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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/94139

    Title: MV置入性行銷中的品牌聯盟效果之研究
    Other Titles: Study of brand alliance effectiveness : taking product placement in music video as an example
    Authors: 王翠英;Wang, Tsui-Ying
    Contributors: 淡江大學企業管理學系碩士在職專班
    李月華;Lee, Yueh-Hua
    Keywords: 置入性行銷;品牌聯盟;品牌概念形象;中央路徑;周邊路徑;Placement Marketing;Brand Alliance;Brand Concept Image(BCM);Central Route;Peripheral Route
    Date: 2013
    Issue Date: 2014-01-23 14:03:54 (UTC+8)
    Abstract: 綜觀國內外有關於置入性行銷的研究,大多數的研究學者致力於探討產品置入電視劇或電影等媒介上對產品品牌所產生的記憶及廣告效果,相較之下,探討產品置入MV中產生之品牌聯盟是否受到MV視聽效果影響,進而改變消費者對MV及品牌聯盟者的品牌概念之研究則占少數。
    In general, marketing researches in regards to product placements around the world substantially are conducted within medias such as television dramas or movies, and in turn their aftermath of consciousness and brand recognition. On the contrary, researches in connection with product placements into music videos via brand alliances and in sequence alter viewers’ brand images toward said products are comparatively uncommon.
    This research mainly studies whether product placements via brand alliances into music videos have significant effects on viewers’ attitudes toward said products, and in turn alter consumers’ brand concept images. The research was conducted in convenience sampling with online surveys to investigate viewers awareness towards the linkage between products or brands, and furthermore their better brand concept images.
    This research proves that when product placements via brand alliances are implemented into music videos, the brand concept consistency appears stronger, with closer match of product categories, consumers lean to process information through peripheral routes and further response with different information digestion according to audio-visual effects in music videos. In addition, in regards to choosing persuasion routes for information processing, consumers tend to possess higher brand concept image from central routes rather than peripheral routes.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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