The Study of controversial advertising contents and brand association to advertising effect

• Main Authors: Bao-Chen Chen, 陳保禎
• Other Authors: Guang-xian Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/17400015444984680232

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 96 === The main purpose of the study is to investigate the different effects of controversial and non-controversial advertisements using the revised model and the duel hypothesis. In addition, this study applies the Conceptual Brand Association Model in order to define the role of brands in the advertising process, specifically to understand the degree to which controversial and non-controversial affect customer perceptions about brands and products. The main statistical methods which were used in this study are the simple regression analysis and path analysis. Simple regression analysis is used to test model variables with each other whether there is a positive influence; path analysis was used to test models with certain variables whether the intermediary results are applied. This study has two main findings. The first finding is the overall effect of non-controversial advertisement is better than controversial one. The second one is symbolic brand association is the most important factor whether the applied model is non-controversial or controversial advertisement.