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題名 Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firms
作者 陳建維;沈宗奇;邱婉瑜
Chen,Chien-Wei ; Shen,Chung-Chi ;Chiu,Wan-Yu
貢獻者 國貿系
關鍵詞 Communication strategy; New product launch; Integrated marketing communication
日期 2007-11
上傳時間 13-Feb-2014 11:57:30 (UTC+8)
摘要 To understand the mechanisms that underlie marketing communication support for product launches, the authors conduct an empirical study and propose a conceptual framework that depicts the relationships between informational/transformational or elaborational/relational messages and their effectiveness. The hypothesized message–communication and message–sales effect links are moderated by three communication process characteristics: message clarity, message uniformity, and integration of the communication. On the basis of data collected from an industrial survey of 101 high-tech firms in Taiwan, the authors find that informational and relational messages offer greater support for new products. Whereas message clarity and integration of communication expectedly demonstrate positive moderating effects on message–performance links, message uniformity only affects messages–sales effect relationships. The authors explore research insights and discuss implications for both academia and practitioners from the perspectives of new product management and integrated marketing communications.
關聯 Industrial Marketing Management 36(8), 1046-1056
資料類型 article
DOI http://dx.doi.org/10.1016/j.indmarman.2006.08.002
dc.contributor 國貿系en_US
dc.creator (作者) 陳建維;沈宗奇;邱婉瑜zh_TW
dc.creator (作者) Chen,Chien-Wei ; Shen,Chung-Chi ;Chiu,Wan-Yuen_US
dc.date (日期) 2007-11en_US
dc.date.accessioned 13-Feb-2014 11:57:30 (UTC+8)-
dc.date.available 13-Feb-2014 11:57:30 (UTC+8)-
dc.date.issued (上傳時間) 13-Feb-2014 11:57:30 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/63825-
dc.description.abstract (摘要) To understand the mechanisms that underlie marketing communication support for product launches, the authors conduct an empirical study and propose a conceptual framework that depicts the relationships between informational/transformational or elaborational/relational messages and their effectiveness. The hypothesized message–communication and message–sales effect links are moderated by three communication process characteristics: message clarity, message uniformity, and integration of the communication. On the basis of data collected from an industrial survey of 101 high-tech firms in Taiwan, the authors find that informational and relational messages offer greater support for new products. Whereas message clarity and integration of communication expectedly demonstrate positive moderating effects on message–performance links, message uniformity only affects messages–sales effect relationships. The authors explore research insights and discuss implications for both academia and practitioners from the perspectives of new product management and integrated marketing communications.en_US
dc.format.extent 250649 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.relation (關聯) Industrial Marketing Management 36(8), 1046-1056en_US
dc.subject (關鍵詞) Communication strategy; New product launch; Integrated marketing communicationen_US
dc.title (題名) Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firmsen_US
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1016/j.indmarman.2006.08.002en_US
dc.doi.uri (DOI) http://dx.doi.org/10.1016/j.indmarman.2006.08.002en_US