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題名:The Effects of Self-construal and Product Involvement on Brand Personality in e-Sport Advergames
書刊名:休閒與社會研究
作者:李嘉文 引用關係王泠 引用關係Mantz, Timothy K.
作者(外文):Lee, Chia-wenWang, Ling
出版日期:2015
卷期:12
頁次:頁1-14
主題關鍵詞:自我構念產品涉入品牌個性電子遊戲產品置入Self-construalProduct involvementBrand personalityVideo gameProduct placement
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(1) 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:1
  • 共同引用共同引用:0
  • 點閱點閱:80
本研究主要目的是探討在e-Sport遊戲置入品牌時,自我構念與產品涉入對於品牌個性所造成的影響。針對美國與台灣大學生實施前後的問卷測驗,回收的有效問卷141份。本研究結果顯示,自我構念對於品牌個性在e-Sport遊戲置入中達顯著差異,互動型自我構念玩家呈現正面較多的品牌個性變化,相較於獨立型自我構念玩家。
This study explores the effect of advergames on brand personality and investigates the role of self-construal and product involvement in the effect of racing advergames on brand personality. A total of 141 participants from the United States and Taiwan completed pre- and post-test questionnaires relating their game feeling and attitude toward brand before and after playing the racing game. The results revealed that self-construal on brand personality in advergames. Gamers with interdependent self-construal reported a greater influence on brand personality than gamers with independent self-construal.
期刊論文
1.Monga, Alokpama B.、Lau-Gesk, Loraine(2007)。Blending Cobrand Personalities: An Examination of the Complex Self。Journal of Marketing Research,44(3),389-400。  new window
2.Lee, C. W.、Aiken, K. D.(2010)。Changing brand associations in Taiwan: Nike's sponsorship of high school basketball。Journal of Sponsorship,3(3),249-259。  new window
3.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
4.Cours, D.、Walker, K.、Kiesler, T.(2008)。Self-constraal, reference groups, and brand purchase behavior。Advances in Consumer Research,8,469-474。  new window
5.Hernandez, M. D.、Chapa, S.(2010)。Adolescents, advergames and snack foods: Effects of positive affect and experience on memory and choice。Journal of Marketing Communications,16,59-68。  new window
6.van Baaren, R. B.、Ruivenkamp, M.(2007)。Self-construal and values express in advertising。Social Influence,2,136-144。  new window
7.Wang, L.、Lee, C. W.、Mantz, T. K.、Hung, H. C.(2015)。Effects of Flow and Self-Construal on Brand Personality in Racing Advergame。Social Behavior and Personality,43(4),1-11。  new window
8.Zhang, L.、Moore, M.、Moore, R.(2011)。The effect of self-constraals on the effectiveness of comparative advertising。Marketing Management Journal,21(1),195-206。  new window
9.Zigmond, D.、Stipp, H.(2010)。Assessing a new advertising effect measurement of the impact of television commercials on Internet search queries。Journal of Advertising Research,50(2),162-168。  new window
10.Agrawal, N.、Maheswaran, D.(2005)。The Effects of Self-construal and Commitment on Persuasion。Journal of Consumer Research,31(4),841-849。  new window
11.Shah, James、Higgins, E. Tory、Friedman, Ronald S.(1998)。Performance incentives and means: How regulatory focus influences goal attainment。Journal of Personality and Social Psychology,74(2),285-293。  new window
12.Triandis, H. C.(1989)。The self and social behavior in differing cultural contexts。Psychological Review,96(3),506-520。  new window
13.Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research,34(3),347-356。  new window
14.Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising,23(4),59-70。  new window
15.Markus, Hazel R.、Kitayama, Shinobu(1991)。Culture and the self: Implications for cognition, emotion, and motivation。Psychological Review,98(2),224-253。  new window
16.Sung, Yongjun、Choi, Sejung Marina(2011)。Increasing Power and Preventing Pain。Journal of Advertising,40(1),71-86。  new window
其他
1.eMarketer(200802)。Video game advertising,http://www.emarketer.com。  new window
2.MegaGames(20020915)。Sims eat McDonald's and prefer Intel,http://www.megagames.com。  new window
3.Nielsen wire(20100910)。Video game advertising: Playing to win... and sell,http://blog.nielsen.com。  new window
 
 
 
 
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