| Summary: | 碩士 === 雲林科技大學 === 企業管理系碩士班 === 97 === Making a good first impression is crucial for attracting consumers, forging
profitable and sustainable to help build the businesses and keep it thriving. When potential customers’ first impressions of a brand are negative, what can be done? Although this is an important issue, few researchers have explored it. The marketing literature offers little guidance on how to do this and the psychology literature suggests that negative initial impressions are much more resistant to change those positive initial impressions. This study contrasts the efficacy of comparative, noncomparative advertisement, and the advertising message about a target brand when the initial impression is from different sources of a bad first impression.
This study adopted the experimental design and the questionnaire survey was
from students in National Yunlin University of Science and Technology. There are 969 valid questionnaires and carried out MANOVA analysis by SPSS software to examine the hypotheses mentioned earlier on. The results show that there is
significant difference for consumers to revise their attitude toward the brand and perceived quality under different sources of a bad first impression. When the bad first impression was derived from intrinsic product attribute, consumers are more likely to revise their attitude toward the brand and perceived quality than that derived from extrinsic product attribute. Moreover, when the bad first impression was derived from unimportant intrinsic product attribute, consumers are more likely to revise their attitude toward the brand and perceived quality than that derived from important intrinsic product attribute. Secondly, when the bad first impression was derived from important product attribute, the magnitude of perceived quality under a
noncomparative advertisement is greater than under a comparative advertisement. In contrast, when the bad first impression was derived from unimportant product attribute, the magnitude of perceived quality under a comparative advertisement is greater than under a noncomparative advertisement. Third, when the challenge advertising message theme consisted of intrinsic product attribute or the challenge advertising message content consisted of important product attribute, the magnitude of perceived quality is greater than others. Finally, there is significant difference for consumers to revise their perceived quality when the challenge advertising message and advertisement are different under different sources of a bad first impression. It means that when enterprises try to recover a bad first impression, they should apply for advertising strategy. More importantly, the sources of a bad first impression must be well-known by enterprises in regardless of the advertising type or advertising message theme or content. Then, the enterprises could make a successful brand recovery strategy from a bad first impression.
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