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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29931


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    題名: 廣告音樂標語對品牌權益的影響
    作者: 吳曼婕
    貢獻者: 洪順慶
    吳曼婕
    關鍵詞: 廣告短歌
    古典制約效果
    推敲可能性模式
    品牌權益
    日期: 2008
    上傳時間: 2009-09-11 16:53:24 (UTC+8)
    摘要: 近年來，消費者在資訊超載環境中，每天所接觸到的廣告量數以萬計，如何造就一支成功的廣告，實為一重要議題，除了在視覺上引起消費者注意外，音樂或是廣告標語更成為廣告訊息中詮釋品牌的主要角色，不僅能再一次提醒消費者該廣告的產品品牌，更重要的是能加強消費者對該品牌的認知。
    Yalch(1991)指出有音樂短歌標語較無音樂短歌標語有較高的品牌再認與回憶，然而目前國內對廣告短歌標語之研究仍相當稀少。本研究由消費者之觀點出發，主要探討廣告標語結合音樂旋律有無對品牌權益的影響，並分析在「涉入程度」的干擾作用與「廣告態度」的中介作用下，對上述關係有何影響。
    本研究經由前測，選擇大陸「德克士」速食快餐廣告結合「我要我的滋味」廣告標語為標的廣告，進入正式實驗。藉由影片播放，將標的廣告與其他九支廣告隨機安排在三次的廣告時段中。施測於105位政大學生，進行兩組實驗組與控制組正式實驗。
    研究結果顯示：一、就廣告短歌有無的主效果而言，有音樂標語的廣告比無音樂標語的廣告更能提高消費者對該品牌的評價。二、廣告態度為廣告音樂標語與品牌權益的中介變項，對於消費者之品牌態度、購買意願有正向關係影響。
    　　整體而言，廣告音樂標語的確會影響消費者對品牌之評價。本研究提供廣告行銷人員未來在採用廣告音樂標語時，可考量的更多因素，以選擇合適的廣告音樂標語加以應用。
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    中文文獻：
    1. 余主惠(2002)，「廠商行銷投入對品牌權益影響長期觀點之研究」，國立政治大學企業管理研究所
    2. 洪順慶(2005)，《行銷管理》。台北市：新陸書局。
    3. 南方朔(1991)，《「反」的政治經濟學》。台北市：久大書局。
    4. 許惠珠(1986)，「音樂對廣告效果影響之研究」，國立台灣大學商學研究所碩士論文。
    5. 陳建文(2003)，「無線廣告呈現方式與無線網站型態對廣告效果之影響」，國立交通大學傳播所未出版碩士論文。
    6. 彭縱仁(2003)，「音樂特性在不同涉入情境下對廣告效果影響途徑之研究」，國立台灣大學商學研究所碩士論文。
    7. 博報堂生活総合硏究所編; 鍾霓譯(2006)，《五感的時代 : 視.聽.嗅.味.觸覺的消費社會學》。臺北市 : 中衛發展中心。
    8. 黛安.艾克曼(Diane Ackerman)作; 莊安祺譯(2007)，《感官之旅 : 感知的詩學》。臺北市 : 時報文化。
    參考網站：
    1. 美國行銷協會(AMA)：www.ama.org.com
    2. 實力傳播(Zenith Optimedia)：http://www.zenithoptimedia.com/home/
    描述: 碩士
    國立政治大學
    企業管理研究所
    963555041
    97
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0096355041
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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