| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 93 === How to strengthen advertisement effects through brand images and advertisement contents is an important factor to compete in franchise businesses. However, whether brand images and advertisement contents indeed influence advertisement effects, there is no empirical evidence. This study will explore this issue through experiment designs in the fast food and hairdressing industries.
The results show that in the two industries (1) advertisements with high information exposure volumes have stronger effects than those with low information exposure volumes; (2). franchise businesses with strong brand images have stronger advertisement effects than those with week brand images; (3) information exposure volumes and brand image have interaction on advertisement effects,(4). the advertisement effect has positive relationship with purchase intention. However, in the hairdressing chain stores, advertisement with high information exposure volumes do not necessarily have better advertisement effect than those with low information exposure volumes. But advertisement with high information exposure volumes can lead to better advertisement attitude and brand attitude. These results mean that there exists other factors, which can influence advertisement effect in the hairdressing chain stores.
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