THE INFLUENCE OF PROMOTION TYPE AND ADVERTISING APPEALS ON BRAND EVALUATION─SITUATION AS A MODERATOR

• Main Authors: Ya-wen Cheng, 鄭雅文
• Other Authors: Yang-Chu Lin
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/04316863551798343807

碩士 === 東吳大學 === 企業管理學系 === 98 === With the changes in Taiwan society, from the agricultural era, the industrial revolution to the present era of Internet technology, human life can be found busy and tend to work under pressure. So people began to realize the importance of the health. In this study, functional health beverage “fruit vinegar” is the example of the research products. Through promotion type and advertising appeal of the marketing strategy point, we will view consumers have different effects on brand evaluation at gift giving and personal usage situation. This study has 2x2x2 experimental design, including total of eight experimental groups. Through the MANOVA analysis , we have some findings as follows: 1.Promotion type has a partial significant impact on brand evaluation. 2.Advertising appeals have a significant effect on brand evaluation. 3.Promotion type and advertising appeals have partial interaction effect on consumer brand evaluation. 4.Considering the usage situations of giving gift, promotion type and advertising appeals has a partial significant impact on brand evaluation.