政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/10191
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51008756      線上人數 : 934
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/10191


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/10191


    題名: 主題廣告、促銷活動與品牌層級之綜效研究
    其他題名: Synergy of Feature Advertisements, Sales Promotion and Brand Tier Positioning
    作者: 張愛華;陳仁惠;張馨云
    Chang, Ai-Hwa;Chen, Jen-Huei;Chang, Hsin-Yun
    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
    日期: 2006-01
    上傳時間: 2008-11-25 10:30:29 (UTC+8)
    摘要: 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.
    關聯: 管理與系統, 13(1), 15-46
    資料類型: article
    顯示於類別:[企業管理學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    1546.pdf429KbAdobe PDF21139檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