustainable competitive advantages of the financial bank industry