【作者】 邹志琴；

【导师】 杨建华；

【作者基本信息】 暨南大学 ， 企业管理， 2011， 硕士

【摘要】 品牌资产和营销组合之间的关系已经成为品牌资产研究的重要课题。有关于营销组合中的植入广告营销如何影响品牌资产的研究还是一个空白。随着互联网的蓬勃发展,当下互联网中最为火爆的产品当属“社交网络”,如人人网、开心网、facebook等。总的来说,社交网络服务就是基于“六度分割理论”,通过“朋友的朋友”来提供网络社交拓展服务。随着SNS网站的迅速发展,“社交网站+游戏组件”的应用模式已被大众所接受,植入广告也因与游戏的良好结合得到了媒体和广告主的广泛关注。本文在回顾游戏植入广告与品牌资产相关文献的基础上,对品牌资产和游戏植入广告进行了整合,并通过实证研究的方法,从消费者角度建立了游戏植入广告和品牌资产核心维度的关系模型。主要研究结果如下：(1)SNS中的游戏植入广告对品牌资产中的品牌意识、品牌联想、感知质量维度有正面影响,但在品牌忠诚维度上没有正面影响。(2)根据品牌熟悉度的不同,游戏植入广告对品牌资产的影响存在显著差异。品牌熟悉度对品牌意识、品牌联想、感知质量维度均有显著的调节作用,但在品牌忠诚维度上没有显著的调节作用。消费者对品牌的熟悉程度越低,越容易受到游戏中植入广告的影响。更多还原

【Abstract】 The relationship between brand equity and marketing mix has become an important subject. The research of product placement in the marketing mix how to influence brand equity is still a blank. With the vigorous development of the Internet, social networking service (SNS) undoubtedly was the most popular products in the Internet, such as RenRen website, happy network, facebook and so on. Overall, the social networking service is based on "six degrees of separation theory ", to provide network services to social development, through "friends of friends".With the fast development of SNS, the application model of " SNS and games " has been largely accepted by the public, and the product placement is also got much more attention by the media and advertisers, because of its good combination with the games. The paper reviewed the literature of product placement in games in SNS and brand equity, and integrated them.Besides, The paper, with an empirical research method, will study the inherent relationship of product placement and brand equity from the consumer’s point. The results are as follows:(1) The product placement in games in SNS has positive effect on brand recognition, brand association, perceived quality, but dose not has positive effect on the brand loyalty;(2) According to the differences of brand familiarity, the product placement in games in SNS has the different and significant impact on brand equity. Brand familiarity shows a significant regulation on the brand recognition, brand association, perceived quality, but does not on brand loyalty. Those consumers who have lower brand familiarity are more vulnerable to the impact of product placement in games.更多还原