English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 49962/85138 (59%)
造訪人次 : 7790038      線上人數 : 67
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/99214

    題名: How People Respond to Different Types of Humorous Advertising
    作者: Lee, Yueh Hua
    貢獻者: 淡江大學企業管理學系
    關鍵詞: Humorous advertising;brand recall;brand recognition;experimental design
    日期: 2014-09
    上傳時間: 2014-10-19 20:06:10 (UTC+8)
    摘要: Aims: This study examined the different types of humorous advertising on attitude toward advertising and brand in order to analyze the effect on brand recognition and brand recall.
    Study Design: This study focused on three types of humorous advertisings: cognitive, affective, and social orientation, and used an experimental method to understand the influence of humorous advertisements on advertising attitude and brand communication effects.
    Place and Duration of Study: The study was conducted in companies in the city of Taipei, Taiwan, between May and June 2012.
    Methodology: This study used a 4 (affective, cognitive, social and non-humorous advertising) × 2 (low and high degree of advertising involvement) between-subjects factorial experimental design and the group of non-humorous advertisings as control groups. A total of 268 subjects were randomly and equally assigned to one of the four ads. Removing 28 copies of unusable questionnaires because of incomplete answers, 240 copies of the questionnaires were usable, resulting in a response rate of nearly 90%.
    Results: Findings indicate that humorous advertisings do promote brand message comprehension, and are superior to those of non-humorous advertising. In addition, the results indicate that different types of humorous advertising have different effects on brand recognition and brand recall.
    Conclusion: The different types of humorous ads have statistically significant differences on various dimensions of brand communication. The humorous advertising of affective has greater brand recall than those of the humorous advertisings of social and cognitive. Furthermore, presenting an advertisement with humorous elements can transfer the consumers’ positive perceptions on the advertising to the brand itself, thus achieving effective brand communication.
    關聯: British Journal of Economics, Management & Trade 4(9), pp.1419-1433
    DOI: 10.9734/BJEMT/2014/9947
    顯示於類別:[企業管理學系暨研究所] 期刊論文


    檔案 描述 大小格式瀏覽次數
    2014BJEMT-How People Respond to Different Types of Humorous Advertising.pdf266KbAdobe PDF3529檢視/開啟



    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