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：主題廣告、促銷活動與品牌層級之綜效研究
書刊名：管理與系統
作者：張愛華 引用關係／陳仁惠 引用關係／張馨云
作者(外文)：Chang, Ai-hwa／Chen, Jen-huei／Chang, Hsin-yun
出版日期：2006
卷期：13:1
頁次：頁15-46
主題關鍵詞：價格促銷；贈品促銷；主題廣告；品牌層級；整合行銷傳播；Brand tier；Feature advertisement；Preminu promotion；Price promotion
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(6) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:16
  • 點閱點閱:273
本研究採取混合因子實驗設計來探討產品間比較機會之差異、促銷活動類型以及品牌層級對於促銷效果之綜合影響，同時檢視產品類別因素之調節效果。實驗結果發現當企業採用主題廣告 (產品間比較機會低) 搭配價格促銷或贈品促銷同時進行時，消費者對不同品牌層級產品之促銷反應差異不大；企業進行價格促銷或贈品促銷時，若使不同層級品牌直接比較，則低品牌層級產品之促銷效果優於高品牌層級產品。其次，以功能性或享樂性產品進行贈品促銷之促銷效果皆較價格促銷來得佳，享樂性產品搭配享樂性贈品之促銷效果較搭配價格促銷方式略佳，功能性產品搭配功能性贈品之促銷效果則與搭配價格促銷之效果相似。因此，企業選擇促銷活動方式需考量與主題廣告以及品牌層級之配適度，更應依據產品類別選擇搭配合適促銷工具，方能發揮最佳促銷綜效。
This study examines the joint effects of feature advertisement, types of promotion, and brand tier positioning strategy on onsumer choice. We also examined whether product type -- hedonic versus utilitarian -- moderated the promotional effect of various types of promotion activities. Using a 2 (mode of product presentation) x 2 (product type) x 2 (brand tiers) x 3 (type of promotion activities) mix-factorial experimental design, we obtained the conclusions as follows: (1) When products are directly compared, the promotion effect of price discount (or premium) on low-tier brand is better than that of on high-tier brand. (2) When feature advertisements (a type of promotion characterized by lower degree of comparison between products) and premium promotions are applied simultaneously, the difference of promotion effects of price discount (or premium) on different tiers of brands are insignificant. (3) The promotional effect of hedonic premium for a hedonic product tends to be better than that of price promotion; however the difference is not significant. The effect of functional premium for a functional product is equal to or even better than that of price discount. Thus the results partially support the principle of interest congruency in promotion design.
期刊論文
1.Beem, Eugene R.、Shaffer, H. Jay(1981)。Triggers to customer action-some elements in a theory of promotional inducement。Marketing Science Institute，27，81-106。  new window
2.Blattberg, R. C.、Wisniewski, K. J.(1989)。Price-Induced Patterns of Competition。Marketing Science，8(4)，291-309。  new window
3.Simonson, Itamar、Carmon, Ziv、O'Curry, Suzanne(1994)。Experimental Evidence on the Negative Effect of Product Features and Sales Promotions on Brand Choice。Marketing Science，13(1)，23-40。  new window
4.Schultz, Don E.、Kitchen, Philip J.(1997)。Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study。Journal of Advertising Research，37(5)，7-18。  new window
5.Landon, E. Laird Jr.、Blair, Edward A.(1981)。The Effects of Reference Prices in Retail Advertisements。The Journal of Marketing，45(2)，61-69。  new window
6.O'Curry, S.、Strahilevitz, M.(2001)。Probability and Mode of Acquisition Effects on Choices between Hedonic and Utilitarian Options。Marketing Letters，12(1)，37-49。  new window
7.Wansink, Brian、Kent, Robert J.、Hoch, Stephen J.(1998)。An Anchoring and Adjustment Model of Purchase Quantity Decisions。Journal of Marketing Research，35(1)，71-81。  new window
8.Nowlis, Stephen M.、Simonson, Itamar(1996)。The Effect of New Product Features on Brand Choice。Journal of Marketing Research，33(1)，36-46。  new window
9.Simonson, I.、Tversky, A.(1992)。Choice in Context: Tradeoff Contrast and Extremeness Aversion。Journal of Marketing Research，29(3)，281-295。  new window
10.Bawa, K.、Shoemaker, R. W.(1987)。The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior Across Product Classes。Journal of Marketing，51(4)，99-110。  new window
11.Chandon, Pierre、Wansink, Brian、Laurent, Gilles(2000)。A Benefit congruency framework of sales promotion effectiveness。Journal of Marketing，64(4)，65-81。  new window
