SNS中的游戏植入广告对品牌资产的影响研究
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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。
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.
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。
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.
引文
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[3]胡杨.SNS社交网络“关系”营销策略研究[D].天津师范大学硕士学位论文,2010：6-7.
[4]参见百度百科http://baike.baidu.com/view/8258.htm#sub8258..
[5]同3.
[6]刘东明著.《网络整合营销兵器谱》辽宁科学出版社.2009年.
[7]孙荣.浅析SNS(社交网站)植入式广告的特点——以开心网为例[J].艺术与设计(理论),2010(1)：80-81.
[8]王盼.价格促销对品牌资产影响的实证研究[D].苏州大学硕士学位论文,2010,10-11.
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[3]胡杨.SNS社交网络“关系”营销策略研究[D].天津师范大学硕士学位论文,2010：6-7.
[4]参见百度百科http://baike.baidu.com/view/8258.htm#sub8258..
[5]同3.
[6]刘东明著.《网络整合营销兵器谱》辽宁科学出版社.2009年.
[7]孙荣.浅析SNS(社交网站)植入式广告的特点——以开心网为例[J].艺术与设计(理论),2010(1)：80-81.
[8]王盼.价格促销对品牌资产影响的实证研究[D].苏州大学硕士学位论文,2010,10-11.
[1]Aaker D. Building Strong Brands [M].The Free Press,1996.
[2]Aaker D,Keller K. Consumer Evaluations of brand extensions [J]. Journal of Marketing,1990, (54):27-41.
[3]Keller K. Strategic Brand Management [M].Prentice Hall,1998.
[4]Marketing Management. Conceptualizing measuring and managing customer-based brand equity [J].Journal of Marketing,1993,January:1-22.
[5]Keller.K. Building customer-based brand equity[J].Marketing Management,2001,Jul/Aug:14-20.
[6]Schneider L-P, Comwell, TB. Cashing in on crashes via brand placement in computer games:the effects of experience and flow on memory [J]. International Journal of Advertising 2005; 24:321-44.
[7]Yoo,B. The effects of marketing efforts and culture on brand equityformation [J].1996.
[8]Yoo.B, Donthu.N and Lee.S. An examination of selected marketing mix elements and deand equity[J].Journal of Marketing Science,2000(2):195-211.
[9]Yoo.B, Donthu.N. Developing and validating multidimensional consumer-based Brand equity [J] Joural Of Business Research,2001(52):1-14.
[10]Nelson MR, Yaros RA, Keum H. Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game [J]. Journal of Advertising 2006; 35:87-99.
[11]Russell CA. Toward a framework of product placement:theoretical propositions [J]. Advances in Consumer Research 1998; 25:357-62.
[12]Choi D, Kim JMS. Why people continue to play online games:in search of critical design factors to increasecustomer loyalty to online contents. [J] CyberPsychology& Behavior 2004; 7:11-24.
[13]Murphy PE, Enis BW. Classifying product strategically [J]. Journal of Marketing 1986; 50:24-12.
[14]Ratchford BT. New insights about the FCB grid[] J. Journal of Advertising Research 1987; 27:24-39.
[15]Ha L. Observations:advertising clutter in consumer magazines:dimensions and effects [J]. Journal of Advertising Research 1996; 36:76-84.
[16]MacKenzie SB, Lutz RJ, Belch GE. The role of attitude toward the ad as a mediator of advertising effectiveness:a test of competing explanations [J]. Journal of Marketing Research 1986; 23:130-43.
[17]Keller,K.L.The brand reportcard [J]. Harvard Business Review,2000,January/February.Blattberg, Robert.and Sccott A.Neslin.Sales Promotion:Concepts, Methods, andStrategies[M].Englewood Chiffs N.J.Prentice-Hal,1990
[18]于春园.我国互联网植入式营销传播研究[D].苏州大学硕士毕业论文.2008.5.
[19]CNNIC.中国互联网络发展状况统计报告.2008.7.
[20]范秀成.品牌权益及其测评体系分析[J].南开管理评论,2000(1)：9-15.
[21]符国群.关于商标资产研究的思考[J].武汉大学学报：哲学社会科学版,1999,(4)：70-73.
[22]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义[J].中山大学学报：社会科学版,2000(4)：21-24.
[23]卢泰宏.品牌资产评估的模型与方法[J].中山大学学报,2002(3)：88-96.
[24]卫海英,王贵明.品牌资产构成的关键因素及其类型探讨[J].预测,2003(3)：39-42.
[25]于春玲,赵平.品牌资产及其测量中的概念解析[J].南开管理评论,2003(1)：10-13.
[26]符国群.消费者对品牌延伸的评价：运用残差中心化方法检验Aaker和Keller模型[J].中国管理科学,2001(5)：74.
[27]boyet, J. H.经典营销思想[M].杨悦译.北京：机械工业出版社,2004：35-87.
[28]卢纹岱SPSS for Windows统计分析(第2版).电子工业出版社,2002.
[29]张传忠著.品牌战略精要研究(第1版).经济科学..2006.
[30]蔡罕戎彦.广告案例分析[M].浙江：浙江大学出版社,2005.10
[31]王丽娜.基于品牌传播的植入式广告研究[D].武汉：武汉理工大学论文集,2008
[32]尹潇霖.电影作品中植入式广告效果的实证研究[J].中国集体经济,2009,(1)
[33]龙成志,沙振权,王晓玉.品牌形象形成机制的研究探讨[J].企业活力,2009,(7).
[34]岳贤平.议植入式广告[J].现代商业,2008,(9)
[35]张赛花.网络游戏现状及盈利模式——以《魔兽世界为例》[J].经营管理者,2009(22).
[36]范轩,殷辉.SNS网站植入性营销的探索[J].经营管理者,2009(17).
[37]魏利佳.从开心网的异军突起看社交网络的发展[J].新闻传播,2009(6).
[38]陈晓秦,陈永镇.浅析SNS虚拟社区植入式广告[J].新闻世界,2010(3).
[39]黄锐,孙娜.W eb2.0环境下SNS的发展策略探析[J].商业现代化.
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