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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
書刊名：東吳經濟商學學報
作者：林陽助 引用關係／廖榮文
作者(外文)：Lin, Yang-chu／Liao, Jung-wen
出版日期：2001
卷期：35
頁次：頁75-106
主題關鍵詞：品牌概念形象；廣告訴求；廣告效果；Brand concept-image；Advertising appeal；Advertising effect
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:39
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。
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.
期刊論文
1.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
2.Park, C. W.、Lessig, V. P.(1981)。Familiarity and Its Impact on Consumer Decision Biases and Heuristics。Journal of Consumer Research，8(2)，223-231。  new window
3.Brucks, Merrie(1985)。The effects of product class knowledge on information search behavior。Journal of Consumer Research，12(1)，1-16。  new window
4.Samiee, Saeed(1994)。Customer evaluation of products in a global market。Journal of International Business Studies，25(3)，579-604。  new window
5.Shimp, Terence A.(1981)。Attitude toward the ad as a mediator of consumer brand choice。Journal of Advertising，10(2)，9-48。  new window
6.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
學位論文
1.王德剛(1997)。品牌概念形象，廣告策略與品牌權益之關係(碩士論文)。東吳大學，臺北。  延伸查詢new window
2.李坤遠(1996)。訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究(碩士論文)。國立交通大學。  延伸查詢new window
3.施淑琳(1998)。品牌概念,品牌廣度暨品質變異程度對品牌延伸效果之影響(碩士論文)。國立台灣大學。  延伸查詢new window
4.張志桂(1990)。廣告訴求方式對消費者態度影響之研究(碩士論文)。中原大學。  延伸查詢new window
圖書
1.Rudell, Fredrica(1979)。Consumer Food Selection and Nutrition Information。New York, NY：Praeger。  new window
2.Petty, Richard E.、Cacioppo, John T.(1981)。Attitude and Persuasion: Classic and Contemporary Approaches。Dubuque, IA：Wm. C. Brown Company。  new window
3.Fishbein, M.、Ajzen, I.(1980)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley。  new window
4.黃俊英(1994)。企業研究方法。臺北：東華書局。  延伸查詢new window
5.Biel, A. L.(1991)。Converting Image into Equity。Lawrence：Erlbaum Associates Press。  new window
6.樊志育(1990)。廣告效果研究。臺北：三民書局。  延伸查詢new window
7.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
8.Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。  new window
9.Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York：Springer-Verlag。  new window
其他
1.行政院主計處(1998)。中華民國統計月報。  延伸查詢new window
2.(1997)。廣告雜誌。  延伸查詢new window
3.(1997)。廣告雜誌。  延伸查詢new window
4.(1998)。廣告雜誌。  延伸查詢new window
5.Aaker, D. A.(1992)。1992Management Brand Equity。  new window
6.Assael, H.(1994)。Consumer Behavior and Marketing Action。  new window
7.Alba, J. W. Hutchinson(1987)。Dimension of Consumer Expertise。  new window
8.Brooker, G(1981)。A Comparison of the Persuasive Effects of Mild Humor and Mild Feal Appeals。  new window
9.Buchholz, C. A and Smith, C. B.(1991)。The Effect of Brand Concept image。  new window
10.Fennell, G. G.(1978)。Perceptions of the Product-In-Use Situation。  new window
11.Frankenberger, K. D., R. Liu(1994)。Does Consumer Knowledge Affect Consumer Responses to Advertised Reference Price Claims?。  new window
12.Hoviand, J. L. and Janis, B. L.(1957)。Comparison Advertising: Problem and Potential。  new window
13.Kamins, W. J. and Henry, R. E.(1987)。Memory Structure of Brand Name。  new window
14.Keller, K. L., S. E. Heckler, and M. J. Houston(1998)。The Effect of Brand Name Suggestiveness on Advertising Recall。  new window
15.Muthukrishnan, A. V., A. W. Barton(1991)。Role of Product Knowledge on Evaluation of Brand Extension。  new window
16.Park, C. W., R. Lawson, and S. Milberg(1989)。Memory Structure of Brand Name。  new window
17.Sujan, M.(1985)。Consumer Knowledge : Effects on Evaluation Strategies Mediating Consumer Judgement。  new window
 
 
 
 
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