The Relationships between Advertising Appeals, Country-of-Origin, and Consumer Perceived Value
碩士 === 中國文化大學 === 國際貿易學系碩士班 === 97 === More and more firms have recognized that customer value creation is a critical factor in building and maintaining long-term and mutually beneficial relationship with customers. The purpose of this article is to investigate the relationships be-tween advertisin...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/15849672709030453042 |
| Summary: | 碩士 === 中國文化大學 === 國際貿易學系碩士班 === 97 === More and more firms have recognized that customer value creation is a critical factor in building and maintaining long-term and mutually beneficial relationship with customers. The purpose of this article is to investigate the relationships be-tween advertising appeals (i.e., utilitarian and value-expressive appeals) and consumer perceived value, and the moderating effects of country-of-origin on the aforesaid relationships. Wrist watches are used as objects and structured questionnaire are used to collect data through convenience sampling. A 2 (advertising appeals) × 2 (country-of-origin) factorial design based on multi-attributes model are used to purify the relationships between research variables. 400 questionnaires are distributed and 330 valid questionnaires are returned. The response rate is 82.5%. The results of structural equation models indicate that both types of advertising appeals are posi-tively correlated with consumer perceived value, and country-of-origin hasn’t nega-tive moderating effects on the aforesaid relationships. Theoretical and managerial implications are discussed.
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