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    题名: 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
    作者: 陳珮容
    Chen, Pei-Jung
    贡献者: 張郁敏
    Chang, Yuhmiin
    陳珮容
    Chen, Pei-Jung
    关键词: 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
    日期: 2019
    上传时间: 2020-07-01 14:06:26 (UTC+8)
    摘要: 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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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    106464031
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106464031
    数据类型: thesis
    DOI: 10.6814/NCCU202000472
    显示于类别:[傳播學院傳播碩士學位學程] 學位論文

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