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    Title: 爭議性廣告與品牌聯想對廣告效果影響之研究
    Other Titles: The study of controversial advertising contents and brand association to advertising effect
    Authors: 陳保禎;Chen, Bao-chen
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    林光賢;Lin, Kuang-hsien
    Keywords: 爭議性廣告;品牌聯想;中介效果;路徑分析;Controversial Adverting;Brand Association;Intermediate Effect;Path Analysis
    Date: 2008
    Issue Date: 2010-01-11 01:47:40 (UTC+8)
    Abstract: 本研究主要在探討爭議性與非爭議性廣告的廣告效果差異,利用修改後的雙重中介假說模式當作本研究的模型架構。另外本研究為了討論品牌在廣告效果傳遞路徑中所帶來的影響,特別在模型中融入品牌聯想的概念,以深入了解消費者在看完不同廣告文案後(爭議性、非爭議性)後對其心中原有之品牌概念的影響程度。
    主要使用的統計研究方法為簡單迴歸分析以及路徑分析。簡單迴歸分析是用來檢定模型中變數間彼此是否有正向的影響;路徑分析則用來檢定模型中某些特定的變數是否具有中介效果。
    本研究最終的研究發現有二。第一:非爭議性廣告的整體廣告效果較爭議性廣告的廣告效果來的好。第二:不管在爭議性廣告模型架構或是非爭議模型架構下,品牌聯想中的象徵性聯想皆為重要的因子。
    The main purpose of the study is to investigate the different effects of controversial and non-controversial advertisements using the revised model and the duel hypothesis. In addition, this study applies the Conceptual Brand Association Model in order to define the role of brands in the advertising process, specifically to understand the degree to which controversial and non-controversial affect customer perceptions about brands and products.
    The main statistical methods which were used in this study are the simple regression analysis and path analysis. Simple regression analysis is used to test model variables with each other whether there is a positive influence; path analysis was used to test models with certain variables whether the intermediary results are applied.
    This study has two main findings. The first finding is the overall effect of non-controversial advertisement is better than controversial one. The second one is symbolic brand association is the most important factor whether the applied model is non-controversial or controversial advertisement.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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