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| Title | Design and Delivery of New Product Preannouncement Messages |
| Creator | 陳建維;Wong, Veronica Chen, Chien-Wei;Wong, Veronica |
| Contributor | 國貿系 |
| Date | 2012-04 |
| Date Issued | 13-Feb-2014 11:57:04 (UTC+8) |
| Summary | This study shows that the amount of message cues in the new product preannouncements influences the extent of message clarity, which in turn determines the consistency in messages. A firm is more likely to communicate more clearly new product preannouncement messages with more cues for a strongly branded product. If the product is newer, the firm would tend to convey less uniform messages. Large firms are more likely to convey more abundant and ambiguous messages. Market-oriented firms are more likely to deliver consistent messages with sufficient cues. Firms in technologically turbulent environments are less likely to consistently unveil new product-related messages, while those operating in markets subjected to network externalities tend to send abundant message content. |
| Relation | Journal of Marketing Theory and Practice, 20(2), 207-225 |
| Type | article |
| DOI | http://dx.doi.org/10.2753/MTP1069-6679200206 |
| dc.contributor | 國貿系 | en_US |
| dc.creator (作者) | 陳建維;Wong, Veronica | zh_TW |
| dc.creator (作者) | Chen, Chien-Wei;Wong, Veronica | en_US |
| dc.date (日期) | 2012-04 | en_US |
| dc.date.accessioned | 13-Feb-2014 11:57:04 (UTC+8) | - |
| dc.date.available | 13-Feb-2014 11:57:04 (UTC+8) | - |
| dc.date.issued (上傳時間) | 13-Feb-2014 11:57:04 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/63823 | - |
| dc.description.abstract (摘要) | This study shows that the amount of message cues in the new product preannouncements influences the extent of message clarity, which in turn determines the consistency in messages. A firm is more likely to communicate more clearly new product preannouncement messages with more cues for a strongly branded product. If the product is newer, the firm would tend to convey less uniform messages. Large firms are more likely to convey more abundant and ambiguous messages. Market-oriented firms are more likely to deliver consistent messages with sufficient cues. Firms in technologically turbulent environments are less likely to consistently unveil new product-related messages, while those operating in markets subjected to network externalities tend to send abundant message content. | en_US |
| dc.format.extent | 659644 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Marketing Theory and Practice, 20(2), 207-225 | en_US |
| dc.title (題名) | Design and Delivery of New Product Preannouncement Messages | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.2753/MTP1069-6679200206 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.2753/MTP1069-6679200206 | - |