臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：平面比較性廣告對廣告效果影響之研究
作者：洪忠聖 引用關係
作者(外文)：Jong-Sheng Horng
校院名稱：大同大學
系所名稱：設計科學研究所
指導教授：林季雄
學位類別：博士
出版日期：2015
主題關鍵詞：廣告效果；價格；比較性廣告；涉入；Comparative advertising；Price；Advertising effectiveness；Involvement
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:2
廣告必須完成兩項任務：引起注意，並傳達意義。廠商行銷溝通的目的，是去說服消費者廣告中的品牌優於其他品牌，比較性廣告正可以有效率的達成廣告目的。大多數的平面廣告以視覺圖像、文字標題和品牌名稱等三個基本要素所構成。廣告代理商的創意人員在廣告設計中加入圖像，以產生較佳的說服效果，藉此提昇消費者的知覺價值與購買意願，事實上，廣告參考物呈現或不呈現，相當類似比較性廣告中比較性強度的概念。
本研究探討比較性廣告的廣告效果，透過實驗探討各種不同形式之比較性廣告與非比較性廣告對廣告態度、品牌態度和購買意圖的影響。(一) 不同形式之比較性廣告與非比較性廣告對廣告態度、品牌態度和購買意願的影響。(二) 不同價格產品廣告是否會因消費者心中品牌知名度高低的差異，對廣告態度、品牌態度和購買意願造成影響。
實驗驗證結果，最後歸納出四項顯著結果：(一) 從廣告形式來看，直接比較性廣告和非比較廣告在廣告效果上顯著大於間接比較性廣告。 (二) 在比較性廣告與非比較性廣告中，消費者對高價商品的廣告效果並不會高於低價商品的廣告效果。(三) 在直接比較性廣告、間接比較性廣告與非比較性廣告上，高價商品採用直接比較性廣告會產生較高的廣告效果。(四) 在直接比較性廣告、間接比較性廣告與非比較性廣告上，高產品涉入度者採用非比較性廣告的品牌態度較佳。廣告目的在傳達正確商品訊息，達成銷售目的。透過本研究，提出貼近消費者的建議與研究方向，對廣告設計工作者、廣告主以及廣告研究學者重要參考論述。
Advertising must accomplish two missions: attract attention and convey meaning. The purpose of vendors to conduct marketing communication is to persuade consumers that the advertising brand is superior to other brands, and comparative advertisement is able to achieve the advertising purpose effectively. Most of the print advertisements are composed of three basic elements of visual image, text title and brand name. The reason for the advertising agency creative people to add images in the advertisement design is to produce a better persuasive effect, thereby enhancing consumers’ perceived value and intention to purchase. In fact, the present or absent of advertising reference material is quite similar to the comparative intensity concept of comparative advertisement.
The aim of this study is to explore the advertising effect of comparative advertisement by investigating on the impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention through experiments. (1) The impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention. (2) Whether or not different prices of product advertisement will generate an impact towards consumers’ brand image variances, advertising attitude, brand attitude and purchase intention.
Four significant results were summarized from the experimental findings: (1) Based on advertising forms, the advertising effect of direct comparative advertisement and non-comparative advertisement is significantly greater than indirect comparative advertisement. (2) In comparative advertisement and non-comparative advertisement, the advertising effect of consumers towards high-priced commodities will not be necessarily higher than low-priced commodities. (3) In direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement, the advertising effect of high-priced commodities to adopt direct comparative advertisement is able to generate a higher advertising effectiveness. (4) The brand image attitude of high-priced products to involve adopting non-comparative advertisement is poorer that direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement.
The purpose of advertising is to convey the correct message of commodities to achieve the sales objectives. The study has proposed the intimate consumer advice and research direction to serve as an important reference for advertising design workers, advertisers and advertising researchers.
1.中文部份

