政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57098

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113325/144300 (79%)
Visitors : 51155567 Online Users : 906

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/57098

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57098

Title:	品牌年輕化與非目標市場效果：當西方遇上東方 Brand Revitalization and Non-target Market Effect: When the West Meets the East
Authors:	張郁敏 Chang, YuhMiin
Contributors:	政大廣告系
Keywords:	忍;非目標市場效果;品牌年輕化;特殊性理論;關係中的自我 brand revitalization;distinctiveness theory;forbearance;non-target market effect;social orientation
Date:	2011-01
Issue Date:	2013-03-08 14:30:31 (UTC+8)
Abstract:	現今大部分的品牌為了延長品牌生命週期，多選擇捨去既有的熟齡客群，積極尋求年輕族群的青睞。然而，貿然捨去經營許久的客群可能會產生非目標市場效果，歐美對非目標市場效果的相關研究甚少，華人學界則尚未對此現象進行探究。歐美學者引用特殊性理論來解釋此現象，但本研究結果卻發現，該理論並不適用於解釋在臺灣與年紀相關的非目標市場效果，東方「關係中的自我」與「忍」觀，對於華人熟齡消費者的非目標市場效果有較佳的詮釋能力。 Marketers who want to prolong brands` lifecycle tend to abandon the existing elder consumers and vigorously cater to the younger generations. This approach, however, may lead to the so called non-target market effects. Studies relating to the non-target market effects were scarce in the West and absent in the East. The Distinctiveness Theory used by the Western scholars was shown inadequate in the current study concerning Taiwanese elder consumers who were exposed to revitalized brand advertisements. This study suggests that the Eastern social orientation and forbearance perspectives can explain the responses of Chinese elder consumers better.
Relation:	廣告學研究, 35, 113-134
Data Type:	article
Appears in Collections:	[廣告學系] 期刊論文

Files in This Item:

File	Description	Size	Format
035-4.pdf		363Kb	Adobe PDF2	859	View/Open

View Licence

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.

Loading...