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：代言人與產品配適之研究
書刊名：管理與系統
作者：蔡佳靜 引用關係／卓家億
作者(外文)：Tsai, Chia-ching／Jhuo, Jia-yi
出版日期：2013
卷期：20:4
頁次：頁611-635
主題關鍵詞：代言人類型；產品類型；性別；配適；廣告效果；Spokesperson types；Product types；Gender；Match-up；Ad effectiveness
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(3) 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:3
  • 共同引用共同引用:0
  • 點閱點閱:15
本研究奠基於配適假說，以性別為配適因子，並運用因子設計探討代言人類型與產品類型搭配之廣告效果。主要發現代言人類型對廣告效果無顯著的影響，而產品類型對廣告效果則有顯著的影響，且功能性產品優於感官性產品，另外，代言人類型與產品類型對廣告效果有顯著的交互作用，且運動員與政治家代言功能性產品的廣告效果皆優於其代言感官性產品。此外，感官性產品由表演者代言的廣告效果最佳，功能性產品則由政治家代言的廣告效果最佳，但是表演者與企業家代言感官性產品與功能性產品的廣告效果皆無顯著差異。
This study uses gender as a match-up factor and applies factorial experimental design to examine the match-up of spokesperson and product types and the resultant ad effectiveness based on Match-up Hypothesis, and finds that product types have significant impact on ad effectiveness, while spokesperson types don't. The utilitarian product type causes better ad effectiveness than the hedonic one. The interactive effect of spokesperson and product types is also one of the main findings. In terms of ad effectiveness, an ad for the utilitarian product that uses an athlete and politician as its spokespersons is better than an ad for the hedonic product. Also, it is the most effective for the hedonic product to choose an actor as its endorser and for the utilitarian product to use a politician as a spokesperson, but there is not significant different ad effectiveness between a hedonic and a utilitarian product when an actor and an entrepreneur are used as an endorser.
期刊論文
1.Liu, Matthew Tingchi、Huang, Yu‐Ying、Minghua, Jiang(2007)。Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China。Journal of Consumer Marketing，24(6)，358-365。  new window
2.Solomon, M. R.、Ashmore, R. D.、Longo, L. C.(1992)。The beauty match-up hypothesis: Congruence between types of beauty and product images in advertising。Journal of Advertising，21(4)，23-34。  new window
3.Koernig, S. K.、Page, A. L.(2002)。What if your dentist looked like Tom cruise? applying the match-up hypothesis to a service encounter。Psychology and Marketing，19(1)，91-110。  new window
4.Leclerc, F.、Schmitt, B. H.、Dube, L.(1994)。Foreign branding and its effects on product perceptions and attitudes。Journal of Marketing Research，31(2)，263-270。  new window
5.Till, B. D.、Stanley, S. M.、Priluck, R.(2008)。Classical Conditioning and Celebrity Endorsers: An Examination of Belongingness and Resistance to Extinction。Psychology and Marketing，25(2)，179-196。  new window
6.Strahilevitz(1999)。The Effects of Product Types and Donation Magnitude on Willingness to Pay More for a Charity-Linked Brand。Journal of Consumer Psychology，8(3)，215-241。  new window
7.Mowen, J. C.、Brown, S. W.(1980)。On Explaining & Predicting the Effectiveness of Celebrity Endorsers。Advances in Consumer Research，8(1)，437-441。  new window
8.Mackay, W. R.、Miller, C. A.(1982)。Relations of Socioeconomic Status and Sex Variables to the Complexity of Worker Function in the Occupational Choice of Elementary School Children。Journal of Vocational Behavior，20(1)，31-39。  new window
9.Gottfredson, L. S.(1981)。Circumscription and Consumption: A Developmental Theory of Occupational Aspirations。Journal of Counseling Psychology，28(6)，545-579。  new window
10.Dittmar, H.、Beattie, J.、Friese, S.(1995)。Gender Identity and Material Symbols: Objects and Decision Considerations in Impulse Purchase。Journal of Economic Psychology，16(3)，491-511。  new window
11.Bucklin, L. P.(1976)。Interbrand Choice, Strategy, and Bilateral Market Power。Journal of Marketing Research，14(3)，421-422。  new window
12.Parekh, H.、Kanekar, S.(1994)。The Physical Attractiveness Stereotype in A Consumer-Related Situation。Journal of Social Psychology，134(3)，297-300。  new window
13.Peterson, R. A.、Kerin, R. A.(1977)。The Female Role in Advertisements: Some Experimental Evidence。Journal of Marketing，41(4)，59-63。  new window
14.Kanungo, R. N.、Pang, S.(1973)。Effects of Human Models on Perceived Product Quality。Journal of Applied Psychology，57(2)，172-178。  new window
15.Holbrook, M. B.(1980)。Some Preliminary Notes on Research in Consumer Esthetics。Advances in Consumer Research，7(1)，104-108。  new window
16.Lynch, James、Schuler, Drue(1994)。The Matchup Effect of Spokesperson and Product Congruency: A Schema Theory Interpretation。Psychology & Marketing，11(5)，417-445。  new window
17.Holbrook, M. B.、Batra, Rajeev(1987)。Assessing the Role of Emotions as Mediators of Consumer Response to Advertising。Journal of Consumer Research，14(3)，404-420。  new window
18.Shamdasani, P. N.、Stanaland, A. J. S.、Tan, J.(2001)。Location, Location, Location: Insights for Advertising Placement on the Web。Journal of Advertising Research，41(4)，7-21。  new window
19.Stafford, M. R.、Stafford, T. F.、Day, E.(2002)。A Contingency Approach : The Effects Of Spokesperson Type And Service Type On Service Advertising Perceptions。Journal of Advertising，31(2)，17-34。  new window