1.田中洋、丸岡吉人（1993）。蔡崑霖譯（1999）。新廣告心理。台北：朝陽堂。

2.杜宛陵(2010)。台灣美妝風格演化之研究（1945-2010）。國立中山大學／劇場藝術學系碩士論文。

3.林靈宏 (1994)。消費者行為。台北市：五南圖書出版公司。

4.許安琪(2001)。整合行銷傳播引論：全球化在地化行銷大趨勢(初版)。台北市：學富文化。

5.翁景民 (1996) 。公益廣告效果態度中介模式之研究。台大管理論叢，2(7)，127-145。

6.黃俊英、賴文彬(1990) 。涉入的理論發展與實務應用。管理科學學報，第七卷 第一期，15-29。

7.彭延喜、陶聖屏（2009）。彩妝部落格資訊搜尋者生活型態與購買行為之研究。廣告學研究，32，91-123。

8.經理人月刊(2006) 。購買，不是行銷的終點。台北市：巨思文化。

9.廖淑伶(2013)。消費者行為。台北市：普林斯頓。

10.鄭自隆(2015)。廣告策略與管理。台北市：華泰文化。

11.漆梅君(2001)。透視消費者：消費行為理論與應用(初版)。台北市：學富文化。

12.Hawkins, Best & Coney(原著) 。葉日武譯(2001)。消費者行為。台北市：前程企業。

13.管倖生(1995)。廣告設計。台北市：三民書局。

14.樊志育(1994)。廣告學。台北市：三民書局。

15.蕭湘文(2005)。廣告傳播(初版)。臺北市：威仕曼文化。

16.顏伯勤(1997)。廣告學(第三版)。臺北市：三民書局。

































2.英文部份

1.Anne L. Roggeveen., & Dhruv Grewal(2006). Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues? Journal of Consumer Research, 33, 115-122.
2.Ash, S. B., & Chow-Hou,Wee. (1983). Comparative advertising:a review with implications for further research. Advances in Consumer Research, 10(1), 370-376.
3.Antil, J. H. (1983). Conceptualization and Operationalization of Involvement, Advances in Consumer Research, 11(1), 203-209.
4.Athiyaman, A. (2008). E-commerce in non-metro regions: on-line purchases and implications for businesses. Academy of Marketing Studies Journal, 12(1),81-93.
5.Blackwell, D. R., P. W. Miniard & J. F. Engel(2001), Consumer Behavior, 9th ed., Harcourt, Inc.
6.Barry, Thomas E. (1993), Comparative Advertising: What Have We Learned in Two Decades, Journal of Advertising Research, 33, 19-29.
7.Belch, G. E. (1981). An examination of comparative and noncomparative television commercials: The effects of claim variation and repetition on cognitive response and message acceptance. Journal of Marketing Research, 18(3), 333-349.
8.Blackwell, R. D., Engel, J. F., & Miniard, P. W. (2001). Consumer behavior, Ohio: South-Western Mason.
9.Bloch, P. H. & Richins, M. L (1983). A Theoretical Model for the Study of Product Importance Perceptions, Journal of Marketing, 47(3), 69-81.
10.Block, Peter H. (1981), An Exploration into the Scaling of Consumers’ Involvement with a Product Class, Advances in Consumer Research. 8, 61-65.
11.Bochner, S. & C. Insko(1996), Communicator Discrepancy Source Credibility and Influence, Journal of Personality and Social Psychology, 614-621.
12.Boddewyn, J. J. & Marton, K. (1978). Comparison advertising and consumers. Journal of Contemporary Business, 7(4), 135-147.
13.Calder B. J., Phillips L. W.& Tybout A. M (1981). Designing research for application, Journal of Consumer Research, 8, 197-207.
14.Cason, Timothy N.; Mago, Shakun D. (2010). Costly Buyer Search in Laboratory Markets with Seller Advertising. Journal of Industrial Economics 58,424-449.
15.Celsi, R. L. & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes, Journal of Consumer Research, 15, 210-224.
16.Chevins, Anthony(1975), A Case of Comparative Advertising, Journal of Advertising, 4 (Winter), 31-36.
17.Clarke, K., R. W. Belk(1978), The Effect of Product Involvement and Task Definition on Anticipated Consumer Effort, in Advances in Consumer Research.
18.Colley, R. H. (1985). Defining advertising goals for measured advertising results. New York, NY: Association of National Advertisers.
19.Dianoux, C., & Herrmann, J. L. (2001), The influence of comparative advertising on memorization and attitudes: experimentation in the French context, Recherche et Aoolications en Marketing, 16(2),121.
20.Donthu, N.(1992),Comparative advertising intensity, Journal of Advertising Research, 32(6), 53-59.