12.Campbell, L.、Diamond, W. D.(1990)。Framing and Sales Promotion: The Characteristics of Good Deal。Journal of Consumer Marketing，7(4)，25-31。  new window
13.Sen, S.(1998)。Knowledge, Information Mode, and the Attraction Effect。Journal of Consumer Research，25(1)，64-77。  new window
14.Guiltinan, J. P.(1987)。The Price Bundling of Services: A Normative Framework。Journal of Marketing，51(2)，74-85。  new window
15.Kivetz, R.、Simonson, I.(2002)。Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards。Journal of Marketing Research，39(2)，155-170。  new window
16.Soman, D.(1998)。The Illusion of Delayed Incentives: Evaluating Future Effort-money Transactions。Journal of Marketing Research，35(4)，427-437。  new window
17.Dickson, R. P.、Sawyer, A. G.(1990)。Price Knowledge and Search of Supermarket Shoppers。Journal of Marketing，54(3)，42-53。  new window
18.Shocker, A. D.、Srivastava, R. K.、Ruekert, R. W.(1994)。Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue。Journal of Marketing Research，31(2)，149-158。  new window
19.Kahneman, D.、Tversky, A.(1979)。Prospect theory: An analysis of decision under risk。Econometrica，47(2)，263-291。  new window
20.Aaker, David A.(1973)。Toward a Normative Model of Promotional Decision-making。Management Science，19(6)，593-603。  new window
21.Mela, C. F.、Gupta, S.、Lehmann, D. R.(1997)。The long-term impact of promotion and advertising on consumer brand choice。Journal of Marketing Research，34(2)，248-261。  new window
22.Hsee, C. K.(1996)。Elastic Justification: How Unjustifiable Factors Influence Judgments。Organizational Behavior and Human Decision Process，66(1)，122-129。  new window
23.Nowlis, S.、Simonson, I.(1997)。Attribute-Task Compatibility as a Determinant of Consumer Preference Reversals。Journal of Marketing Research，34(2)，205-218。  new window
24.Dhar, S. K.、Hoch, S. J.(1996)。Price discrimination using in-store merchandising。Journal of Marketing，60(1)，17-30。  new window
25.Bettman, J. R.、Luce, M. F.、Payne, John W.(1998)。Constructive Consumer Choice Processes。Journal of Consumer Research，25(3)，187-217。  new window
26.Gupta, Sunil(1988)。Impact of sales promotions on when, what, and how much to buy。Journal of Marketing Research，25，342-355。  new window
27.Simonin, Bernard L.、Ruth, Julie A.(1998)。Is a Company Known by the Company It Keeps? Assessing the Feedback Effects of Brand Alliances on Consumer Brand Attitudes。Journal of Marketing Research，35(1)，30-42。  new window
28.Tversky, A.、Sattath, S.、Slovic, P.(1988)。Contingent Weighting in judgment and choice。Psychological Review，95(3)，371-384。  new window
29.Hsee, C. K.、Loewenstein, G. F.、Blount, S.、Bazerman, M. H.(1999)。Preference reversals between joint and separate evaluations of options: A review and theoretical analysis。Psychological Bulletin，125(5)，576-590。  new window
30.Swan, John E.、Combs, Linda Jones(1976)。Product Performance and Consumer-Satisfaction-a New Concept。Journal of Marketing，40(2)，25-30。  new window
31.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
32.Baumgartner, Hans、Steenkamp, Jan-Benedict E. M.(1996)。Exploratory Consumer Buying Behavior: Conceptualization and Measurement。International Journal of Research in Marketing，13(2)，121-137。  new window
33.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。  new window
34.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
35.Kanetkar, V.、Weinberg, C. B.、Weiss, D. L.(1992)。Price sensitivity and television advertising exposures: Some empirical findings。Marketing Science，11(4)，359-371。  new window
36.Mano, Haim、Oliver, Richard L.(1993)。Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction。Journal of Consumer Research，20(3)，451-466。  new window
37.Rao, Akshay R.、Qu, Lu、Ruekert, Robert W.(1999)。Signaling Unobservable Product Quality through a Brand Ally。Journal of Marketing Research，36(2)，258-268。  new window
