Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/103103
DC Field | Value | Language |
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dc.creator | 林恩盈 | zh_TW |
dc.date | 2010-01 | |
dc.date.accessioned | 2016-10-20T08:09:36Z | - |
dc.date.available | 2016-10-20T08:09:36Z | - |
dc.date.issued | 2016-10-20T08:09:36Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/103103 | - |
dc.description.abstract | 一言以蔽之,本書由真正的真實(the real-real)、真實的虛假(the realfake)、虛假的真實(the fake-real)、虛假的虛假(the fake-fake)所構成。在2007年Gilmore與Pine出版《體驗真實》(Authenticity: What Consumers Really Want),引起美國學術圈與行銷界的廣泛討論。無獨有偶,Journal of Advertising於隔年春天刊登了另一位研究「真實性」(authenticity)的專家Michael B. Beverland的文章“Projecting Authenticity through Advertising: Consumer Judgments of Advertisers’ Claim."說明了真實性的行銷議題已蔚為風潮;若讀過Gilmore與 Pine的前一本鉅著《體驗經濟時代》(The Experience Economy: Work is Theatre and Every Business A Stage),對他們的論點觀念應不會陌生,從《體驗經濟時代》中的立論為基礎,Gilmore與Pine認為今時代消費者所看重的是他們與商品之間產生的共鳴(sympathetic vibration),且商品品質已不再是品牌差異化的重心所在,消費者終其一生所尋求的是與自身形象相符的「真實性」,而這樣的真實性才是品牌差異化所依據的市場區隔基礎。 | |
dc.format.extent | 175681 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.relation | 廣告學研究, 33, 139-142 | |
dc.title | 真實的虛假與虛假的真實 | zh_TW |
dc.type | article | |
item.cerifentitytype | Publications | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.openairetype | article | - |
item.fulltext | With Fulltext | - |
item.grantfulltext | open | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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33-5(p.139-142).pdf | 171.56 kB | Adobe PDF2 | View/Open |
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