ANNA SUI香水平面廣告符號與品牌形象對購買意願之影響

品牌形象是消費者心中對於該品牌的知覺及印象，品牌企業透過品牌形象加深消費者對於該品牌的連結。廣告，是將產品資訊廣而告之的一個媒介，透過這個媒介消費者接收訊息並對其商品產生印象或興趣，此外，這也是品牌透過廣告符號的表現傳遞形象的管道。在琳瑯滿目的商品市場上，消費者購買產品除了要求實質上的滿足外，還必須滿足消費者的自我意識和心理需求，因為就消費者而言，商品不再是單純的商品，而是具有象徵性意義的商品。本研究以ANNA SUI香水平面廣告為研究範本，來探討女性消費者對於香水廣告符號與品牌印象的連結、廣告內容所呈現的品牌形象解讀以及接收廣告符號和品牌形象對購買意願的影響。研究結果發現，(1)香水平面廣告符號與品牌形象是有關聯性的，品牌廣告呈現時會根據品牌所持有的形象來設計或規劃廣告使用的符號元素，並讓消費者可以透過廣告符號的呈現及意義傳達了解到該品牌產品所要傳達的訊息及在消費者心中所建構之形象。(2)消費者對於品牌印象的認知程度皆呈現正向的反應，對於品牌所表現的夢幻、浪漫、化夢想為可能的感覺也表現出認同的看法。(3)消費者會受到廣告符號和品牌形象的因素影響到其購買意願，也就是說消費者愈認同該品牌形象和廣告符號時，對於該品牌的購買意願也愈高。(4)消費者在決定購買意願時，會以廣告中傳遞的實用性、信譽、有益性作為主要考量因素。

關鍵字

品牌形象；符號；購買意願；香水；平面廣告； ANNA SUI

並列摘要

Brand image is consumer for the brand's perception and impression, the brand enterprise penetrates the brand image to deepen the consumer regarding this brand . The advertisement, is a medium which informs widely the product information, by this medium consumer to receive the news and has the impression or the interest to commodity. in addition, this also is the brand penetration performance of advertisement transmission pipeline of image. In the market, the consumer purchases product not only request essence in satisfying, but must satisfy consumer's self-awareness and the psychological demand, to consumer, the commodity no longer is the commodity, it is the symbolic significance commodity. This research as studies model for ANNA SUI perfume advertisement, discusses the feminine consumer regarding the perfume advertisement code and the brand image to the influence of purchase intention. The results of the study found that, (1) perfume advertisement symbols and brand image is relevance, brand advertising rendering will according to brand image held by planning to design or useing symbolic elements, and so that consumers can advertise symbol of rendering and convey the significance of that brand products to convey and consumers looking for the construction of the image. (2) consumer all presents the forward response regarding the brand impression cognition degree, displays the illusion regarding the brand, romantically, turns the dream also to display the approval into the possibility feeling the view.(3) consumer can receive the advertisement mark and the brand image factor affects its purchase wish, when in other words, the consumer approves this brand image and the advertisement mark, is also higher regarding this brand purchase wish.(4) consumer when decision purchase wish, can the usability, the prestige, beneficial which transmits by the advertisement in take the main consideration factor.

並列關鍵字

Brand Image ； Symbol ； Purchase Intention ； Print Ads ； Perfume ； ANNA SUI

參考文獻

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[3]林信宏，“運動廣告中的符號消費現象—以NIKE電視廣告為例”，傳播與管理研究，2003，第3卷，第1期，第43-67頁。

[5]洪碩延、漆梅君，“視覺傳達設計中之符號理論”，中國廣告學刊，2006，第11期，第70-82頁。

[8]張露心，“閱讀廣告中之隱喻—以時報廣告金犢獎公共服務項得獎作品為例”，中國廣告學刊，第11期，第83-94頁。

[9]陳澤義、葉香麟，“品牌形象、品牌關係與知覺品質關係之研究—以美白化妝品品牌為例”，東吳經濟商學學報，第58期，第1-30頁。

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ANNA SUI香水平面廣告符號與品牌形象對購買意願之影響

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