政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104866
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 114401/145431 (79%)
造訪人次 : 53099551      線上人數 : 724
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 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104866


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104866


    題名: 精品珠寶品牌故事之比較：以Cartier、Chanel、Tiffany為例
    其他題名: A Comparative Study of the Brand Stories of Cartier, Chanel, and Tiffany
    作者: 陳品妤;黃光玉
    關鍵詞: 品牌敘事;品牌故事;精品;故事行銷
    Brand narrative;Brand story;Luxury brand;Story marketing
    日期: 2009-01
    上傳時間: 2016-12-14 14:18:16 (UTC+8)
    摘要: 本研究之目的為：一、比較精品珠寶品牌故事的異同；二、比較精品珠寶品牌故事與典型故事的差異；三、探討精品珠寶品牌運用品牌故事進行行銷的策略。研究結合內容分析與質性文本分析，分析Cartier、Chanel與Tiffany的品牌故事，並訪問一位珠寶專家與三家業者。研究發現：一、Cartier與Tiffany以「品牌演進歷史」為素材，敘事結構呈線性發展；Chanel以「創始者的故事」為素材，敘事圍繞著香奈兒女士五大個人特質發展；二、精品珠寶品牌故事沒有反派角色、衝突點、連續的情節；三、精品珠寶品牌善於利用品牌故事傳達品牌的核心精神。
    This study compares the brand stories of Cartier, Chanel, and Tiffany in terms of story elements and narrative structure. It also examines the narrative components of these luxury brands and their possible departures from the prototypical story format; in addition, the present study investigates how the narrative dimension is incorporated into brand marketing. This study combines content analysis, textual analysis, and the interviews with a jewelry expert and three jewelry businessmen to analyze the brand stories. The results show that both Cartier and Tiffany adopt a linear narrative structure, focusing on the evolution of the brand. In contrast, Chanel, placing emphasis on the creator of the brand, focuses on Lady Co-Co Chanel`s character and spirit. In spite that their brand stories do not include the typical narrative elements, such as villain, conflict, and plot, all of them use brand story to deliver the essence of their brand to consumers.
    關聯: 廣告學研究, 31, 1-34
    資料類型: article
    顯示於類別:[廣告學研究] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    31-1(p.1-34).pdf396KbAdobe PDF27459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