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題名:比較性廣告之比較方式對廣告效果之影響
書刊名:廣告學研究
作者:林建煌 引用關係林育聰
出版日期:1993
卷期:1
頁次:頁33-65
主題關鍵詞:方式比較效果廣告
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(1) 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:24
期刊論文
1.Prasad, V. K.(1976)。Communications-Effectiveness of Comparative Advertising - a Laboratory Analysis。Journal of Marketing Research,13(2),128-137。  new window
2.Richins, Marsha L.、Bloch, Peter H.(1986)。After the new wears off: The temporal context of product involvement。Journal of Consumer Research,13(2),280-285。  new window
3.Droge, C.、Darmon, R. Y.(1978)。Associate Positioning Strategies Through Comparative Advertising: Attribute Versus Overall Similarity Approaches。Journal of Marketing Research,15,377-388。  new window
4.Gorn, G. J.、Weinberg, C. B.(1984)。The Impact of Comparative Advertising on Perception and Attitude: Some Positive Finding。Journal of Consumer Research,11,719-727。  new window
5.Levine, P.(1976)。Commercials that Name Competing Brands。Journal of Advertising Research,16,7-14。  new window
6.Murphy, J. H.、Amundsen, M. S.(1981)。The Communications Effective of Comparative Advertising for a New Brand on Users of the Dominant Brand。Journal of Advertising,10,14-20。  new window
7.Wilkie, William L.、Farris, Paul W.(1975)。Comparison Advertising: Problems and Potential。Journal of Marketing,39(4),7-15。  new window
8.Alba, Joseph W.、Chattopadhyay, Amitava(1986)。Salience effects in brand recall。Journal of Marketing Research,23(4),363-369。  new window
9.林建煌(19911200)。廣告主聲譽、廣告訊息正反性對廣告效果之影響--廣告信念的權變觀點。管理科學學報,8(2),169-180。  延伸查詢new window
10.Bochner, S.、Insko, C.(1966)。Communicator Discrepancy Source Credibility and Influence。Journal of Personality and Social Psychology,4,614-621。  new window
11.Buchanan, B.(1985)。Can You Pass the Comparative Ad Challenge。Harvard Business Review,63,107。  new window
12.Ginter, G.、Lindskold, S.(1975)。Rate of Participation and Expertise as Factors Influencing Leader Choice。Journal of Personality and Social Psychology,32,1085-1089。  new window
13.Fishbein, Martin、Ajzen, Icek(1990)。Belief, Attitude and Behavior: An Introduction to Theory and Research。Reading,19,53-60。  new window
14.Golden, L. L.(1979)。Consumer Reactions to Explicit Brand Comparisons in Advertisements。Journal of Marketing Research,16,517-532。  new window
15.Goodwin, S.、Etgar, M.(1980)。An Experimental Investigation of Comparative Message Appeal, Information Load and Utility of Product Class。Journal of Marketing Research,17,187-202。  new window
16.Jain, S. O.、Hackleman, E. C.(1978)。How Effective is Comparison Advertising for Stimulating Brand Recall?。Journal of Advertising,7,20-25。  new window
17.Levy, R.(1987)。Big Resurgence in Comparative Ads。Duns Business Moth,129,56。  new window
18.Naccari, N.、Horai, J.、Fatoullah, E.(1974)。The Effects of Expertise and Physical Attractiveness upon Opinion Agreement and Liking。Sociometry,37,601-606。  new window
19.Maddux, J. E.、Rogers, R. W.(1980)。Effects of Source Expertness, Physical Attractiveness and Supporting Arguments on Persuasion。Journal of Personality and Social Psychology,38,235-244。  new window
20.Mackenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of the Attitude Ad in an Advertising Pretest Context。Journal of Marketing,53,48-65。  new window
21.Muehling, D. D.(1987)。An Investigation of Factors Underlying Attitude Toward Advertising in General。Journal of Advertising,18,34。  new window
22.Pride, W. M.、Pletcher, B. A.(1978)。A Taxonomy for Comparative Advertising Research。Journal of Advertising,7,43-47。  new window
23.Pechmann, Cornelia、Ratneshwar, S.(1991)。The Use of Comparative Advertising for Positioning: Association versus Differentiation。Journal of Consumer Research,18,145-160。  new window
24.Sujan, Mita、Bettman, James R.(1989)。The Effects of Brand Positioning Strategies on Consumer Brand and Category Perceptions: Some Insights from Schema Research。Journal of Marketing Research,26,454-467。  new window
25.Schlinger, Mary J.(1979)。A Profile of Responses to Commercials。Journal of Advertising Research,19(2),37-46。  new window
26.Wortzel, Robert(1979)。New Life Style Determinants of Women Food Shopping Behavior。Journal of Marketing,43,28-29。  new window
27.Wallace, W. P.(1965)。Review of the Historical, Empirical and Theoretical Status of the Von Restorff Phenomenon。Psychological Bulletin,63,421。  new window
28.Zajonc, Robert B.(1968)。Attitudinal Effects of Mere Exposure。Journal of Personality and Social Psychology Monographs,9(2, Part 2),1-28。  new window
29.Krugman, Herbert E.(1965)。The Impact of Television Advertising: Learning Without Involvement。Public Opinion Quarterly,29(3),349-356。  new window
30.Goldberg, Marvin E.、Hartwick, Jon(1990)。The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness。Journal of Consumer Research,17(2),172-179。  new window
31.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research,12(3),341-352。  new window
32.Bloch, Peter H.、Richins, Marsha L.(1983)。A Theoretical Model for the Study of Product Importance Perceptions。Journal of Marketing,47(3),69-81。  new window
研究報告
1.Ulanoff, Stanley M.(1975)。Comparative Advertising: An Historical Retrospective。Cambridge, MA:Marketing Science Institute。  new window
學位論文
1.方淑慧(1989)。比較性廣告之定位與溝通效能研究(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1986)。Consumer behavior。The Dryden Press。  new window
2.張紹勳、林秀娟(1991)。SAS/PC統計分析與實務運用。台北:松崗電腦圖書資料股份有限公司。  延伸查詢new window
3.Assael, Henry(1984)。Consumer Behavior and Marketing Actions。Boston, Massachusetts:Kent Publishing Co.。  new window
4.Berscheid, E.、Walster, E.、Berkowitz, L.(1974)。Physical Attractiveness。New York:Academic Press。  new window
5.Schultz, D. E.、Martin, D.、Brown, W. P.(1984)。Strategic Advertising Campaigns。Chicago, IC:Crain Books, Division of Crain Communications, Inc.。  new window
6.黃俊英(1987)。行銷研究:管理與技術。台北市:華泰。  延伸查詢new window
7.黃俊英(1991)。多變量分析。台北:中國經濟企業研究所。  延伸查詢new window
8.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
9.Petty, Richard E.、Cacioppo, John T.(1981)。Attitudes and Persuasion: Classic and Contemporary Approaches。William C. Brown。  new window
10.Byrne, D. E.(1971)。The Attraction Paradigm。Academic Press。  new window
11.Hovland, Carl Iver、Janis, Irving L.、Kelley, Harold H.(1953)。Communication and Persuasion: Psychological Studies of Obvious Change。Yale University Press。  new window
圖書論文
1.Rothschild, Michael L.(1979)。Advertising Strategies for High and Low Involvement Situation。Attitude Research Plays for High Stakes。Chicago:American Marketing Association。  new window
 
 
 
 
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