| Summary: | 碩士 === 國立政治大學 === 企業管理學系 === 91 === The study investigates the long-term impact of marketing inputs on brand equity. The purposes of the study include long-term and short-term effects of advertising on consumer attitude and behavior, and the effect of other marketing activities on brand reflection.
The data sets employed in this study are provided by different sources. The Rainmaker International Group provides advertising volume for the year 1996 to 2000. Moreover, the questionnaire was applied as well to gather data of other marketing activities. They are the volume of sales promotion, public relationship, number of employee, and salary in marketing and public relationship departments. The Eastern Online provides the database of consumer''''''''s preference and purchasing records during the year of 1997 to 2001.
The results of this study show that advertising volume in the short-term has significant effect on consumer''''''''s preference and purchase index. Advertising has an increasing effect. Before the threshold of advertising volume, consumer''''''''s preference and purchase index increases progressively. In the long-term, it is found that even if the firm has no advertising expenditure, consumers may still hold positive attitudes and purchase intention toward the brands for a while. The results also indicate that other marketing activities have significant effect on brand equity. The relationships between the advertising volume, preference and purchase index are positive. Also, when the firms have advertising expenditure every year but do not exceed a threshold, consumer''''''''s preference and purchase index are very low. After the ghreshold of advertising period, consumer''''''''s preference and purchase index increases progressively.
In addition, different product types will influence advertising effect. For non-frequent purchased products, advertising has more effect on consumer''''''''s preference index. On the other hand, advertising has more effect on consumer''''''''s purchase index for frequent purchased products.
The results of the study have several managerial applications. Consumers have the hierarchical effect on receiving message. In the short-term, firms should know the minimum threshold of consumer perception and repeat advertisement to accumulate consumer''''''''s preference and purchase intention. On the other hand, because of the deferred effect, consumers will have more positive preference after a period of advertising. The firms should pay more attention on advertising for its long-term effects.
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