資料載入處理中...
臺灣人文及社會科學引文索引資料庫系統
:::
網站導覽
國圖首頁
聯絡我們
操作說明
English
行動版
(3.128.202.92)
登入
字型:
**字體大小變更功能,需開啟瀏覽器的JAVASCRIPT,如您的瀏覽器不支援,
IE6請利用鍵盤按住ALT鍵 + V → X → (G)最大(L)較大(M)中(S)較小(A)小,來選擇適合您的文字大小,
如為IE7以上、Firefoxy或Chrome瀏覽器則可利用鍵盤 Ctrl + (+)放大 (-)縮小來改變字型大小。
來源文獻查詢
引文查詢
瀏覽查詢
作者權威檔
引用/點閱統計
我的研究室
資料庫說明
相關網站
來源文獻查詢
/
簡易查詢
/
查詢結果列表
/
詳目列表
:::
詳目顯示
第 1 筆 / 總合 1 筆
/1
頁
來源文獻資料
摘要
外文摘要
引文資料
題名:
外來語廣告態度在行銷策略之應用
書刊名:
商略學報
作者:
高登第
/
劉邦良
作者(外文):
Kao, Danny Tengti
/
Liu, Toby Pang-liang
出版日期:
2018
卷期:
10:3
頁次:
頁203-216
主題關鍵詞:
行銷策略
;
廣告態度
;
外來語
;
品牌熟悉度
;
規範焦點
;
Marketing strategy
;
Advertising attitudes
;
Loan-words
;
Brand familiarity
;
Regulatory focus
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
1
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:
7
點閱:11
本研究嘗試探討在行銷策略上,消費者在接收廣告訊息的時候,對於有無使用「外來語」這個元素的廣告,是否因為不同的品牌熟悉度以及不同的規範焦點因素,而對於消費者的廣告態度產生影響。具體來說,本研究企圖探討「外來語廣告態度」是否會受到規範焦點與品牌熟悉度的影響。本研究取得的結果顯示,廣告中外來語的存在與否在消費者的廣告態度上有相反的效果,相較於沒有外來語的廣告來說,消費者對於具有外來語的廣告會產生較好的廣告態度。而研究發現,消費者在面對不同高低的品牌熟悉度廣告時,只要有外來語存在,其廣告態度都會較佳。而對於不同規範焦點性格的消費者來說,在廣告態度上則有相反的效果,進取焦點的消費者對於有外來語的廣告,會顯現出較好的廣告效果,相反的,趨避焦點的消費者則是會對於有外來語的廣告產生較差的廣告效果。若是同時評估,不同品牌熟悉度與不同規範焦點的消費者,則可以發現在品牌熟悉度高的情況之下,對進取焦點的消費者而言,使用外來語的廣告比不使用外來語的廣告,會產生更佳的廣告態度。但是對於趨避焦點的消費者來說,外來語的使用與否不會影響廣告態度。在品牌熟悉度低的情況之下,對進取焦點的消費者而言,使用外來語的廣告比不使用外來語的廣告,會產生更佳的廣告態度。但是對於趨避焦點的消費者來說,則外來語的使用會有較差的廣告態度。
以文找文
This research attempts to explore the moderating roles of consumer brand familiarity and regulatory focus in the impact of "loan-words" which is a factor of marketing strategy on consumer's advertising attitudes. Specifically, this research is designed to examine the interaction effects of brand familiarity, regulatory focus and, loan -words on consumers' advertising attitudes. It is predicted that the presence or absence of loan-words in advertisements has a significant effect on consumers' advertising attitudes. Customers are likely to engender more positive advertising attitudes on the ads with loan-words than the ads without loan-words. Moreover, it is predicted that consumers are likely to engender positive advertising attitudes for the ads with loan-words, regardless of brand familiarity. Furthermore, it is hypothesized that, compared with prevention-focused consumers, promotion-focused consumers have more positive advertising attitudes on the ads with loan-words. On the contrary, prevention-focused consumers tend to engender more positive advertising attitudes for the ads without loan-words than those with loan-words. In addition, promotion-focused consumers with higher brand familiarity are likely to engender more positive advertising attitudes for the ads with loan-words than those without loan-words. In contrast, for preventive-focused consumers with higher brand familiarity, the availability of loan-words fails to affect consumer advertising attitudes. On the contrary, promotion-focused consumers with lower brand familiarity are likely to engender more positive advertising attitudes for the ads with loan -words than those without loan-words. In contrast, preventive-focused consumers with lower brand familiarity, the ads without loan-words tend to engender more positive advertising attitudes than those with loan-words.
