Responsive image
博碩士論文 etd-0619108-145225 詳細資訊
Title page for etd-0619108-145225
論文名稱
Title
廣告對財務績效之影響: 經由品牌權益之中介效果
Advertising、Brand Equity and Financial Performance: The Mediator Effect of Brand Equity
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
46
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-06-12
繳交日期
Date of Submission
2008-06-19
關鍵字
Keywords
廣告、品牌價值、財務績效
mediator, advertising, brand equity, financial performance
統計
Statistics
本論文已被瀏覽 5743 次,被下載 0
The thesis/dissertation has been browsed 5743 times, has been downloaded 0 times.
中文摘要
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
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.
目次 Table of Contents
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
參考文獻 References
Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
Aaker, David A. (1996), Building Strong Brands, New York: The Free Press.
Aaker, David A; Jacobson, Robert (1994), “The financial information content of perceived quality.” Journal of Marketing Research, 2 (May):191-201.
Ailawadi, Kusum L., Paul W. Farris, and Mark E. Parry (1994), “Share and Growth Are Not Good Indicators of the Advertising and Sales/Promotion Ratio,” Journal Of Marketing, 58 (January), 86-97.
Ailawadi, Kusum L, Donald R. Lehmann, and Scott A. Neslin (2003), “Revenue Premium as an Outcome Measure of Brand Equity,” Journal of Marketing, 67 (October), 1-17.
Andreassen, Bodil Lindestad (1998), “The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise,” International Journal of Service Industry Management.
Andrews, J. Craig, Richard Netemeyer, Scot Burton, Paul Moberg, and Ann Christainsen (2004), “Understanding Adolescent Intentions to Smoke: An Examination of Relationships Among Social Influences, Prior Trial Behaviors, and Antitobacco Campaign Advertising,” Journal of Marketing, 68 (July), 110–23.
Anderson, James C. and David W. Gerbing (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,” Psychological Bulletin, 103 (3), 411–23.
Arens, William F. (2002), Contemporary Advertising, Boston: McGraw-Hill Irwin
Assmus, Gert, John U. Farley, and Donald R. Lehman (1984), “How Advertising Affects Sales: Meta-Analysis of Econometric Results,” Journal of Marketing Research, 21 (February), 65-74.
Baron, Reuben M. and David A. Kenny (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology, 51 (6),1173–82.
Barth, Mary E., Michael B. Clement, George Foster, and Ron Kaszkik (1998), “Brand Values and Capital Market Valuation,” Review of Accounting Studies, 3, 41-68.
Blattberg, Robert C., Richard Briesch, and Edward J. Fox (1995), "How Promotions Work," Marketing Science, 14, 3(Part 2 of 2), G122-G132.
Chauvin, Mark Hirschey (1993), “Advertising, R&D Expenditures and the Market Value of the Firm,” Financial Management, Vol. 22, No. 4 (Winter), pp. 128-140
Conchar, Melvin R Crask and George M Zinkhan (2005), “Market Valuation Models of the Effect of Advertising and Promotional Spending: A Review and Meta-Analysis,” Journal of Academy Marketing Science, Vol. 33, 4(Fall), 445-61.
Fornell and David F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 19 (February), 39–50.
Frieder, Avanidhar Subrahmanyam (2005), “Brand Perceptions and the Market for Common Stock, forthcoming,” Journal of Financial and Quantitative, Vol. 40, 1 (March), p. 57
Graham, Roger C. Jr. and Kristina D. Frankenberger (2000), “The Contribution of Changes in Advertising Expenditures to Earnings and Market Values,” Journal of Business Research, 50 (November), 149-55.
Herremans, Irene M., John K. Ryans Jr., and Raj Aggarwal (2000), “Linking Advertising and Brand Value,” Business Horizons, 43 (May-June), 19-26.
Hirschey and Jerry J. Weygandt (1985), “Amortization Policy for Advertising and Research and Development Expenditures,” Journal of Accounting Research, Vol. 23, 1(Spring).
Hovland, Roxanne and Gary Wilcox (1989), Advertising in Society: Classic and Contemporary Readings on Advertising’s Role in Society, Lincolnwood, IL: NTC Business Books.
