跳到主要內容

臺灣博碩士論文加值系統

(44.210.85.190) 您好!臺灣時間:2022/11/30 01:54
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:譚念湘
研究生(外文):Nien-Hsiang Tan
論文名稱:汽車廣告中的品牌形象與消費者品牌認知比較分析-以豐田Camry為例
論文名稱(外文):The Contrast of brand Images in Advertisements and Consumer Cognition – Toyota Camry as example
指導教授:汪睿祥汪睿祥引用關係
指導教授(外文):Jui-Hsiang Wang
學位類別:碩士
校院名稱:大葉大學
系所名稱:人力資源暨公共關係學系碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:115
中文關鍵詞:品牌形象品牌認知汽車廣告符號學
外文關鍵詞:brand imagebrand recognitionautomobile advertisementsemiotics
相關次數:
  • 被引用被引用:3
  • 點閱點閱:2010
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
透過品牌形象的建立,以及廣告訴求之溝通,消費者正憑藉著對品牌產生一種感覺和體驗,幫助其選擇或識別產品。汽車公司從品牌形象,與廣告訴求運用,會造成消費者何種認知的態度或信心,進而影響購買意願。而CAMRY在廣告當中,到底塑造了什麼樣的形象,呈現在消費者面前,且汽車公司該如何運用廣告的訴求及對品牌形象塑造,而讓消費者產生有較深的品牌認知,誘使產生購買意願,而藉由廣告所產生的品牌形象與消費者品牌認知是否一致?消費者的購車行為是否受廣告所影響及消費者對品牌認知的來源是否均為廣告,若不是,那麼消費者對品牌認知的來源為何?是本研究極欲瞭解的一部分。
本研究希望藉由一系列的CAMRY電視廣告,分析在廣告文本中,CAMRY如何運用廣告符號具的力量,以型塑商品的品牌形象,並找出廣告中CAMRY的品牌形象為何?且藉由實際訪談的方式,探究消費者心中對品牌的認知及其來源為何?是否與廣告所要傳達的意涵相契合及廣告對消費者購車決策的影響,在行銷上,澄清廣告對消費者品牌認知的影響。
Through the establishment of brand image and communication of commercial demand, consumers generate sensation and experience from the brand to help them choose or recognize products. What kind of cognitive attitude or confidence can Automobile Corporation trigger off by brand image and commercial demand and thus influence their purchasing inclination? What image displayed to consumers does CAMRY create in the advertisement? Further, how can Automobile Corporation utilize commercial demand and brand image building to enhance deeper brand cognition and elicit purchasing inclination? Is the brand image built from advertisement consistent to consumers’ brand recognition? We wonder whether consumers’ purchasing behavior and brand cognition is affected by advertisement, if not, what is the source of consumers’ brand recognition? These are what we want to know in this research.
In this study, we hope to analyze how does CAMRY utilize the power of advertisement semiology to establish brand image of commodities by a series of CAMRY television advertisement and to find out the brand image of CAMRY. Through the practical interview, we investigate consumer’s brand recognition, the source of it and the influence of advertisement on consumer’s purchasing decision. Is it conforms to the concept of the advertisement? In marketing, clarify advertisement’s impact on consumer’s brand recognition.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
第一章  緒論................... 1
第一節  研究動機............... 1
  第二節  研究目的............... 2
第二章  文獻探討................. 4
  第一節  品牌形象............... 4
  第二節  品牌認知............... 13
  第三節  汽車廣告............... 18
第四節  符號分析............... 21
第三章 研究方法................. 25
第一節 廣告文本符號分析........... 25
第二節 車主訪談............... 27
第四章 研究分析................. 30
第一節 廣告中的品牌形象........... 30
第二節 消費者心中的品牌認知......... 38
第三節 比較與討論.............. 55
第五章 結論................... 59
第一節 研究發現與結論............ 59
第二節 研究限制與建議............ 60
參考文獻 ................... 61
附錄A 廣告分鏡表................ 67
附錄B 深度訪談逐字稿.............. 81
表 2-1 品牌形象之定義與相關觀念彙總表........ 6
表 2-2 品牌形象或多個構面之間的衡量......... 11
表 4-1 CAMRY廣告中的形象彙整表.......... 56
表 4-2 消費者心中的品牌認知彙整表.......... 58
表 A-1 2003年CAMRY-月球篇............. 67
表 A-2 2004年CAMRY-LEADING THE WAY篇...... 69
表 A-3 2005年CAMRY-閃電領袖專案篇......... 72
表 A-4 2006年CAMRY-震撼篇............. 75
一、中文部分:

王瓊慧(2003),組織與品牌認定、認同及員工效能之關係─以國內休閒服飾零售場人員為對象,國立中山大學人力資源管理研究所未出版碩士論文。

李天鐸(1991),電視廣告與社會文化關係,當代,63,18-29。

Bob G.(1996),無可替代的汽車廣告(林克明譯),廣告年代,60,12-15,(原文於1996年出版)。

許心萍(1998),運具、商品與象徵符號-小汽車異化問題的社會學解讀,台灣大學土木工程學研究所未出版碩士論文。

黃映瑀(2005),體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究,大葉大學事業經營研究所未出版碩士論文。

