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広告表現が購買意欲に及ぼす影響 : 同一ブランド3CMの分析
https://bunkyo.repo.nii.ac.jp/records/491
https://bunkyo.repo.nii.ac.jp/records/491812a95d7-ba25-431e-9157-f31d8ed3ba49
名前 / ファイル | ライセンス | アクション |
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BKK0000552.pdf (622.9 kB)
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Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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公開日 | 2010-01-22 | |||||
タイトル | ||||||
タイトル | 広告表現が購買意欲に及ぼす影響 : 同一ブランド3CMの分析 | |||||
タイトル | ||||||
タイトル | Influence of the executional element of commercials on consumer's purchase intention : Analysis of three of the same brand's commercials | |||||
言語 | ||||||
言語 | jpn | |||||
キーワード | ||||||
主題 | 広告表現 | |||||
キーワード | ||||||
主題 | 分散分析 | |||||
キーワード | ||||||
主題 | 共分散構造分析 | |||||
キーワード | ||||||
主題 | 購買意欲 | |||||
キーワード | ||||||
主題 | 広告に対する態度 | |||||
キーワード | ||||||
主題 | 視聴印象 | |||||
資源タイプ | ||||||
資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
資源タイプ | departmental bulletin paper | |||||
著者 |
浅川, 雅美
× 浅川, 雅美 |
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著者 | ||||||
Asakawa, Masami | ||||||
所属機関 | ||||||
文教大学女子短期大学部 | ||||||
所属機関 | ||||||
Bunkyo University Women's College | ||||||
内容記述 | ||||||
内容記述タイプ | Abstract | |||||
内容記述 | This study examined the differences in perception, attitude toward advertising, and purchase intention for three commercials (CMs) that represent the same brand but that differ in executional elements, except for the talent and the music used. For this purpose, 240 college students were presented three CMs. After the presentation, the students were asked to rate their perception and attitude toward the advertising and their purchase intention concerning the product on a 5 point rating scale. ANOVA and a multiple population analysis were conducted for the obtained data. The result demonstrated that the perception and attitude toward advertising differed for the three CMs, and there was a difference among purchase intentions. | |||||
書誌情報 |
生活科学研究 en : Bulletin of Living Science 巻 31, p. 13-22, 発行日 2009-03-01 |
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ISSN | ||||||
収録物識別子 | 02852454 | |||||
著者版フラグ | ||||||
出版タイプ | VoR | |||||
フォーマット | ||||||
内容記述タイプ | Other | |||||
内容記述 | application/pdf | |||||
本文言語 | ||||||
日本語 | ||||||
ID | ||||||
BKK0000552 | ||||||
作成日 | ||||||
日付 | 2010-01-21 |