The Influence of Brand Concept Image and Advertising Appeal on Advertising Effects:The Moderate Effect of Involvement LevelThe Influence of Brand Concept Image and Advertising Appeal on Advertising Effects : The Moderate Effect of Involvement LevelTh

• Main Authors: ka-ming Tu, 涂克明
• Other Authors: Long-Yi Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/66717009727820182980

碩士 === 真理大學 === 管理科學研究所 === 94 === The purpose of this study is to explore the influence of brand concept image and advertising appeal on advertising effects, and the moderate effects of involvement degree. The experimental design method was used, and the students of Tamsui area were interviewed. The results of this study were as follow: (1) Brand concept image has significant positive influence on advertising attitude. (2) Functional brand concept image has significant positive influence on brand attitude. (3) Experiential brand concept image has significant positive influence on brand attitude. (4) Advertising appeals has significant positive influence on advertising effects. (5) High involvement level has significant moderating effects between the combination of brand concept image and advertising appeal on advertising effects. (6) Low involvement level has significant moderating effects between the combination of brand concept image and advertising appeal on advertising effects.