| dc.contributor.advisor | 郭貞 | zh_TW |
| dc.contributor.author (Authors) | 陳芯佩 | zh_TW |
| dc.creator (作者) | 陳芯佩 | zh_TW |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 17-Sep-2009 15:35:52 (UTC+8) | - |
| dc.date.available | 17-Sep-2009 15:35:52 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Sep-2009 15:35:52 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G91NCCU0112012 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/33144 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.tableofcontents | 第一章 研究動機與目的 1第一節 研究動機 4第二節 研究目的 5第二章、文獻探討 6第一節 贊助的基本概念 6第二節 贊助領域中的一致性討論與研究 8第三節 一致性的理論基礎之一 10第四節 一致性的理論基礎之二 12第五節 贊助活動與品牌間的一致性 22第六節 贊助效果研究 25第三章 研究架構與假設 30第一節 研究架構 30第二節 研究問題與假設 31第四章 研究方法 34第一節 實驗設計 34第二節 操弄組合的選擇與測量工具之建構 35第三節 訊息設計 43第四節 正式實驗 47第五節 變項定義與測量 49第五章 研究結果 51第一節 信度檢驗 51第二節 自變項操弄檢定 52第四節 假設驗證 54第六章 研究討論 64第一節 主要研究發現與討論 64第二節 研究限制 69第三節 未來研究建議 70第四節 實務參考 70 表目錄表1-1 贊助活動的類型 7表4-1 實驗架構 35表4-2 前測一各體育活動熟悉度的平均數與標準差 36表4-3 各體育活動與產品間一致性的平均數與標準差 37表4-4 前測二之產品與活動間一致性的重複量測分析 37表4-5 運動飲料組內不同體育活動的對比檢定 37表4-6 球鞋組內不同體育活動對比檢定 38表4-7 慈善活動與產品間一致性的平均數與標準差 39表4-8 前測三產品與活動間一致性的相依樣本T檢定結果 39表4-9 不同活動類型下活動熟悉度的相依樣本T檢定 40表4-10 體育活動形容詞的平均數與標準差排序表 41表4-11 慈善活動形容詞的平均數與標準差排序表 42表4-12 實驗操弄架構 43表4-13 前測四組中一致性量表的信度檢驗 44表4-14 前測廣告稿中活動與產品間一致性高低的平均數與標準差 45表4-15 前測廣告稿中活動與產品間一致性的T檢定 45表4-16 前測廣告稿近似程度的平均數與標準差 45表4-17 各組廣告稿近似程度的相依樣本T檢定 46表4-18 正式實驗時各組別人數 48表5-1 各量表的因素負荷值與信度 52表5-2 活動與產品間一致性的平均值與標準差 53表5-3 兩活動類型下一致性的T檢定 53表5-4 各組的依變項之描述統計結果 54表5-5 多變量分析結果 55表5-6 活動類型對各依變項的主效果 56表5-7 不同活動類型，一致性高低的「形象移轉」T檢定結果 57表5-8 不同活動類型，一致性高低的「廣告態度」T檢定結果 59表5-9 不同活動類型，一致性高低的「品牌態度」T檢定結果 60表5-10 不同活動類型，一致性高低的「購買意願」T檢定結果 61表5-11 性別於各依變項上的平均數與標準差 63表5-12 性別對各依變項的T檢定 63圖目錄圖3-1 研究架構圖 30圖5-1 不同活動類型下，一致性高低組的品牌回憶度 57圖5-2 不同活動類型下，一致性高低組的形象移轉 58圖5-3 不同活動類型下，一致性高低組的廣告態度 59圖5-4 不同活動類型下，一致性高低組的品牌態度 61圖5-5 不同活動類型下，一致性高低組的購買意願 62 | zh_TW |
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| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G91NCCU0112012 | en_US |
| dc.title (題名) | 贊助活動與贊助品牌間的一致性 | zh_TW |
| dc.type (資料類型) | thesis | en |
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