| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 101 === The development of the democratic society and cooltrue heve interlaced with the mogress of technology,the internet communication has reach a prvelent state that provoked a recognization by the industries.
Thisphenomenon has aroused the concern corporations trying toincreasehthe use of website to spread their own related information. In this context the official company website coping and health. The use of exquisite web design brings visual effects and simple mode of operation, in addition to giving consumers a fresh feel, but also were the corporate brand is unique, and thus achieve a better advertising effect.
Taiwan's agriculture from the early era to today's business era, social values change year by year .The value of consumer products targeting criteria, in addition to the practicality of the product itself, but also includes psychological impact, including social positioning, satisfaction ... and so, in view of the phenomenon of sub-species of the change in the design of corporate advertising, gradually focused emotional appeal elements. In this study, advertising appeals, advertising effectiveness and brand equity as a spindle, discuss advertising appeals on advertising effectiveness, advertising effectiveness and brand equity interaction.
This study used experimental questionnaire, college students as the main ethnic groups, total of 152 valid questionnaires. Analysis using SPSS and AMOS association between variables, the results found that: a, advertising appeals has a positive effect on advertising effectiveness. Second, the emotional appeal of advertising effect than rational appeals. Third, the advertising effect no significant effect on brand equity. Fourth, brand equity no significant effect on advertising effectiveness. Finally, the study will be based on information and data presented research findings, research contributions, limitations and future research proposals.
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