21.Droge, Cornelia (1989), Shaping The Route to Attitude Change: Central Report Versus Peripheral Processing Through Comparative Versus Noncomparative Advertising, Journal of Marketing Research, 26 (May), 193-204.
22.Droge, C., & Darmon, R. Y. (1987). Associative positioning strategies through comparative advertising: Attribute versus overall similarity approaches. Journal of Marketing Research, 24(4), 377-388.
23.Dubow, J.S. (1994), Point of View: Recall Revisited: Recall Redux, Journal of Advertising Research, May/June, 92-99.
24.du Plessis, E. (1994), Recall versus Recognition, Journal of Advertising Research, May/June, 75-91.
25.Engel, J.F.,et al (1973), Consumer Behavior, 2nd ed., Rinehart & Winston Inc.
26.Engel, James F., Kollat, David & Blackwell, Roger D(1982).,Consumer Behavior,4th ed., Taipei,Hwa-Tai Co.
27.Engel, James F., Blackwell, Roger D. & Miniard, Paul W, (1993).，Consumer Behavior,7th ed., Orlando Florida, Dryden Press.
28.Engel, James F. & Roger D. Blackwell, (1984). Consumer Behavior, Illinois: Richard D. Irwin, Inc.
29.Enis, B. M., Cox, K. K., & Mokwa, M. P.,(Eds.). (1995). Marketing Classics: A Election of Influential Articles (8th ed.). New Jersey: Prentice-Hall.
30.Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading. MA: Addison-Wesley.
31.Fletcher, Deborah; Slutsky, Steven(2011). Campaign Allocations under Probabilistic Voting. Public Choice v.146(March 2011), 469-499.
32.Gibson, L.D. (1994), Recall Revisited: Recall Redux Some Reactions, Journal of Advertising Research, May/June, 107-108.
33.Golden, L. (1979). Consumer reaction to explicit brand comparisons in advertising. Journal of Marketing Research, 16(4), 517-532.
34.Goldsmith, R.E. & J. Emmert,(1991), Measuring Product Category Involvement: A Multitrait-Multimethod Study, Journal of Business Research, l23, 363-371.
35.Gorn, G. J., &Weinberg, C. B. (1984). The impact of comparative advertising on perception and attitude: Some positive findings. Journal of Consumer Research, 11(2), 719-727.
36.Gourville, John T. (1998), Pennies-a-Day: The Effect of Temporal Reframing On Transaction Evaluation, Journal of Consumer Research, 24, 395-408.
37.Gourville, John T. (1999), The Effect of Implicit Versus Explicit Comparisons On Temporal Pricing Claims, Marketing Letters, 10(2), 113-124.
38.Grewal, Dhruv, Sukumar Kavanoor, Edward F. Fern, Carolyn Costley & James Barnes (1997), Comparative Versus Noncomparative Advertising: A Meta-Analysis, Journal of Marketing, 61, 1-15.
39.Hall,S.H.(1962). Theory and practice of advertising:A textbook covering the development and fundamental principles of advertising and methods of representative advertisers.New York:McGraw-Hill.
40.Harmon, Robert R, Nabil Razzouk & Bruce L. Stern(1983), The Information Content of Comparative Magazine Advertisements, Journal of Advertising, 12, 10.
41.Hall,S.H.(1962).Theory and practice of advertising:A textbook covering the development and fundamental principles of advertising and methods of representative advertisers.New York:McGraw-Hill.
42.Herbert, E. K.(1965), The Impact of Television in Advertising: Learning Without Involvement, Public Opinion Quarterly, 30, 583-596.
43.Houston, M. J. & Rothschild, M. L. (1978). Conceptual and methodological perspectives in involvement, Research Frontiers in Marketing: Dialogues and Directions, Chicago: America Marketing Association, 184-187.
