The Study of Tea Drink of Brand Awareness and Advertising Involvement on Advertising Effectiveness

• Main Authors: Kao, Hui-Shan, 高惠珊
• Other Authors: Chen, Quang-Hua
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23449722684623531607

碩士 === 國立交通大學 === 經營管理研究所 === 99 === With the rise of health consciousness of consumers, tea drink which is health orientation has a high market share. In the competitive market, manufacturers attract customers through advertising to achieve advertising effectiveness, and generate purchase intention. After consumers accept the advertising, there are other factors that affect the advertising effectiveness; therefore, we added brand awareness and advertising involvement as moderate variables, to understand the impact on advertising effectiveness, and to further understand the correlation of the advertising effectiveness and purchase intention. About the advertising effectiveness measurement, we choose brand attitude and advertisement attitude as measurable indicators. This study chooses students from a National University as the research object, and adopts the experimental design method, and use questionnaire as a research tool. The data were analyzed by analysis of variance (ANOVA) and regression analysis. The findings from this study show that consumers have significantly different effectiveness on advertising under the different brands of tea; advertising involvement also has significantly different on advertising effectiveness; advertising effectiveness has positive correlation on purchase intentions.