| dc.contributor.advisor | 洪順慶 | zh_TW |
| dc.contributor.author (Authors) | 吳曼婕 | zh_TW |
| dc.creator (作者) | 吳曼婕 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:53:24 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:53:24 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:53:24 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0096355041 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29931 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 963555041 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 近年來，消費者在資訊超載環境中，每天所接觸到的廣告量數以萬計，如何造就一支成功的廣告，實為一重要議題，除了在視覺上引起消費者注意外，音樂或是廣告標語更成為廣告訊息中詮釋品牌的主要角色，不僅能再一次提醒消費者該廣告的產品品牌，更重要的是能加強消費者對該品牌的認知。 Yalch(1991)指出有音樂短歌標語較無音樂短歌標語有較高的品牌再認與回憶，然而目前國內對廣告短歌標語之研究仍相當稀少。本研究由消費者之觀點出發，主要探討廣告標語結合音樂旋律有無對品牌權益的影響，並分析在「涉入程度」的干擾作用與「廣告態度」的中介作用下，對上述關係有何影響。 本研究經由前測，選擇大陸「德克士」速食快餐廣告結合「我要我的滋味」廣告標語為標的廣告，進入正式實驗。藉由影片播放，將標的廣告與其他九支廣告隨機安排在三次的廣告時段中。施測於105位政大學生，進行兩組實驗組與控制組正式實驗。 研究結果顯示：一、就廣告短歌有無的主效果而言，有音樂標語的廣告比無音樂標語的廣告更能提高消費者對該品牌的評價。二、廣告態度為廣告音樂標語與品牌權益的中介變項，對於消費者之品牌態度、購買意願有正向關係影響。 整體而言，廣告音樂標語的確會影響消費者對品牌之評價。本研究提供廣告行銷人員未來在採用廣告音樂標語時，可考量的更多因素，以選擇合適的廣告音樂標語加以應用。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1 第一節 研究背景與研究動機 2 第二節 研究目的 4 第三節 研究流程與步驟 6 第二章 文獻探討 8 第一節 廣告短歌 8 第二節 廣告態度與古典制約 15 第三節 推敲可能性模式 21 第四節 品牌權益的建立 26 第三章 研究方法 35 第一節 本研究觀念架構 35 第二節 研究變數的定義與衡量 38 第三節 實驗設計與發展 42 第四節 資料蒐集 44 第五節 資料分析方法 46 第四章 研究結果 47 第一節 樣本敘述統計與變異數分析 47 第二節 信度分析 51 第三節 干擾檢定 54 第四節 假設檢定 56 第五章 結論與建議 62 第一節 研究結論 62 第二節 討論 64 第三節 實務意涵 65 第四節 研究限制與未來研究建議 66 附件：正式問卷 68 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096355041 | en_US |
| dc.subject (關鍵詞) | 廣告短歌 | zh_TW |
| dc.subject (關鍵詞) | 古典制約效果 | zh_TW |
| dc.subject (關鍵詞) | 推敲可能性模式 | zh_TW |
| dc.subject (關鍵詞) | 品牌權益 | zh_TW |
| dc.title (題名) | 廣告音樂標語對品牌權益的影響 | zh_TW |
| dc.type (資料類型) | thesis | en |
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