- 學位論文
品牌曝光次數對消費者選擇品牌的影響，以產品涉入和概念流暢性為調節變數
THE EFFECT OF BRAND EXPOSURE FREQUENCY ON BRAND CHOICE, THE MODERATING ROLE OF PRODUCT INVOLVEMENT AND CONCEPTUAL
並列摘要
Consumers are exposed to huge amount of brands through various ways every day. However, consumers are not always aware of the brand, but they may produce information process about the brand exposure. Applied in the field of marketing, placement marketing is a kind of mere exposure. This research examines if the brand exposure frequency will affect the consumers' decision upon brand choice depending on brand unconsciousness. The moderating were product involvement and conceptual fluency in the experiment and the bottled water was selected as the target product of the experiment. We manipulated brand exposure frequency by varying the number of photos (i.e., 0, 4, or 12 of the 20 photos). We also manipulated different scenarios (daily life activities and exercise scenario) on photos to express high and low conceptual fluency. Brand exposures reinforce consumers’ recognition and processing of brand according to the processing fluency model. The research results show that brand exposure frequency has a positive relationship with choice in high conceptual fluency condition. The results also show that when brand exposure frequency increased, the high conceptual fluency infers higher brand choice than low conceptual fluency. High product involvement would reinforce the relationship between brand exposure frequency and brand choice.