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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/33792完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華 | |
| dc.contributor.author | Pei-Hsuan Chien | en |
| dc.contributor.author | 簡佩宣 | zh_TW |
| dc.date.accessioned | 2021-06-13T05:46:14Z | - |
| dc.date.available | 2006-07-21 | |
| dc.date.copyright | 2006-07-21 | |
| dc.date.issued | 2006 | |
| dc.date.submitted | 2006-07-11 | |
| dc.identifier.citation | 一、中文部分
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10.D’Astous, A., and Bitz, P., “Consumer evaluations of sponsorship programmes”, European Journal of Marketing, 1995, Vol. 29, No.12, pp. 6-22 11.Davidson, J., “Cancer sells”, Work Women, 1997, Vol. 22, May, pp. 19-36 12.Fillenbaum, S., Wallsten, T.S., Cohen, B.J. and Cox, J.A., “Some effects of vocabulary and communication task on the understanding and use of vague probability expressions”, American Journal of Psychology, 1991, Vol. 104, No. 1, pp. 35-60 13.Gardner, M.P. and Schuman, P., “Sponsorship an important component of the promotions mix”, Journal of Advertising, 1987, Vol. 16, No. 1, pp. 11-17 14.Gwinner, K., “A model of image creation and image transfer in event sponsorship”, International Marketing Review, 1997, Vol. 25, No. 3, pp. 145-158 15.Hamlin, R.P. and Wilson, T., “The impact of cause branding on consumer reactions to products: does product/cause ‘fit’ really matter?”, Journal of Marketing Management, 2004, Vol. 20, pp. 663-681 16.Hein, K., “As big scandals mount, experts say be truthful and honest in ads.” , Brandweek, 2002, Vol. 43（July）, pp. 37 17.Hoeffler, S. and Keller, K.L., “Building brand equity through corporate social marketing”, Journal of Public Policy & Marketing, 2002, Vol. 21, No. 1, pp. 78-89 18.Javalgi, R.G., Traylor, M.B., Gross, A.C. and Lampman, E., “Awareness of sponsorship and corporate image: an empirical investigation”, Journal of Advertising, 1994, Vol. 23, No. 4, pp. 47-58 19.Lafferty, B.A. and Goldsmith, R.E., “Cause-brand alliances: does the cause help the brand or does the brand help the cause?”, Journal of Business Research, 2005, Vol. 58, pp. 423-429 20.Meenaghan, T., “Commercial sponsorship”, European Journal of Marketing, 1983, Vol. 17, No. 3, pp. 5-43 21.Meenaghan, T., “The role of sponsorship in the marketing communication mix”, International Journal of Advertising, 1991, Vol. 10, No.1, pp. 35-47 22.Meenaghan, T. and Shipley, D., “Media effect in commercial sponsorship”, European Journal of Marketing, 1999, Vol. 33, No. 3/4, pp. 328-347 23.Murphy, I.P., “Pillsbury proves charity, marketing begins at home” , Marketing News, 1997, February 17, pp. 16 24.Osterhus, T.L., “Pro-social consumer influence strategies: when and how do they work?”, Journal of Marketing, 1997, Vol. 61（Oct）, pp. 16-29 25.Petty, R.E. and Cacioppo, J.T., “Central and peripheral routes to persuasion: application to advertising”, Advertising and Consumer Psychology, 1983, pp. 3-23 26.Petty, R.E., Cacioppo, J.T. and Schumann, D., “Central and peripheral routes to advertising effectiveness: the moderating role of involvement”, Journal of Consumer Research, 1983, Vol.10, No.2, pp. 135-146 27.Polonsky, M.J. and Speed, R., “Linking sponsorship and cause related marketing: complementarities and conflict”, European Journal of Marketing, 2001, Vol. 35, No. 11/12, pp. 1361-1385 28.Pracejus, J.W., Olsen, G.D. and Brown, N.R., “On the prevalence and impact of vague quantifiers in the advertising of cause-related marketing （CRM）”, 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J., Choi, S. M., Trimble, C.S. and Li, H., “Congruence effects in sponsorship: the mediating role of sponsorship credibility and consumer attributions of sponsor motive”, Journal of Advertising, 2004, Vol. 33, No. 1, pp. 29-42 31.Sandler, D.M. and Shani, D., “Olympic sponsorship vs. ‘ambush’ marketing: who gets the gold”, Journal of Advertising Research, 1989, Vol. 29, No. 4, pp. 9-14 32.Sen, S. and Bhattacharya, C.B., “Does doing good always lead to doing better? 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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/33792 | - |