Jaeseok (2004), “Exploring the impact of advertising on brand equity and shareholder value,” The University of Texas at Austin, 162 pages.
John Fox (2002), “Structural Equation Models,” Appendix to An R and S-PLUS Companion to Applied Regression, January
Joseph, Kissan and Vernon J. Richardson (2002), “Free Cash Flow, Agency Costs, and the Affordability Method of Advertising Budgeting,” Journal of Marketing, 66 (January), 94–107.
Joshi, Amit and Dominique M. Hanssens (2004), “Advertising Spending and Market Capitalization.” Working Paper No. 388, Marketing Studies Center, Anderson School of Management, University of California, Los Angeles.
Keller, Kevin L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1-22.
Keller, Kevin L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, NJ: Prentice Hall.
Kerin, Roger A., and R. Sethuraman (1998), “Exploring the Brand Value-Shareholder Value Nexus for Consumer Goods Companies,” Journal of the Academy of Marketing Sciences, 26 (Fall), 260-273.
Knowles, Mathur and Mathur, Ike (1995), “The effect of advertising slogan changes on the market Value,” Journal of Advertising Research,Vol. 35, 1(January), 59-63
Kotler, P.(2000), “Marketing Management (ninth edition),” Prentice Hall, New York.
Lane and Jacobso (1995),"Stock Market Reactions to Brand Extension Announcements : The Effects of Brand Attitude and Familiarity", Journal of Marketing , 59(January), P.63-77
Leone, Robert P. (1995), “Generalizing What is Known about Temporal Aggregation and Advertising Carryover,” Marketing Science, 14 (3), 141-50.
Leuthesser(1988). “Defining, measuring and managing brand equity,” Marketing Science Institute Conference Summary, Report Number, 88¬¬-104.
Luo, Naveen Donthu (2006), “Marketing's Credibility: A Longitudinal Investigation of Marketing Communication Productivity and Shareholder Value,” Journal of Marketing, Vol. 70, 4(Oct).
Madden, T.J., Fehle, F. and Fournier, S. (2006), "Brands matter: an empirical demonstration of the creation of shareholder value through branding", Journal of the Academy of Marketing Science, Vol. 34 No.2, pp.224-35.
O’Guinn, Thomas C, Chris T. Allen, and Richard J. Semenik (1998), Advertising, Cincinnati, OH: South-Western College Publishing.
Palda, Kristian S. (1964), The Measurement of Cumulative Advertising Effects. Englewood Cliffs, NJ: Prentice Hall
Quandt, Richard E. (1964), “Estimating the Effectiveness of Advertising: Some Pitfalls in Econometric Methods,” Journal of Marketing Research, 1 (May), 51-60.
Rao, Manoj K. Agarwal, & Denise Dahlhoff (2004), “How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation?” Journal of Marketing Vol. 68 (October), 126–141
Rust, Roland T., Katherine N. Lemon and Valarie A. Zeithaml (2001). “Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions.” SERVSIG 2001,Sydney, Australia. May 26-28.
Selnes, F. (1993), “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction, and Loyalty,” European Journal of Marketing, Vol.27,Iss. 9; p. 19 (17 pages)
Srivastava, Rajendra K., Tasadduq A. Shervani, and Liam Fahey (1998), “Market-Based Assets and Shareholder Value: A Framework for Analysis,” Journal of Marketing, 62 (January), 2-18.
Telser, Lester G. (1962), “Advertising and Cigarettes,” The Journal of Political Economy, 70 (October), 471-99.
Winer, Russell S. (1979), “An Analysis of the Time-Varying Effects of Advertising: The Case of Lydia Pinkham,” Journal of Business, 52 (October), 563-76.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內校外均不公開 not available
開放時間 Available:
校內 Campus:永不公開 not available
校外 Off-campus:永不公開 not available

您的 IP(校外) 位址是 54.165.122.173
論文開放下載的時間是 校外不公開

Your IP address is 54.165.122.173
This thesis will be available to you on Indicate off-campus access is not available.

紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code