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    Please use this identifier to cite or link to this item: http://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
    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 連結: http://dx.doi.org/10.1016/j.indmarman.2006.08.002
    DOI: 10.1016/j.indmarman.2006.08.002
    Appears in Collections:[國際經營與貿易學系 ] 期刊論文

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