|Author's Email Address
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|Type of Document
||An Investigation of the Effect of Affective Advertising Types on Advertising Effect and Brand Attitude –Product Involvements and Celebrity Endorser as Moderators|
|Date of Defense
||In recent years, more and more Taiwan business pay attention to micro-films. The advertisers use micro-film in order that consumers have a new sensory experience. Sensory experience allows consumers to receive messages via the peripheral path. This study suggests ELM to explain the differences between scrutiny messages of advertisings and micro-films. Moreover, the study wants to know whether the differences between commercial micro-films and television advertisings or not. |
In this study, advertising and micro-film are regarded as different types of advertising, we want to know the effect of different types of advertising on brand attitude and advertising effect. The study suggests emotional appeal as a baseline linking advertising and micro-film.We have different operating variables, the study is 2 (advertising Types: affective advertising and affective micro-film) x2 (product involvement: high and low) x2 (celebrity endorsement: celebrity endorsement and no celebrity endorsement) experimental design to explore these variables on brand attitude and advertising effect.
The study found that no matter under what circumstances, affective micro-film
has better impact on brand attitude and advertising effect than affective advertising does. Besides, micro-film with low product involvement has higher impact on brand attitude and advertising effect than one with high product involvement does. In addition, without considering other variables, affective advertising with celebrity endorsement does make better advertising effect and brand attitude than one without celebrity endorsement. This study will make reference to the advertisers in the practical operation of the affective advertising anf affective micro-film.
||Hsien-tang, Tsai - chair|
Hsiao-Hui Ho - co-chair
Tseng, Cher-Hung - co-chair
Cher -Min Fong - advisor
Indicate in-campus at 5 year and off-campus access at 5 year.|
|Date of Submission