The Influence of Advertising Slogans on Attitude Toward Product and Purchase Intention - Using Product Involvement as Moderator

• Main Author: 潘皓天
• Other Authors: 黃國峯
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/h94cfs

碩士 === 國立政治大學 === 企業管理研究所 === 103 === It is now a society with plenty of medias, and everyday there are many kinds of advertising slogans showing up in front of our eyes. According to previous studies, advertising slogan itself is one of very common and effective marketing techniques. The most important purpose for companies to launch an advertisement is to increase the sales of their products or services. However, few studies have discussed the relation between advertising slogan and purchase intention or sorting advertising slogans by different appeals. Therefore, this study used rational and emotional advertising slogans (with 16 different types of appeals in total), and add product involvement as moderator, to discuss their influence on attitude toward product and purchase intention. This study used car as high-involvement product and canned coffee as low-involvement product to conduct an advertisement experiment. 1,002 people from the students of NCCU and the users of “e-Shopping” online fourm on PTT participated in the experiment. The several findings include: 1. Using advertising slogans in an advertising copy can increase purchase intention. 2. Rational advertising slogans led to better attitude toward product and purchase intention. 3. There is a positive relation between attitude toward product and purchase intention. 4. Attitude toward product has a partial mediator effect between the rational level of slogan and purchase intention. 5. Product involvement does not have moderator effect between the rational level of slogan and attitude toward product (purchase intention). 6. In high-involvement product, the “category appeal slogans”, “ideal and image slogans” and “function slogans” led to a better attitude toward product and purchase intention. 7. In low-involvement product, the “category appeal slogans” and “ideal and image slogans” led to a better attitude toward product and purchase intention. According to the findings, slogan is an important marketing technique. The more rational a slogan is, the better reaction a consumer has. People who work as marketing or advertising staffs can take this result into consideration when they are designing the slogans of their products or services to get the better advertising effectiveness.