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The Art of Co-branding: From Artists to Celebrities, to Ngo’s, Museums, Territories and More

為了解決co-branding examples的問題，作者Michel, Geraldine/ Willing, Reine 這樣論述：

Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the complex process of brand collaborations and explains the key factors of success to build this specific form of a partnership between businesses. The Art of Successful Brand Collaboratio

ns gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham, Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge abou

t the advantages and economic benefits of this marketing tool. This includes improvement of the brand image, development of the brand on new markets, attracting new customers within different target groups and obtainment of new market shares. Filled with interviews from practitioners and vital acade

mic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and implement the process of successful brand collaboration. Géraldine Michel is Professor in Marketing at the Sorbonne Business School, University Paris 1 Panthéon-Sorbo

nne in France where she is Director of the Chair ＂Brands & Values＂ and Director of the research laboratory. She studies particularly the role of brands for consumers and employees based on social psychology and psychology. She is the author of four books on brand management and she has published in

several academic journals: Journal of Business Research, Psychology & Marketing, Journal of Advertising Research, Journal of Personal Selling and Sales Management, Qualitative Market Research, Recherche et Applications en Marketing, and Décisions Marketing. She lectures worldwide in countries such a

s China and Vietnam.Reine Willing is the founder and CEO of 19-03, a global but niche consulting agency specializing in creating high quality partnerships between major brands and artists, celebrities, NGOs, good causes and foundations, alongside handling co-branding requests for limited editions, c

apsule collections and licensing deals. Based in Paris, she is highly involved in brand activism through partnerships and good cause marketing. An alumni of the Sorbonne University’s Marketing Masters programme, she is currently also educating others about brand partnerships through lectures in vari

ous universities. This is her first book!

co-branding examples進入發燒排行的影片

從計畫行為理論探討消費者購買善因行銷商品之行為—受測者背景及公益團體熟悉度、知名度之干擾效果

為了解決co-branding examples的問題，作者廖羚雅 這樣論述：

《2021全球消費者洞察報告》指出，新冠肺炎的發生，強化了消費者對永續環保 的關注，消費者偏好購買符合ESG價值的商品，善因行銷正是屬於此範疇的行銷手 法，近年來市場上確實陸續推出各式各樣與公益相關的產品及計畫，因此懂得掌握消 費者對善因行銷商品的購買行為意向是很重要的。本研究以計畫行為理論為基礎架構，探討消費者的態度、主觀規範、知覺行為控 制對購買行為意向的影響，且探討受測者背景、公益團體熟悉度、受贈團體知名度對 其行為意向是否有達到干擾的效果。本研究採用問卷調查法，將問卷分成A卷(高知名度公益團體)與B卷(低知名度公益 團體)，研究情境為為某品牌針對自家產品所推出的善因行銷活動。透過迴歸

分析探討 消費者的態度、主觀規範、知覺行為控制對購買行為意向的影響，並透過層級複迴歸 分析來檢定干擾變數的效果。本實驗採用線上網路問卷發放，總計發布天數為15天， 共回收571份有效問卷。研究結果發現:1. 態度、主觀規範、知覺行為控制皆顯著影響消費者購買CRM商品之行為意向2. 延續上述，其影響行為意向的程度為「知覺行為控制>態度>主觀規範」3. 受測者背景在消費者購買善因行銷商品之行為意向會產生干擾效果4. 公益團體熟悉度在消費者購買善因行銷商品之行為意向會產生干擾效果5. 受贈團體知名度在消費者購買善因行銷商品之行為意向會產生干擾效果

How to Use the Internet to Advertise, Promote, and Market Your Business or Web Site: With Little or No Money

為了解決co-branding examples的問題，作者Brown, Bruce C./ Chan, Lawrence 這樣論述：

Interested in promoting your business and/or Web site, but don t have the big budget for traditional advertising? This new book will show you how to build, promote, and make money off of your Web site or brick and mortar store using the Internet, with minimal costs. Let us arm you with the knowledge

you need to make your business a success Learn how to generate more traffic for your site or store with hundreds of Internet marketing methods, including many free and low-cost promotions. This new book presents a comprehensive, hands-on, step-by-step guide for increasing Web site traffic and trad

itional store traffic by using hundreds of proven tips, tools, and techniques. Learn how to target more customers to your business and optimize your Web site from a marketing perspective. You will learn to target your campaign, use keywords, generate free advertising, search-engine strategies, learn

the inside secrets of e-mail marketing, how to build Web communities, co-branding, auto-responders, Google advertising, banner advertising, eBay storefronts, Web-design information, search-engine registration, directories, and real-world examples of what strategies are succeeding and what strategie

s are failing.Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subje

cts such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has

resources, contact information, and web sites of the products or companies discussed. -- (1/28/2011 12:00:00 AM) Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president s garage, Atlantic Publishing has grown to

become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-d

ate, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed.＂

探討影響新型態數位音訊媒體廣告效果之因素─以Podcast廣告為例

為了解決co-branding examples的問題，作者陳筠臻 這樣論述：

資訊爆炸時代，過多資訊容易造成視覺疲勞，間接促進全球進入耳朵的聽覺時代，許多聲音媒體紛紛如雨後春筍般興起。聲音市場裡聲勢最大的媒體便是在國外已盛行多年，但近年才在臺灣蔚為風潮的Podcast數位音訊媒體。Podcast熱潮帶動聲音經濟的發展，成為目前熱門廣告投放的管道之一。然而，過去Podcast相關研究多著重在教育、學習、收聽行為等議題，較少研究探討影響Podcast廣告效果之因素。本研究以ABC態度模型為理論基礎，將因素分為三大構面──Podcaster相關因素、Podcaster與聽眾關係、匹配性，並使用AISAS模型中的五個變數（注意、興趣、搜尋、行動、分享）來衡量廣告效果，以探索影

響Podcast廣告效果之因素。研究採用問卷調查法，共蒐集253份有效問卷，利用偏最小平方法的結構方程模型來驗證研究架構中各變數間的關係。研究結果指出來源可信度、聲音吸引力、敘事力、自我與影響者一致性皆正面影響節目參與；節目參與會透過廣告態度正面影響廣告效果（注意、興趣、搜尋、行動、分享）；在節目中置入主持人的自有品牌，或是置入與主持人相匹配的他牌，皆可以正面提升聽眾對廣告的態度。本研究之結論與建議，不僅能供學術研究之參考，也能提供Podcaster、廣告商及企業家實務上的建議。