陳佳芬(1996),解讀流行時尚,台北:遠流。

陳建翰(2003),產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討,國立東華大學企業管理研究所未出版碩士論文。

Fiske, J. (1990),傳播符號學理論(張錦華等譯),台北:遠景。
楊照(1996),打開台灣戰後汽車廣告史,廣告雜誌,60,78-87。

路君均(1972),心理學,台北:中國行為科學社。

鄭明樁(1991),電視廣告與影像文化的概念架構,當代,63,33-34。

鄧成連(1987),設計之消費群體研究與分析,工業設計,16(1),50-53。

蔡琰著(2000),電視劇:戲劇傳播的敘事理論,台北:三民書局。

樊志育(1990),廣告效果研究,台北:三民書局。

蕭富峰(1991),廣告行銷讀本,台北:遠流出版社。

Arthur, A. B.(1992),媒介分析方法(黃新生譯),台北:遠流,(原文於1992年出版)。

二、英文部分:

Aaker, D. (1991). Manage Brand Equity. New York: The Free Press.

Bagozzi, R. P., and Moore, D. J. (1994). Public service advertisements:Emotions and Empathy Guide. Journal of Marketing, 58(1), 56-70.
Belch, G.. E., and Belch, M. A. (1998). Advertising and Promotion. New York: McGraw-Hill.

Berkman, H. W., and Gilson, C. (1987). Advertising: Concepts and Strategies, ( 1st ed). New York: Random House.

Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research, 32, 6-12.

Blackston, M. (1993). Beyond brand personality: building brand relationships in brand equity and advertising: advertisings role in building strong brands. ED. David Aaker and Alexander Biel, 113-124. Hillsdale. New Jersey: Erlbaum.

Bullmore(1984). The brand and its image revisited. International Journal of Advertising, 3, 235-238.

Chambliss, W. J. (2000). Using lexical decompostition to quantify Brand image. IMC Reseach Journal, 6(Spring), 49-53.

Chambliss, W. J. (2001). Power, Politics, & Crime. Boulder, Colorado Westview Press.

Dobni, D. (1990). In search of brand image: a foundation analysis. Advances in Consumer Research, 17, 110-119.

Dodds, W. B., Kent, B. M., and Dhruv, G. (1991). The effect of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307-19.

Engle, J. F., Kollat, D., and Blackwell, R. D. (1982). Consumer Behavior, 4th ed., Taipei, Hwa-Tai Co.

Graeff, T. R. (1996). Using promotional messages to manges the effects of brand and self-image on brand evaluations. Journal of ConsumerMarketing, 13(3), 4-18.

Howard, J. A. (1989). Consumer behavior in marketing strategy, Prentice-Hall International, Inc.

Iser, W. (1980). Interaction between text and reader. In Suleiman, S. & Crosma , I.(Eds.), The reader in text. Princeton, NJ: Princeton University Press.

Jacoby, J., Olsen J. U., and Haddock, R. A. (1971), Price, brand name and product composition characteristics as determineants
of perceived quality. Journal of Applied Psychology, 56(6), 570-579.

Keller, L. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.

Kellner, D. (1995). Media Culture. London and New York: Routledge.

Kotler, P. (1991). Markering management: analysis, planning, implementation, and control, (7thed). New Jersey: Prentice-Hall.

Mitchell, A. A., and Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.

Mackenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. Journal of Marketing Research, 23(8), 131.

Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product & Brand Management, 4 (4), 23-34.

Mueller, B. (1987). Reflections of culture:an analusis of Japanese and American advertising appeals. Journal of Advertising Research, 27, 51-59.

Park, C.W., Jaworski, B. J., & Machinnis, D. J. (1986). Strategic brand
concept image management. Journal of Marketing, 50, 135-145.

Porter, S., and Claycomb, C. (1997). The influence of brand recognion on retail store image. Jurnal of Product And Brand M anagement, 6, 373-387.

Shapiro, C. (1983). Premiums for high quality products as returns to reputation. Quarterly Journal of Economics, 98, 659-679.

Smith, R. E., and Swinyard, W. R., (1983). Attitude behavior consistency: the impact of product trail versus advertising. Journal of Marketing Research, 20, 257-267.

Settle, R. B., and Alreck, P. L.(1989). Reducing buyers: sense of risk. Marketing Communication, January, 34-40.

Postman, N. (1984). Amusing Ourselves to Death. New York: Penguin Books.

Schramm, W. (1971). The Science of Human Communication: New Directions and New Findings in Communication Research.

Scott, L. (1994). The bridge from text to mind: adapting reader-response theory to consumer research. Journal of Consumer Research, 21, 461-480.

Stayman, D. M., and Aaker, D.A. (1988). Are all the effects of ad-induced feelings mediated by a/su. Journal of Consumer Research, 15(3), 368-373.

Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marison Boyers.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top