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題 名 | 品牌概念形象與廣告訴求對廣告效果之影響=The Impact of Brand Concept-Image and Advertising Appeal on Advertising Effectiveness |
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作 者 | 林陽助; 廖榮文; | 書刊名 | 東吳經濟商學學報 |
卷 期 | 35 2001.12[民90.12] |
頁 次 | 頁75-106 |
分類號 | 497.01317 |
關鍵詞 | 品牌概念形象; 廣告訴求; 廣告效果; Brand concept-image; Advertising appeal; Advertising effect; |
語 文 | 中文(Chinese) |
中文摘要 | 廣告被行銷人員使用的普遍性,突顯了廣告應該被深入研究的事實。本研究著眼於影響廣告溝通說服效果的三個因素一一訊息來源者因素、訊息因素與收訊者因素,分別挑選出一個相對應的變數:品牌概念形象、廣告訴求與產品知識,作為研究變數。本研究採取實驗設計方式,研究不同品牌概念形象 (功能性、象徵性、經驗性)和廣告訴求 (理性、感性)對於廣告效果 (廣告回憶率、品牌回憶率、廣告態度、品牌態度、購買意願)的影響,並以受測者的產品知識作為干擾變數。研究結果發現,品牌概念形象對於廣告效果有顯著影響,而且以功能性的效果最好;廣告訴求對於廣告效果的影響則只有部份顯著,呈現顯著影響的部份以理性效果較好;至於產品知識對於廣告效果的影響,除了購買意願這個變數外,也呈現顯著的結果。整體而言,功能性品牌概念形象搭配理性訴求,能夠產生最佳的廣告效果。 |
英文摘要 | We have to research advertising widely and deeply because of its' universality. According to Hovland and Janis's communication persuasive model, the three categorical factors that influence communication effectiveness are: source factors, message factors and audience factors. This study chooses brand concept-image, advertising appeals and product knowledge from the three categorical factors to be research variables. The study uses two factorial design to manipulate the brand concept-image(functional/symbolic/experiential) and advertising appeals (rational/emotional) to measure the effects on advertising communication effectiveness(including rate of advertising recall, rate of brand recall, attitude toward advertising, attitude toward brand and purchasing intention). Product knowledge is regarded as moderating variable. Them major findings are : (1). The five advertising effectiveness are highest when brand concept-image is functional. (2). Rate of advertising recall, attitude toward advertising and purchasing intention are higher when advertising appeals are rational. (3). Product knowledge there is no significant difference in purchasing intention, but significant difference in the else advertising effectiveness. (4). Generally speaking, functional brand concept-image match rational advertising appeal can product the best advertising effectiveness. |
本系統中英文摘要資訊取自各篇刊載內容。