广告干预对消费者品牌态度和信任的影响

发布时间：2018-09-06 15:29

【摘要】：为了探讨广告干预对危机品牌的消费者品牌态度和信任的影响,采用实验组与控制组对照的前测后测设计,其中实验组采用2×2因素型被试间实验设计。结果表明:广告干预对被试的内隐品牌态度发生了一定程度的影响,对被试的外显品牌态度和品牌信任则发生了很大程度的影响;高渗透广告相较于低渗透广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;理性诉求广告相较于感性诉求广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;广告的渗透程度和诉求方式对内隐品牌态度的影响存在交互作用;品牌信任受双重态度驱动。
[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.
【作者单位】：广东外语外贸大学国际工商管理学院;江西师范大学心理学院;
【基金】：国家自然科学基金资助项目(70571031;70971058)
【分类号】：F713.8;B849

【共引文献】