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題名：網路媒體置入性行銷效果研究
書刊名：電子商務研究
作者：江義平 引用關係／謝昌明
作者(外文)：Chiang, I-ping／Hsieh, Chang-ming
出版日期：2013
卷期：11:2
頁次：頁173-192
主題關鍵詞：置入性行銷；網路媒體；產品類型；Online product placement；Online media；Product type
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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  • 點閱點閱:98
期刊論文
1.Walsh, P.、Kim, Y.、Ross, S. D.(2008)。Brand recall and recognition: A comparison of television and sport video games as presentation modes。Sport Marketing Quarterly，17，201-208。  new window
2.Lawrence, R.(1989)。Television: The Battle for Attention。Marketing and Media Decisions，24(2)，80-84。  new window
3.Buss, D. D.(1998)。Making Your Mark in Movies and TV。Nation’s Business，86(12)，28-32。  new window
4.Matthes, J.、Schemer, C.、Wirth, W.(2007)。More Than Meets the Eye: Investigating the Hidden Impact of Brand Placements in Television Magazines。International Journal of Advertising，26(4)，477-503。  new window
5.Homer, P. M.(2009)。Product Placement: The Impact of Placement Type and Repetition on Attitude。Journal of Advertising，38(3)，21-31。  new window
6.Schemer, C.、Matthes, J.、Wirth, W.、Textor, S.(2008)。Does Passing the Courvoisier Always Pay Off? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Music Videos。Psychology & Marketing，25(10)，923-943。  new window
7.Schneider, L. P.、Cornwell, T. B.(2005)。Gashing in on Crashes via Brand Placement in Computer Games。International Journal of Advertising，24(3)，321-343。  new window
8.Brennan, I.(2008)。Brand Placement in Novels: A Test of the Generation Effect。International Journal of Advertising，27(4)，495-509。  new window
9.Babin, L. A.、Carder, S. T.(1996)。Advertising via the Box Office: Is Product Placement Effective?。Journal of Promotion Management，3(1/2)，31-51。  new window
10.Auty, S.、Lewis, C.(2004)。Exploring Children’s Choice: The Reminder Effect of Product Placement。Psychology & Marketing，21(9)，699-716。  new window
11.Woodside, A. G.(1990)。Measuring Advertising Effectiveness in Destination Marketing Strategies。Journal of Travel Research，29(3)，3-8。  new window
12.Hernandez, M. D.、Chapa, S.、Minor, M. S.、Maldonado, C.、Barranzuela, F.(2004)。Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedent。Journal of Interactive Advertising，4(3)。  new window
13.Krishnan, H. S.、Chakravarti, D.(1999)。Memory Measures for Pretesting Advertisements: An Integrative Conceptual Framework and a Diagnostic Template。Journal of Consumer Psychology，8(1)，1-37。  new window
14.Nelson, M. R.、Keum, H.、Yaros, R. A.(2004)。Advertainment or Adcreep? Game Players’ Attitudes toward Advertising and Product Placements in Computer Games。Journal of Interactive Advertising，5(1)，3-30。  new window
15.Duke, C. R.、Carlson, L.(1993)。A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness。Journal of Current Issues and Research in Advertising，15(2)，1-14。  new window
16.Nelson, Michelle R.(2002)。Recall of Brand Placements in Computer/Video Games。Journal of Advertising Research，42(2)，80-92。  new window
17.Ehrenberg, A.(1974)。Repetitive Advertising and the Consumer。Journal of Advertising Research，14(2)，25-35。  new window
18.Law, S.、Braun, K. A.(2000)。I’ll Have What She’s Having: Gauging the Impact of Product Placement on Viewers。Psychology & Marketing，17(12)，1059-1075。  new window
19.Winkler, Tina、Buckner, Kathy(2006)。Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement。Journal of Interactive Advertising，7(1)，3-32。  new window
20.Cauberghe, Verolien、de Pelsmacker, Patrick(2010)。Advergames: The Impact of Brand Prominence and Game Repetition on Brand Responses。Journal of Advertising，39(1)，5-18。  new window
21.Strong, E. K. Jr.(1925)。Theories of Selling。Journal of Applied Psychology，9(1)，75-86。  new window
22.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
23.Nedungadi, P.(1990)。Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations。Journal of Consumer Research，17(3)，263-276。  new window
24.Bornstein, R. F.(1989)。Exposure and affect: Overview and meta-analysis of research, 1968-1987。Psychological Bulletin，106(2)，265-289。  new window
25.Hawkins, D. T.(1994)。Electronic Advertising on Online Information Systems。Online，18(2)，26-39。  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.Balasubramanian, Siva K.、Karrh, James A.、Patwardhan, Hemant(2006)。Audience Response to Product Placements: An Integrative Framework and Future Research Agenda。Journal of Advertising，35(3)，115-141。  new window
28.Shapiro, Stewart、Krishnan, H. Shanker(2001)。Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects。Journal of Advertising，30(3)，1-13。  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.Bearden, William O.、Lichtenstein, Donald R.、Teel, Jesse E.(1984)。Comparison price, coupon, and brand effects on consumer reactions to retail newspaper advertisements。Journal of Retailing，60(2)，11-34。  new window
31.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
32.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
33.Shapiro, S.、MacInnis, D. J.、Heckler, S. E.(1997)。The Effects of Incidental Ad Exposure on the Formation of Consideration Sets。Journal of Consumer Research，24(1)，94-104。  new window
34.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
35.Lee, M.、Faber, R. J.(2007)。Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention。Journal of Advertising，36(4)，75-90。  new window
會議論文
1.Sapolsky, B. S.、Kinney, L.(1994)。You Oughta Be in Pictures: Product Placements in The Top-Grossing Films of 1991。1994 American Academy of Advertising Conference (89)。Athens, GA：American Academy of Advertising。  new window
2.Bressoud, E.、Lehu, J. M.、Russell, C. A.(2008)。Integrating Placement and Audience Characteristics to Assess the Recall of Product Placements in Film: Findings from a Field Study。7th International Conference on Research in Advertising (ICORIA)。Antwerp。  new window
學位論文
1.Blondé, K.、Roozen, I.(2007)。An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-Second Commercials(博士論文)。Vlekho-Business School。  new window
2.Juhl, J. K.(2006)。The Effectiveness of Product Placement in Video Games(博士論文)。University of Bath。  new window
3.Ferguson, N. S.(2008)。Bling-Bling Brand Placements: Measuring the Effectiveness of Brand Mentions in Hip-Hop Music(博士論文)。The University of Texas。  new window
圖書
1.Zeff, R.、Aronson, B.(1997)。Advertising on the Internet。New York：John Wiley & Sons。  new window
其他
1.Lipman, J.(19890407)。Outcry over Product Placement Worries Movie, Ad Executives。  new window
2.(2009)。eMarketer，http://www.emarketer.com/Article.aspx?R=1007201， 201105。  new window
 
 
 
 
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