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題名:置入性行銷與傳統行銷之廣告效果比較
書刊名:國立屏東商業技術學院學報
作者:朱素玥薛昭義 引用關係
作者(外文):Chu, Su-yuehHsueh, Chao-yi
出版日期:2006
卷期:8
頁次:頁235-263
主題關鍵詞:產品置入品牌態度品牌形象購意意願Product placementBrand attitudeBrand imagePurchase intention
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(1) 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:145
期刊論文
1.Morris, J. D.、Woo, C.、Geason, J. A.、Kim, J.(2002)。The Power of Affect: Predicting Intention。Journal of Advertising Research,42(3),7-17。  new window
2.陳振遂、陳安琳(1999)。消費品牌權益衡量表之建構--顧客基礎觀點。中山管理評論,7(4),1175-1199。  延伸查詢new window
3.Andrews, J. Craig(1989)。The Dimensionality of Beliefs Toward Advertising in General。Journal of Advertising,18(1),26-35。  new window
4.Arandhna, Krishna(1994)。The Effects of Deal Knowledge on Consumer Purchase Behavior。Journal of Marketing Research,21(1),76-91。  new window
5.Avery, Rosemary J.、Ferraro, Rosellina(2000)。Verisimilitude or advertising ? Brand appearances on prime-time television。The Journal of Consumer Affairs,34(2),217-244。  new window
6.Bhat, S.、Reddy, S,(1998)。Symbolic and functional Positioning of brands。Journal of Consumer Marketing,15(1),32-44。  new window
7.Bird, Michael、Channon, Charles、Ehrenberg, Andrew S. C.(1970)。Brandlmage and Brand Usgae。Journal of Marketing Research Society,7(Aug.),307-314。  new window
8.Bochner, Stephen、Insko, Chester A.(1966)。Communicator Discrepancy, Source Credibility, and Opinion Change。Journal of Personality and Social Psychology,4(6),614-621。  new window
9.Bullmore, J.(1984)。The brand and its image revisited。International Journal of Advertising,3,235-238。  new window
10.Friedmann, R.、Lessig, V. P.(1987)。Psychological Meaning of Products and Positioning。Journal of Product Innovation Management,4(4),265-273。  new window
11.Gupta, Pola B.、Gould, Stephen J.(1997)。Consumers' Perceptions of the Ethics and Acceptability of Product Placement in Movies: Product Category and Individual Differences。Journal of Current Issues and Research in Advertising,19(Spring),37-49。  new window
12.Mackenzie, S. B.、Lutz, R. J.、Belch, G. E.(1986)。The Role of Attitude Toward the Ad as a Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research,23(May),130-143。  new window
13.Meenaghan, Tony(1995)。The role of advertising in brand image development。Journal of Product & Brand Management,4(4),23-34。  new window
14.MilIer, Mark C.(1990)。Hollywood: The Ad。The Atlantic Monthly,257(Apr.),41-68。  new window
15.Mitchell, A. A.、Olson, J, C.(1981)。Are Product Attitude Beliefs the Only Mediators of Advertising Effects on Brand Attitudes?。Journal of Marketing Research,18(Aug.),318-322。  new window
16.Noth, W.(1998)。The Language of Commodities Groundwork for a Semiotics of Consumer Goods。International Journal of Research in Marketing,4(3),173-186。  new window
17.Reynold, T. J.、Gutman, J.(1984)。Advertising as Image Management。Journal of Advertising Research,24(2),37-51。  new window
18.Roth, M. S.(1995)。The Effect of Culture and Socieconomics on the Performance of the Global Brand Image Strategies。Journal of Marketing Research,2(5)。  new window
19.Sommers, Montrose S.(1964)。Product Symbolism and the Perception of Social Strata。Proceedings of the American Marketing Association,22,200-216。  new window
20.Douglas, S. P.、Wind, Y.(1987)。The myth of globalization。Columbia Journal of World Business,22(4),19-29。  new window
