Impact of Advertising Appeals to Brand Loyalty – The Example of Smart Phone Brand

• Main Authors: Lin, Yu-Chueh, 林羽珏
• Other Authors: Wang, Te-Peng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/czmes7

碩士 === 國立屏東大學 === 國際貿易學系碩士班 === 103 === In recent years, many smart phone agencies have tended to use rational and emotional advertising strategies. Therefore, exploring the kinds of advertising strategies that can best influence consumer decisions or choices has become a critical research issue. In this study, we focus on the related discussions about the smart phone industry advertising, in order to develop appropriate strategies to which consumers will respond. The study adopted questionnaire to discuss the correlation survey among advertising appeal, brand attitude and brand loyalty of Kaohsiung and Pingtung County users who use smart phone by verifying the data collected through the reliability, validity and model fitness, Pearson product-motion correlation analysis, regression analysis and path analysis with the help of SPSS and AMOS. The empirical results are as follows: 1. Advertising appeals has a significant positive effect on brand attitude. 2. Brand attitude has a significant positive effect on brand loyalty. 3. Advertising appeals has a significant positive effect on brand loyalty. 4. The smart phone market, different advertising appeals has a significant impact on brand attitude. 5. The smart phone market, different advertising appeals has a significant impact on brand loyalty. 6. Brand attitude has a mediating effect between advertising appeals to brand loyalty.