政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103280
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113303/144284 (79%)
造访人次 : 50813400      在线人数 : 713
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103280


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/103280


    题名: 另類廣告不一致：品牌來源國與品牌消費文化定位之觀點
    其它题名: Special Advertising Incongruity: A Perspective on the Brand-Country of Origin and Brand Consumer Culture Positioning
    作者: 林正士;練乃華;周軒逸
    Lin, Cheng-Shih;Lien, Nai-Hwa;Chou, Hsuan-Yi
    关键词: 不一致效果;來源國;品牌消費文化定位策略;國際觀
    brandconsumerculturepositioningstrategy;countryoforigin;effectsofincongruity;world-mindedness
    日期: 2011-07
    上传时间: 2016-10-25 15:51:15 (UTC+8)
    摘要: 品牌的定位策略向來是行銷方案中非常重要的一環，本研究旨在探討品牌於廣告中採取全球、海外／特定國家、本土等三種不同的消費文化定位之效果，以品牌來源國和品牌消費文化定位的不一致程度之觀點切入，並考量消費者國際觀程度之干擾。實驗結果顯示：廣告中品牌來源國和品牌消費文化定位中度不一致時，相較於完全一致、極端不一致，可以使消費者產生較多正確的廣告回想、較佳的產品相關想法、廣告態度、產品態度，另外，中度不一致所產生的較佳廣告效果，對國際觀程度較高的消費者會更為明顯。
    Global consumer culture positioning, foreign consumer culture positioning, and local consumer culture positioning are the three types of brand positioning strategies in advertising. However, few studies compare the effects among these three positioning strategies and simultaneously explore the possible moderators. This paper suggests that the effects of different positioning strategies depend on the degree of incongruity between the strategies themselves and brand-country of origin (COO) information. The experimental results indicate that the degree of incongruity has a significant impact on advertising effectiveness. Moderate incongruity, compared with extreme congruity and incongruity, improves consumers` ad recall and elicits favorable product-related thoughts, ad attitudes, and product attitudes. Moreover, consumers` world-mindedness moderates the effects of incongruity. The implication of these and other findings are discussed.
    關聯: 廣告學研究, 36, 99-135
    Journal of advertising & public relations
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    36-99-135.pdf692KbAdobe PDF2416检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    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 ©   - 回馈