21.Friedman, Hershey H.、Friedman, Linda(1979)。Endorser Effectiveness by Product Type。Journal of Advertising Research,19(5),63-71。  new window
22.Gardner, Burleigh B.、Levy, Sidney J.(1955)。The Product and the Brand。Harvard Business Review,33,33-39。  new window
23.Dobni, Dawn、Zinkhan, George M.(1990)。In Search of Brand Image: A Foundation Analysis。Advances in Consumer Research,17(1),110-119。  new window
24.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research,16(3),310-321。  new window
25.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
26.Russell, Cristel Antonia(1998)。Toward a Framework of Product Placement: Theoretical Propositions。Advances in Consumer Research,25(1),357-362。  new window
27.Shimp, Terence A.(1981)。Attitude toward the ad as a mediator of consumer brand choice。Journal of Advertising,10(2),9-48。  new window
28.Balasubramanian, S. K.(1994)。Beyond Advertising and Publicity : Hybrid Messages and Public Policy Issues。Journal of Advertising,23(4),29-46。  new window
29.Putrevu, Sanjay、Lord, Kennth R.(1994)。Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions。Journal of Advertising,23(2),77-91。  new window
30.Gupta, Pola B.、Lord, Kenneth R.(1998)。Product Placement in movies: The Effect of Prominence and Mode on Audience Recall。Journal of Current Issues and Research in Advertising,20(1),47-59。  new window
31.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。  new window
32.Nebenzahl, I. D.、Secunda, E.(1993)。Consumers' Attitudes toward Product Placement in Movies。International Journal of Advertising,12(1),1-11。  new window
33.Aaker, David A.(1992)。The value of brand equity。Journal of Business Strategy,13(4),27-32。  new window
34.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing,25(6),59-62。  new window
35.Newman, J. W.(1957)。New insight, new progress for marketing。Harvard Business Review,35(6),95-102。  new window
36.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing,50(4),135-145。  new window
37.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research,32(6),RC6-RC12。  new window
38.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research,28(3),307-319。  new window
39.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing,52(3),2-22。  new window
40.Rao, Akshay R.、Monroe, Kent B.(1988)。The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations。Journal of Consumer Research,15(2),253-264。  new window
41.Neal, W. D.(2000)。For Most Consumers, Loyalty Isn't Attitude。Marketing News,34(8),7。  new window
會議論文
1.Puto, Christopher P.(1986)。Transformational Advertising: Just Another Name for Emotional Advertising or A New Approach?。The Division of Consumer Psychology。American Psychological Association。4-6。  new window
研究報告
1.朱素玥(2004)。MV產品置入與傳統電視廣告對購買意願影響之探索性研究。  延伸查詢new window
2.Baker, M. J.、Hazel, A. C.(1996)。Product Placement。Glasgow。  new window
學位論文
1.Steortz, Eva(1987)。The Cost Efficiency and Communication Effects Associated with Brand Name Exposure within Motion Pictures(碩士論文)。West Virginia University。  new window
2.謝宥慧(2003)。產品置入電子媒介對消費者品牌態度之影響(碩士論文)。東吳大學。  延伸查詢new window
3.許美惠(2000)。電影中產品置入之廣告效果(碩士論文)。中國文化大學。  延伸查詢new window
圖書
1.Scultz, D. E.、Martin, D.、Brown, W. R.(1984)。Strategic advertising campaigns。Chicago:Crain Books, Division of Crain Commu nica tions, Inc.。  new window
2.Wells, William、Burnett, John、Moriarty, Sandra E.、陳尚永、洪雅慧、蕭富峰(2002)。廣告學。臺北:華泰。  延伸查詢new window
