信用卡廣告涉入對銀行業品牌權益影響之研究

The Effect of Advertising Involvement on Credit Cards' Band Equity in Banks

潘宛青(Wan-Ching Pan) ； 張美燕(Mei-Yane Chung)

《臺灣企業績效學刊》 1卷1期 (2007/12) Pp. 125-145

https://doi.org/10.6697/TBPJ.200712_1(1).0006

摘要

本研究主要爲探討銀行信用卡平面廣告稿的涉入程度對各銀行品牌權益及品牌權益各構面的影響。本研究以實驗設計方法進行，研究結果顯示：廣告刺激所產生之品牌權益顯著高於未受廣告刺激者；而高涉入之平面廣告會顯著的影響受測者的品牌聯想；本研究所使用的四種信用卡品牌間顯著存在品牌權益的差異，對照實務與文獻，此差異應與各銀行信用卡進入市場時間長短及知名度有關。因此本研究可歸納出以下結論：經由設計高涉入之平面廣告可提昇消費者的品牌聯想，且欲享有高品牌知名度，則需搶得市場之先佔優勢，只要提昇消費者對品牌的知覺品質、品牌知名度、和品牌聯想三者之一，均可達到提升品牌權益之效果。

關鍵字

品牌權益 ； 廣告涉入 ； 信用卡 ； 銀行業

並列摘要

The main purpose of this study was to explore how the different degree of advertising involvement of the printed advertisements of the banks affected their credit cards' brand equities and the dimensions of the brand equity. The experimental design was used in the study. The results indicated that the brand equities were significant higher with the stimuli of the printed advertisements than the without. The high involvement advertisements made them different in brand association. There were significant differences among the credit cards' brand equities of the four banks. According to the literature and the practices, these differences might be relative to their time durations since the brand entered the market and their brand awareness. Thus, the conclusion of this study was that companies could design the high involvement printed advertisements to improve consumers' brand association but they could have high bran awareness only if they had the time superiority in entering the market. The brand equity could be improved by the increase any one of perceived quality or brand awareness or brand association.

並列關鍵字

Brand Equity ； Advertising Involvement ； Credit Card ； Banks

參考文獻

Aaker, D.A.(1991).Managing Brand Equity.New York:The Free Press.

Aaker, D.A.(1996).Measuring brand equity across products and markets.California Management Review.38(3),102-120.

Aaker, D.A.,K.L. Keller(1990).Consumer evaluations of brand extensions.Journal of Marketing.54,27-41.

Baldinger, L.A.(1990).Defining and applying the brand equity concept: Why the researcher should care.Journal of Advertising Research.30(3),2-5.

Baldinger, L.A.(1992).What CEOs are saying about brand equity.Journal of Advertising Research.32(4),1-7.