The Influenc of ad appealing on Brand Attitude: Exploring the Moderating Role of Brand Attachment And Involvement

• Main Authors: LO,Wan-Yu, 羅婉瑜
• Other Authors: Shen Chung-Chi
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/94570474067787800140

碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 101 === Toward to the progress of time, many companies will be updated regularly to keep their LOGO fresh and modern image, however, when the change of the LOGO design, too radical a change might annoy consumers or destroy the image of the brand before investing. In order for consumers to accept these changes, brand LOGO management often use some appeal to persuaded consumers to like those changes , however, is doubtful that these appeal can really persuaded consumers , thus increasing the attitude of their new LOGO, and even the attitude of the brand do? In this study, there are three independent variables (including the moderator variable), appeal type (rational appeal; emotional appeal), brand attachment (high; low), involvement (high; low), and the dependent variable (brand attitude and attitude LOGO ).we use experimental design to observe the independent variables and the dependent variable is the relationship between the two sets of experimental conditions there were rational appeal and emotional appeal. And we use Internet survey questionnaire, sampling method was convenience sampling, a total of 308 valid questionnaires were obtained. The results showed that (1) relative to the rational appeal, emotional appeal for a better attitude LOGO positive impact on mood or emotions can trigger emotional appeal advertising, consumer products can produce more positive reaction (2) brand attachment have the interference effect between the appeal type and brand attitude , when the consumer brand attachment is low, the emotional appeal attitude significantly higher than rational appeals brand attitude (3) LOGO brand attitude and purchase intention to have a positive attitude influence purchase intention. Brand attitude can show consumers' behavioral intention.