移动通信行业消费者品牌联合广告态度的影响因素研究

发布时间：2018-01-02 11:44

本文关键词：移动通信行业消费者品牌联合广告态度的影响因素研究　出处：《燕山大学》2014年硕士论文　论文类型：学位论文

【摘要】：市场竞争无处不在，理论与实践证明，品牌联合可以为联合企业带来积极的市场效益。与品牌联合相对应的广告形式便是品牌联合广告。品牌联合广告利用媒体自身优势并整合企业联合资源进行信息传播，可以向消费者传达更多的产品及品牌信息，，从而为消费者的购买行为提供质量担保。但现阶段，尤其在国内，关于品牌联合广告的研究较少，更多的研究只停留在理论性研究阶段，人们对品牌联合广告的认识依然有待拓展。本论文在整合国内外学者相关研究成果基础上，基于消费者视角，以移动通信行业为研究领域，结合信息整合理论、情感迁移理论、认知心理学等相关理论，提炼出广告的个人体验性、娱乐性、干扰性、品牌联合态度以及相关人口统计学变量作为消费者对品牌联合广告态度的重要影响因素，并在此基础上提出了消费者对品牌联合广告态度的概念模型和研究假设。论文采用问卷调查的方法，运用SPSS和AMOS软件进行数据处理，并对模型及假设予以检验。经过数据分析，验证了所提炼出的五要素对消费者联合广告态度的影响，尤其对于本文新增加的影响因素品牌联合态度对联合广告态度的影响系数大于其他路径，说明了此影响因素的重要性。最后，本论文根据实证研究结果，从品牌联合广告的个人体验性、娱乐性、干扰性、品牌联合态度等方面为移动通信行业品牌联合广告的投放和推广提出营销建议。
[Abstract]:The market competition is everywhere, the theory and practice proved that the brand alliance can bring positive benefits to the enterprises. The market and brand combined with corresponding forms of advertising is the brand alliance advertising. Brand alliance advertising using the media to their own advantage and information dissemination and integration joint enterprise resources, products and brands can convey more information to consumers, thus to provide quality guarantees for the buying behavior of consumers. But at this stage, especially in China, the research on brand alliance advertising less, more research is only in theory research stage, awareness of brand alliance advertising still needs to be expanded.
In this paper, the integration of domestic and foreign scholars on the basis of research results, based on the consumer perspective, research field of the mobile communication industry, combined with the information integration theory, emotion transfer theory, theory of cognitive psychology, refine the personal experience of advertising, entertainment, interference, CO branding attitude and related factors as demographic variables the important influence of the consumer brand alliance advertising attitude, and put forward on the basis of consumer brand alliance advertising attitude concept model and research hypothesis. This paper adopts questionnaire method, data processing using SPSS and AMOS software, and to verify the model and hypotheses. Through data analysis, to verify the influence of five factors refine on consumer joint advertising attitude, especially for the influential factors of brand alliance attitude to joint advertising effects increase the new attitude Noise coefficient is larger than other paths, illustrates the importance of the factors. Finally, this paper according to the results of empirical research, experience, from the brand alliance advertising personal entertainment, interference, CO branding attitude etc. for the mobile communications industry brand alliance advertising promotion and marketing proposals.

【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F626;F274

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