| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 93 === The advertisers increase consumers’ positive brand attitude by advertisement. In order to avoid their negative attitude toward brand, the key factor is to make consumers trust. However, when the advertisement is overused, consumers have skeptical attitude toward advertisement. What can the advertisers do to regain consumers’ heart? After sorting the literature reviews and TV commercial nowadays, three common sources are proposed: 1) a justice and objectivity institution, for instance, The Consumer’s Foundation China Taipei (CFCT), a nonprofit institution that represents consumers, 2) experts to endorse product, 3) top manager of the company to explain the product carefully. The results show that the positive brand attitude of the product would not be established through ad attitude, when consumers
are skeptical toward advertisement. However, when they have trust toward sources of
the ad, their brand trust and brand affect could be established through advertisement attitude. And the ad of Consumers’ Foundation would evoke the highest level of reliability. Thus, to set up a trustable institution for consumers is extremely important. Additionally, this research conveys an idea that it is very important for marketers to stir consumers’ trust through ad. If marketers want to increase consumers’ purchase intention, they should, first, acquire consumers’ trust. Meanwhile, the study also finds the moderate skeptical attitude can draw consumers’ attention. But, if the skeptical force is overly strong, the counter effect would be generated. Consumers’ powerful negative ad attitude will transfer to brand attitude and purchase intention. Thus, they will have a negative brand attitude toward the product and refuse to buy the product. Through the results of two experiments, the research hopes to provide some insights for both academic filed and real business world.
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