品牌型廣告對產品線評價之影響

在學術界中，大部分都以產品線延伸的研究較為居多，鮮少有廣告對產品線評價的研究。因此本研究以廣告產品與品牌聯想（中心聯想與周邊聯想）其探討品牌型廣告在不同的產品線中對消費者在購買產品時的願付價格有何影響。本研究選擇以真實存在且知名的手機作為高科技耐用品並以洗髮精作為日常消耗品的例子來做為情境設計，將採用實驗設計法來進行兩個實驗。實驗一旨在了解品牌型廣告對不同產品線評價的作用，在品牌型廣告中，採用單因子三水準（廣告產品：垂直高端產品、垂直低端產品、水平延伸產品）的因子設計。實驗二旨在品牌型廣告中進一步探討品牌聯想之影響，採用2（品牌聯想：中心性品牌聯想和周邊性品牌聯想）×3（廣告產品：垂直高端產品、垂直低端產品、水平延伸產品）的因子設計。研究結果大致上跟本研究擬定的假說不一致。實驗一結果顯示，在垂直產品線中，低端產品的品牌型廣告會降低消費者對高端產品的評價。實驗二結果顯示，無論是手機或洗髮精，高端產品採用含有中心性聯想之品牌型廣告，比含有周邊性聯想的廣告效果更加明顯，而手機的低端產品也是採用含有中心性聯想之品牌型廣告，比含有周邊性聯想的廣告效果更加明顯，但對洗髮精的低端產品及水平產品而言，反而是含有周邊性聯想的廣告比含有中心性聯想的廣告之效果更加明顯。

關鍵字

品牌型廣告、品牌聯想、產品線、產品評價

並列摘要

For growth companies usually employ brand extensions and/or product line extensions to leverage the value of a well-established brand. Most research on product line investigates the issues of pricing strategies, product line design, and brand evaluations. Relatively few studies explore the effects of advertising. Among the handful studies regarding product line advertising, most of them probe into the effects of the amount of advertisements and/or the presence/absence of advertisements, merely of them explore the role played by the type of advertisements or the content of message. Therefore, in this study, we hope to understand whether marketers can improve the success rate of product line by using appropriate advertising strategies, and whether the effects of advertising strategies are contingent to the type of product line (e.g., vertical product lines, horizontal product lines). Specifically, this research intents to understand the effects of brand advertising and brand associations through two experiments. Study 1 used a one- factor three-level (advertised product: vertical high-end, vertical low-end and horizontal) design and Study 2 employed a 2 (brand association: central vs. peripheral) ×3 (advertised product: vertical high-end, vertical low-end vs. horizontal) design, Mobile phones and shampoos are selected as the investigated products and color print advertisements are used us stimuli. Most of the results don’t support our hypotheses. Study 1 results reveal that brand advertisements of the vertical low-end products decrease the valuation of the vertical high-end products. Study 2 shows that brand advertisements with central brand association have stronger effects for vertical high-end and low-end advertised products. However, for horizontal products, brand advertisements with peripheral brand association have stronger effects.