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???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
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dc.contributor.advisor | 練乃華 | |
dc.contributor.author | Cheng-Shih Lin | en |
dc.contributor.author | 林正士 | zh_TW |
dc.date.accessioned | 2021-06-13T05:48:04Z | - |
dc.date.available | 2007-07-13 | |
dc.date.copyright | 2006-07-13 | |
dc.date.issued | 2006 | |
dc.date.submitted | 2006-07-09 | |
dc.identifier.citation | Aaker L. Jennifer(1997), ”Dimensions of Brand Personality”, Journal of Marketing Research, Vol 34, pp347-356.
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/33880 | - |
dc.description.abstract | 過去廣告不一致理論被廣泛討論,但卻有許多不同的研究結論。且未有以來源國做為不一致的訊息基模之研究。來源國和廣告消費文化定位策略是國際行銷重要的研究議題,但也甚少有文獻將兩者結合討論。故本研究以來源國為認知基模,探討來源國聯想與廣告內容不一致之溝通效果;另外,探討來源國和廣告消費文化策略組合的溝通效果。
本研究分兩個實驗,實驗一採部分因子設計,將不一致程度分為完全一致、中度不一致及極端不一致。研究結果顯示:不一致程度對溝通效果有顯著影響,中度不一致優於完全一致與極端不一致。而因不一致引發的好奇與興趣對廣告態度與品牌態度有顯著中介作用。低獨斷性與高認知需求有較顯著的不一致效果。 實驗二的目的在驗證來源國與廣告消費消費文化定位策略的交互作用。結果顯示:來源國沒有主效果,FCCP有顯著主效果,當來源國為本土時,FCCP有較佳溝通效果;當來源國為日本時,在淨想法與回想上,不一致效果顯著,但廣告態度與品牌態度則仍以FCCP具有優勢。國族主義與國際主義對來源國與消費文化定位策略沒有干擾作用,性格開放性對來源國與消費文化定位策略不一致沒有干擾作用。 本研究將不一致理論的一般化延伸至來源國領域,且開啟來源國領域研究的另一個方向,將來源國與廣告消費文化定位策略一起討論,結論可做為廠商國際廣告策略或未來研究的參考。 | zh_TW |
dc.description.abstract | Research in incongruency theory has been widely discussed recently, but the conclusions were mixed. Previous studies emphase advantage of congruity for clear message and without cognitive dissonance. However, several studies provide some insight regarding how the level of congruity between objects and their associated schemas affects processing and evaluative judgments. And support the moderate incongruency has the best effects. Even though, the related studies about COO (country of origin) information on incongruity are rare. Besides, COO and global brand consumer culture positioning (GBPS) strategy are both important issues in international marketing field, but studies discuss the combination of them are seldom. This article explores how individuals process the incongruency information in advertising, treating the COO as schema, and the interacion between COO information and GBPS were investigated.
In the thesis, three levels of incongruency are tested in two studies respectively. The incomplete factorial design manipulates the three levels of incongruency of complete congruity, moderate incongruity and extreme incongruity to study 1. The results find that the level of incongruity will be significantly effects on persuasion. Moderate incongruity leads to more favorable evaluation than will complete congruity and extreme incongruity. Furthermore, the curiosity and interest emotional response aroused by incongruity will positively mediate the attitude toward the brand. Moreover, the two moderate variables effects of recipients’ traits on incongruity which included dogmatism and need for cognition are also supported. The aim of study 2 is to investigate the interaction between COO and GBPS. The results show that FCCP has significant main effect. When the COO is local, FCCP (moderate incongruity) has more positive influence on persuasion, comparing with GBPS is GCCP or LCCP. When the COO is non-local (Japan), LCCP has more net thoughts and recall, but FCCP has dominant preference on Aad and Ab. At the same time, ethnocentrism and worldmindedness both have no moderating effects on COO and GBPS. Neither do openness on interaction between COO and BPS. In conclusion, this research extended the COO schema into incongruency theory. And explored the COO research related a new paradigm. Those results will be applied to the advertising campaign and the future studies. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T05:48:04Z (GMT). No. of bitstreams: 1 ntu-95-D89741003-1.pdf: 1928092 bytes, checksum: 40a0a90e92bef76db34368f289892388 (MD5) Previous issue date: 2006 | en |
dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景 1 第二節 研究動機 3 第三節 研究目的 5 第二章 文獻探討 6 第一節 廣告中資訊不一致的意義與效果 6 第二節 來源國效應 9 第三節 全球消費文化定位策略 15 第四節 全球消費文化與廣告 17 第五節 開放性程度、本國中心主義與國際主義 22 第三章 研究一研究設計 30 第一節 研究一觀念架構 30 第二節 研究假說 31 第三節 研究設計 33 第四節 資料收集與分析方法 43 第四章 研究一研究結果 48 第一節 操弄檢定 48 第二節 假說檢定 52 第三節 假說檢定總整理 76 第四節 討論 77 第五章 研究二研究設計 79 第一節 研究二觀念架構 79 第二節 研究假說 80 第三節 研究設計 83 第四節 資料收集與分析方法 88 第六章 研究二研究結果 90 第一節 操弄檢定 90 第二節 假說檢定 92 第三節 假說檢定總整理 105 第四節 討論 106 第七章 結論與建議 108 第一節 研究結論 108 第二節 研究意涵 109 第三節 研究限制 111 第四節 未來研究方向 112 參考文獻 115 附錄 123 | |
dc.language.iso | zh-TW | |
dc.title | 來源國與廣告內容聯想及品牌定位不一致之廣告效果 | zh_TW |
dc.title | Response to Incongruency in Advertising : The Role of Country-of-Origin and Brand Positioning Strategy | en |
dc.type | Thesis | |
dc.date.schoolyear | 94-2 | |
dc.description.degree | 博士 | |
dc.contributor.oralexamcommittee | 黃恆獎,邱志聖,張愛華,趙琪 | |
dc.subject.keyword | 基模,廣告,廣告內容不一致,來源國,消費文化定位, | zh_TW |
dc.subject.keyword | advertising,incongruity,COO,consumer culture positioning strategy, | en |
dc.relation.page | 154 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2006-07-11 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
Appears in Collections: | 商學研究所 |
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