以文找文
期刊論文
1.
Dholakia, U. M.、Gopinath, M.、Bagozzi, R. P.(2005)。The role of desires in sequential impulsive choices。Organizational Behavior and Human Decision Processes,98(2),179-194。
2.
Haws, K. L.、Dholakia, U. M.、Bearden, W. O.(2010)。An assessment of chronic regulatory focus measures。Journal of Marketing Research,47(5),967-982。
3.
Krishnan, H. S.、Smith, R. E.(1998)。The relative endurance of attitudes, confidence, and attitude-behavior consistency: The role of information source and delay。Journal of Consumer Psychology,7(3),273-298。
4.
Jin, H. S.、Lutz, R. J.(2013)。The typicality and accessibility of consumer attitudes toward television advertising: Implications for the measurement of attitudes toward advertising in general。Journal of Advertising,42(4),343-357。
5.
Alba, Joseph W.、Hutchinson, J. Wesley(1987)。Dimensions of Consumer Expertise。Journal of Consumer Research,13(4),411-454。
6.
李奇勳(20080700)。價格意識、品牌意識與熟悉度對商店品牌購買意願之影響。管理評論,27(3),21-40。
延伸查詢
7.
Higgins, E. T.(2002)。How self-regulation creates distinct values: The case of promotion and prevention decision making。Journal of Consumer Psychology,12(3),177-191。
8.
林鴻銘(20110300)。調節焦點對廣告說服的影響--訊息處理之角色。商略學報,3(1),39-52。
延伸查詢
9.
Akaka, M. A.、Alden, D. L.(2010)。Global brand positioning and perceptions: International advertising and global consumer culture。International Journal of Advertising,29(1),37-56。
10.
Aydınoğlu, N. Z.、Cian, L.(2014)。Show me the product, show me the model: Effect of picture type on attitudes toward advertising。Journal of Consumer Psychology,24(4),506-519。
11.
Bamoriya, H.、Singh, R.(2011)。Attitude towards advertising and information seeking behavior: a structural equation modeling approach。European Journal of Business and Management,3(3),45-54。
12.
Chalkidou, T. V.、Bradley, M. J.、Liu, H.(2013)。Identifying risk propensity of parks and recreation professionals: a certified park and recreation professional case study。Journal of the Oklahoma Association for Health, Physical Education, Recreation, and Dance,50(3),35-42。
13.
Chuang, S. C.、Tsai, C. C.、Cheng, Y. H.、Sun, Y. C.(2009)。The effect of terminologies on attitudes toward advertisements and brands: Consumer product knowledge as a moderator。Journal of Business and Psychology,24(4),485-491。
14.
Chung, H.、Zhao, X.(2011)。The effects of humor on ad processing: Mediating role of brand familiarity。Journal of Promotion Management,17(1),76-95。
15.
El-Adly, M. I.、Aicinena, S.(2010)。The impact of advertising attitudes on the intensity of TV ads avoiding behavior。International Journal of Business and Social Science,1(1),9-22。
16.
Eze, U.、Lee, C. H.(2012)。Consumers' attitude towards advertising。International Journal of Business and Management,7(13),94-108。
17.
Friedrich, P.(2002)。English in advertising and brand naming: Sociolinguistic considerations and the case of Brazil。English Today,18(3),21-28。
18.
Kao, D. T.(2013)。The impacts of goal orientation, terminology effect and source credibility on communication effectiveness。Journal of Applied Social Psychology,43,2007-2016。
19.
Kristensen, T.、Gabrielsen, G.、Jaffe, E. D.(2014)。Is familiarity a moderator of brand/country alliances? One more look。Transnational Marketing Journal,2(2),61-77。
20.
Karlstads universitet、Lien, N. H.(2001)。Elaboration likelihood model in consumer research: A review。Proceedings of the National Science Council,11(4),301-310。
21.
Militaru, P.(2008)。English influences in Romanian business vocabulary。Journal of Applied Economic Sciences,3,121-126。
22.
Nong, S.、De Schryver, G. M.、Prinsloo, D. J.(2002)。Loan words versus indigenous words in Northern Sotho--A lexicographic perspective。Lexikos,12(1)。
23.
Perera, L. C. R.、Chaminda, J. W. D.(2013)。Corporate social responsibility and product evaluation: The moderating role of brand familiarity。Corporate Social Responsibility and Environmental Management,20(4),245-256。
24.
