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研究生:賴冠竹
研究生(外文):KUAN-CHU LAI
論文名稱:廣告對財務績效之影響:經由品牌權益之中介效果
論文名稱(外文):Advertising、Brand Equity and Financial Performance:The Mediator Effect of Brand Equity
指導教授:陳妙玲陳妙玲引用關係
指導教授(外文):Miao-Ling, Chen
學位類別:碩士
校院名稱:國立中山大學
系所名稱:財務管理學系研究所
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:英文
論文頁數:46
中文關鍵詞:廣告品牌價值財務績效
外文關鍵詞:mediatoradvertisingbrand equityfinancial performance
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先前的研究強調廣告對於財務績效的影響,但是沒有一致的結論,廣告效果如何影響公司的財務績效,本研究架構為探討品牌資產是否為中介角色,影響廣告和財務績效(銷售額和市場價值)的關係,如果廣告可以增加品牌價值和提高財務績效,廣告應該被視為是一項投資而不是費用,還有廣告又能為公司的品牌創造多少價值呢?

本研究的結果支持品牌資產為中介效果,廣告不只能提升公司的績效還能創造品牌價值,廣告透過品牌資產的中介效果提高公司的財務績效,表示廣告能為公司帶來銷售額和市值增加的好處,公司應該重視廣告行銷手段,而且廣告要以提昇品牌價值為目標,增進公司的財務績效。
Abstract
In prior research has addressed relationship between advertising and financial performance, it is not consistent enough to draw a clear conclusion how advertising influences financial performance of the firm. This research develops a conceptual framework and tests whether brand equity mediates the relationship between advertising and financial performance (i.e., sales and market value). If advertising can play a key role in developing and maintaining brand equity and financial performance, it should be considered an investment rather than an expense. Advertising can contribute directly to brand equity and indirectly to financial performance and how much value advertising can deliver to brands and firms.

The results show support for this framework. The findings of the research showed that advertising can not only work to improve market performance measures but also to develop and maintain brands. Firms that are viewed more favorably for their advertising enjoy higher financial performance, and a firm’s brand equity level mediates this influence of advertising on financial performance. Notably, this research finds the results of the mediator (brand equity) offering important implications for marketing theory and practice.
1. INTRODUCTION 1
2. LITERATURE REVIEW 7
2.1.ADVERTISING AND FINANCIAL PERFORMANCE 7
2.2.ADVERTISING AND BRAND EQUITY 9
2.3.BRAND EQUITY AND FINANCIAL PERFORMANCE 10
3. HYPOTHESES AND METHODOLOGY 13
3.1. HYPOTHESIS 13
3.1. A. advertising effects 13
3.1. B. Mediator Effect of Brand Equity 15
3.2. DATA 17
3.3. METHOD 19
3.4. MODEL FIT 21
4. ANALYSES AND RESULTS 23
4.1.DESCRIPTIVE STATISTICS 23
4.2.CORRELATION 24
4.3.RELIABILITY AND VALIDITY 25
4.4.ADVERTISING EFFECTS 26
4.5.RESULTS FOR THE MEDIATOR EFFECT OF BRAND EQUITY 28
5. CONCLUSIONS 32
APPENDIX A 35
REFERENCES 37
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