品牌故事功能對顧客廣告態度與品牌態度之影響－兼論品牌知名度之干擾角色

The Impacts of Brand Story Functions on Consumers' Attitude Toward Advertising and Brand Attitude-Including The Moderating Role of Brand Awareness

鍾育明(Yu-Ming Chung) ； 黃樸生(Pu-Sheng Huang)

《北商學報》 27-30期 (2016/07) Pp. 47-79

摘要

本研究主要是探討品牌故事廣告需要具備「情緒感染」與「能耐」二種功能，並觀察這二項功能是否會影響消費者的廣告態度與品牌態度，此外，亦藉由品牌知名度觀察是否會在品牌故事功能與廣告態度之間產生干擾作用。利用336位在學大學學生為研究對象，實證結果顯示，本研究所提品牌故事功能能夠對消費者的廣告態度與品牌態度產生正向的影響。本研究最後也針對研究結果提出管理意涵、研究限制與後續研究建議。

關鍵字

品牌故事廣告功能 ； 情緒感染 ； 能耐 ； 廣告態度 ； 品牌態度 ； 品牌知名度

並列摘要

This study proposes the brand story should have two functions that include the emotional contagion and competency. We test these functions that can impact attitude toward advertising and brand attitude. These functions and attitude toward advertising also can be moderates by brand awareness. Using 336 college students as research samples, empirical results indicate that these two functions positively influence attitude toward advertising and brand attitude. Managerial implications, research limitations, and future research suggestions are also discussed.

並列關鍵字

Brand story function ； emotional contagion ； competency ； attitude toward advertising ； brand attitude ； brand awareness