The Influences of Product Placement Modality and Humorous Scenario on Brand Memory and Brand Attitude
碩士 === 真理大學 === 管理科學研究所 === 97 === The aim of this study is, based on persuasion knowledge model and humorous effect literature, to examine the impact of product placement modality and humorous scenario on brand memory and brand attitude in the mind of consumers. By 2(placement modality: prominent p...
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| Format: | Others |
| Language: | zh-TW |
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2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/97953551205264453764 |
| Summary: | 碩士 === 真理大學 === 管理科學研究所 === 97 === The aim of this study is, based on persuasion knowledge model and humorous effect literature, to examine the impact of product placement modality and humorous scenario on brand memory and brand attitude in the mind of consumers. By 2(placement modality: prominent placement vs. subtle placement) × 2(humorous scenario: with vs. without) experimental design, we collected 240 effective samples from Taipei. The major findings were as followings: (1) consumers’ brand memory under prominent placement is higher than that under subtle placement; (2) consumers’ brand attitude under subtle placement is higher than that under prominent placement; (3) under product placement settings, consumers’ brand memory and brand attitude with humorous scenario are higher than those without humorous scenario; (4) the difference of consumers’ brand attitude between subtle placement and prominent placement become higher under humorous scenario.
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