| dc.description.abstract | 最近幾年來，許多企業選擇使用贊助活動來增加品牌的曝光度，以及提升企業或品牌的形象，其中有些企業將贊助公益與產品的銷售活動結合在一起，也就是所謂的善因行銷，企業會將銷售產品的收益提供部分金額作為贊助公益、慈善團體之用。過去的研究指出贊助和善因行銷對於消費者的品牌知覺、品牌態度都有正面影響，不過在消費者的購買意願的部分，目前的研究只能說明贊助會有間接的影響，而善因行銷在消費者選擇購買產品時，的確會有明顯的效果。因此本研究想要討論若以善因行銷的方式，應用於企業投入最多的運動贊助上，在宣傳贊助活動的廣告主題選擇、贊助金額高低、金額表達方式以及產品種類各個因子不同的情況之下，對消費者的品牌態度與購買意願會造成何種影響。
本研究採用實驗設計的方式來驗證假設，實驗為2×3×2的三因子設計，操作的變數為產品種類（高涉入產品VS. 低涉入產品），贊助金額表示（高明確數額 VS. 低明確數額 VS. 抽象量詞），廣告主題（贊助活動 VS. 產品屬性），共分成12組實驗情境，研究樣本為台灣大學日間部的學生。 本研究所得到的主要結論如下： 一、宣傳贊助活動的廣告主題若是產品屬性時，消費者對於高涉入產品的購買意願會比低涉入產品高。 二、宣傳贊助活動的廣告主題若是贊助活動時，消費者對於低涉入產品的購買意願會比高涉入產品高。 三、企業若提供較高的贊助金額，消費者的購買意願也增加。 四、企業若提供的贊助金額佔銷售額為較低比例時，消費者對高涉入產品的品牌態度會比對低涉入產品高。 五、在善因行銷與運動贊助結合的應用上，較關心體育活動程度的消費者的購買意願會比較高。 | zh_TW |
| dc.description.abstract | Many companies use sponsorship to increase the awareness and image of the brand, and some of them combine the donation and the sales, which called cause-related marketing. The company will provide part of the revenue for the cause. Previous findings have showed that cause-related marking is positive to consumers’ brand awareness, brand attitude and purchase intention. This research will discuss the effect of cause-related marketing when the sponsored object is sport event. And we want to know how the donation level, advertisement’s theme and product category will influence the brand attitude and purchase intention.
We will prove the hypotheses by experiment. The manipulation variables are product category (high-involvement vs. low-involvement), donation level (high vs. low vs. vague quantifier), and advertisement’s theme (product attribute vs. sponsorship). There are 12 groups and the samples are the students of National Taiwan University. The major findings are: 1.When the advertisement’s theme is product attribute, the purchase intention of high-involvement product is higher than the purchase intention of low-involvement product. 2.When the advertisement’s theme is sponsorship, the purchase intention of low-involvement product is higher than the purchase intention of high-involvement product. 3.When the company raises the donation level, the purchase intention will increase. 4.When the company provides low percent of the revenue for the sport event, the brand attitude of high-involvement product is higher than the brand attitude of low-involvement product. 5.The purchase intention of consumers who are interested in sports is higher than the purchase intention of consumers who are not interested in sports. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T05:46:14Z (GMT). No. of bitstreams: 1 ntu-95-R93741005-1.pdf: 1502170 bytes, checksum: d34766dfc0e8bcad85cca68f02006717 (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 善因行銷...................6 第二節 贊助......................12 第三節 廣告訊息與涉入程度........17 第四節 小結......................20 第三章 研究假設與方法..............22 第一節 研究架構..................22 第二節 研究假設..................23 第三節 研究設計..................26 第四節 研究方法..................38 第四章 研究結果分析................39 第一節 樣本結構..................39 第二節 信度與效度分析............44 第三節 操弄性檢定................46 第四節 假設驗證..................49 第五節 研究結果小結..............70 第五章 結論與建議..................72 第一節 研究結論..................72 第二節 研究限制..................76 第三節 行銷實務建議..............78 第四節 未來研究建議..............80 參考文獻............................82 附錄一 前測一問卷..................88 附錄二 前測二問卷..................90 附錄三 正式問卷....................93 | |
| dc.language.iso | zh-TW | |
| dc.title | 善因行銷效果之研究—贊助金額、廣告主題與產品種類之影響 | zh_TW |
| dc.title | The Effect of Cause-related Marketing：The Influence of Donation Level, Advertisement’s Theme and Product Category | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 94-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王仕茹,簡怡雯 | |
| dc.subject.keyword | 善因行銷,運動贊助,贊助金額,涉入, | zh_TW |
| dc.subject.keyword | Cause-related marketing,Sports sponsorship,Donation level,Involvement, | en |
| dc.relation.page | 118 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2006-07-13 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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