English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51714157      Online Users : 572
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103102


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103102


    Title: 以品牌權益的觀點探討負面攻擊廣告對候選人之影響
    Other Titles: The Effects of Negative Advertising Strategy on Candidates from Brand Equity Point of View
    Authors: 李祥銘
    Lee, Hsiang-Ming
    Keywords: 品牌權益;負面形象攻擊廣告;負面議題攻擊廣告
    brandequity;negativeimageadvertising;negativeissueadvertising
    Date: 2010-01
    Issue Date: 2016-10-20 16:09:23 (UTC+8)
    Abstract: 負面攻擊廣告一直都是重要的選舉手段，然而卻沒有以品牌權益的觀點來探討負面廣告效果之研究。因此本研究的目的將以品牌權益的觀點來探討不同負面競選廣告對於候選人的影響。本研究以大學生為研究對象，並以LISREL分析「廣告可信度」、「品牌權益」（知覺品質、品牌形象）、「投票意願」及「負面廣告類型」等幾個變數間的關係，以驗證負面競選廣告的效用。研究結果顯示，不論是議題攻擊或是形象攻擊廣告的整體模式都為顯著。研究結果發現，使用負面議題廣告對於廣告贊助候選人的品牌權益有正面的影響效果；而使用負面形象廣告也能成功的降低被攻擊候選人的品牌權益。廣告可信度對於知覺品質及品牌形象也有顯著影響。研究結果也顯示，不同負面競選廣告類型對於選民的投票意願沒有顯著的改變，此結果雖然與其他研究不同，但卻很符合台灣的政治現況。
    Negative advertising campaign is widely used in elections. However, there is none of studies that analyze it`s effect from the brand equity perspective. The purpose of this study is to discuss the effects of various negative advertising campaign on voters from the candidate`s brand equity perspective. Research subjects are college students, and four variables, ”advertising believability,” ”brand equity” (perceived quality, brand image), ”willingness to vote,” and ”category of negative advertising” are used to test the effects of negative advertising. We also use LISREL to demonstrate the relationship between these four variables. Our analysis shows that, in terms of issue or image attacks, negative advertisings work sufficiently. Issue-attack ads successfully create the attacker`s brand equity and image-attack ads effectively undermine the opponent`s brand equity. Advertising credibility also has obvious effects on perceived quality and brand image. However, the results also indicate that willing voters appear inure to attack advertisings. Our conclusions may differ from other studies, yet they explain the political status quo in Taiwan.
    Relation: 廣告學研究, 33, 105-138
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File SizeFormat
    33-4(p.105-138).pdf400KbAdobe PDF2853View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback