淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-0307201312004300
中文論文名稱 微電影中之代言人與品牌之配置性對廣告效果之研究
英文論文名稱 A Study of Advertising Effect for Consisitency between Endorser and Brand in Micro-movies
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生中文姓名 林怡寰
研究生英文姓名 Yi-Huan Lin
學號 600610868
學位類別 碩士
語文別 中文
口試日期 2013-06-13
論文頁數 111頁
口試委員 指導教授-李月華
指導教授-趙慕芬
委員-許安琪
委員-王居卿
中文關鍵字 微電影  品牌與代言人配置性  聯想網絡  廣告效果 
英文關鍵字 Consistency between Endorser and Brand  Micro-movies  Associative Networks  Advertising Effect 
學科別分類
中文摘要 微電影採用拍攝電影的手法,加入代言人和故事劇情,向消費者傳達品牌理念或是產品性能,誘使消費者對微電影產生興趣,進而認識該品牌。雖然微電影的拍攝手法與電影相近,但電影屬於品牌/產品置入的形式,微電影則屬於廣告的形式。微電影利用故事劇情的手法,讓消費者融入劇情,對品牌/產品產生偏好。先前研究大多以廣告類型對消費者造成的廣告效果的研究居多,但尚未包含微電影,且微電影是目前熱門的傳播媒介之一。故本研究欲探討微電影中的代言人與品牌間的配置性與聯想網絡對消費者產生的廣告效果,期望找出微電影吸引消費者可採用之方式。
本研究將曾經在YouTube網站上觀看過微電影的淡江大學學生列為主要調查對象,採用紙本問卷與網路問卷─Google問卷網站收集資料,分別探討象徵性品牌與功能性品牌微電影中品牌與代言人配置性、聯想網絡對消費者產生的廣告效果,回收樣本共計323份。
回收樣本經迴歸分析結果顯示,品牌概念與品牌個性和代言人的形象與個性間的一致性將影響消費者對微電影的感受訊息強度、品牌辨識與品牌回憶等廣告效果,品牌與代言人間配置性若不一致,消費者無法將對代言人的形象和個性移轉至品牌,亦無法對品牌產生正確的品牌辨識與品牌回憶。聯想網絡即使讓消費者有感受訊息強度,受限於微電影的特性,不一定能提高品牌辨識與品牌回憶。研究結果可提供行銷企劃人員從事品牌宣傳時的參考。
英文摘要 Micro-movies surveys brand concept or properties of product that use techniques of making movies, including an endorser and stories, to attempt to make customers interested in Micro-movies and know the brand. Making Micro-movies is similar to making movies; however, movies are part of product-placement form, while Micro-movies are part of advertising. Micro-movies use stories to let customers blend into the plot of a play and pay attention to brand or products. The previous research mainly focuses on the type of advertising, but doesn’t include Micro-movies. Nowadays, Micro-movie is one kind of the popular mass media. The research of Micro-movies mainly focuses on how much the advertising effect is affected by the consistency between endorser and brand.
We select students of Tamkang University who have seen the Micro-movies on Youtube to be the samples of this study, and we use paper questionnaires and online Google surveys to get the data that this study needs. We explore advertising effect by the consistency between endorser and brand; and Micro-movie’s advertising effect by the associative networks in symbolic brands, and symbolic and function brand concept. The number of valid samples is 323.
The result shows that the advertising effect in Micro-movies will be affected by the consistency between brand concept and endorser image, and the consistency between brand personality and endorser personality. If endorser and brand was inconsistent, customers wouldn’t transform endorser image and endorser personality to brand; moreover, customers wouldn’t have correct brand recognition and brand recall. Since the limit of Micro-movies, even if associative networks intrigue the perception message intensity of customers, it doesn’t necessarily represent correct brand recognition and brand recall can be enhanced. The result of this study can provide suggestions for marketing staffs who engage in the brand promotion.
