| Summary: | 碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 105 === Along with the economic development, consumer transfer to purchase behavior from the past to buy functional commodities instead desire commodities. Furthermore, jewelry is the high price and high homogeneity of products. Jewelers utilize brand image advertising to build brand image, making jewelry brand distinctive and impressing consumers. Especially, presented of female character image and advertising appeals not only stimulate brand preference of consumers but also want consumers aware of the jewelry brand.
Therefore, by experiment, we investigated the effects of different female character image of types and advertising appeals of demands on brand preference. The inter-group design study adopted two-factor, two-factor as follows:2 (female character image: traditional female image or new era female image) × 2 (advertising appeals type: rational or emotional). Variable according to the brand preference. Control variable for the brand awareness, and performance of advertising elements. The results showed that different female character image of jewelry brand image advertising on consumer’s brand preference is significant differences, new era female image and emotional, consumers will have high brand preference; different types of demands of jewelry brand image advertising also have an impact on consumer brand preference, emotional appeal consumers will have high brand preference, in addition, different types of female character image and advertising appeal of the combination will generate interaction on brand preference, new era female image with a combination of emotional appeal, consumers’ brand preference will be highest; therefore, recommended maintenance when jewelers want to promote their brand image, you can pay attention to the female character image and advertising appeals of use.
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