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| Title | Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firms |
| Creator | 陳建維;沈宗奇;邱婉瑜 Chen,Chien-Wei ; Shen,Chung-Chi ;Chiu,Wan-Yu |
| Contributor | 國貿系 |
| Key Words | Communication strategy; New product launch; Integrated marketing communication |
| Date | 2007-11 |
| Date Issued | 13-Feb-2014 11:57:30 (UTC+8) |
| Summary | 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. |
| Relation | Industrial Marketing Management 36(8), 1046-1056 |
| Type | 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-Yu | en_US |
| dc.date (日期) | 2007-11 | en_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), 1046-1056 | en_US |
| dc.subject (關鍵詞) | Communication strategy; New product launch; Integrated marketing communication | en_US |
| dc.title (題名) | Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firms | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1016/j.indmarman.2006.08.002 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1016/j.indmarman.2006.08.002 | en_US |