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研究生(外文):Hu li pin
論文名稱(外文):Product Placement on Movies: The Moderate Role of Product Involvement on the Effect of Plot Connection and Frequency on Brand Recall and Attitudes.
外文關鍵詞:product placementplotfrequencybrand attitudes
  • 被引用被引用:3
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  • 收藏至我的研究室書目清單書目收藏:10
置入性行銷已經探討了許多年,然而對於產品涉入的干擾效果卻一直未有清楚敘述。置入性行銷對於行銷人員來說,是一項很好的行銷工具,而先前相關的研究中,所探討的產品置入的重心均放在置入的方式與置入的效果,本研究將加入”產品涉入”作為干擾變數,去了解產品涉入是否會對於置入產品的手法與置入的效果產生影響。本研究使用實驗設計檢定假說,即2( 情節連結度高低 ) × 2 ( 出現頻率高低 ) × 2 ( 產品涉入程度高低 )來處理。所發現的研究結果如下:
The subject of product involvement has been discussed for many years. However, a clear statement about the moderate effect on product placement has yet to come. For decades, product placement has been a popular marketing tool. The purpose of this study is to examine the moderate effect of product involvement on the manipulated placement toward the brand recall and attitude.
The hypotheses are tested by using a 2 (plot connection ---high and low) × 2 (frequency---high and low) × 2(product involvement---high and low) factorial design. The results of the study are as follows:
1. In the case of High-level product involvement, consumers have better memory about the placed brand under frequent exposure, which confirms the moderate effect of product involvement does exist.
2. Under high-level product involvement, brand attitudes can be improved with high plot connection, which indicates that the moderate effect of product involvement does exist.
3. The interaction effect between high plot connection and high exposure generate positive brand attitudes under high product involvement. On the other hand, for low-level product involvement consumers cannot concentrate on product information. They are more attracted, as well as intrigued, by the plot or the performance of actors/ actress in the film.
1.1 Motives and Purposes
1.2 Organizational Structure
2.1 Product Placement
2.2 Frequency
2.3 Product Involvement
2.4 Plot Connection
2.5 Brand Attitude
2.6 Learning and Memory
3.1 Conceptual Framework and Hypotheses
3.2 Definition and Measures of Variables
3.3 Questionnaire Design
3.4 Sampling procedure
3.5 Data Collection
4.1 Sample Characteristics
4.2 Reliability and Validity
4.3 Results
4.4 Discussion
5.1 Major Findings and Implications
5.2 Contribution
5.3 Limitations and Suggestions for Future Research
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