38.Batra, Rajeev、Ahtola, Olli T.(1991)。Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes。Marketing Letters，2(2)，159-170。  new window
39.Park, C. Whan、Jun, Sung Youl、Shocker, Allan D.(1996)。Composite Branding Alliances: An Investigation of Extension and Feedback Effects。Journal of Marketing Research，33(4)，453-466。  new window
40.Allenby, G. M.、Ginter, J. L.(1995)。The Effects of In-store Displays and Feature Advertising on Consideration Sets。International Journal of Research in Marketing，12(1)，67-80。  new window
41.Bagozzi, R. P.、Baumgartner, H.、Yi, Y.(1992)。Appraisal Processes in the Enactment of Intentions to Use Coupon。Psychology & Marketing，9(6)，469-486。  new window
42.Bazerman, M. H.、Loewenstein, G. F.、White, S. B.(1992)。Reversals of Perference in Allocation Decisions: Judging an Alternative versus Choosing Among Alternatives。Administrative Science Quarterly，37(2)，220-240。  new window
43.Bemmaor, Albert C.、Mouchoux, Dominique(1991)。Measuring the Short-term Effect of In-store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment。Journal of Marketing Research，28(2)，202-214。  new window
44.Bettman, J. R.、Kakkar, P.(1977)。Effects of Information Persentation Format on Consumer Information Acquisition Strategies。Journal of Consumer Research，3(4)，233-240。  new window
45.Biernat, M.、Manis, M.、Kobrynowicz, D.(1997)。Simultaneous Assimilation and Contrast Effects in Judgments of Self and Others。Journal of Personality and Social Psychology，73(2)，254-269。  new window
46.Bless, H.、Wanke, M.(2000)。Can the Same Information Be Typical and Atypical? How Perceived Typicality Moderates Assimilation and Contrast in Evaluative Judgments。Personality and Social Psychology Bulletin，26(3)，306-314。  new window
47.Bronnenberg, B. J.、Wathieu, L.(1996)。Asymmetric Promotion Effects and Brand Positioning。Marketing Science，15(4)，379-394。  new window
48.Cooke, A. D. J.、Mellers, B. A.(1998)。Multiattribute Judgment: Attribute Spacing Influences Single Attributes。Journal of Experimental Psychology，24(2)，496-504。  new window
49.Dhar, S. K.、Hoch, S. J.、Kumar, N.(2001)。Effective Category Management Depends on the Role of the Category。Journal of Retailng，77(2)，165-184。  new window
50.Hauser, J. R.、Wernerfelt, B.(1989)。The Competitive Implications of Relevant-set/Response Analysis。Journal of Marketing Research，26(4)，391-405。  new window
51.Heath, T. B.、Ryu, G.、Chatterjee, S.、McCarthy, M. S.、Mothersbaugh, D. L.、Milberg, S.、Gaeth, G. J.(2000)。Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages。Journal of Consumer Research，27(3)，291-308。  new window
52.Hsee, C. K.、Leclerc, F.(1998)。Will Products Look More Attractive When Presented Separately or Together?。Journal of Consumer Research，25(2)，175-186。  new window
53.Inman, J. J.、McAlister, L.、Hoyer, W. D.(1990)。Promotion Signal: Proxy for a Price cut?。Journal of Consumer Research，17(1)，74-81。  new window
54.Lemon, K. N.、Nowlis, S. M.(2002)。Developing Synergies between Promotions and Brands in Different Price-quality Tiers。Journal of Marketing Research，39(2)，171-185。  new window
55.Nowlis, Stephen M.、Simonson, Itamar(2000)。Sales Promotions and the Choice Context as Competing Influences on Consumer Decision Making。Journal of Consumer Psychology，9(1)，1-16。  new window
56.Papatla, P.、Krishnamurthi, L.(1996)。Measuring the Dynamic Effects of Promotions on Brand Choice。Journal of Marketing Research，33(1)，20-35。  new window
57.Rao, A. R.、Ruekert, R. W.(1994)。Brand Alliance as Signals of Product Quality。Sloan Management Review，36(1)，87-97。  new window
58.Ritov, I.(2000)。The Role of Expectations in Comparisons。Psychological Review，107(2)，345-357。  new window
59.Schkade, D. A.、Kleinmuntz, D. N.(1994)。Information Displays and Choice Processes: Differential Effects of Organization, Form, and Sequence。Organizational Behavior and Human Decision Processes，57(3)，319-337。  new window
