| Summary: | 碩士 === 長庚大學 === 工商管理學系 === 102 === The literature has indicated that comparative advertising intensity and
brand attachment will have impact on the effectiveness of comparative
ads. However, little is known about how is the interaction between
comparative advertising intensity and brand attachment, and in order to
influence on advertisement. This study addressed this issue using the
“resonance effect” from physics. We found that the implicit affection of
consumer is as the natural frequency. If the comparative advertising
intensity can match the frequency, which is the implicit affection of
consumer, and it will obviously have stronger advertising effectiveness.
Therefore, this research project is designed three studies to address this
issue. To discuss this issue, we use three different kinds of products and
advertised brand respectively. Three experimental design is a factorial
one with 2 (comparative ad intensity: weak ads vs. strong ads) x 2 (brand
attachment: weak attachment vs. strong attachment). Participants were
randomly assigned to the weak intensity group or the strong intensity
group. According to the participants’ level of attachment to the advertised
brand, we separated it into two groups, strong attachment and weak
attachment. Study1 initially discovered the interaction of comparative
advertising intensity and brand attachment and were having margin of
significance to the brand loyalty. Study two added two covariates, and
also found that the interaction between comparative advertising intensity
and brand attachment will obviously increase the attitude toward brand.
Study three verified again the interaction between comparative
advertising intensity and brand attachment which will increase the attitude
toward brand. Moreover, study three also found that resonance can
moderate this interaction to the effectiveness of attitude toward brand.
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