| dc.contributor.advisor | 洪順慶 | zh_TW |
| dc.contributor.author (作者) | 吳曼婕 | zh_TW |
| dc.creator (作者) | 吳曼婕 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 11-九月-2009 16:53:24 (UTC+8) | - |
| dc.date.available | 11-九月-2009 16:53:24 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 16:53:24 (UTC+8) | - |
| dc.identifier (其他 識別碼) | 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 |
| dc.relation.reference (參考文獻) | 英文文獻 : | zh_TW |
| dc.relation.reference (參考文獻) | 1. Ault, S. (2003). “Time Is Right For Jingles,”Billboard, 115(49), p50-50. | zh_TW |
| dc.relation.reference (參考文獻) | 2. Bierley, C., Frances, K. M., and Renee V. (1985). “ Classical Conditioning of Preferences for Stimuli,”Journal of Consumer Research, Vol.12, p316-323. | zh_TW |
| dc.relation.reference (參考文獻) | 3. Bozman, C.S., D. Meuling, K.L. and Pettit-O M. (1994). “The directional influence of music backgrounds in television advertising,” Journal of Applied Business Research, 10 (1), p14-18. | zh_TW |
| dc.relation.reference (參考文獻) | 4. Claycamp, H.J. and Liddy, L.E. (1969). “Prediction of New Product Performance: An Analytical Approach,” Journal of Marketing Research, 6(4), p414-420. | zh_TW |
| dc.relation.reference (參考文獻) | 5. Dowling, W. J., and Harwood, D. (1986). “Music cognition,” Academic Press. | zh_TW |
| dc.relation.reference (參考文獻) | 6. Farquhar and Peter H. (1990). “Managing Brand Equity,” Journal of Advertising Research, 30 (August/September), p7-12. | zh_TW |
| dc.relation.reference (參考文獻) | 7. Gorn, G. J. (1982). “The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach,” Journal of Marketing, 46, p94-101. | zh_TW |
| dc.relation.reference (參考文獻) | 8. Hahn, M. and Hwang, I. (1999). “Effects of tempo and familiarity of background music on message processing in TV advertising: A resource matching perspective,” Psychology and Marketing, Vol.16, p659–675. | zh_TW |
| dc.relation.reference (參考文獻) | 9. Hung, K. (2000). “Narrative Music in Congruent and Incongruent TV Advertising. (Dutch/Flemish),”Journal of Advertising, Vol. 29(1), p25-34. | zh_TW |
| dc.relation.reference (參考文獻) | 10. Hupfer, N. and David G. (1971). “Differential Involvement with Products and Issues：Research,” Association for Consumer Research, p262-269. | zh_TW |
| dc.relation.reference (參考文獻) | 11. Kellairs, J. J. and Cox, A. D. (1989). “The effects of background music in advertising; A reassessment,” Journal of Consumer Research, 16(1), p113-118. | zh_TW |
| dc.relation.reference (參考文獻) | 12. Keller, K.L. (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57 (1), p1-22. | zh_TW |
| dc.relation.reference (參考文獻) | 13. Krugman, H.E. (1965). “The Impact of Television Advertising: Learning Without Involvement,” Public Opinion Quarterly, Vol. 29, p349-356. | zh_TW |
| dc.relation.reference (參考文獻) | 14. Lee, M.S. and Mittal B. (1989). “A Casual Model of Consumer Involvement”, Journal of Economic Psychology, 10, p363-389. | zh_TW |
| dc.relation.reference (參考文獻) | 15. Lutz, R.J. (1985). “Affective and Cognitive Antecedents of Attitude Toward the Ad: A conceptual Framework. In Alwitt.L & Mitchell, A. A(eds.), Psychological Process and Advertising Effects,” Theory Research and Application. Hillsdale, NJ: Lawrence Erlbaum, p45-63. | zh_TW |
| dc.relation.reference (參考文獻) | 16. MacInnis, Deborah J. and Park C.W. (1991). “The Differential Role of Characteristics of Music on High- and Low-Involvement Consumers` Processing of Ads,” Journal of Consumer Research, 18, p161-173. | zh_TW |
| dc.relation.reference (參考文獻) | 17. MacKenzie, Scott B., and Richard J. and Lutz (1989). “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context,” Journal of Marketing, 53(April), p48-65. | zh_TW |