44.Hupfer, N., & Gardner, D. (1971). Differential involvement with products and issues: An exploratory study. In D. M. Gardner, & C. Park(Eds.), Proceedings: Association for Consumer Research(pp. 262-269). MD: Association for Consumer Research.
45.Jain, S. P., Buchanan, B. & Maneswaran, D. (2000). Comparative versus noncomparative advertising: The moderating impact of prepurchase attribute verifiability. Journal of Consumer Psychology, 9(4), 201-211.
46.Kantanen, T. & Tikkanen, I. (2006). Advertising in low and high involvement cultural tourism attractions: four cases. Tourism and Hospitality Research, 6 (2), 99-110.
47.Keller, K.L. (1987), Memory in Advertising: The Effect of Advertising Memory Cues on Brand Evaluations, Journal of Consumer Research, 14 , 316-333.
48.Krugman,Herbert E.(1965), The Impact of Television Advertising Learning without Involvement, Public Opinion Quarterly, 29, 349-356.
49.Kotler, P., (1999), Marketing Management, 10th ed., New Jersey, Prentice Hall.
50.Lavidge, Robert J. & Gary A Steiner (1961), A Model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing, 25, 59-62.
51.Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22, 41-53.
52.Lavidge, Robert J. & Gary A. Steiner (1961), A Model for Pre- dictive Measurements of Advertising Effectiveness, Journal of Marketing, 25, 59-62.
53.Lastovicka, J. L., & Bonfield, E. H. (1982). Do consumer have brand attitude? Journal of Economic Psychology, 2, 57-75.
54.Lastovicka, J. L., & Gardner, D. M. (1978). Low involvement versus high involvement cognitive structures. Advances in Consumer Research, 5, 87-92.
55.Lastovica, John L. & Gardner, David M.(1979), Components of Involvement, in Attitude Research Plays for High Stakes, pp. 53-73.
56.Lastovica, J. L. & Gardner, D. M. (1979), Components of Involvement, Attitude Research Plays for High Stakes, John C. Maloney & Bernard Silverman, eds., Chicago, IL: American Marketing Association, 53-73 .
57.Lee, M. S. & Mittal, B. (1989). A Casual Model of Consumer Involvement, Journal of Economic Psychology, 10, 363-389.
58.Lee, Myung-Soo and Banwari Mittal (1989), A Casual Model of Consumer Involvement, Journal of Economic Psychology, 10, 363-389.
59.Leong, S.M., S.H. Ang, & L.T. Tham (1996), Increasing Brand Name Recall in Print Advertising among Asian Consumers, Journal of Advertising, XXV(2), 65-81.
60.Levine, P. (1976). Commercial that name competing brands. Journal of Advertising Research, 16(6), 7-14.
61.Lutz, R.J. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness：A Test of Competing Explanations. Journal of Marketing Research, 23, 130-143.
62.Lutz, R. J., S.B. MacKenzie, & G.E. Belch. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 8(1), 130-143.
63.Lynch, J.G., Jr. & T.K. Srull (1982), Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods, Journal of Consumer Research, 9, 18-37.
64.Lynch, J.G., Jr., H. Marmorstein, & M.F. Weigold (1988), Choices from Sets Including Remembered Brands: Use of Recalled Attributes and Prior Overall Evaluations, Journal of Consumer Research, 15, 169-184.
65.Mackenzie, S. B., Lutz, R. J., & Belch, G. E. (1986), The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations, Journal of Marketing Research, 23, 130-144.
66.McDougall, G.H.G. (1977), The Strategy of Comparative Advertising, Working Paper Series No. 168, School of Business Administration, University of Western Ontario, January.
67.Mitchell, A. A. & J. C. Olson (1981). Are Product Attribute Beliefs the Only Mediatorof Advertising Effects on Brand Attitude?, Journal of Marketing Research, 18, 318-332.
