The Impact of Brand Trust and Brand Attachment on Brand Strength-The Moderating Role of Cognitive Style and Advertising Appeals

• Main Authors: Chen yun-shiuan, 陳韵琁
• Other Authors: Huang shih-ming
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/85241534137277371726

碩士 === 南台科技大學 === 行銷與流通管理系 === 100 === Past studies showed that brand trust can help to create value with consumers, so this study examines whether the brand attachment that generated by brand trust and brand interests of different product (Daily – shampooand 3C products-camera) will en-hance the brand strength or not. Also, joined two construct of the cognitive styles and advertising appeals to understand whether these two variables are the impact of factors that considered by consumers to choose brands. This study samples thenumber of recycling 200(shampoo),200(camera),the effec-tive sample size of 175 (shampoo), 161(camera), the effectiverate of 88% (shampoo), 81%(camera), which were tested for non-response bias and CMV; they seem to indicate that these biases were not a serious threat. This study has three distinct contributions:(1) It shows that brand trust and brand interest have positive impacts on brand attachment and brand strength. (2) It reveals that analytical style appeal to functional brand benefit positively affect brand attachment, but intuitive style appeal tosymbolic brand benefit has no influence on brand attachment. (3)It demonstrates thattwo products appeal to emotional have no impact on brand attachment; however appeal to rational, cheap one(shampoo) has influence on brand attachment, expensive one(camara) only has some impact on brand attachment. Finally, potential managerial implications and directions for future research are suggested and proposed.