Using Persuasion Knowledge Model to Explore the Impact of Brand Exposure Implanted Before or After Advertising on Consumer's Brand Attitude and Attention

• Main Authors: Shu-Feng Cheng, 鄭淑芬
• Other Authors: Shao-Kang Lo
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/b66yck

碩士 === 中國文化大學 === 行銷碩士學位學程碩士班 === 107 === Using persuasion knowledge model to explore the impact of brand exposure implanted before or after advertising on consumer's brand attitude and attention Student: Shu-Feng Che Adverisor: Prof. Shao-Kang Lo Chinese Culture University Abstract This research discussed the brand logo which revels at the beginning or the end in an advertisement film by Persuasion Knowledge Model. We conducted an experiment design to examine the brand logo which reveals at the end of the film will have more attention and brand memory than the brand logo reveals at the beginning. The participant randomly assigned to one of the situations. During the viewing process, the participant viewing behavior was recorded by the eye tracker, and brand attitude was measured by the scale. The result demonstrated that the brand logo which reveals at the end of the film has more attention and brand recall than the brand logo reveals at the beginning but brand recognition which is not supported our hypothesis. Key Words：Persuasion Knowledge Model, Disclosure, Brand, Brand Memory, Eye-Tracing