淡江大學機構典藏:Item 987654321/103063
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 62822/95882 (66%)
造访人次 : 4012786      在线人数 : 938
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/103063


    题名: 品牌名稱與標語的預示效果之研究—以消費者內心修正機制觀點為基礎
    其它题名: The Priming Effect of Brands Names and Slogans from the Perspective of Consumers’ Mental Correction
    作者: 曾忠蕙
    贡献者: 淡江大學國際企業學系
    关键词: 品牌;標語;預示效果;內心修正機制;Brand;Slogan;Priming effect;Mental Correction
    日期: 2012-08
    上传时间: 2015-05-18 13:42:25 (UTC+8)
    摘要: 品牌名稱與品牌標語皆是為企業提升品牌權益的重要工具，然而近幾年來的相關研 究中，較少學者探討品牌與標語所引發的預示效果的強度或方向是否相同的議題。本文 將以一項前導研究與包含三項實驗的正式研究，探討品牌與標語預示效果的差異：前導 研究的實驗將透過基模理論、說服知識模型、與消費者內心的修正機制等論點，實證分 析不同訴求(如節省金錢或分享訴求)的品牌與標語所產生的預示效果是否一致。接著發 展正式研究的三項實驗，實驗一將「含有品牌名稱的標語(如，「華碩品質、堅若磐石」) 納入分析，探討品牌、標語、含有品牌名稱的標語三種類型下，所產生的預示效果是否 有所差異。實驗二則再將「如一般語句並含有品牌名稱的標語(如，「純粹喝咖啡」是咖 啡飲料品牌「純萃喝」的標語)」也納入分析，將如一般語句並含有品牌名稱的標語與 實驗一的含有品牌名稱的標語，兩者所產生的預示效果互相比較。實驗三則是考量一項 重要的干擾變數—品牌與標語的連結記憶正確性強度，是否會干擾上述的預示效果。希 冀透過本研究，一方面能使品牌與標語的學術研究更加完善，另一方面可以對實務界提 供具體建議。
    Brands and slogans are important for business improving brand equity. However, recently seldom researchers discuss the difference of priming effect from brands and from slogans. This research develops one pilot study and one formal study with three experiments to investigate this issue. The pilot study, based on schema theory, persuasion knowledge model and the perspective of consumers’ mental correction, empirically analyzed the persuasion intent and correction mechanism activated by brands and slogans, and then tried to empirically test the difference of priming effect from brands and slogans with different appeals (ie. saving or sharing appeal). Then, the formal study will develop three experiments. Experiment 1 will analyze the priming effect from brands, slogans, and ”the specific slogans with a brand name (ie. ASUS’ slogan as “quality is of utmost important”)”. Experiment 2 will further compare the priming effect from “specific slogans with a brand name” with the priming effect from “slogans, like a common sentence, with a brand name (ie. ‘absolutely drinking coffee’ is a slogan for a coffee brand called ‘absolutely drinking’)”. Finally, experiment 3 will discuss how the memory of correctly matching brands and slogans will moderate the previous priming effect. Through the results of these two studies, this research would like to offer contributions for academic field as well as practical suggestions for marketing managers.
    显示于类别:[國際企業學系暨研究所] 研究報告

    文件中的档案:

    没有与此文件相关的档案.

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