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題名：產品置入型態之置入效果研究：幽默場景之干擾角色
書刊名：管理與資訊學報
作者：吳長生 引用關係／林聖傑
作者(外文)：Wu, Paul C. S.／Lin, Jeremy S. J.
出版日期：2013
卷期：18
頁次：頁1-27
主題關鍵詞：產品置入；幽默場景；品牌回憶；品牌態度；Product placement；Humorous scenario；Brand memory；Brand attitude
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(0) 專書論文(0)
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  • 共同引用共同引用:25
  • 點閱點閱:42
本研究根據說服知識模型，檢驗置入型態對於品牌回憶與品牌態度的置入效果，以及幽默場景對置入效果之干擾影響。採 2（置入型態：顯著置入、隱約置入）× 2（幽默場景：有、無）之組間實驗設計方式，以 DVD 出租店之消費者為研究對象，依據台北市行政區之劃分，每區皆挑選一家 DVD 出租店共 12 店，共計回收有效問卷240 份。結果發現：(1) 顯著置入相較隱約置入有較佳的品牌回憶效果，但有較差的品牌態度；(2) 幽默場景的塑造對於不同置入型態之置入效果有干擾作用，會提高隱約置入較顯著置入之較佳品牌態度差距。研究結果可提供行銷人員根據不同行銷目標，採取不同置入型態策略之參考。
Based on persuasion knowledge model, the aim of this study is to examine the impact of product placement modality on brand memory and brand attitude in the mind of consumers. Furthermore, the moderating effects of humorous scenario on these relationships are also examined. With a 2(placement modality: prominent placement vs. subtle placement) × 2(humorous scenario: with vs. without) between-subjects experimental design, we collected 240 effective samples from the consumers of 12 DVD leasing stores in Taipei. The findings were as followings: (1) consumers’brand memory under prominent placement is higher than that under subtle placement; (2) consumers’ brand attitude under subtle placement is better than that under prominent placement; (3) the difference of consumers’ brand attitude between subtle placement and prominent placement become larger under humorous scenario.
期刊論文
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4.Karrh, J. A.、McKee, K. B.、Pardun, C. J.(2003)。Practitioners’ evolving views on product placement effectivess。Journal of Advertising Research，43(2)，138-149。  new window
5.Lehu, Jean-Marc、Bressoud, E.(2008)。Effectiveness of brand placement: New insights about viewers。Journal of Business Research，61(10)，1083-1090。  new window
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16.Russell, Cristel Antonia(2002)。Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude。Journal of Consumer Research，29(3)，306-318。  new window
17.Campbell, M. C.(1995)。When attention-getting advertising tactics elicit consumer inferences of manipulative intent:The importance of balancing benefits and investments。Journal of Consumer Psychology，4(3)，225-254。  new window
18.d'Astous, Alain、Chartier, Francis(2000)。A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies。Journal of Current Issues and Research in Advertising，22(2)，31-40。  new window
19.許安琪(20051200)。置入？植入？製入？智入？--從多元面向觀點檢視置入性行銷。中華傳播學刊，8，161-178。new window  延伸查詢new window
20.Russell, Cristel Antonia(1998)。Toward a Framework of Product Placement: Theoretical Propositions。Advances in Consumer Research，25(1)，357-362。  new window
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23.蔡樹培(20051200)。電視新聞性置入行銷：行銷視野之探討。中華傳播學刊，8，3-15。new window  延伸查詢new window
24.Bagozzi, Richard P.、Yi, Youjae(1989)。On the Use of Structural Equation Models in Experimental Designs。Journal of Marketing Research，26(3)，271-284。  new window
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27.Cowley, Elizabeth、Barron, Chris(2008)。When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence。Journal of Advertising，37(1)，89-98。  new window
28.D'Astous, A.、Séguin, N.(1999)。Consumer Reactions to Product Placement Strategies in Television Sponsorship。European Journal of Marketing，33(9/10)，896-910。  new window
29.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
30.Karrh, James A.(1998)。Brand placement: A Review。Journal of Current Issues & Research in Advertising，20(2)，31-49。  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.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
33.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
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35.蔣安國、包威棣(20060300)。臺灣廣告主選擇電視媒體置入行銷影響因素之研究。傳播管理學刊，7(1)，43-57。new window  延伸查詢new window
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會議論文
1.Fontaine, I.(2005)。Brand placement in movies: A matter of exposure。the EMAC 34th Conference, Italy。  new window
2.OTSfeill, E.、Barrett, M.(2004)。TiVo-the next big thing-DVDs and television advertising models。the 6th World Media Economics Conference, Montreal, Canada。  new window
研究報告
1.Shapiro, M.(1993)。Product placement in motion pictures。  new window
圖書
1.Joreskog, K. G.、Sorbom, D.(1993)。Lisrel 8: User's refrence guide。Chicago, IL：Scientific Software International。  new window
2.Karrh, J. A.(1995)。Brand placements in feature films; The practitioners’ view。TX：Baylor University。  new window
3.McCarty, J. A.(2004)。Product placement: The nature of the practice and potential avenues of inquiry。The psychology of entertainment media: The blurring of the lines between entertainment and persuasion。Mahwah, NJ：Lawrence Erlbaum。  new window
4.Stewart, D.、Furse, D.(1986)。Effective television advertising。Lexington, MA：D.C. Health and Company。  new window
5.Wilson, C. P.(1979)。Joke’s Form, Content, Use and Function。New York：Academic Press。  new window
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7.Belch, G. E.、Belch, M. A.(1998)。Advertising and promotion: An integrated marketing communications perspective。New York：Irwin。  new window
8.Kotler, Philip、Keller, Kevin Lane(2012)。Marketing Management。Pearson Education。  new window
圖書論文
1.Bhatnagar, N.、Malkoc, S. A.、Aksoy, L.(2004)。Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy。The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion。Mahwah, NJ：Lawrence Erlbaum。  new window
 
 
 
 
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