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：多品牌策略廣告效果之實證研究--以聯合利華洗髮精再行銷為例
書刊名：淡江人文社會學刊
作者：黃志文／戴嬡坪／胡渝淦
作者(外文)：Huang, Chih-wen／Tai, Ai-ping／Hu, Yu-gan
出版日期：2001
卷期：9
頁次：頁1-24
主題關鍵詞：多品牌策略；品牌再行銷；洗髮精；廣告效果；聯合利華；Advertising effects；Multi-brands；Relaunch；Shampoo；Uniliver
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:2
  • 點閱點閱:49
　　　　　在今日產品泛濫的時代，消費者面對眾多可選擇的品牌，往往會因為某些誘因而產生轉換品牌的行為。廠商為了更能掌握消費者，紛紛採用多品牌策略，以擴大同類產品的整體市場佔有率。本研究採「分層隨機抽樣－比例配置法」，以聯合利華公司(Unilever)所生產的兩個洗髮精品牌─麗仕(Lux)與坎妮(Organics)的廣告片做為實證之廣告，以淡江大學企業管理學系日間部學生為研究對象。回收之資料以適合度檢定得知樣本足以代表母體，透過因素分析萃取因素，以集群分析將研究對象分群，再以交叉分析、單因子變異數分析將群與人口統計變數做相關性分析。研究結果發現：(1) 在麗仕品牌方面，廣告認知構面群與性別、戶籍地有顯著相關性；廣告態度構面群與年齡有顯著相關性；品牌態度構面群與戶籍地有顯著相關性。(2) 在坎妮品牌方面，品牌認知構面群與性別有顯著相關性。
　　　　　In the previous decade of over supply of products, consumers encounter so many brands that they always switch brands for some incentives. Manufacturers adopt a multi-brands strategy to attract consumers and to expand the whole market share for the same category of products. This study looks at the case of Unilever’s Lux brand and Organics brand shampoos with data obtained from a stratified random proportional allocation sampling from the students in the Department of Business Administration, Tamkang University. Several statistical methods were used to dissert the datum, such as validity analysis, reliability analysis, one sample t-test, frequency distribution, factor analysis, cluster analysis, analysis of variance (one-way), discriminate analysis and chi-square test. The findings of this research are as follows: 1. Lux brand: advertising cognition group is obviously related with gender and native origin; advertising attitude group is obviously related with age; brand attitude group is obviously related with native origin. 2. Organics brand: brand cognition group is obviously related with gender.
期刊論文
1.Barry, Thomas E.(1993)。Comparative Advertising: What Have We Learned in Two Decades?。Journal of Advertising Research，33(2)，19-29。  new window
2.Reddy, Srinivas K.、Holak, Susan L.、Bhat, Subodh(1994)。To extend or not to extend: Success determinants of line extensions。Journal of Marketing Research，31(2)，243-262。  new window
3.戴嬡坪(19970600)。從廣告涉入比較國際廣告效果之研究。國立臺北商專學報，48，239-278。new window  延伸查詢new window
4.Mason, C. H.、Milne, G. R.(1994)。An approach identifying cannibalization within product line extensions and multi-brand strategies。Journal of Business Research，31(1/2)，163-170。  new window
5.(2000)。P&G Pet food Business Rolls out L5m Eukanuba Relaunch。Marketing Week，23(31)，9。  new window
6.Stephanie, T.(2000)。Nestle gives mate update in new package, ad effort。Advertising Age，71(39)，8。  new window
7.吳統雄(1985)。態度與行為研究的信度與效度--理論、反應、反省。民意學術專刊，1985(夏)，29-53。  延伸查詢new window
8.Blackett, T.(1991)。The valuation of brands。Marketing Intelligence and Planning，36(1)，27-35。  new window
9.Mahajan, V.、Subhash, S.、Buzzell, R. D.(1993)。Assessing the impact of competitive entry on market expansion and incumbent sales。Journal of Marketing，57(3)，39-52。  new window
10.Mitchell, A. A.、Olsen, J. C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?。Journal of Marketing Research，18(3)，318-332。  new window
11.Lutz, R. J.、MacKenzie, S. B.、Belch, G. E.(1983)。Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences。Advances in Consumer Research，10(1)，532-539。  new window
12.Krugman, Herbert E.(1965)。The Impact of Television Advertising: Learning Without Involvement。Public Opinion Quarterly，29(3)，349-356。  new window
13.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
14.MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing，53(2)，48-65。  new window
15.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
16.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George 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(2)，130-143。  new window
17.Celsi, Richard L.、Olson, Jerry C.(1988)。The Role of Involvement in Attention and Comprehension Processed。Journal of Consumer Research，15(2)，210-224。  new window
圖書
1.Churchill, G. A. Jr.、Peter, J. P.(1998)。Marketing: Creating Value for Customers。McGraw-Hill。  new window
2.呂長民(1999)。行銷研究--方法論與實例應用。台北：前程書局。  延伸查詢new window
3.黃俊英(1992)。行銷研究--管理與技術。台北：華泰書局。  延伸查詢new window
4.Kotler, P.、Armstrong, G.(1994)。Principles of Marketing。Englewood Cliffs, NJ：Prentice-Hall。  new window
5.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
圖書論文
1.Ray, M. L.(1973)。Marketing communications and hierarchy of effects。New models for mass communication research。CA：Sage Publications。  new window
2.Lutz, Richard J.(1985)。Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework。Psychological Processes and Advertising Effects: Theory, Research and Application。Lawrence Erlbaum Associates。  new window
 
 
 
 
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：754（臺灣：753，外國：1） ／ 本年度總使用人次：1885225 ／ 訪客人次（自102年09月）：67686259
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