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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/17791

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17791

Title:	Ad and brand evaluation in a competitive processing context-The effects of number of attributes and repetition strategies
Authors:	Chang, Chingching 張卿卿
Date:	2004
Issue Date:	2008-12-18 17:38:58 (UTC+8)
Abstract:	This study proposes that the effectiveness of claim strategies and repetition strategies of the target ads will vary as a function of the presence of a competing ad. Findings demonstrated that, when the competitor’s ad was not present in the context, participants generated more favorable responses to ad messages that featured a lower number of attribute claims than a higher number of attribute claims and to ad messages that repeated with one mode of variation than with two modes of variation. In clear contrast, when the competitor’s ad was present in the context, participants, in general, generated more favorable responses to ad messages that featured a higher number of attribute claims than a lower number of attribute claims and to ad messages that repeated with two modes of variation than one mode of variation. The effects of one mode and two modes of repetition strategies have also been shown to be moderated by the number of attribute claims.
Relation:	Advances in Consumer Research, 32, 548-553
Data Type:	article
Appears in Collections:	[廣告學系] 期刊論文

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