显著的植入式广告能带来更好的品牌态度吗——植入式广告显著性影响机制研究

发布时间：2019-05-05 10:59

【摘要】：植入式广告是企业常用的形式之一,吸引了很多学者和企业人员的注意,并且成为了一种很流行的广告形式。而植入式广告中一个基础的问题就是显著的植入式广告能够带来更好的品牌态度。已有的部分研究指出,植入式广告中品牌的显著性程度增强,会提升消费者对植入品牌的认知,但有的研究也认为过分显著的植入式广告会降低消费者对品牌的评价。造成这种差异的主要原因是以往的文献并没有区分显著程度的两个维度:空间维度和时间维度。本文在区分以上两种维度的基础上,着重检验空间维度上广告显著程度对于品牌态度的影响。我们的研究结果指出消费者对于植入式广告中品牌的态度,由于会受到感知信息处理流畅性的影响,会呈先升后降的倒U型,即存在一个最优值。通过模拟实验研究发现,植入式广告中品牌与情节的关联性对品牌显著程度的最优值有提升作用。
[Abstract]:Implantable advertising is one of the commonly used forms in enterprises, which attracts the attention of many scholars and business personnel, and has become a very popular form of advertising. One of the fundamental problems in implantable advertising is that significant implantable advertising can bring about a better brand attitude. Some studies have pointed out that the increase of brand prominence in implantable advertising will enhance consumers' awareness of implanted brand, but some studies also believe that over-salient placement advertising will reduce consumers' evaluation of brand. The main reason for this difference is that the previous literature did not distinguish between two dimensions: spatial dimension and temporal dimension. On the basis of distinguishing the above two dimensions, this paper mainly examines the influence of advertising salience on brand attitude in spatial dimension. Our results indicate that consumers' attitudes towards brands in implant advertising are influenced by the fluency of perceptual information processing and present an inverted U-shape that rises first and then decreases, that is to say, there is an optimal value. Through the simulation experiment, it is found that the relationship between brand and plot can improve the optimal value of brand saliency.
【作者单位】：香港城市大学市场营销系;武汉大学经济与管理学院;
【基金】：国家自然科学基金项目(71372127)、国家自然科学基金海外及港澳学者合作研究基金项目(71328203)资助
【分类号】：F713.8;G206

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