論文目次 目錄 I
表目錄 II
圖目錄 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 品牌與代言人配適性 6
第二節 聯想網絡 18
第三節 廣告效果 29
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假說 36
第三節 研究變數之定義與衡量 39
第四節 研究設計 47
第五節 問卷設計 49
第六節 分析方法 50
第四章 資料分析 52
第一節 樣本結構分析 52
第二節 問卷效度與信度分析 54
第三節 各構面之相關分析 57
第四節 迴歸分析 58
第五節 變異數分析 67
第五章 結論與討論 84
第一節 研究結論與貢獻 84
第二節 管理意涵 87
第三節 研究限制與後續研究建議 88
參考文獻 90
附錄 99
附錄一 Cartier預試問卷 99
附錄二 Lativ預試問卷 101
附錄三 Cartier微電影中的品牌屬性前測結果 103
附錄四 Lativ微電影中的品牌屬性前測結果 104
附錄五 Cartier正式問卷 106
附錄六 Lativ正式問卷 109
表目錄
表2-1 三種溝通形式之屬性比較 19
表2-2 廣告類型之分類方法 23
表2-3 廣告、微電影與電影預告片三者之差異 23
表2-4 廣告層級效果模式構面比較 30
表2-5 品牌權益構面比較 34
表3-1 品牌概念之前測結果 39
表3-2 衡量品牌概念量表 40
表3-3 品牌個性構面 41
表3-4 品牌個性前測結果百分比統計表 41
表3-5 衡量品牌之品牌個性量表 42
表3-6 衡量代言人形象量表 42
表3-7 衡量代言人之品牌個性量表 43
表3-8 衡量品牌屬性明確程度量表 43
表3-9 衡量情節連結度量表 44
表3-10 衡量愉悅─喚起之量表 45
表3-11 衡量感受訊息強度之量表 46
表3-12 衡量品牌辨識之量表 46
表3-13 衡量品牌回憶之量表 47
表4-1 Cartier與Lativ樣本結構分析比較表 52
表4-2 Cartier與Lativ各構面探索性因素分析結果比較表 55
表4-3 Cartier各構面之相關分析 57
表4-4 Lativ各構面之相關分析 57
表4-5 迴歸分析結果 59
表4-6 迴歸分析結果 61
表4-7 模式係數的 Omnibus 檢定 62
表4-8 模式摘要 62
表4-9 Hosmer 和 Lemeshow 檢定 62
表4-10 分類表 63
表4-11 羅吉斯迴歸分析結果 63
表4-12 假說驗證結果 64
表4-12 性別對十構面之影響T檢定表 67
表4-13 年齡對十構面之影響ANOVA表 68
表4-14 教育程度對十構面之影響T檢定表 71
表4-15 個人月收入對十構面之影響ANOVA表 73
表4-16 個人月收入對十構面之影響ANOVA表 76
表4-17 每天平均上網時數對十構面之影響ANOVA表 80
表5-1 研究結論 84
圖目錄
圖1-1 研究流程圖 5
圖2-1 平衡理論示意圖 15
圖2-2 平衡理論延伸圖 16
圖2-3 廣告層級效果模式 30
圖2-4 品牌知名度金字塔(The Awareness Pyramid) 34
圖3-1 研究架構 35
圖3-2 個人上網率-依年齡區隔 48
圖3-3 個人上網普及率(2008-2011年) 48

參考文獻 一、 英文部分
1. Aaker, D A., Batra, R. and Myers, J. G. (1992), Advertising Management, Englewood Cliffs, NJ: Prentice-Hall.
2. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name Simon and Schuster.
3. Aaker, D. A. (2004). Brand portfolio strategy: Creating relevance, differentiation, energy, leverage, and clarity Free Press.
4. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, , 347-356.
5. Abrams, B. (1981). Admen say “Brand personality” is as crucial as the product. Wall Street Journal, 13(3)
6. Adaval, R., & Wyer Jr, R. S. (1998). Information processing. Journal of Consumer Psychology, 7(3), 207-245.
7. Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, , 56-62.
8. Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, , 1-17.
9. Allen, D. E. and Olson, J. (1995), “Conceptualizing and Creating Brand Personality: A Narrative Theory Approach,” Advances in Consumer Research, Vol. 22, pp. 392-393.
10. Ambler, T. (1992). Need-to-know marketing: An accessible A to Z guide Century Business.
11. American Marketing Association. (1960). Marketing definitions: A glossary of marketing terms. AMA, Chicago, IL,
12. Bagozzi, R. P. (1986). Principles of marketing management Science Research Associates Chicago.
13. Baker, J., Grewal, D. & Parasuraman, A.(1994). The Influence of StoreEnvironment on Quality Inferences and Store Image. Journal of the Academyof Marketing Science, 22, 328-340.
14. Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, , 29-46.
15. Batra, R., Lehmann, D. R., & Singh, D. (1993). The brand personality component of brand goodwill: Some antecedents and consequences. Brand Equity and Advertising, , 83-96.
16. Beil, A. L. (1992), “How Brand Image Drives Brand Equity,” Journal of Advertising Research, Vol. 32, pp. 6-12.
17. Belch, G.E., and Belch, M.A. (2001), Advertising and Promotion﹕An Integrated Marketing Communication Perspective 5th . McGraw Hill.
