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題名 贊助活動與贊助品牌間的一致性
作者 陳芯佩
貢獻者 郭貞
陳芯佩
日期 2002
上傳時間 17-Sep-2009 15:35:52 (UTC+8)
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陳俐琦(1998):《品牌個性構成向度之研究》。國立政治大學企業管理研究所碩士論文。
陳柏蒼(2001):《企業贊助對企業品牌權益之影響》。國立中正大學企業管理研究所碩士論文。
黃見雯(2001):《廣告基調與媒體內容基調一致性對廣告效果之影響-媒體內容觀賞涉入及自我概念一致性干擾效果之研究》。私立元智大學管理研究所碩士論文。
別蓮蒂(2002):《公益行銷效益評估-明碁兒福活動合作案剖析》。第十屆中華民國廣告暨公共關係學術與實務研討會論文。
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Barone, M. J., Miyazaki, A. D. & Taylor, K. A. (2000). The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another. Journal of the Academy of Marketing Science, 28(2), 248-262.
Batra, R. & Holbrook, M. B. (1987). Assessing the Role of Emotions as Mediators of Cousumer Responses of Advertising. Journal of Advertising Research, 14(3), 404-420.
Belch, G. E., Lutz, R. J. & Mackenzie, S. B. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness:A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143.
Benezra, k. (1996). Cause and Effects Marketing. Brandweek, 37(17), 38-41.
Bennett R. (1999). Sports Sponsorship, Spectator Recall and False Consensus. European Journal of Marketing, 33(3), 291-313
Busler, M. & Till, B. D. (2000). The Match-Up Hypothesis : Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29(3), 1-13.
Cameron, G., Joiner, C. & Levin A. M. (2001). The Impact of Sports Sponsorship on Consumers’ Brand Attitude and Recall: The Case of NASCAR Fans. Journal of Current Issues and Research in Advertising, 23(2), 23-31.
Campbell, M. C. & Kirmani, A. (2000). Consumers’ Use of Persuasion Knowledge:The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. Journal of Consumer Research, 27(1), 69-83
Cohen, C. E. (1981). Person Categories and Social Perception : Testing Some Boundaries of the Processing Effects of Prior Knowledge. Journal of Personality and Social Psychology, 40(3), 441-452.
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描述 碩士
國立政治大學
廣告研究所
91
資料來源 http://thesis.lib.nccu.edu.tw/record/#G91NCCU0112012
資料類型 thesis
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) 2002en_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) G91NCCU0112012en_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) 91zh_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
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G91NCCU0112012en_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) thesisen
dc.relation.reference (參考文獻) 林意慈(1998):《從閱聽眾認知基模看性訴求電視廣告效果》。國立中正大學電訊傳播研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 陳俐琦(1998):《品牌個性構成向度之研究》。國立政治大學企業管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 陳柏蒼(2001):《企業贊助對企業品牌權益之影響》。國立中正大學企業管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 黃見雯(2001):《廣告基調與媒體內容基調一致性對廣告效果之影響-媒體內容觀賞涉入及自我概念一致性干擾效果之研究》。私立元智大學管理研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 別蓮蒂(2002):《公益行銷效益評估-明碁兒福活動合作案剖析》。第十屆中華民國廣告暨公共關係學術與實務研討會論文。zh_TW
dc.relation.reference (參考文獻) Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.zh_TW
dc.relation.reference (參考文獻) Allen, C. T., Madden T. J. & Twible, J. L. (1988). Attitude Toward the Ad:An Assessment of Diverse Measurement Indices Under Different Processing “Sets”. Journal of Marketing Research, 25(3), 242-252.zh_TW
dc.relation.reference (參考文獻) Barone, M. J., Miyazaki, A. D. & Taylor, K. A. (2000). The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another. Journal of the Academy of Marketing Science, 28(2), 248-262.zh_TW
dc.relation.reference (參考文獻) Batra, R. & Holbrook, M. B. (1987). Assessing the Role of Emotions as Mediators of Cousumer Responses of Advertising. Journal of Advertising Research, 14(3), 404-420.zh_TW
dc.relation.reference (參考文獻) Belch, G. E., Lutz, R. J. & Mackenzie, S. B. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness:A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143.zh_TW
dc.relation.reference (參考文獻) Benezra, k. (1996). Cause and Effects Marketing. Brandweek, 37(17), 38-41.zh_TW
dc.relation.reference (參考文獻) Bennett R. (1999). Sports Sponsorship, Spectator Recall and False Consensus. European Journal of Marketing, 33(3), 291-313zh_TW
dc.relation.reference (參考文獻) Busler, M. & Till, B. D. (2000). The Match-Up Hypothesis : Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29(3), 1-13.zh_TW
dc.relation.reference (參考文獻) Cameron, G., Joiner, C. & Levin A. M. (2001). The Impact of Sports Sponsorship on Consumers’ Brand Attitude and Recall: The Case of NASCAR Fans. Journal of Current Issues and Research in Advertising, 23(2), 23-31.zh_TW
dc.relation.reference (參考文獻) Campbell, M. C. & Kirmani, A. (2000). Consumers’ Use of Persuasion Knowledge:The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. Journal of Consumer Research, 27(1), 69-83zh_TW
dc.relation.reference (參考文獻) Cohen, C. E. (1981). Person Categories and Social Perception : Testing Some Boundaries of the Processing Effects of Prior Knowledge. Journal of Personality and Social Psychology, 40(3), 441-452.zh_TW
dc.relation.reference (參考文獻) Cornwell, T. B. and Isabelle M. (1998). An International Review of Sponsorship Research. Journal of Advertising 27(1), 1-21.zh_TW
dc.relation.reference (參考文獻) Crimmins, J. & Horn, M. (1996). Sponsorship: From Management Ego Trip to Marketing Success. Journal of Advertising Research, 36(4), 11-21.zh_TW
dc.relation.reference (參考文獻) Dean, D. H. (1999). Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitude. Journal of Advertising, 28(3), 1-12.zh_TW
dc.relation.reference (參考文獻) DeSarbo, W. S. & Harshman, R. A. (1985). Celebrity-Brand Congruence Analysis, Current Issues and Research in Advertising. James Leigh and Claude Martin, eds., University of Michigan, Ann Arbor, 17-52.zh_TW
dc.relation.reference (參考文獻) Derbaix, C. & Lardinoit, T. (2001). Sponsorship and Recall of sponsors. Psychology and Marketing, 18(2), 167-189.zh_TW
dc.relation.reference (參考文獻) Drumwright, M. E. (1996). Company Advertising With a Social Dimension: The Role of Noneconomic Criteria. Journal of Marketing, 60(4), 71-87.zh_TW
dc.relation.reference (參考文獻) Fiske, S. T. & Taylor, S. E. (1991). Social Cognition, 96-141; 462-475. N.Y.: McGraw-Hill, Inc.zh_TW
dc.relation.reference (參考文獻) Fiske, S. T. (1982). Schema-Trigged Affect: Applications to Social Perception. In Clark, M. S. & Fiske, S. T.(Eds), Affect and Cognition(pp. 55-73). New Jersey: Lawrence Erlbaum Associates.zh_TW
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