碩士 / 銘傳大學 / 傳播管理研究所碩士班 / 97 / Since 1982, the movie "ET" has had the successful placement, then many movie manufacture company claimed they could do it, too. After that, the advertising company which focuses on product placement has established, and the product placement developed fast and fast not only in the movie but also in the TV program. The main cause is that the advertising company has bad effect of advertising because the consumer has already ignored the advertisement for charge. And the product placement goes though into every media because of new technology. In the communication time of diversify media platform and channels, the "Product Placement" is the main advertisement benefit for media.
The “Cape No. 7”, not only makes the film box office but also the tourism in Kenting and Hengchuen. The “Ma La Sun” millet wine makes a big sales performance and is sold to China and America because of the movie. When the brand awareness and the brand equity has upgraded, the price increases highly in the U.S.A.. The study is researching the obvious effects of product placement and the brand equity in the purchasing intention for consumer.
The main results in this study are as follows:
1. Wins and travel have different effect in the product placement.
2. The product placement can directly influence or indirectly by brand equity purchase intention.
3. In the wins, consumer’s attitude for product has low effects in the brand equity. And in the travel, consumer’s attitude for product has no effects in the brand equity.
4. Consumer has the obvious effects of brand equity in the attitude of the character.
5. The relation and connection of the character and attitude has obvious effects in brand equity.
6. Because of product placement, the brand equity pushes the purchase intention of consumer.
Keyword: product placement, brand equity, purchase intention
| Identifer | oai:union.ndltd.org:TW/097MCU05375023 |
| Date | January 2008 |
| Creators | Chia-Tien Hsieh, 謝佳典 |
| Contributors | Yu-Yi Chen, 陳郁宜 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 101 |
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