Sherry, J. F.、Camargo, E. G.(1987)。"May Your Life Be Marvelous": English Language Labelling and the Semiotics of Japanese Promotion。Journal of Consumer Research,14(2),174-188。
25.
Tian, A.、Backus, A.(2013)。Transliteration or loan translation: Constraints on English loanwords' integration into Mandarin Chinese。Tilburg Papers in Culture Studies,44(9),1-16。
26.
Varga, D.、Orešković Dvorski, L.、Bjelobaba, S.,(2012)。English Loanwords in French and Italian Daily Newspapers。Studia Romanica et Anglica Zagrabiensia,56,71-84。
27.
Xie, G. X.、Kahle, L. R.(2014)。Approach or avoid? The effect of regulatory focus on consumer behavioural responses to personal selling attempts。Journal of Personal Selling and Sales Management,34(4),260-271。
28.
De Bock, Tine、Van Kenhove, Patrick(2010)。Consumer Ethics: The Role of Self-Regulatory Focus。Journal of Business Ethics,97(2),241-255。
29.
Higgins, E. Tory(1997)。Beyond pleasure and pain。American Psychologist,52(12),1280-1300。
30.
Childers, Terry L.、Houston, Michael J.(1984)。Conditions for a Picture Superiority Effect on Consumer Memory。Journal of Consumer Research,11(2),643-655。
圖書
1.
Kager, R.、Ma, Q.、Wang, J.(1999)。Optimality Theory。Cambridge:Cambridge University Press。
2.
Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York:Springer-Verlag。
單篇論文
1.
Hrakhouskaya, M.,Königsson, V.(2010)。Consumer perception and decoding of language-mixed advertisements in the Swedish consumer market。
2.
Lepp, S.(2013)。A study of the use of English and other languages in TV-commercials in Sweden。
圖書論文
1.
Hutchinson, J.、Zenor, M.(1986)。Product familiarity and the strength of brand-attribute associations: A signal detection theory approach。NA-Advances in Consumer Research。Association for Consumer Research。
推文
當script無法執行時可按︰
推文
推薦
當script無法執行時可按︰
推薦
引用網址
當script無法執行時可按︰
引用網址
引用嵌入語法
當script無法執行時可按︰
引用嵌入語法
轉寄
當script無法執行時可按︰
轉寄
top
:::
相關期刊
相關論文
相關專書
相關著作
熱門點閱
1.
廣告「色」計:廣告中產品色彩多樣性訴求之效果及產品類型的干擾
2.
性訴求類型、產品類型與調節焦點對廣告效果之影響
3.
奢侈代表我的心!男性的伴侶守衛動機對奢侈品購買之影響
4.
品牌、代言人熟悉度於前導廣告效果之探討
5.
國際連鎖零售商自有品牌消費者購買意願之影響因素--以家樂福為例
6.
影響消費者對自有品牌再購意願之前置因素與情境效果
7.
消費者特徵及商店品牌忠誠對商店品牌產品購買行為之研究:以便利商店之飲料產品為例
8.
調節焦點對廣告說服的影響--訊息處理之角色
9.
價格意識、品牌意識與熟悉度對商店品牌購買意願之影響
1.
計劃行為理論應用於大學生繼續選擇原校研究所意圖之研究
無相關書籍
無相關著作
1.
資訊揭露評鑑透明度對盈餘資訊性與未來績效之影響
2.
家族企業的監督水準與績效關聯性
3.
經營團隊過度自信與企業租稅規避
4.
公務人員工作負荷對情緒耗竭之影響--情緒智力與工作特性之調節效果
5.
集團企業營業活動外關係人交易對盈餘持續性之影響:委託同一會計師事務所查核財務報表之效果
6.
取消審計公費下限與審計品質
7.
機構投資人、董事會結構、薪酬與關係人交易
8.
運用ADDIE建構工業4.0產業自動化控制人才職能導向課程
9.
自願性與強制性設置薪酬委員會對高階經理人薪酬績效敏感性之影響
10.
財務報表品質檢驗:外國企業與本國企業之比較
11.
A Note on Three Properties of European Options
12.
企業內部人員處理智慧財產權相關應具備之職業能力之研究
13.
中國大陸網路安全審查制度研究
14.
對中國人工智慧科技發展的探討
15.
行動支付的價值共創:基於商家的觀點
QR Code