本研究即以品牌復原為研究主題,探討在新品牌問市後,消費者對該品牌存在負面印象時,廠商應該如何利用廣告來扭轉消費者的負面印象。 本研究分為三個實驗將針對不同挑戰廣告、廣告論述及廣告訴求對消費者品牌復原之態度影響進行探討。主要研究結果如下: (1)正面初始印象下,使用比較性廣告時,其對消費者品牌態度會有顯著有利影響,反之,在負面初始印象下,使用非比較性廣告時,其對消費者品牌態度會有顯著有利影響。 (2)當消費者產生負面初始印象時,新品牌廠商使用不同強度之廣告論述,對消費者品牌復原並未產生明顯效果。然而,加入調節焦點為干擾變數時,廣告論述對態度改變的影響,會受到消費者目標導向的干擾。求成導向者,廣告論述為強時,消費者品牌復原效果會有顯著影響;敗避導向者,廣告論述為弱時,消費者品牌復原效果會有顯著影響。 (3)當消費者產生負面初始印象時,新品牌廠商使用理性/感性之廣告訴求,對消費者品牌復原並未產生明顯改變。屬於求成導向者使用感性廣告時,會比避敗導向的消費者產生較大的品牌復原效果。避敗者在實驗的結果上顯示,其使用理性廣告時,會比求成導向的消費者產生較大的品牌復原效果。 本研究結果與學者Muthukrishnan and Chattopadhyay (2007)之驗證相同。更加證明當消費者對新品牌產生原始負面印象時,廠商可以使用非比較式的廣告行銷手法,品牌復原的效果較佳。
How should marketers use advertisement to recover the consumers’ negative impression when these consumers have negative impression for a new brand? This is an important task for marketers. There are three experiments in this study. In study 1, we compare the effects of brand recovery by way of comparative/non-comparative advertisings. In study 2 and 3, we focus the effect of advertising argument and advertising appeal. The results are as followed: 1. Under a positive initial impression, the comparative advertising has greater revision effect than non-comparative advertising. However, under a negative initial impression, non-comparative advertising has greater revision effect than comparative advertising. 2. When consumers have negative initial impression, the revision effects of consumers are not affected by the strength of advertising argument. Considering the consumers’ regulatory focus, promotion-oriented consumers have greater revision than prevention-oriented consumers under strong advertising argument. And prevention-oriented consumers have greater revision than promotion-oriented consumers under weak advertising argument. 3. When consumers have negative initial impression, the revision effects of consumers are not affected by the rational or emotional advertising appeal. Considering the consumers’ regulatory focus, promotion-oriented consumers have greater revision than prevention-oriented consumers under emotional advertising appeal. And prevention-oriented consumers have greater revision than promotion-oriented consumers under rational advertising appeal. The results of study are same as Muthukrishnan and Chattopadhyay (2007). These findings can help marketers to determine what type of advertisements they should use in different initial impression.