植入广告传播效果及影响因素:品牌资产的视角

发布时间：2018-02-25 02:24

本文关键词： 植入广告品牌资产广告传播效果广告植入关联度受众植入广告态度　出处：《广东财经大学学报》2015年03期 　论文类型：期刊论文

【摘要】：植入广告突破了传统广告的限制,将广告做到内容里,产生了良好的营销效果。通过实证方法从品牌资产角度探讨植入广告的传播效果及其影响因素,发现广告植入类型对品牌资产中的品牌意识、品牌联想产生了显著影响,而对感知质量、品牌忠诚的影响不显著;广告植入关联度与品牌意识、感知质量、品牌联想和品牌忠诚均呈明显的正相关关系;受众对植入广告的态度能显著调节植入关联度对品牌资产各个维度的影响,对广告植入类型在品牌资产各个维度上的影响只起部分调节作用。因而,企业应根据广告目的和资金条件选择合适的广告植入方式,提高植入广告的关联度,为消费者带来愉悦的品牌体验。
[Abstract]:The placement advertisement breaks through the limitation of the traditional advertisement, makes the advertisement in the content, and produces the good marketing effect. Through the empirical method, it discusses the communication effect and the influencing factors of the placement advertisement from the angle of brand equity. It is found that the type of advertising placement has a significant impact on brand awareness and brand association in brand equity, but not on perceived quality and brand loyalty. The relationship between brand association and brand loyalty was significantly positive, and the attitude of the audience to the placement advertisement could significantly adjust the influence of the implantation correlation degree on each dimension of brand equity. The influence of the type of advertising placement on each dimension of brand equity is only partially regulated. Therefore, the enterprise should choose the appropriate way of advertising placement according to the purpose and financial conditions of the advertisement, and improve the correlation degree of the placement advertisement. Bring pleasant brand experience to consumers.
【作者单位】：华中农业大学经济管理学院;
【基金】：国家自然科学基金项目(71273102)
【分类号】：F713.8;F273.2

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