3.Peter, J. P.、Olson, P.(1994)。Understanding consumer behavior。Burr Ridge, IL:Richard D. Irwin, Inc.。  new window
4.方蘭生(1991)。傳播原理。臺北:三民書局。  延伸查詢new window
5.黃俊英(2000)。行銷管理。華泰文化事業公司。  延伸查詢new window
6.鄭伯勳(1992)。消費者心理學。臺北:大洋書局。  延伸查詢new window
7.Beach, Dale S.(1970)。Personnel: The Management of People at Work。New York:Macmillan。  new window
8.Belch, George E.、Belch, Michael A.(1999)。Advertising and Promotion: An Integrated Marketing Communications Perspective。McGraw-Hill Companies, Inc.。  new window
9.Kapferer, Jean(1992)。Strategic Brand Management。New York:The Free Press。  new window
10.Krechf, David、Crutchfield, Richard S.、Ballackey, Egerton L.(1962)。Individual in society。New York:McGraw Hill。  new window
11.Levy, S. J.(1978)。Market Place Behavior--Its Meaning for Management。New York:AMACOM。  new window
12.Makeachie, W. J.、Doyle, Charlotle C.(1968)。Psychology。Reading, MA:Addison-Wesley Publishing Company, Inc.。  new window
13.Wells, W.、Burnett, John、Moriarty, Sandra(2000)。Advertising--Principles and Practice。Englewood Cliffs, New Jersey:Prentice-Hall。  new window
14.羅文坤(1991)。行銷傳播學。臺北:三民書局。  延伸查詢new window
15.Kotler, P.(1995)。Marketing Management Analysis, Planning Implementation, and Control。Prentice-Hall。  new window
16.林靈宏(1994)。消費者行為學。臺北:五南圖書出版有限公司。  延伸查詢new window
17.黃俊英(1999)。行銷研究:管理與技術。台北:華泰。  延伸查詢new window
18.林建煌(2002)。消費者行為。臺北:智勝文化事業有限公司。  延伸查詢new window
19.Walters, C. Glenn(1978)。Consumer behavior: Theory and practice。Richard D. Irwin, Inc.。  new window
20.Howard, John A.(1989)。Consumer Behavior in Marketing Strategy。Prentice Hall。  new window
21.Hovland, Carl Iver、Janis, Irving L.、Kelley, Harold H.(1953)。Communication and Persuasion: Psychological Studies of Opinion Change。Yale University Press。  new window
22.Maslow, Abraham H.、Frager, Robert、Fadiman, James、McReynolds, C.(1970)。Motivation and Personality。Harper。  new window
23.Aaker, David A.(1991)。Managing Brand Equity。The Free Press。  new window
24.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
25.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
其他
1.Clark, K. R.(199106210)。Group goes after brand-name film props。  new window
2.Goleman, D.(19901408)。Research Probes what the mind senses unaware。  new window
圖書論文
1.Rosenberg, M. J.、Hovland, C. I.(1960)。Cognitive, affective, and behavioral components of attitude。Attitude Organization and Change: An Analysis of Consistency among Attitude Components。New Haven, CT:Yale University Press。  new window
2.Donegan, N. H.、Rodin, J.、O'Brien, C. P.、Solomon, R. L.(1983)。A Learning Theory Approach to Commonalities。Commonalities in Substance Abuse and Habitual Behavior。Lexington, MA:Lexington Books。  new window
3.Hughes, D. G.(1973)。Demand Analysis for Marketing Decision。Brand equity and advertising。Hillsdale, NJ:Lawrence Erlbaum Associates。  new window
4.Park, C. Whan、Mittal, Banwari(1985)。A theory of Involvement in Consumer Behavior: Problems and Issues。Research in Consumer Behavior。Greenwich, Connecticut:JAI Press。  new window
5.Allport, Gordon W.(1935)。Attitudes。Handbook of Social Psychology。Clark University Press。  new window
6.Herzog, H.(1963)。Behavioral Science Concepts for Analyzing the Consumer。Marketing and the Behavioral Science。Boston, MA:Allyn and Bacon。  new window
 
 
 
 
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