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題名：以廣告態度中介模式驗證比較性廣告效果
書刊名：管理學報
作者：葉明義 引用關係／陳志賢
作者(外文)：Yeh, Ming-yih／Chen, Zhi-xian
出版日期：1999
卷期：16:1
頁次：頁1-19
主題關鍵詞：比較性廣告；廣告態度中介模式；產品涉入；理性/感性；結構方程模式；Comparative advertising；Attitude toward the ad as a mediator；Product involvement；Thinking/feeling；LISREL
原始連結：連回原系統網址new window
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  • 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:3
  • 點閱點閱:67
　　　　　比較性廣告之效果一直存有爭議。本研究異於以往採虛擬品牌及虛擬平面廣告為 對象的研究方法，改用廠商實際之電視廣告為標的，將廣告面及品牌面變數以層級效果模式 之架構，結合成廣告態度中介模式，以探討明示品牌比較性廣告之效果，並比較產品涉入及 理性 / 感性兩變數對廣告態度中介模式的影響。LISREL 分析的結果並不支持比較性廣告之 效果。 本研究提出一新的假說模式，在適合度上較 MacKenzie,Lutz & Belch （ 1986 ）之廣告 態度中介模式的四個假說為佳。 依產品涉入及理性 / 感性進行區隔後，本研究發現各區隔 之最適模式有所不同， 且產品涉入及理性 / 感性對比較性廣告效果，亦有同異互現之影響 。
　　　　　Past studies on the effectiveness of comparative advertising have shown controversial results. Instead of using fictitious brand and fictitious print advertisement, this study used a real TV commercial for an existing product as the testing target. Variables related to advertising and brand were added to the extended hierarchy of effects model to form an integrated model with the purpose of exploring the effectiveness of explicit brand comparative advertising. In addition, consumers' product involvement and thinking/feeling were included to exam their impact on the model. MacKenzie, Lutz & Belch (1986) proposed four hypotheses describing how attitude toward an ad mediates advertising effectiveness. Based on the LISREL analyses, none of the GFIs for those four alternatives showed satisfactory fit. A modified model was proposed. When consumer's product involvement and thinking/feeling were considered, mixed results were observed.
期刊論文
1.翁景民(19960800)。公益廣告效果態度中介模式之研究。臺大管理論叢，7(2)，127-146。new window  延伸查詢new window
2.Neese, W. T.、Taylor, R. D.(1994)。Verbal Strategies for Indirect Comparative advertising。Journal of advertising Research，34(2)，56-69。  new window
3.Berger, David(1986)。Theory into Practice: The FCB Grid。European Research，14(1)，35-46。  new window
4.Lord, Kenneth R.、Putrevu, Sanjay(1994)。Comparative and Noncomparative Advertising: Attitudinal Effects Under Cognitive and Affective Involvement。Journal of Advertising，23(2)，71-91。  new window
5.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
6.Lutz, R. J.,、Swasy, L.(1977)。Integrating Cognitive Structure and Cognitive Response Approaches to Measuring Communication Effects。Advances in Consumer Research，4，363-371。  new window
7.Homer, Pamela M.(1990)。The Mediating Role of Attitude Toward the Ad: Some Additional Evidence。Journal of Marketing Research，27(1)，78-86。  new window
8.Petty, Richard E.、Cacioppo, John T.(1981)。Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context。Advances in Consumer Research，8(1)，20-24。  new window
9.Mittal, B. I.、Lee, M. S.(1989)。A causal model of consumer involvement。Journal of Economic Psychology，10(3)，363-389。  new window
10.Vaughn, R.(1986)。How advertising works: A planning model revisited。Journal of Advertising Research，26，57-66。  new window
11.Barry, Thomas E.(1993)。Comparative Advertising: What Have We Learned in Two Decades?。Journal of Advertising Research，33(2)，19-29。  new window
12.Ratchford, Brian T.(1987)。New Insights About the FCB Grid。Journal of Advertising Research，27(4)，24-38。  new window
13.Gardner, Meryl Paula(1985)。Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?。Journal of Marketing Research，22(2)，192-198。  new window
14.Mitchell, A. A.、Olsen, J. C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?。Journal of Marketing Research，18(3)，318-332。  new window
15.Vaughn, Richard(1980)。How Advertising Works: A Planning Model。Journal of Advertising Research，20(5)，27-33。  new window
16.Gorn, Gerald J.(1982)。The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach。Journal of Marketing，46(1)，94-101。  new window
17.Heider, Fritz(1946)。Attitudes and Cognitive Organization。The Journal of Psychology: Interdisciplinary and Applied，21(1)，107-112。  new window
18.Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。  new window
19.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。  new window
20.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research，23(2)，130-143。  new window
21.Miniard, Paul W.、Rose, Randall L.、Barone, Michael J.、Manning, Kenneth C.(1993)。On The Need for Relative Measures When Assessing Comparative Advertising Effects。Journal of Advertising，22(3)，41-57。  new window
22.Moore, Danny L.、Hutchinson, J. Wesley(1983)。The Effects of Ad Affect on Advertising Effectiveness。Advances in Consumer Research，10，526-531。  new window
會議論文
1.Lord, Kenneth R.、Kim, Chung K.(1991)。A New FCB Grid and Its Strategic Implications for Advertising。Annual Conference of the Administrative Sciences Association of Canada。Ontario：Administrative Sciences Association of Canada。51-60。  new window
研究報告
1.Park, C. Whan、Young, S. Mark(1984)。The Effects of Involvement and Executional Factors of a Television Commercial on Brand Attitude Formation。Cambridge, MA。  new window
學位論文
1.蘇進欽(1994)。從服務業的角度看態度中介模式並探討其廣告效果(碩士論文)。國立台灣大學。  延伸查詢new window
2.吳宗祐(1994)。明示領導品牌中平位比較廣告與優勢比較廣告之廣告效果研究，0。  延伸查詢new window
3.游佩瑜(1993)。以廣告態度中介模式探討意向訴求語的廣告效果，0。  延伸查詢new window
圖書
1.Howard, John A.(1977)。Consumer Behavior: Application of Theory。McGraw-Hall。  new window
2.Howard, John A.、Sheth, Jagdish N.(1995)。A Theory of Buyer Behavior。Marketing Classics: A Selection of Influential Articles。New Jersey。  new window
3.Jöreskog, Karl G.、Sörbom, Dag(1981)。LISREL V: Analysis of Linear Structure Relationships by Maximum Likelihood and Least Square Methods。LISREL V: Analysis of Linear Structure Relationships by Maximum Likelihood and Least Square Methods。Chicago, IL。  new window
 
 
 
 
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