| dc.relation.reference (參考文獻) | 18. MacKenzie, Scott B., R. J. Lutz, and G. E. Belch (1986). “The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” | zh_TW |
| dc.relation.reference (參考文獻) | 19. Millard, E., (2007). “Inside Intel,” Linux Magazine, 9(9), p28-31. | zh_TW |
| dc.relation.reference (參考文獻) | 20. Miniard, P.W., Bhatla, S. and Rose R.L. (1990). “On the formation and relationship of ad and brand attitudes: An experimental and causal analysis,”Journal of Marketing Research, 27, p290 - 303. | zh_TW |
| dc.relation.reference (參考文獻) | 21. Mitchell, A. and Olson, J. (1981). “Are product attribute beliefs the only mediator of advertising effects on brand attitude?” Journal of Marketing Research, 18, p318-32. | zh_TW |
| dc.relation.reference (參考文獻) | 22. Mitchell, A.A.(1997). “The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement,”Journal of Consumer Research,13(1), p12-24. | zh_TW |
| dc.relation.reference (參考文獻) | 23. Najjar, L. J., (1996). “Multimedia Information and Learning,” Journal of Educational Multimedia and Hypermedia, 5 (2), p129-150. | zh_TW |
| dc.relation.reference (參考文獻) | 24. Nordhielm, C. L. (2002). “The Influence of Level of Processing on Advertising Repetition Effects,” Journal of Consumer Research, 29, p371-382. | zh_TW |
| dc.relation.reference (參考文獻) | 25. North, A.C., Mackenzie, L.C., Law, R. M., Hargreaves, D.J. (2004). “The Effects of Musical and Voice "Fit" on Responses to Advertisements,” Journal of Applied Social Psychology, 34(8), p1675-1708. | zh_TW |
| dc.relation.reference (參考文獻) | 26. Oakes, S. (2007). “Evaluating Empirical Research into Music in Advertising: A Congruity Perspective,”Journal of Advertising Research, 47(1), p38-50. | zh_TW |
| dc.relation.reference (參考文獻) | 27. Pappu, R., Quester, P.G. and Cooksey, R.W. (2005). “Consumer-based brand equity: improving the measurement -- empirical evidence”Journal of Product & Brand Management, 14(3), p142-154. | zh_TW |
| dc.relation.reference (參考文獻) | 28. Park and Young (1986). “Consumer response to television commercials: the impact of involvement and background music on brand attitude formation,” Journal of Marketing Research, 23, p11-24. | zh_TW |
| dc.relation.reference (參考文獻) | 29. Petty, Richard E., Cacioppo, J.T., David, S. (1983). “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,”Journal of Consumer Research, 10(2), p135-146. | zh_TW |
| dc.relation.reference (參考文獻) | 30. Pitt, L.F., and Abratt, R. (1988). “Music in Advertisements for Unmentionable Products–A Classical Conditioning Experiment,” The International Journal of Advertising, 7, p130–137. | zh_TW |
| dc.relation.reference (參考文獻) | 31. Ray, Michael L., Alan G. S., Michael L.R., Roger M.H., Edward C.S., and Jerome B.R. (1973). “Marketing Communication and the Hierarchy of effects,” New Models for Mass Communication Research, 2, p147-176. | zh_TW |
| dc.relation.reference (參考文獻) | 32. Rothschild, M. L. (1987). “Perspectives in Involvement: Current Problem and Future Directions,” Advances in Consumer Research, 11, p216-217. | zh_TW |
| dc.relation.reference (參考文獻) | 33. Rudin, R. (2004). “Jingles,”Museum of Broadcast Communications Encyclopedia of Radio, 2, p788-789. | zh_TW |
| dc.relation.reference (參考文獻) | 34. Scott, L.M. (1990). “Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising,” Journal of Consumer Research, 17(2), p223-236. | zh_TW |
| dc.relation.reference (參考文獻) | 35. Smith, R. A., (1991). “The Effects of Visual and Verbal Advertising Information on Consumers’ Inferences,” Journal of Advertising, 20 (4), p13-23. | zh_TW |