60.Sethuraman, R.(1996)。A Model of How Discounting High-priced Brands Affects the Sales of Low-priced Brands。Journal of Marketing Research，33(4)，399-409。  new window
61.Sethuraman, R.、Srinivasan, V.、Kim, D.(1999)。Asymmetric and Neighborhood Cross-price Effects: Some Empirical Generalizations。Marketing Science，18(1)，23-41。  new window
62.Stapel, D. A.、Koomen, W.(1998)。Interpretation versus Reference Framing: Assimilation and Contrast Effects in the Organizational Domain。Organizational Behavior and Human Decision Processes，76(2)，132-148。  new window
63.Taylor, S. E.(1979)。The Generalizability of Salience Effects。Journal of Personality and Social Psychology，37(3)，357-368。  new window
64.Viswanathan, M.、Narayanan, S.(1994)。Comparative Judgements of Numerical and Verbal Attribute Levels。Journal of Consumer Psychology，3(1)，79-101。  new window
65.Weilbacher, W. M.(2001)。Point of View: Does Advertising Cause a Hierarchy of Effects?。Journal of Advertising Research，41(6)，19-26。  new window
66.Wilkinson, J. B.、Mason, B.、Paksoy, C. H.(1982)。Assessing the Impact of Short-yerm Supermarket Strategy Variables。Journal of Marketing Research，19(1)，72-86。  new window
67.Wilkinson, J. B.、Paksoy, C. H.、Mason, J. B.(1981)。A Demand Analysis of Newspaper Advertising and Changes in Space Allocation。Journal of Retailing，57(2)，30-48。  new window
68.Woodside, A. G.(1994)。Modeling Linkage-advertising: Going Beyond Better Media Comparisons。Journal of Advertising Research，34(4)，22-31。  new window
69.Woodside, A. G.、Waddle, G. L.(1975)。Sales Effects of In-store Advertising。Journal of Advertising Research，15(3)，29-34。  new window
70.Wright, P.、Rip, P. D.(1980)。Product Class Advertising Effects on First Time Buyers' Decision Strategies。Journal of Consumer Research，7(2)，176-188。  new window
學位論文
1.林怡君(2002)。贈品-主產品利益一致性與品牌權益對促銷效果影響之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
2.黃麗霞(2002)。贈品促銷型式對消費者的知覺價值與購買意願之影響(博士論文)。國立臺灣大學。new window  延伸查詢new window
3.袁愛亭(1998)。從產品互補性、品牌聲望一致性與訂價方式探討品牌聯盟之效果，0。  延伸查詢new window
圖書
1.Belch, G. E.、Belch, M. A.(2001)。Advertising and promotion: An integrated marketing comunications perspective。Boston：McGraw-Hill。  new window
2.Thorson, Esther、Moore, Jeri(1996)。Integrated Communication: Synergy of Persuasive Voices。Lawrence Erlbaum Associates。  new window
3.Dommermuth, William P.。Promotion: Analysis, Creativity, Strategy。Boston, Mass：PWS-Kent Publishing Company。  new window
4.Shimp, T. A.(1993)。Promotion Management and Marketing Communication。The Dryden Press。  new window
5.Kolter, P.(1998)。Marketing Management: Analysis, Planning, Implementation, and Control。London。  new window
6.Burnett, J.、Moriarty, S.(1998)。Introduction to marketing communications: An integrated approach。New Jersey：Prentice-Hall。  new window
7.周文賢(2002)。多變量統計分析：SAS/STAT使用方法。智勝文化事業有限公司。  延伸查詢new window
8.Quelch, John A.(1989)。Sales Promotion Management。Englewood Cliffs, New Jersey：Prentice-Hall, Inc.。  new window
9.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
10.Eagly, A. H.、Chaiken, S.(1993)。The Psychology and Attitudes。The Psychology and Attitudes。Orlando, FL。  new window
11.Prentice, R. M.(1975)。The FCB Approach to Advertise/Promotion Spending。The Relationship between Advertise and Promotion in Brand Strategy。Cambridge。  new window
12.Shavitt, S.(1989)。Operationalizing Functional Theories of Attitude。Attitude Structure and Function。Hillsdale, NJ。  new window
圖書論文
1.Holbrook, Morris B.(1994)。The nature of customer value: An axiology of services in the consumption experience。Service quality: New directions in theory and practice。Sage Publications。  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
 
無相關點閱
 
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：1163（臺灣：1157，外國：6） ／ 本年度總使用人次：1586744 ／ 訪客人次（自102年09月）：67386558
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