68.Michael A.Kamins (1989), Celebrity and Noncelebrity Advertising in a Two-sided Context, Journal of Advertising Research, 29, 34-42.
69.Monroe, K.B. (1990). Pricing: making profitable decisions, McGraw-Hill.
70.Mortimer, K. (2002). Integrating advertising theories with conceptual models of services advertising. Journal of Services Marketing, 16 (5), 460-468.
71.Muehling, Darrel D., Jeffrey J. Stoltman & Sanford Grossbart (1990), The Impact of Comparative Advertising on Levels of Message Involvement, Journal of Advertising, 19, 41-50.
72.Murphy, G. L., & Medin, D. L. (1985). The role of theories in conceptual coherence. Psychological Review, 92(3), 289-316.
73.Murphy, J. H & M. S. Amundsen (1981), The Communications Effectiveness of Comparative Advertising for a New Brand on Users of the Dominant Brand, Journal of Advertising, 10, 14-20.
74.Naveen Donthu (1998), A Cross-Country Investigation of Recall of and Attitude toward Comparative Advertising, Journal of Advertising, 27, 111-122.
75.Neese, W. T., & Taylor, R. D. (1994), Verbal strategies for indirect comparative advertising, Journal of Advertising Research, 34,, 56-70.
76.O′Connor, E. J., Peters, L. H., Rudolf, C. J., & Pooyan, A. (1982). Situational constraints and employee affective reactions: A partial field replication. Group & Organization Management, 7(4), 418-428.
77.Pechmann, C., & Esteban, G. (1993). Persuasion processes associated with direct comparative and noncomparative advertising and implications for advertising effectiveness, Journal of Consumer Psychology, 2(4), 403-432.
78.Pechmann, C., & Ratneshwar, S. (1991). The use of comparative advertising for brand positioning: Association versus differentiation. Journal of Consumer Research,18(2), 145-160.
79.Pechmann, Cornelia & David W. Stewart (1990), The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions, Journal of Consumer Research, 17, 180-191.
80.Pechmann, C., & Esteban, G. (1993). Persuasion processes associated with direct comparative and noncomparative advertising and implications for advertising effectiveness, Journal of Consumer Psychology, 2(4), 403-432.
81.Pechmann, C., & Ratneshwar, S. (1991). The use of comparative advertising for brand positioning: Association versus differentiation. Journal of Consumer Research, 18(2), 145-160.
82.Peter, J. P. & J. C. Olson(1999), Consumer behavior and marketing strategy, 5th, The McGraw-Hill Companies, Inc.
83.Petty, R. E., Cacioppo, J. T. & David S. (1983). Central and Peripheral Routes to Advertisements Effectiveness : The Moderating Role of Involvement, Journal of Consumer Research, 10(2), 135-146.
84.Petty, R. E. & Cacioppo, J. T. (1984). The effects of involvement on response to argument quantity and quality: central and peripheral routes to persuasion. Journal of Personality and Social Psychology, 46 (1), 69-81.
85.Petty, R. E. & Cacioppo, J. T. (1986), Central and peripheral routes to persuasion: An individual difference perspective, Journal of Personality and Social Psychology, 51, 1032.
86.Prasad, V. K. (1976), Communications-effectiveness of comparative advertising: A laboratory analysis, Journal of Marketing Research, 13, 128-137.
87.Pride, W. M., Lamb, C. W., & Pletcher, B. A. (1979), The informativeness of comparative advertisements: An empirical investigation, Journal of Advertising, 8, 29-36.
88.Raghubir Priya & Corfman Kim (1999), When Do Price Promotions Affect Pretrial Brand Evaluations?, Journal of Marketing Research, 36(2), 211-222.