18. Belk, & Russell, W. (1974). An Exploration Assessment of Situation Effect in Buying Behavior. Journal of Marketing Research, 11(2), 156-163.
19. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, , 139-168.
20. Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology and Marketing, 9(5), 347-363.
21. Berthon, P., Hulbert, J. M., & Pitt, L. F. (1999). Brand management prognostications. Sloan Management Review, 40(2), 53-65.
22. Brennan, I., Dubas, K. M., & Babin, L. A. (1999). The influence of product-placement type & exposure time on product-placement recognition. International Journal of Advertising, 18, 323-338.
23. Bruner, J. S. (1990). Acts of meaning Harvard University Press.
24. Bruner, J. S., & Bruner, J. S. (1986). Actual minds, possible worlds Harvard University Press.
25. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. The Journal of Marketing, , 81-93.
26. Cowley, E. and C. Barron. (2008). When Product Placement Goes Wrong. Journal of Advertising, 37(1), pp.89-98.
27. Crask, M. R. and Laskey, H. A. (1990),” A Positioning-Based Decision Model for Selecting Advertising Messages,” Journal of Advertising Research, Vol. 30, No. 4, pp.32-38.
28. D’Astous, A. and N. Seguin. (1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship. European Journal of Marketing, 33(9), pp. 896-910.
29. d'Astous, A., & Chartier, F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues & Research in Advertising, 22(2), 31-40.
30. Deighton, J., Romer, D., & McQueen, J. (1989). Using drama to persuade. Journal of Consumer Research, , 335-343.
31. Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
32. Doyle, P. (1989). Building successful brands: The strategic options. Journal of Marketing Management, 5(1), 77-95.
33. Edson Escalas, J. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1), 168-180.
34. Elliott, M. T., & Speck, P. S. (1995). Antecedents and consequences of infomercial viewershio. Journal of Direct Marketing, 9(2), 39-51.
35. Farquhar, P. H. (1990). Managing brand equity. Journal of Advertising Research, 30(4), 7-12.
36. Fiske, S. T. (1993). Social cognition and social perception. Annual Review of Psychology, 44(1), 155-194.
37. Folkes, V. S. (1984).Consumer Reactions to Product Failure: An Attributional Approach. Journal of Consumer Research,10,398-409.
38. Foxall, G. R., & Greenley, G. E. (1999). Consumers' emotional responses to service environments. Journal of Business Research, 46(2), 149-158.
39. Freiden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41.
40. Freling, T. H., & Forbes, L. P. (2005). An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14(7), 404-413.
41. Friedman, H. H. (1977). Endorser Effectiveness as a Function of Product Type,
42. Friedman, Hershey H. & Friedman, L. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19 (October), 63-71.
43. Geistfeld, L. V., Sproles, G. B., & Badenhop, S. B. (1977). The concept and measurement of a hierarchy of product characteristics. Advances in Consumer Research, 4(1), 302-307.
44. Goldsmith, R., Lafferty, B. A. & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3),43-54.
45. Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59.
46. Gupta, P. B., Balasubramanian, S. K., & Klassen, M. L. (2000). Viewers' evaluations of product placements in movies: Public policy issues and managerial implications. Journal of Current Issues & Research in Advertising, 22(2), 41-52.
47. Gutman, J. (1982). A means-end chain model based on consumer categorization processes. The Journal of Marketing, , 60-72.
48. Gutman, J. (1997). Means–end chains as goal hierarchies. Psychology and Marketing, 14(6), 545-560.
49. Heider, F. (1958) .The Psychology of Interpersonal Relations. New York: John &Wiley.
50. Henderson, G.R., Iacobucci, D. and Calder, B.J. (1998),“Brand diagnostics: mapping branding effects using consumer associative networks”, European Journal of Operational Research, Vol. 111, pp. 306-27.
51. Kamins, M. A & Gupta, K. (2006), Congruence Between Spokesperson and Product Type: A Matchup Hypothesis Perspective. Psychology & Marketing, 11(6), 569-586.
52. Kamins, M. A. (1990), An Investigation into the Match-Up Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep. Journal of Advertising, 19(1), 4-13.
53. Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer- Based Brand Equity,” Journal of Marketing, Vol. 57, No. 1, pp. 1-22.
54. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22.
55. Keller, K. L. (1993). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2d ed. Englewood Cliffs, Nj: Prentice Hall.
56. Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
57. Keller, K.L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 1st ed., Upper Saddle River, NJ: Prentice Hall.
58. Keller, K.L. (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd ed., Upper Saddle River, NJ: Prentice Hall.
59. Lane, V., & Jacobson, R. (1995). Stock market reactions to brand extension announcements: The effects of brand attitude and familiarity. The Journal of Marketing, , 63-77.
