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：比較廣告不同類別對衝突性利益與競爭效能關聯的干擾角色
書刊名：管理與系統
作者：施錦村 引用關係
作者(外文)：Shih, Chin-tsun
出版日期：2009
卷期：16:1
頁次：頁99-121
主題關鍵詞：比較廣告；衝突性利益；競爭效能；不同類別；Comparative advertising；Conflict interests；Competitive efficiency；Different category
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(8) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:12
  • 點閱點閱:55
本研究從競爭市場構面驗證比較廣告衝突性利益與競爭效能的關聯，及比較廣告不同類別對競爭效能的干擾效果，有别於過去大部分文獻均從個別品牌探討比較廣告強度對廣告效果的影響，同時也填補了該領域的研究缺口。本研究樣本資料來自台灣公平會1992年至2007年的實際案例，該等資料經由內容分析法、SEM及區別分析等統計分析工具驗證，實證結果可分成二部分：其一，衝突性利益與競爭效能的關聯除廣告負面效果與競爭效能間之反向關係，未獲實證支持外，其餘2項假設（正面效果與競爭效能間之正向關係；正（反）面效果間反向關係）均獲得實證支持；其二，間接比較廣告之競競爭效能優於直接比較廣告。以上實證結果，除與現有理論文獻大致相符外，在實務運用上，對廣告主完成有競爭效能的比較廣告及台灣競爭法主管機關在實務運作上，均具有參考價值。
This paper has examined relationships between conflict interests of comparative advertising and competitive efficiencies and the moderating effects of different category to competitive efficiencies from a competitive market point of view. It is different from the majority past documents had explored the influences of comparative advertising intensity to advertising effectiveness from individual brand standpoint. At the same time, this study has filled up the gaps of the research domain. The study sample cases of comparative advertising come from Taiwan Fair Trade Commission (TFTC) between 1992 and 2007 and conducting a content analysis. The empirical analytical method employed to examine the data by SEM and a discriminate analysis. The results confirm a negative relationship that it is not significant and un-supported by the verification between advertising negative effects and competitive efficiencies, the others 2 hypotheses (positive relationship between positive effects and competitive efficiencies; negative relationship between positive and negative effects) have been supported by verification. The results also have been confirmed that the competitive efficiencies of indirect comparative advertising are superior those of direct comparative advertising. These empirical results almost correspond with past relevant theories and can be used to construct a comparative advertising of competitive efficiency. These results may also help TFTC and enterprises actual situations involving comparative advertising.
期刊論文
1.Flandin, M. P.、Martin, E.、Simkin, L. P.(1992)。Advertising effectiveness research。International Journal of Advertising，11(3)，203-214。  new window
2.Romano, Charlotte J.(2005)。Comparative Advertising in the United States and in France。Northwestern Journal of International Law and Business，25(2)，371-413。  new window
3.Crowe, Ellen、Higgins, Tory E.(1997)。Regulatory Focus and Strategy Inclinations: Promotion and Prevention in Decision Making。Organizational Behavior and Human Decision Process，69(1)，117-132。  new window
4.Miniard, Paul W.、Barone, Michael J.、Rose, Randall L.、Manning, Kenneth C.(2006)。A Future Assessment of Indirect Comparative Advertising Claims of Superiority Over All Competitors。Journal of Advertising，35(4)，53-64。  new window
5.Stevenson, T. H.、Swayne, L. E.(1988)。Guideline for Comparative Advertising in Industrial Trade Publication。The Journal of Business & Industrial Marketing，3(1)，37-44。  new window
6.Johar, G. V.、Holbrook, M. B.、Stem, B, B.(2001)。The role of myth in creative advertising design: Theory, process and outcome。Journal of Advertising，30(2)，1-25。  new window
7.Iyer, Easwar S.(1988)。The Influence of Verbal Content and Relative Newness on the Effectiveness of Comparative Advertising。Journal of Advertising，17(3)，15-21。  new window
8.Kassarjian, Harold H.、Kassarjian, Waltraud M.(19880900)。The Impact of Regulation on Advertising: A Content Analysis。Journal of Consumer Policy，11(3)，269-285。  new window
9.Williamson, O. E.(1968)。Economies as an Antitrust Defense: The Welfare Tradeoffs。Americsn Economic Review，58(1)，18-36。  new window
10.Chernev, A.(2004)。Goal orientation and consumer preference for the status quo。Journal of Consumer Research，31(3)，557-565。  new window
11.盧瑞陽、余朝權、林金郎、張家琳(20060700)。臺灣不法比較廣告之研究--2004年案例研析。公平交易季刊，14(3)，27-64。new window  延伸查詢new window
12.Campbell, Donald T.、Fiske, Donald W.(1959)。Convergent and Discriminant Validation by Multitrait-Multimethod Matrix。Psychological Bulletin，56(2)，81-105。  new window
13.Jain, Shailendra Pratap、Agrawal, Nidhi、Maheswaran, Durairaj(2006)。When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames。Journal of Consumer Research，33(1)，91-98。  new window
