| Summary: | 碩士 === 國立體育學院 === 休閒產業經營學系碩士班 === 95 === Advertising is widely considered as the most important media for marketing communication. However, with the time in which innovative information and the technology unceasingly progress and flourish, advertising style has also to be unceasingly innovated and updated so as to promote the environmental protection and accordingly raise consumers’ purchase intention. Therefore, advertising style also gradually changes with time, hitting the product from the former host, the characteristic, and the function, and extensively turns into the brand image molds, the product savors, and fashion to meet the primary need of advertising. The most typical one, for example, comes that NIKE tends to transfer the passion that young people have for sports to the preference that they have for the brand. Hence, the purpose of this study aims to investigate the effect of advertising of sport brand on television to discuss whether the different advertising format can have significant difference on advertising effects. Moreover, due to individual preference for brand-name, this study takes the brand preference as intervening variable to further discuss whether brand preference can have effect on advertising. Additionally, regarding the demographics, it focuses mainly on gender and consumer ability to investigate how they affect advertising by different advertising format.
The present study adopts the Laboratory Experiment using questionnaires to test the existing brand —NIKE with the advertising format being the operation experimental variable. The experiment groups are divided into three: the advertising attitude, brand attitude, and purchase intention. Involved participants are the college students at Shih Hsin University and National College Physical Education and Sports, in which 70 valid questionnaires are validly retrieved for this study. The main analysis methods are based on ANOVA and two ways mixed-design analysis.
The result findings are shown as following:
1. The different advertising format reaches significant difference on advertising attitude, and the format of Endorsers is significantly superior to Slice of Life and Endorsers with animation.
2. The different adverting format is shown significantly different on brand attitude, in which the Slice of Life has more effect especially.
3. The different advertising format has significant difference on purchase intention, in which the format of Endorsers is by far the best.
4. The intervening variable—brand preference and advertising format have intervening effect on advertising attitude, in which NIKE, adidas, Reebok, converse and Lacoste in particular have better advertising attitude. Whereas the brand preference and advertising format are found having no intervening effect on brand attitude and purchase intention, indicating that regardless of individual brand preference, all the advertising formats wouldn’t have any influence on brand attitude and purchase intention. Another possible reason of non-influence is attributed to the present study’s extrapolation for exposure time and number of times. Moreover, the goal brand of this study is the existing brand, NIKE, which may possibly confuse testers’ former experience or the attitude in this regard.
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