60. Law, S. and K. A. Braun. (2000). I’ll Have What She’s Having: Gauging the Impact of Product Placements on Viewers. Psychology and Marketing, 17(12), pp.1059-1075.
61. Lawrence, R. (1989). Television: The Battle for Attention, In Marketing and Media Decisions. New York: Decisions Publications, 80-84.
62. Li, Xue (2004), How Brand Knowledge Influences Consumers' Purchase Intentions, h.D. Dissertation, Auburn University.
63. Maclnnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. The Journal of Marketing, , 1-23.
64. Malhotra, N. K. (1988), “Self-Concept and Product Choice: An Integrated Perspective,” Journal of Economic Psychology, Vol. 9, No. 1, pp. 1-28.
65. McAlister, L., Srinivasan, R., & Kim, M. C. (2007). Advertising, research and development, and systematic risk of the firm. Journal of Marketing, 71(1), 35-48.
66. McCracken, G. (1989). Who is the celebrity endorser? cultural foundations of the endorsement process. Journal of Consumer Research, 310-321.
67. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
68. Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, , 248-261.
69. Mowen, J. C. & Stephen, W. B. (1980). On Explaining and Predicting the Effectiveness of Celebrity Endorsers. Advances in Consumer Research, 8,437-441.
70. Myers, J. H. and Shocker A. D. (1981), “The Nature of Product-Related Attributes,” Research in Marketing, Vol. 5, pp. 211-236.
71. Newman, J. W., & Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Research, 404-409.
72. Nigel, M., & Annette, P. (2000). Advertising in Tourism and Leisure. Oxford Boston: Butter worth/Heinemann.
73. O'Cass, D. A., & Lim, K. (2002). The influence of brand associations on brand preference and purchase intention. Journal of International Consumer Marketing, 14(2-3), 41-71.
74. Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, , 440-453.
75. Olson J. C. & Peter J. P. (1993). Consumer behavior and marketing strategy. Homewood, IL: Irwin, 85-109.
76. Olson, J. C., & Reynolds, T. J. (1983). Understanding consumers’ cognitive structures: Implications for advertising strategy. Advertising and Consumer Psychology, 1, 77-90.
77. Olson, J. C., & Reynolds, T. J. (2001). The means-end approach to understanding consumer decision making. Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy, 3, 22.
78. Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, , 135-145.
79. Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of consumer research, 185-193.
80. Pennington, N., & Hastie, R. (1986). Evidence evaluation in complex decision making. Journal of Personality and Social Psychology, 51(2), 242.
81. Plummer, J. T. (1985), “How personality makes a difference,” Journal of Advertising Research, Vol. 24, No. 6, pp.27-31
82. Plummer, J. T. (1985). Brand personality: A strategic concept for multinational advertising. Paper presented at the Marketing Educators' Conference, 1-31.
83. Polkinghorne, D. (1988). Narrative knowing and the human sciences Suny Press.
84. Rego, L. L., Billett, M. T., & Morgan, N. A. (2009). Consumer-based brand equity and firm risk. Journal of Marketing, 73(6), 47-60.
85. Reynolds, T. J., Dethloff, C., & Westberg, S. J. (2001). Advancements in laddering. Understanding consumer decision making: The means-end approach to marketing and advertising strategy. Lawrence Erlbaum Associates, publishers.
86. Russell, C. A. (1998). Toward a framework of product placement: Theoretical propositions. Advances in Consumer Research, 25(1), 357-362.
87. Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29(3), 306-318.
88. Russell, J. A., & Carroll, J. M.(1999). On the Bipolarity of Positive and Negative Affect. Psychological Bulletin, 125(1), 3-30.
89. Russell, J.A.(1980). A Circumplex Model of Affect. Journal of personality and social psychology, 39(6), 1161-1178.
90. Sarbin, T. R. (1986). The narrative as a root metaphor for psychology. In T. R. Sarbin (Ed.), Narrative psychology. pp. 3-21.
91. Schank, R. C., & Abelson, R. P. (1995). Knowledge and memory: The real story. Knowledge and Memory: The Real Story, , 1-85.
92. Sirgy M. J. (1985), “Using Self-Congruity and Ideal Congruity to Predict Purchase otivation,” Journal of Business Research, Vol. 13, pp. 195-206.
93. Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, , 287-300.
94. Solomon, M. R. (2002). Consumer behavior: buying, having, and being. New Jersey:Prentice Hall International.
95. Sweeney, J. C., & Wyber, F. (2002). The role of cognitions and emotions in the music-approach-avoidance behavior relationship. Journal of Services Marketing, 16(1), 51-69.
