品牌概念形象與廣告訴求方式對廣告效果之影響－涉入程度之干擾效果

The Influence of Brand Concept Images and Advertising Appeals on Advertising Effectiveness: The Moderating Effects of Involvement Level

林隆儀(Long-Yi Lin) ； 涂克明(Ka-Ming Tu)

《真理財經學報》 15期 (2006/12) Pp. 77-108

https://doi.org/10.29963/TOJEB.200612.0004

摘要

本研究旨在探討涉入程度在品牌概念形象與廣告訴求方式對廣告效果之影響的干擾效果。採用實驗設計法，以淡水地區的大學生為研究對象，採用便利抽樣方式訪問400名學生，實證結果獲下列重要的發現：(1)品牌概念形象對廣告態度有顯著的正向影響。(2)功能性、象徵性品牌概念形象對品牌態度有顯著的正向影響。(3)廣告訴求方式對廣告效果有顯著的正向影響。(4)高涉入在品牌概念形象與廣告訴求方式的組合對品牌態度的影響有顯著的干擾效果。(5)低涉入在品牌概念形象與廣告訴求方式的組合對廣告態度的影響有顯著的干擾效果。

關鍵字

品牌概念形象 ； 廣告訴求 ； 廣告效果 ； 涉入程度

並列摘要

The purpose of this study is to explore the moderating effects of involvement level between the influence of brand concept images and advertising appeals on advertising effectiveness. The experimental design method was used, 400 students in Tamsui area were interviewed. The major findings of this study were as follow. (1) Brand concept images have significant positive influence on advertising attitude. (2) Functional and experiential brand concept images have significant positive influence on brand attitude. (3) Advertising appeals has significant positive influence on advertising effectiveness. (4) High involvement level has significant moderating effects between the combination of brand concept images and advertising appeals on advertising effectiveness. (5) Low involvement level has significant moderating effects between the combination of brand concept images and advertising appeals on advertising effectiveness.

並列關鍵字

Brand Concept Images ； Advertising Appeals ； Advertising Effectiveness ； Involvement Level

參考文獻

林隆儀、林岳民(2005)。廣告比較策略與廣告訴求方式對購買意願的影響產品涉入之干擾效果。台北大學企業管理學報。65，1-28。

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