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研究生:林可欣
研究生(外文):Ko-Hsin Lin
論文名稱:負面第一印象之品牌修復策略:廣告策略觀點
論文名稱(外文):The Brand Recovery Strategy from a Bad First Impression: From the Advertising Strategy Perspective
指導教授:陳振燧陳振燧引用關係
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:135
中文關鍵詞:廣告訊息品牌態度知覺品質廣告類型負面第一印象
外文關鍵詞:A bad first impressionadvertising typeadvertising messagethe attitude toward the brandperceived quality
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在消費者心中建立良好的正面第一印象對於品牌的經營是非常重要的,尤其正面第一印象能夠幫助品牌經營者吸引潛在消費者、建立良好顧客關係,並帶來長期獲利與永續經營。然而當顧客對某品牌產生負面第一印象時,企業應該如何透過廣告策略改變顧客對該品牌之負面觀點?從過去學者研究中,特別指出要將消費者對品牌負面第一印象改變的過程比起要加強消費者原先已有的正面第一印象之過程來得複雜、困難;另外,在廣告策略運用上,比較性廣告會比非比較性廣告來得容易喚起消費者過去對該品牌的觀感。因此本研究欲探討當消費者對某品牌產生負面第一印象時,不同的負面來源對品牌態度與知覺品質的傷害效果何者最大?其次,當企業欲修復消費者負面第一印象時,採取的廣告類型效果是否有所不同?而不同的廣告訊息會不會受到訊息主題或內容的改變對品牌態度與知覺品質造成差異?此外,在不同的負面第一印象來源下,修復負面第一印象所運用的廣告類型是否不同?最後,在不同的負面第一印象來源下,企業採用哪一種廣告類型以及搭配哪一種廣告訊息修復效果最大?

本研究以國立雲林科技大學學生為受測對象,取得有效樣本為969 份,經由SPSS 統計分析軟體,進行變異數分析以驗證假設。研究結果顯示在不同的負面第一印象來源下,消費者對其品牌態度與知覺品質有顯著的差異,當負面第一印象來源為「內在產品屬性」時,其對品牌態度與知覺品質的傷害效果比來自「外在產品屬性」大,但「不重要」的內在產品屬性比「重要」的內在產品屬性更具負面影響;其次,當負面第一印象來源為「重要」的產品屬性時,採用「非比較性廣告」更容易修復消費者知覺品質;反之,當負面第一印象來源為「不重要」的產品屬性時,「比較性廣告」修復消費的知覺品質效果則較佳;另外,採用「內部產品屬性」做為廣告訊息主題或是以「重要的產品屬性」為廣告訊息內容,其對知覺品質的修復效果最佳;最後,在不同的負面第一印象來源下,不同的廣告類型與廣告訊息對修復知覺品質有顯著的差異。這顯示當企業試圖修復消費者負面第一印象時,可以致力於廣告策略上,無論是廣告訊息主題或是內容,還是不同的廣告類型,重點是要能清楚知悉造成消費者負面第一印象的來源,才能夠制訂出完善的負面第一印象之品牌修復策略。
Making a good first impression is crucial for attracting consumers, forging
profitable and sustainable to help build the businesses and keep it thriving. When potential customers’ first impressions of a brand are negative, what can be done? Although this is an important issue, few researchers have explored it. The marketing literature offers little guidance on how to do this and the psychology literature suggests that negative initial impressions are much more resistant to change those positive initial impressions. This study contrasts the efficacy of comparative, noncomparative advertisement, and the advertising message about a target brand when the initial impression is from different sources of a bad first impression.

This study adopted the experimental design and the questionnaire survey was
from students in National Yunlin University of Science and Technology. There are 969 valid questionnaires and carried out MANOVA analysis by SPSS software to examine the hypotheses mentioned earlier on. The results show that there is
significant difference for consumers to revise their attitude toward the brand and perceived quality under different sources of a bad first impression. When the bad first impression was derived from intrinsic product attribute, consumers are more likely to revise their attitude toward the brand and perceived quality than that derived from extrinsic product attribute. Moreover, when the bad first impression was derived from unimportant intrinsic product attribute, consumers are more likely to revise their attitude toward the brand and perceived quality than that derived from important intrinsic product attribute. Secondly, when the bad first impression was derived from important product attribute, the magnitude of perceived quality under a
noncomparative advertisement is greater than under a comparative advertisement. In contrast, when the bad first impression was derived from unimportant product attribute, the magnitude of perceived quality under a comparative advertisement is greater than under a noncomparative advertisement. Third, when the challenge advertising message theme consisted of intrinsic product attribute or the challenge advertising message content consisted of important product attribute, the magnitude of perceived quality is greater than others. Finally, there is significant difference for consumers to revise their perceived quality when the challenge advertising message and advertisement are different under different sources of a bad first impression. It means that when enterprises try to recover a bad first impression, they should apply for advertising strategy. More importantly, the sources of a bad first impression must be well-known by enterprises in regardless of the advertising type or advertising message theme or content. Then, the enterprises could make a successful brand recovery strategy from a bad first impression.
Table of Contents
Chinese abstract.................................. i
English abstract........................ iii
Acknowledge ...............................v
Table of Contents ....................... vi
List of Tables.......................... vii
List of Figures ......................... ix
CHAPTER ONE................................1
1.1 Background and Research Motivation.....1
1.2 Research Objectives.................................4
CHAPTER TWO .......................................7
2.1 Judgment Revision......................7
2.2 Product Attribute......................9
2.3 Comparative and Noncomparative Advertisement .........................15
2.4 Advertising Message...................22
CHAPTER THREE ............................25
3.1 Research Framework ...................25
3.2 Research Hypotheses ...............................26
3.3 Operational Definitions and Measurement
of Variables..........................33
3.4 Research Design.......................37
3.5 Data Collection and Analysis..........41
CHAPTER FOUR..............................44
4.1 Reliability and Validity of Questionnaire ............................44
4.2 Homogeneity of Variance Analysis......45
4.3 Manipulation Checks and Measures .....46
4.4 Relationship between Research Variables.................................48
4.5 Summary of Hypothesis Test ...........65
CHAPTER FIVE .............................68
5.1 Conclusions...........................68
5.2 Theoretical Implication...............75
5.3 Managerial Implication................76
5.4 Limitations and Future Research ......81
REFERENCE.................................83
APPENDIX..................................92
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