English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110944/141864 (78%)
Visitors : 48029153      Online Users : 727
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103280


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103280


    Title: 另類廣告不一致：品牌來源國與品牌消費文化定位之觀點
    Other Titles: Special Advertising Incongruity: A Perspective on the Brand-Country of Origin and Brand Consumer Culture Positioning
    Authors: 林正士;練乃華;周軒逸
    Lin, Cheng-Shih;Lien, Nai-Hwa;Chou, Hsuan-Yi
    Keywords: 不一致效果;來源國;品牌消費文化定位策略;國際觀
    brandconsumerculturepositioningstrategy;countryoforigin;effectsofincongruity;world-mindedness
    Date: 2011-07
    Issue Date: 2016-10-25 15:51:15 (UTC+8)
    Abstract: 品牌的定位策略向來是行銷方案中非常重要的一環，本研究旨在探討品牌於廣告中採取全球、海外／特定國家、本土等三種不同的消費文化定位之效果，以品牌來源國和品牌消費文化定位的不一致程度之觀點切入，並考量消費者國際觀程度之干擾。實驗結果顯示：廣告中品牌來源國和品牌消費文化定位中度不一致時，相較於完全一致、極端不一致，可以使消費者產生較多正確的廣告回想、較佳的產品相關想法、廣告態度、產品態度，另外，中度不一致所產生的較佳廣告效果，對國際觀程度較高的消費者會更為明顯。
    Global consumer culture positioning, foreign consumer culture positioning, and local consumer culture positioning are the three types of brand positioning strategies in advertising. However, few studies compare the effects among these three positioning strategies and simultaneously explore the possible moderators. This paper suggests that the effects of different positioning strategies depend on the degree of incongruity between the strategies themselves and brand-country of origin (COO) information. The experimental results indicate that the degree of incongruity has a significant impact on advertising effectiveness. Moderate incongruity, compared with extreme congruity and incongruity, improves consumers` ad recall and elicits favorable product-related thoughts, ad attitudes, and product attitudes. Moreover, consumers` world-mindedness moderates the effects of incongruity. The implication of these and other findings are discussed.
    Relation: 廣告學研究, 36, 99-135
    Journal of advertising & public relations
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    36-99-135.pdf692KbAdobe PDF2395View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback