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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆?(Huang, Heng-Chiang, PH.D.) | |
| dc.contributor.author | Weng Ha Leong | en |
| dc.contributor.author | 梁穎霞 | zh_TW |
| dc.date.accessioned | 2021-06-13T07:50:10Z | - |
| dc.date.available | 2005-09-05 | |
| dc.date.copyright | 2005-07-30 | |
| dc.date.issued | 2005 | |
| dc.date.submitted | 2005-07-25 | |
| dc.identifier.citation | References
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/36039 | - |
| dc.description.abstract | In the society with overflowing information nowadays, building a good impression in consumers’ mind is an important issue. Enterprises are generally “over-advertised”. In reality, consumers do not clearly know which enterprises the sponsors are. In order to build a good and deep impression in consumers’ mind among so many advertisements, the content and presentation of the advertisement would be very important, and the first thing to do is to attract consumers’ attention. Hecker’s (1984) proposes that music may contribute to message reception by attracting and holding attention. Besides, in Holbrook and Schindler’s (1989), it is mentioned that atmospheric music is most effective when it matches the preferences of the target customer demographic. This implies that music is an element which we can control in an ad to alter the reaction of consumers.
In this research, we examine how the reactions of audience’s attitude toward the ad and brand attitude are influenced under different conditions of the music which we manipulate in this research. A 2 (music with lyrics vs. absolute music without lyrics) ×2 (tailor-made ad music vs. non-tailor-made music) experimental design is used to incorporate the moderating effect. 284 samples are analyzed with LISREL, and we have the following findings: 1.The more positive the music evaluation is, the more positively the emotion is induced. 2.The more positive the music evaluation is, the more attention to the music is generated. 3.The more positive the music evaluation is, the more positively the attitude toward the advertisement (Aad) is affected. 4.The greater the music-message congruency, the more positive the emotion would be generated. 5.Music-message congruency has no effect on attention to the music. 6.The greater the music-message congruency, the more positive the attitude toward the ad would be generated. 7.The higher the indexicality (the ability and the extent to which music wakes up emotion-laden memories), the more positively the emotion is induced. 8.The higher the indexicality, the higher the attention to the music is. 9.The more positive the emotion is, the more positive the attitude toward the ad (Aad) would be. 10.The higher the attention to the music, the more positive the attitude toward the ad would be. 11.The more positive attitude toward the ad (Aad), the more positive the brand attitude (AB) would be. 12.The impact of indexicality to positive emotional response is positively moderated by the condition of “with lyrics”. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T07:50:10Z (GMT). No. of bitstreams: 1 ntu-94-R92724003-1.pdf: 626631 bytes, checksum: 8905bd5d0dc6c3f3e4da100b3076b6bc (MD5) Previous issue date: 2005 | en |
| dc.description.tableofcontents | Contents
Abstract ……………………….I Contents ………………………III Contents of Tables…………………VI Contents of Figures……………… VIII Chapter 1 Introduction……………………………1 Section 1: Background and Motives………………1 Section 2: Objectives……………………………4 Chapter 2 Roles of Music in Advertising ……6 Section 1: Evolution of Advertising…………6 Section 2: Music in Advertising……7 Section 2.1 Function of Music in Various Fields………7 Section 2.2 Past and Present of Music in Advertising……9 Section 2.3 Cost of a CM Song and its Intellectual Property Rights………10 Section 2.4 Introduction to Tailor-Made CM Songs (Jingles) and Non-Tailor-Made CM Songs (Needledrop) ………………11 Section 2.5 Commercial Songs and Singers………….12 Section 2.6 Whether Tailor-Made or Popular Music? …12 Section 2.7 Lyrics…………………………13 Section 2.8 Contribution of Music in Advertisement………14 Section 2.9 Positive and Negative Sayings of Impact of Music in Ad………………………………19 Chapter 3 Research Method……………………21 Section 1: Structure of the Research………………21 Section 2: Development of Hypotheses……………….………23. Section 3: Definition and Measurement of Variables ……32 Section 3.1 Exogenous Variables …………………32 Section 3.1.1 Music Evaluation………………32 Section 3.1.2 Music-Message Congruency……………33 Section 3.1.3 Indexicality…………………36 Section 3.2 Endogenous Variables……………….39 Section 3.2.1 Emotion………………….39 Section 3.2.2 Attention to the Music……………42 Section 3.2.3 Attitude toward the Advertisement…….44 Section 3.2.4 Brand Attitude………………45 Section 4: Design…………………47 Section 4.1 The Questionnaire……………47 Section 4.2 The Sample……………….49 Section 4.3 The LISREL Methodology………50 Section 4.3.1 Variables and Parameters of LISREL…………50 Section 4.3.2 Second-order Factor Analysis Model and its Parameters………..……53 Section 4.3.3 Method of Estimation and Goodness-of-Fit Measure of LISREL……………54 Chapter 4 Data Analysis and Results…….57 Section 1: Demographics…………57 Section 2: Manifest Variables and Latent Variables………61 Section 2.1 Reliability Analysis…………61 Section 2.2 Manifest Variables and Latent Variables, and Their Factor loadings ..…….…………….63 Section 3: Analysis to the Structural Relationship Model.64 Section 3.1 LISREL Model……………64 Section 3.2 Latent Variables and Manifest Variables………68 Section 3.3 Structural Equation …………70 Section 3.4 Results on the overall model…………71 Section 3.4.1 Goodness of fit of the overall model………71 Section 3.4.2 Parameters………………71 Section 3.4.3 Estimation of individual measurement variables and structural equation……75 Section 4: Results of Testing……………76 Section 5: Multi-Sample Analysis…………….81 Section 5.1 Comparisons between Groups…81 Section 5.2 Multi-Sample Analysis …………84 Section 5.3 Examination on Hypotheses…………89 Chapter 5 Conclusions and Suggestions…………92 Section 1: Major Findings………………92 Section 2: Managerial and Marketing Implications……95 Section 3: Research Limitations……………96 Section 4: Future Research…………97 References…………99 Appendix……………105 | |
| dc.language.iso | en | |
| dc.subject | 歌詞 | zh_TW |
| dc.subject | 指標性 | zh_TW |
| dc.subject | 廣告歌 | zh_TW |
| dc.subject | 音樂訊息一致性 | zh_TW |
| dc.subject | 單曲同步重製 | zh_TW |
| dc.subject | 量身訂製的廣告音樂 | zh_TW |
| dc.subject | needledrops | en |
| dc.subject | tailor-made ad music | en |
| dc.subject | indexicality | en |
| dc.subject | jingles | en |
| dc.subject | lyrics | en |
| dc.subject | music-message congruency | en |
| dc.title | 音樂對廣告態度及品牌態度之影響 | zh_TW |
| dc.title | The Influence of Music on Attitude toward the Advertisement and Brand Attitude | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 93-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 趙琪,練乃華 | |
| dc.subject.keyword | 指標性,廣告歌,歌詞,音樂訊息一致性,單曲同步重製,量身訂製的廣告音樂, | zh_TW |
| dc.subject.keyword | indexicality,jingles,lyrics,music-message congruency,needledrops,tailor-made ad music, | en |
| dc.relation.page | 107 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2005-07-26 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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