品牌名稱與標語的預示效果之研究—以消費者內心修正機制觀點為基礎

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Title:	品牌名稱與標語的預示效果之研究—以消費者內心修正機制觀點為基礎
Other Titles:	The Priming Effect of Brands Names and Slogans from the Perspective of Consumers’ Mental Correction
Authors:	曾忠蕙
Contributors:	淡江大學國際企業學系
Keywords:	品牌;標語;預示效果;內心修正機制;Brand;Slogan;Priming effect;Mental Correction
Date:	2012-08
Issue Date:	2015-05-18 13:42:25 (UTC+8)
Abstract:	品牌名稱與品牌標語皆是為企業提升品牌權益的重要工具，然而近幾年來的相關研究中，較少學者探討品牌與標語所引發的預示效果的強度或方向是否相同的議題。本文將以一項前導研究與包含三項實驗的正式研究，探討品牌與標語預示效果的差異：前導研究的實驗將透過基模理論、說服知識模型、與消費者內心的修正機制等論點，實證分析不同訴求(如節省金錢或分享訴求)的品牌與標語所產生的預示效果是否一致。接著發展正式研究的三項實驗，實驗一將「含有品牌名稱的標語(如，「華碩品質、堅若磐石」) 納入分析，探討品牌、標語、含有品牌名稱的標語三種類型下，所產生的預示效果是否有所差異。實驗二則再將「如一般語句並含有品牌名稱的標語(如，「純粹喝咖啡」是咖啡飲料品牌「純萃喝」的標語)」也納入分析，將如一般語句並含有品牌名稱的標語與實驗一的含有品牌名稱的標語，兩者所產生的預示效果互相比較。實驗三則是考量一項重要的干擾變數—品牌與標語的連結記憶正確性強度，是否會干擾上述的預示效果。希冀透過本研究，一方面能使品牌與標語的學術研究更加完善，另一方面可以對實務界提供具體建議。 Brands and slogans are important for business improving brand equity. However, recently seldom researchers discuss the difference of priming effect from brands and from slogans. This research develops one pilot study and one formal study with three experiments to investigate this issue. The pilot study, based on schema theory, persuasion knowledge model and the perspective of consumers’ mental correction, empirically analyzed the persuasion intent and correction mechanism activated by brands and slogans, and then tried to empirically test the difference of priming effect from brands and slogans with different appeals (ie. saving or sharing appeal). Then, the formal study will develop three experiments. Experiment 1 will analyze the priming effect from brands, slogans, and ”the specific slogans with a brand name (ie. ASUS’ slogan as “quality is of utmost important”)”. Experiment 2 will further compare the priming effect from “specific slogans with a brand name” with the priming effect from “slogans, like a common sentence, with a brand name (ie. ‘absolutely drinking coffee’ is a slogan for a coffee brand called ‘absolutely drinking’)”. Finally, experiment 3 will discuss how the memory of correctly matching brands and slogans will moderate the previous priming effect. Through the results of these two studies, this research would like to offer contributions for academic field as well as practical suggestions for marketing managers.
Appears in Collections:	[Graduate Institute & Department of International Business] Research Paper

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