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

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政大機構典藏 > 商學院 > 國際經營與貿易學系 > 期刊論文 > Item 140.119/63825

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题名:	Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firms
作者:	陳建維;沈宗奇;邱婉瑜 Chen,Chien-Wei;Shen,Chung-Chi;Chiu,Wan-Yu
贡献者:	國貿系
关键词:	Communication strategy;New product launch;Integrated marketing communication
日期:	2007-11
上传时间:	2014-02-13 11:57:30 (UTC+8)
摘要:	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.
關聯:	Industrial Marketing Management 36(8), 1046-1056
数据类型:	article
DOI 連結:	http://dx.doi.org/10.1016/j.indmarman.2006.08.002
DOI:	10.1016/j.indmarman.2006.08.002
显示于类别:	[國際經營與貿易學系 ] 期刊論文

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