The Intertemporal Analyses of Advertising Effect-Brand Position Consistently Test

• Main Authors: Yung-Shin Chen, 陳永信
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/rz9b9w

碩士 === 銘傳大學 === 國際企業學系碩士班 === 94 === Advertising has become a part of our daily life, what are these implications of the marketing strategy? Keller (2001) thought any marketing activities could change the consumers brand congnition. This research discuss the intertemporal advertising influence the brand position. Additionally, this research also discuss the brand awareness and product involvement will influence the intertemporal advertising and the brand position. This research use the experimental design, divided by advertisement(past/now), the product involvement(high/low), brand awareness (high/low). Include eight different experiment situations. The result discussed as followed: First, the effect of intertemporal advertising to the brand position is consistence. Second, the product involvement play moderating role between intertemporal advertising and brand position. Third, the brand awareness don’t play role between intertemporal advertising and brand position. Finally, the product involvement and brand awareness play role between intertemporal advertising and brand position.