14.Bentler, Paul M.、Chou, Chih-ping(1987)。Practical Issues in Structural Modeling。Sociological Methods and Research，16(1)，78-117。  new window
15.Higgins, E. Tory(2000)。Making a Good Decision: Value from Fit。American Psychologist，55(11)，1217-1230。  new window
16.Barry, Thomas E.(1993)。Twenty years of Comparative Advertising in the United States。International Journal of Advertising，12(4)，325-350。  new window
17.Thompson, Debora V.、Hamilton, Rebecca W.(2006)。The Effects of Information Processing Mode on Consumers' Responses to Comparative Advertising。Journal of Consumer Research，32(4)，530-540。  new window
18.Barrio-Garcia, S. D.、Luque-Martinez, T.(2003)。Modeling Consumer Response to Differing Levels of Comparative Advertising。European Journal of Marketing，37(1/2)，256-274。  new window
19.Chang, C.(2007)。The Relative Effectiveness of Co mparative and Non-comparative Advertising。Journal of Advertising，Vol. 36, No. 1，21-35。  new window
20.Cho, C. H. and Khang, H. K(1994)。The State of Internet-Related Research in Communication, Marketing, and Advertising: 1994-2003。Journal of Advertising，vol. 35,no. 3，143-163。  new window
21.Choi, Y. K. and Miracle, G. E.(2004)。The Effective of Comparative Advertising in Korea and the United States。Journal of Advertising，Vol. 33, No. 4，75-87。  new window
22.Chow, C. W. C. and Luk, C. L.(2006)。Effects of Co mparative Advertising in High and Low Cognitive Elaboration Conditions。Journal of Advertising，Vol. 35, No. 2，55-67。  new window
23.Grewal, D., Kavanoor, S., Fern, E. F., Costley, C., and Barnes, J.(1997)。Comparative Versus Non-comparative Advertising: A Meta-analysis。Journal of Marketing，Vol. 61, No. 4，1-15。  new window
24.Hoelter, J. W.(1983)。The Analysis of Covari ance Structures: Goodness-of-fit Indices。Sociological Methods and Research，Vol. 11，325-344。  new window
25.Jain, S. P. and Posavac, S. S.(2004)。Valences Comparisons。Journal of Marketing Research，Vol. 51, No. 1，46-58。  new window
26.Pechmann, C. and Ratneshwar, S.(1991)。The Use of Comparative Advertising for Brand Position: Association versus Differentiation。Journal of Consumer Research，Vol. 18, No. 3，145-160。  new window
27.Roggeveen, A. L., Grewal, D., and Gotlieb, J.(2006)。Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues。Journal of Consumer Research，Vol. 33, No. 1，115-122。  new window
28.Shiv, B., Edell, J., and Payne, J. W.(2004)。Does Elab oration Increase or Decrease the Effectiveness of Negatively versus Positive Framed Messages。Journal of Consumer Research，Vol. 31, No. 2，1-21。  new window
29.Swayne, L. E., Starling, J. M., and Ginter, P. M.(1981)。Toward a Contingency Theory of Comparative Advertising: A Guide for Advertising Strategy。Akron Business and Economic Review，Vol. 12，29-34。  new window
30.Wright, L. B., Morgan, F. W., and Stoltman, J. J.(1999)。International Comparative Advertising: Legal and Management Issues。American Marketing Association Conference Proceedings，Vol. 10，171-172。  new window
31.Yavinsky, W. W.(2007)。A Comparative Look at Comparative Attorney Advertising: Why Efforts to Prohibit Evaluative Ranking Spark Debate from Buffalo to Buenos Aires。The Georgetown Journal of Legal Ethics，Vol. 20, No. 3，969-988。  new window
32.Zhang, S., Kardes, F. R., and Cronley, M. L.(2002)。Comparative Advertising: Effects of Structural Alignment on Target Brand Evaluations。Journal of Consumer Psychology，Vol. 12, No. 4，302-311。  new window
圖書
1.Cohen, Julie、Gleason, Thomas(1990)。Social Research in Communication and Law。Newbury Park：Free Press。  new window
2.Cooper, Donald. R.、Schindler, Pamla S.(2001)。Business Research Method。Singapore。  new window
3.行政院公平交易委員會(2004)。認識公平交易法。台北：行政院公平交易委員會。  延伸查詢new window
4.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
5.Weber, Robert Philip(1985)。Basic Content Analysis。Sage Publications Inc.。  new window
6.吳萬益、林清河(2005)。企業研究方法。臺北市：華泰書局。  延伸查詢new window
7.Kerlinger, F. N.、Lee, H. B.(2000)。Foundations of Behavioral Research。Harcourt College Publishers。  new window
8.Bollen, K. A.(1989)。Structural Equations with Latent Variables。New York：John Wiley & Sons。  new window
9.Jöreskog, Karl G.、Sörbom, Dag(1993)。LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language。Scientific Software International。  new window
10.Walker, B. A., Swasy, J. L., and Rethans, A. J.(1986)。The Impact of Comparative Advertising on Perception Formation in New Product Introductions。Advance in Consumer Research。MI。  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：846（臺灣：834，外國：12） ／ 本年度總使用人次：2042760 ／ 訪客人次（自102年09月）：67855169
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