政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/63825

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113313/144292 (79%)
Visitors : 50947522 Online Users : 967

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

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大典藏 > College of Commerce > Department of International Business > Periodical Articles > Item 140.119/63825

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/63825

Title:	Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firms
Authors:	陳建維;沈宗奇;邱婉瑜 Chen,Chien-Wei;Shen,Chung-Chi;Chiu,Wan-Yu
Contributors:	國貿系
Keywords:	Communication strategy;New product launch;Integrated marketing communication
Date:	2007-11
Issue Date:	2014-02-13 11:57:30 (UTC+8)
Abstract:	To understand the mechanisms that underlie marketing communication support for product launches, the authors conduct an empirical study and propose a conceptual framework that depicts the relationships between informational/transformational or elaborational/relational messages and their effectiveness. The hypothesized message–communication and message–sales effect links are moderated by three communication process characteristics: message clarity, message uniformity, and integration of the communication. On the basis of data collected from an industrial survey of 101 high-tech firms in Taiwan, the authors find that informational and relational messages offer greater support for new products. Whereas message clarity and integration of communication expectedly demonstrate positive moderating effects on message–performance links, message uniformity only affects messages–sales effect relationships. The authors explore research insights and discuss implications for both academia and practitioners from the perspectives of new product management and integrated marketing communications.
Relation:	Industrial Marketing Management 36(8), 1046-1056
Data Type:	article
DOI link:	http://dx.doi.org/10.1016/j.indmarman.2006.08.002
DOI:	10.1016/j.indmarman.2006.08.002
Appears in Collections:	[Department of International Business] Periodical Articles

Files in This Item:

File	Description	Size	Format
10461056.pdf		244Kb	Adobe PDF2	1425	View/Open

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...