89.Ratchford, B. T. (1987). New insights about the FCB grid. Journal of Advertising Research, 27 (4), 24-38.
90.Robertson, T.S., S. Zielinski & J. Ward (1985), Consumer Behavior, Illinois: Scott Foresman and Company, 279.
91.Salvador del Barrio-García, Teodoro Luque-Martínez(2003). Modelling consumer response to differing levels of comparative advertising. European Journal of Marketing, 37, 256-274.
92.Schnabel, M. (1975). Conscious parallelism and advertising themes-the case for comparative advertising. Antitrust Law and Economics Review, 7, 11-20.
93.Sengupta.J. & Fitzismon G.J. (2000). The Effects of Analyzing Reasons for Brand Preferences : Disruption or Reinforcement. Journal of Marketing Research, 37(3), 318-330.
94.Shapiro, S., & Krishnan, H. S. (2001), Memory-based measures for assessing advertising effects: A comparison of explicit and implicit memory effects, Journal of Advertising, 30, 1-13.
95.Sherif,Carolyn W.,et al.(1965), Attitude and Attitude Change： the Social Judgment Involvement Approach, Yale University Press, New Haven, Conn.
96.Shimp, T. A. & Dyer, D. C. (1978). The effects of comparative advertising mediated by market position of sponsoring brand. Journal of Advertising, 7(3), 13-19.
97.Singh, S. N., Rothschild, M. L., & Churchill, G. A. (1988), Recognition versus recall as measures of television commercial forgetting, Journal of Marketing Research, 25, 72-80.
98.Stapel, J. (1998), Recall & Recognition: A Very Close Relationship, Journal of Advertising Research, 38(4), 41-45.
99.Swinyard, W. R. (1981). The interaction between comparative advertising and copy claim variation. Journal of Marketing Research, 18(2), 175-186.
100.Thomas E. Barry (1993), Twenty Years of Comparative Advertising in United States, International Journal of Advertising, 12, 325-350.
101.Traylor, M. B. (1981). Product involvement and brand commitment. Journal of Advertising, 21(6), 51-56.
102.Van Horen, Femke; Pieters, Rik(2012). When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation. Journal of Marketing Research, 49 , 83-91.
103.Vaughn, R. (1980). How advertising works: a planning model. Journal of Advertising Research, 20 (5), 27-33.
104.Vaughn, R. (1986). How advertising works: a planning model revisited. Journal of Advertising Research, 26 (1), 57-63.
105.Weinberger, M. G. & Spotts, H. E. (1989). A situational view of information content in TV advertising in the U.S. and U.K.. Journal of Marketing, 53(1), 89-94.
106.Wells, Burnett, & Moriarty (2006). Advertising : Principles and Practice 7th ed, 76-77. Prentice Hall.
107.Yana Aluf, Oz Shy(2001). Comparison-Advertising and Competition. Department of Economics. University of Haifa.
108.Wilkie, William L.& Paul W. Farris (1975), Comparison Advertising: Problems and Potential, Journal of Marketing,39, 7-15.
109.Wilson, R. D., & Muderrisoglu, A. (1979). An analysis of cognitive responses to comparative advertising. Advances in Consumer Research, 7(1), 566-571.
110.Zaichkowsky,J.L.( 1985), Measuring the Involvement Construct, Journal of Consumer Research, 12, 341-352.
111.Zhang, S., & Fitzsimons, G. J. (1999). Choice-process satisfaction: The influence of attribute alignability and option limitation. Organizational Behavior and Human Decision Processes, 77(3), 192-214.
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：852（臺灣：836，外國：16） ／ 本年度總使用人次：2516201 ／ 訪客人次（自102年09月）：68319439
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上