【摘要】：為了探討廣告干預(yù)對危機(jī)品牌的消費者品牌態(tài)度和信任的影響,采用實驗組與控制組對照的前測后測設(shè)計,其中實驗組采用2×2因素型被試間實驗設(shè)計。結(jié)果表明:廣告干預(yù)對被試的內(nèi)隱品牌態(tài)度發(fā)生了一定程度的影響,對被試的外顯品牌態(tài)度和品牌信任則發(fā)生了很大程度的影響;高滲透廣告相較于低滲透廣告能驅(qū)使消費者對危機(jī)品牌產(chǎn)生更為正向的外顯品牌態(tài)度;理性訴求廣告相較于感性訴求廣告能驅(qū)使消費者對危機(jī)品牌產(chǎn)生更為正向的外顯品牌態(tài)度;廣告的滲透程度和訴求方式對內(nèi)隱品牌態(tài)度的影響存在交互作用;品牌信任受雙重態(tài)度驅(qū)動。
[Abstract]:In order to explore the influence of advertising intervention on brand attitude and trust of the brand in crisis brand, the pre-test and post-test design of the experimental group and the control group were used, in which the experimental group was designed with 2 脳 2 factors. The results show that the advertising intervention has a certain degree of influence on the implicit brand attitude of the subjects, and on the explicit brand attitude and brand trust of the subjects to a great extent; Compared with low permeable advertising, high permeable advertising can drive consumers to produce a more positive explicit brand attitude towards crisis brands. The rational appeal advertisement can drive the consumer to produce a more positive explicit brand attitude towards the crisis brand than the perceptual demand advertisement, and the influence of the degree of penetration and the appeal way of the advertisement on the implicit brand attitude is interactive. Brand trust is driven by a dual attitude.
【作者單位】： 廣東外語外貿(mào)大學(xué)國際工商管理學(xué)院;江西師范大學(xué)心理學(xué)院;
【基金】：國家自然科學(xué)基金資助項目(70571031;70971058)
【分類號】：F713.8;B849

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