Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/130669


Title: 品牌愛情故事該如何說下去? 愛情微電影廣告重複變化策略對品牌形象、廣告權益、新廣告接觸意願的影響
How to Continue a Microfilm Advertising Story about Love? The Influence of Repetition Variation Strategies of Microfilm Advertising on Brand Image, Advertising Equity, Willingness to Approach New Advertisements
Authors: 陳珮容
Chen, Pei-Jung
Contributors: 張郁敏
Chang, Yuhmiin
陳珮容
Chen, Pei-Jung
Keywords: 品牌形象
廣告權益
新廣告接觸意願
微電影廣告
重複變化策略
Brand image
Ad equity
Willingess to appraoch new advertisement
Mini-film advertising
Repetition variation strategy
Date: 2019
Issue Date: 2020-07-01 14:06:26 (UTC+8)
Abstract: 近年來微電影廣告仍為頗受青睞的行銷手法,但過去敘事型廣告研究大多是在探討短期的說服效果,較缺乏重複暴露效果的討論。為補足此學術缺口,本研究以Schumann(1989,1990)的實質性、裝飾性變化及Chang(2009)的研究為基礎,並結合實際廣告案例,將愛情微電影廣告重複變化策略進一步細分為五類:然而,Chang(2009)的研究結果顯示,「非延續性差異情節策略」在理解程度、廣告態度、品牌態度的表現皆不及其他分類,因此本研究鎖定以下三種重複變化策略:「相似情節不同主角策略」、「延續性差異情節相同主角策略」、「延續性差異情節不同主角策略」。本研究比較這三個策略在品牌形象、廣告權益、新廣告接觸意願上的差異,並採用實驗法進行檢驗。
研究結果顯示:一、在考量廣告權益的影響下,「延續性差異情節相同、相同主角策略」有助於提升品牌形象,但不會因品牌形象高而增加消費者接觸新廣告的意願。不過由於品牌形象與廣告權益高度相關,所以在不考量廣告權益的影響下,「延續性差異情節相同、相同主角策略」會因品牌形象高而增加消費者接觸新廣告的意願。二、不管有無同時考量品牌形象,「延續性差異情節相同、相同主角策略」會提升廣告權益,且可能因廣告權益高而增加消費者接觸新廣告的意願。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464031
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106464031
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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