English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51896/87052 (60%)
Visitors : 8465818      Online Users : 120
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/99214

    Title: How People Respond to Different Types of Humorous Advertising
    Authors: Lee, Yueh Hua
    Contributors: 淡江大學企業管理學系
    Keywords: Humorous advertising;brand recall;brand recognition;experimental design
    Date: 2014-09
    Issue Date: 2014-10-19 20:06:10 (UTC+8)
    Abstract: 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.
    Relation: British Journal of Economics, Management & Trade 4(9), pp.1419-1433
    DOI: 10.9734/BJEMT/2014/9947
    Appears in Collections:[企業管理學系暨研究所] 期刊論文

    Files in This Item:

    File Description SizeFormat
    2014BJEMT-How People Respond to Different Types of Humorous Advertising.pdf266KbAdobe PDF3563View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.

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