Title page for etd-0624111-150419


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URN etd-0624111-150419
Author Ming-Hsuan Tung
Author's Email Address No Public.
Statistics This thesis had been viewed 5584 times. Download 1381 times.
Department Business Management
Year 2010
Semester 2
Degree Master
Type of Document
Language English
Title Intergenerational Appeal in Luxury Product Advertising: Impacts of Brand-Gender Extension and Brand Duration
Date of Defense 2011-06-20
Page Count 92
Keyword
  • IG Appeal
  • advertising effectiveness
  • brand duration
  • brand-gender extension
  • IG impacts
  • Abstract “Intergenerational (IG) appeal” is an ad focusing on the relationship between parents and children in order to enhance heritage image of a brand and facilitate the likelihood that parents introduce the brand to their sons and daughters. This study examines the application of IG appeal on advertising. An experimental study is conducted to examine the moderating effects of brand duration and (in)congruent brand-gender extension on the effect of IG appeal. The experiment in a 4 advertising appeal (IG appeal: male vs. female, non-IG appeal: male vs. female) x 2 brand duration (long vs. short) x 2 brand-gender extension (congruent vs. incongruent) factorial design is developed. A series of analysis of variance (ANOVA) are used to test the proposed hypotheses. Results of the experiment indicate that brand duration facilitates the effects of IG appeal. In addition, congruent brand extension increases the effects of IG appeal. More importantly, a three-way interaction is observed. In incongruent brand-gender extension, IG appeals used to present brands with short brand duration are more effective than Non-IG appeal. These findings should be incorporated into heritage branding when media campaign is developed to increase branding influences.
    Advisory Committee
  • Yung-Ming Shiu - chair
  • Yu-Chi Wu - co-chair
  • Chun-Tuan Chang - advisor
  • Files
  • etd-0624111-150419.pdf
  • indicate accessible in a year
    Date of Submission 2011-06-24

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