20.Friedman, Hershey H.、Friedman, Linda(1979)。Endorser Effectiveness by Product Type。Journal of Advertising Research，19(5)，63-71。  new window
21.Bower, A. B.、Landreth, S.(2001)。Is Beauty Best? Highly versus Normally Attractive Models in Advertising。Journal of Advertising，30(1)，1-12。  new window
22.Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research，24(5)，33-41。  new window
23.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。  new window
24.Mcdaniel, S. R.(1999)。An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas。Psychology and Marketing，16(2)，163-184。  new window
25.Swan, John E.、Combs, Linda Jones(1976)。Product Performance and Consumer-Satisfaction-a New Concept。Journal of Marketing，40(2)，25-30。  new window
26.Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。  new window
27.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。  new window
28.Dhar, Ravi、Wertenbroch, Klaus(2000)。Consumer Choice Between Hedonic and Utilitarian Goods。Journal of Marketing Research，37(1)，60-71。  new window
29.Copeland, Melvin T.(1923)。Relation of Consumers' Buying Habits to Marketing Methods。Harvard Business Review，1(3)，282-289。  new window
30.Morwitz, Vicki G.、Schmittlein, David(1992)。Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?。Journal of Marketing Research，29(4)，391-405。  new window
31.Ohanian, Roobina(1991)。The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase。Journal of Advertising Research，31(1)，46-54。  new window
32.Strahilevitz, Michal A.、Myers, John G.(1998)。Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell。Journal of Consumer Research，24(4)，434-446。  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
34.Baker, Michael J.、Churchill, Gilbert A. Jr.(1977)。The Impact of Physically Attractive Models on Advertising Evaluations。Journal of Marketing Research，14(4)，538-555。  new window
35.Kamins, Michael A.(1990)。An Investigation into the "Match-Up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep。Journal of Advertising，19(1)，4-13。  new window
36.Kahle, Lynn R.、Homer, Pamela M.(1985)。Physical attractiveness of the celebrity endorser: A social adaptation perspective。Journal of Consumer Research，11(4)，954-961。  new window
37.Till, Brian D.、Busler, Michael(2000)。The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs。Journal of Advertising，29(3)，1-13。  new window
會議論文
1.Mandler, George(1982)。The structure of value: Accounting for taste。The seventeenth Annual Carnegie Symposium on Cognition。Hillsdale, NJ：Erlbaum。3-36。  new window
2.Hastie, R.(1981)。Schematic Principles in Human Memory。Ontario Symposium on Personality and Social Psychology。Hillsdale, NJ：Erlbaum Associates。39-88。  new window
學位論文
1.沈彩梅(1994)。青少年家庭功能、職業自我概念與生涯發展之相關研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
2.蔡雅惠(2002)。國中小學生職業性別刻板印象與職業興趣之研究(碩士論文)。國立臺南大學。  延伸查詢new window
3.湯立群(2002)。來源國屬性與產品資訊特性搭配一致性之研究--產品類別的干擾效果(碩士論文)。元智大學。  延伸查詢new window
4.黃紀螢(2003)。無性別商品下反女性刻板印象廣告效果之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
5.林泓達(2000)。裝飾人物性別、受試者性別與產品的性別定位對於性訴求廣告效果之影響(碩士論文)。國立成功大學。  延伸查詢new window
6.吳建宗(2001)。廣告訴求、代言人類型對推廣核能發電之溝通效果(碩士論文)。國立交通大學。  延伸查詢new window
7.李坤遠(1996)。訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究(碩士論文)。國立交通大學。  延伸查詢new window
8.彭金燕(2000)。代言人可信度對廣告效果與購買意願影響之研究(碩士論文)。大葉大學，彰化縣。  延伸查詢new window
圖書
1.Liebert, R. M.、Wicks-Nelson, R.、Kail, R. V.(1986)。Development Psychology。Englewood Cliffs, N. J.：Prentice-Hall, Inc.。  new window
2.Holland, J. L.(1973)。Marking Vocational Choice: A Theory of Careers。Englewood, NJ：Prentice-Hall。  new window
3.Berk, L. E.(1997)。Development of Sex-related Differences and Sex Roles Child Development。Allyn & Bacon。  new window
4.黃俊英(2008)。行銷研究--管理與技術。台北：華泰。  延伸查詢new window
5.金樹人(1991)。生計發展與輔導。臺北：天馬文化事業公司。  延伸查詢new window
6.Ajzen, I.、Fishbein, M.(1980)。Understanding Attitudes and Predicting Social Behavior。Englewood Cliffs, New Jersey：Prentice-Hall。  new window
7.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(2000)。Consumer Behavior。N.Y.：Rinehart and Winston。  new window
8.Cooper, Donald R.、Schindler, Pamela S.、古永嘉(2003)。企業研究方法。台北：華泰文化事業公司。  延伸查詢new window
9.柯淑敏(2001)。兩性關係學。揚智文化事業股份有限公司。  延伸查詢new window
10.DeVellis, Robert F.(2003)。Scale development: theory and applications。Sage。  new window
11.Fiske, S.、Taylor, S.(1991)。Social Cognition。New York：McGraw-Hill。  new window
單篇論文
1.Wearne, T. D.(1991)。Occupational Choices of Children: Must they be traditional?(ED 330970)。  new window
2.Long, M.(1994)。Occupational Sex-role Stereotyping in Secondary Students(ED. 370040)。  new window
圖書論文
1.Holbrook, M. B.、Howard, J. A.(1977)。Frequently Purchased Nondurable Goods & Services。Selected Aspects of Consumer Behavior。Washington, DC：National Science Foundation。  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
:::
無相關書籍
 
無相關著作
 
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：658（臺灣：652，外國：6） ／ 本年度總使用人次：2017497 ／ 訪客人次（自102年09月）：67833474
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