| dc.relation.reference (參考文獻) | 36. Stewart, D. W. and Punj, G. N. (1998). ‘‘Effects of Using a Nonverbal (Musical) Cue on Recall and Playback of Television Advertising: Implications for Advertising Tracking,’’ Journal of Business Research, 42(1), p39-51. | zh_TW |
| dc.relation.reference (參考文獻) | 37. Stewart, D.W., Farmer, K.M., & Stannard, C.I. (1990). “ Music as a recognition cue in advertising-tracking studies. ”Journal of Advertising Research, 30(4), p39. | zh_TW |
| dc.relation.reference (參考文獻) | 38. Stewart, D.W., Farmer, K.M., and Stannard, C.I. (1990). “Music As a Recognition Cue in Advertising-Tracking Studies,” Journal of Advertising Research, 30(4), p39-48. | zh_TW |
| dc.relation.reference (參考文獻) | 39. Yalch, R. F. (1991). “Memory in a jingle jungle: Music as a mnemonic device in communicating advertising slogans,”Journal of Applied Psychology,76,p 268-275. | zh_TW |
| dc.relation.reference (參考文獻) | 40. Yalch, R.F. (1991). “Memory in a jingle jungle: Music as a mnemonic device in communicating advertising slogans,” Journal of Applied Psychology, 76(2), p268. | zh_TW |
| dc.relation.reference (參考文獻) | 41. Yoo, B., Naveen D., and Sungho L., (2000). “An Examination of Selected Marketing Mix Elements and Brand Equity,”Journal of the Academy of Marketing Science, 28(2), p195-211. | zh_TW |
| dc.relation.reference (參考文獻) | 42. Belch and Belch (2004). “Advertising and Promotion: an integrated marketing communications perspective,”6th, McGraw Hill. | zh_TW |
| dc.relation.reference (參考文獻) | 43. Crowder, R. G. (1976). “Principles of Learning and Memory,” Lawrence Erlbaum Associates. | zh_TW |
| dc.relation.reference (參考文獻) | 44. Fishbein, M., Ajzen, I., (1980). “Understanding Attitudes and Predicting Social Behavior,” Engewood Cliffs, NJ：Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 45. Jim, A. (2003). “Jingle sales,” Media: Asia`s Media & Marketing Newspaper, 15621138. | zh_TW |
| dc.relation.reference (參考文獻) | 46. Keller, K.L. (1998). “Strategic Brand Management－Building, Measuring, and Managing Brand Equity,” Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 47. Krugman, H. E. (1972). “How Potent is Television Advertising? Some Guidelines from Theory”, Paper Presented to the ANA Television Workshop, New York City. | zh_TW |
| dc.relation.reference (參考文獻) | 48. Petty, Richard E. and Cacioppo, J.T. (1981). “Attitudes and Persuasion: Classic and Contemporary Approaches,”Dubuque, Iowa: Wm. C. Brown Company Publishers. | zh_TW |
| dc.relation.reference (參考文獻) | 49. Petty, Richard E. and Cacioppo, J.T. (1986). “Communication and Persuasion: Central and Peripheral Routes to Attitude Change,” New York: Springer-Verlag. | zh_TW |
| dc.relation.reference (參考文獻) | 中文文獻： | zh_TW |
| dc.relation.reference (參考文獻) | 1. 余主惠(2002)，「廠商行銷投入對品牌權益影響長期觀點之研究」，國立政治大學企業管理研究所 | zh_TW |
| dc.relation.reference (參考文獻) | 2. 洪順慶(2005)，《行銷管理》。台北市：新陸書局。 | zh_TW |
| dc.relation.reference (參考文獻) | 3. 南方朔(1991)，《「反」的政治經濟學》。台北市：久大書局。 | zh_TW |
| dc.relation.reference (參考文獻) | 4. 許惠珠(1986)，「音樂對廣告效果影響之研究」，國立台灣大學商學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 5. 陳建文(2003)，「無線廣告呈現方式與無線網站型態對廣告效果之影響」，國立交通大學傳播所未出版碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 6. 彭縱仁(2003)，「音樂特性在不同涉入情境下對廣告效果影響途徑之研究」，國立台灣大學商學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 7. 博報堂生活総合硏究所編; 鍾霓譯(2006)，《五感的時代 : 視.聽.嗅.味.觸覺的消費社會學》。臺北市 : 中衛發展中心。 | zh_TW |
| dc.relation.reference (參考文獻) | 8. 黛安.艾克曼(Diane Ackerman)作; 莊安祺譯(2007)，《感官之旅 : 感知的詩學》。臺北市 : 時報文化。 | zh_TW |
| dc.relation.reference (參考文獻) | 參考網站： | zh_TW |
| dc.relation.reference (參考文獻) | 1. 美國行銷協會(AMA)：www.ama.org.com | zh_TW |
| dc.relation.reference (參考文獻) | 2. 實力傳播(Zenith Optimedia)：http://www.zenithoptimedia.com/home/ | zh_TW |
