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題名:故事行銷中劇情性與相信度對品牌態度與品牌權益之影響
書刊名:行銷科學學報
作者:馬友薏
作者(外文):Ma, Yu-yi
出版日期:2019
卷期:15:1
頁次:頁47-61
主題關鍵詞:故事行銷感性劇情性相信度品牌態度品牌權益Storytelling marketingAffective plotTrustBrand attitudeBrand equity
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(0) 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:0
  • 共同引用共同引用:30
  • 點閱點閱:5
期刊論文
1.Escalas, Jennifer E.、Stern, Barbara B.(2003)。Sympathy and Empathy: Emotional Responses to Advertising Dramas。Journal of Consumer Research,29(4),566-578。  new window
2.Padgett, D.、Allen, D.(1997)。Communicating Experiences: A Narrative Approach to Creating Service Brand Image。Journal of Advertising,26(4),49-62。  new window
3.Walczuch, R.、Lundgren, H.(2004)。Psychological antecedents of institution-based consumer trust in e-retailing。Information & Management,42(1),159-177。  new window
4.Hopkinson, G. C.、Hogarth-Scott, S.(2001)。"What happened was..." Broadening the Agenda for Storied Research。Journal of Marketing Management,17(1/2),27-47。  new window
5.黃光玉(20060700)。說故事打造品牌:一個分析的架構。廣告學研究,26,1-26。new window  延伸查詢new window
6.Shankar, Avi、Elliott, Richard、Goulding, Christina(2001)。Understanding Consumption: Contribution from A Narrative Perspective。Journal of Marketing Management,17(3/4),429-453。  new window
7.Sweeney, J. C.、Soutar, G. N.(2001)。Consumer perceived value: The development of multiple item scale。Journal of Retailing,77(2),203-220。  new window
8.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
9.Dhar, Ravi、Wertenbroch, Klaus(2000)。Consumer Choice Between Hedonic and Utilitarian Goods。Journal of Marketing Research,37(1),60-71。  new window
10.Beltramini, R. F.(1988)。Perceived believability of warning label information presented in cigarette advertising。Journal of Advertising,17(2),26-32。  new window
11.Green, Melanie C.、Brock, Timothy C.(2000)。The Role of Transportation in the Persuasiveness of Public Narratives。Journal of Personality and Social Psychology,79(5),701-721。  new window
12.Crespi, I.(1971)。What Kinds of Attitude Measures Are Predictive of Behavior?。Public Opinion Quarterly,35(3),327-334。  new window
13.Rousseau, Denise M.、Sitkin, Sim B.、Burt, Ronald S.、Camerer, Colin(1998)。Not so different after all: A cross-discipline view of trust。Academy of Management Review,23(3),393-404。  new window
14.Burton, Scot、Lichtenstein, Donald R.、Netemeyer, Richard G.、Garretson, Judith A.(1998)。A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates。Journal of the Academy of Marketing Science,26(4),293-306。  new window
15.陳慧珊(2011)。感性訴求與移情程度對廣告效果的影響--以社會公益廣告為例。網路社會學通訊,97。  延伸查詢new window
16.Gitomer, J.(2000)。Tell a story with BLT and you'll weave a yarn of sales。Charleston Regional Business Journal,14(13)。  new window
17.Park, M.、Lee, D. H.(2014)。Effects of storytelling in advertising on consumers' empathy。Asia Marketing Journal,15(4),103-129。  new window
18.Shleifer, Andrei、Vishny, Robert W.(1997)。A survey of corporate governance。Journal of Finance,52(2),737-783。  new window
19.Holbrook, Morris B.、Hirschman, Elizabeth C.(1982)。The Experiential Aspects of Consumption: Consumer Fantasies, Feeling, and Fun。Journal of Consumer Research,9(2),132-140。  new window
20.Erevelles, Sunil(1998)。The Role of Affect in Marketing。Journal of Business Research,42(3),199-215。  new window
圖書
1.Hovland, C. I.、Janis, I. L.(1959)。Personality and persuasibility。New Haven, CT:Yale University Press。  new window
2.Aaker, J.、Smith, A.(2010)。The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change。San Francisco, CA:Jossey-Bass。  new window
3.Vincent, L.(2002)。Legendary brands: Unleashing the power of storytelling to create a winning marketing strategy。Chicago:Dearborn Trade Publishing。  new window
4.高橋朗、賴惠鈴(2008)。五感行銷:搏感情,說故事,未來行銷都得這麼做。臺北:漫遊者文化事業股份有限公司。  延伸查詢new window
5.Gerrig, Richard J.(1993)。Experiencing Narrative Worlds: On the Psychological Activities of Reading。New Haven, CT:Yale University Press。  new window
6.Fog, K.、Budtz, C.、Yakaboylu, B.(2005)。Storytelling: Branding in Practice。Springer-Verlag。  new window
7.Denning, S.(2005)。The leader's guide to storytelling: Mastering the art and discipline of business narrative。San Francisco:Jossey-Bass。  new window
8.Rosenberg, M. J.、Hovland, C. I.、McGuire, W. J.、Abelson, R. P.、Brehm, J. W.(1960)。Attitude Organization and Change。New Haven, Connecticut:Yale University Press。  new window
9.川上徹也、黃立萍(2016)。為什麼超級業務員都想學故事銷售:5大法則,讓你的商品99%都賣掉。臺北:大樂文化。  延伸查詢new window
10.陳日新(2016)。陳日新說故事行銷。說故事管理顧問有限公司。  延伸查詢new window
11.盧建彰(2014)。會說故事,讓世界聽你的:說一個動人故事,勝過跳針長篇大論。三采文化股份有限公司。  延伸查詢new window
12.Hanlon, P.(2006)。Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future。Baker & Taylor Books。  new window
13.岩井琢磨、牧口松二、鐘嘉惠(2017)。故事行銷力:創造品牌差異化,讓顧客永久買單的秘訣。台灣東販出版社。  延伸查詢new window
14.Aaker, David A.(1991)。Managing Brand Equity。The Free Press。  new window
單篇論文
1.Barzaq, M.(2009)。Integrating Sequential Thinking Thought Teaching Stories in the Curriculum. Action Research,Al-Qattan Center for Educational Research and Development (QCERD)。  new window
2.Sole, D.,Wilson, D.(2002)。Storytelling in Organizations: The Power and Traps of Using Stories to Share Knowledge in Organizations,LILA:Harvard, Graduate School of Education。,http://www.providersedge.com/docs/km_articles/Storytelling_in_Organizations.pdf。  new window
其他
1.周怡伶(2016)。品牌如何說行銷故事?解析三大關鍵:創意、支點、槓桿,https://blog.tiandiren.tw/archives/23943。  延伸查詢new window
2.Zak, P.(2015)。Empathy, Neurochemistry and the Dramatic Arc,https://futureofstorytelling.org/video/paul-zak-empathy-neurochemistry-and-the-dramatic-arc。  new window
圖書論文
1.Escalas, Jennifer Edson(1998)。Advertising narratives: What are they and how do they work?。Representing Consumers: Voices, Views and Visions。Routledge & Kegan Paul。  new window
2.Gergen, M. M.、Gergen K. J.(1988)。Narrative and the Self as Relationship。Advances in Experimental Social Psychology。Academic Press。  new window
 
 
 
 
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