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系統識別號 U0026-0308201816565900
論文名稱(中文) Brand Placement Congruity, Familiarity and Repetition Effect on Implicit and Explicit Memory
論文名稱(英文) Brand Placement Congruity, Familiarity and Repetition Effect on Implicit and Explicit Memory
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 106
學期 2
出版年 107
研究生(中文) 陶玧脩
研究生(英文) Frenks Taless
學號 RA6057337
學位類別 碩士
語文別 英文
論文頁數 102頁
口試委員 指導教授-陳正忠
召集委員-王鈿
口試委員-張巍勳
中文關鍵字 none 
英文關鍵字 Brand Placement  Product Placement  Implicit Memory  Explicit Memory  Gaming  Familiarity  Repetition  Congruence  Advertising  Brand Feeling 
學科別分類
中文摘要 none
英文摘要 Traditional advertisement world has been reacting to shifts in consumer behavior and untapped potential in gaming in order to gain attention. Therefore, this study examined effectiveness of brand placements positioned inside a game towards explicit and implicit memory. Our main study focused on evaluating three characteristics of brands placement: familiarity (high vs low), congruence (congruent vs incongruent) and repetition (high vs low). Experiment is used to gather data. Results reveal high familiar brand placements would engage both explicit and implicit memory. Furthermore, high familiar brands benefit from low repetition more compared high repetition. Low repetition engages implicit memory more compared to high repetition when brands are of low familiarity. And familiar brands elicit higher brand feeling when they are remembered using explicit memory compared to implicit memory.
論文目次 TABLE OF CONTENTS
ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Objective. 3
1.3 Research Flow. 3
CHAPTER TWO LITERATURE REVIEW 5
2.1 Brand or Product Placement. 5
2.2 Limited Capacity Theory. 6
2.3 Implicit Memory. 8
2.4 Explicit Memory. 9
2.5 Repetition 11
2.6 Brand Placement Congruity. 11
2.7 Brand Familiarity. 13
2.8 Conceptual Model. 14
2.9 Hypotheses Development. 14
2.9.1 Brand Familiarity. 14
2.9.2 Congruence. 15
2.9.3 Repetition and Brand Familiarity. 16
2.9.4 Brand Feeling. 18
CHAPTER THREE METHODOLOGY 20
3.1 Stimuli. 20
3.2 Measurements. 24
3.3 Pre-Test. 25
3.4 Participants. 26
3.5 Procedure. 26
CHAPTER FOUR RESEARCH RESULTS 29
4.1 Pretest Results. 29
4.2 Main Experiment Results 30
4.2.1 Participant Attributes 30
4.2.2 Anova Results. 32
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 51
5.1 Discussion. 51
5.3 Managerial Contributions and Theoretical Contributions. 55
5.4 Research Limitation and Future Research Suggestions. 57
REFERENCES 60
APPENDICES 65
Appendix 1: Pre-test 68 Brand Means and Std. Deviations 65
Appendix 2: Experiment Paper Test in Chinese 70
Appendix 3: Experiment Paper Test in English 74
Appendix 4: Counterstrike (CS 1.6) Competition and Experiment Poster 79
Appendix 5: Counterstrike (CS 1.6) Award Certificate 80
Appendix 6: Experiment Instructions 81
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