96. Till, B. D., & Busler, M. (1998). Matching products with endorsers: Attractiveness versus expertise. Journal of Consumer Marketing, 15(6), 576-586.
97. Tombs, A., & McColl-Kennedy, J. R. (2004). The importance of physical, social and contextual elements of the social-servicescape on customer affect and repurchase intentions. Paper presented at the ANZMAC 2004: Australian and New Zealand Marketing Academy Conference, 1-9.
98. Triplett, T. (1994). Brand personality must be managed or it will assume a life of its own. Marketing News, 28(10)
99. Weiner, B. (2000). Attributional Thoughts about Consumer Behavior. Journal of Consumer Research, 27(3), 382-387.
100. Zeithaml, V. A. (1988), “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, No. 3, pp. 2-22.
101. Zinkham, G. M. and Hong, J. W. (1991), “Self Concept and Advertising ffectiveness: A Conceptual Model of Congruency, Conspicuousness, and esponse Mode”, in Holman, R. H. and Solomon, M. R. (Eds), Advances in onsumer Research, Vol. 18, Provo, UT: Association for Consumer Research, p.348-54.
二、 中文部分
1. 王瀅惠(2003),資訊式廣告內容線索、廣告訊息涉入對衝動性購買行為之影響,國立高雄第一科技大學行銷與流通管理所碩士論文。
2. 余長晏(2011),產品與廣告代言人形象一致性效果探討─實驗設計法,成功大學企業管理學系碩士論文。
3. 吳若權(1990),相信我還是相信它。
4. 吳家州(2002),產品置入之行銷溝通效果研究,政治大學科技管理研究所碩士論文。
5. 周逸民(2010),電影、企業與國家:電影產業中的政府干預,清華大學社會學研究所碩士論文。
6. 林彥銘(2007),推薦式廣告代言人與品牌形象差異性對顧客購買意願影響之研究,成功大學企業管理學系碩士論文。
7. 施凱馨(2009),產品論點在故事型廣告出現時點與強度之效果,國立台灣大學商學研究所碩士論文。
8. 徐振興(2005),商品訊息呈現於電視戲劇節目及其行銷傳播效果之研究。
9. 徐振興、黃甄玉(2005),產品訊息疑似置入電視偶像劇之研究,中華傳播學刊,(8), 65-114。
10. 晏國祥(2008)。消費情緒研究綜述。中國軟科學,21(3),28-32。
11. 耿黎輝(2007)。產品消費情緒與滿意的關係研究。中國軟科學,21(5),10-13。
12. 張毓純(2005),品牌置入是道具,還是情節?動腦雜誌2005年5月號第349輯。
13. 梁文傑(1992),訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究,國立臺灣大學商學研究所碩士論文。
14. 許美惠(2000),電影中產品置入之廣告效果,文化大學新聞研究所碩士論文。
15. 陳一香(2004),產品置入行銷對電視節目製播與媒體生態的影響:以本土偶像劇節目為例,第十二屆廣告暨公共關係學術與實務研討會論文。
16. 陳炳宏(2007),置入性行銷:爭議與解套,目擊者第59期。
17. 陳裕仁(2003),名人代言人與產品相關度之研究,輔仁大學大眾傳播學研究所碩士論文。
18. 湯絮涵(2009),品牌聯想、品牌屬性與品牌利益之研究,國立臺灣海洋大學航運管理學系碩士論文。
19. 詹宏志(2006),WEB2.0趨勢對談,迎接web2.0時代要做的事。2006年6月2日。
20. 廖一凡(2000),臺北市電影市場之區隔及臺灣電影之定位研究─以臺北市大學生為例,淡江大學大眾傳播學系碩士論文。
21. 蔡樹培(2005),電視新聞性置入行銷:行銷視野之探討,中華傳播學刊,(8),3-15。
22. 鄭自隆(2003),媒體話題─置入式行銷不是毒蛇猛獸。
23. 蕭肇君(2004),置入性行銷對新聞專業的影響:市場新聞學下的專業性考察。
24. 錢玉芬、王可欣(2006),廣告代言人的性格形象對品牌性格的影響─以 Nokia新款手機的平面廣告為例,廣告學研究, (26), 27-59。
25. 蘇文彬(2006),台灣電視節目置入性行銷廣告效果之研究,銘傳大學傳播管理所碩士論文。
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2013-07-23公開。
  • 同意授權瀏覽/列印電子全文服務,於2013-07-23起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信