¡§Intergenerational (IG) appeal¡¨ is an ad focusing on the relationship between parents and children in order to enhance heritage image of a brand and facilitate the likelihood that parents introduce the brand to their sons and daughters. This study examines the application of IG appeal on advertising. An experimental study is conducted to examine the moderating effects of brand duration and (in)congruent brand-gender extension on the effect of IG appeal. The experiment in a 4 advertising appeal (IG appeal: male vs. female, non-IG appeal: male vs. female) x 2 brand duration (long vs. short) x 2 brand-gender extension (congruent vs. incongruent) factorial design is developed. A series of analysis of variance (ANOVA) are used to test the proposed hypotheses. Results of the experiment indicate that brand duration facilitates the effects of IG appeal. In addition, congruent brand extension increases the effects of IG appeal. More importantly, a three-way interaction is observed. In incongruent brand-gender extension, IG appeals used to present brands with short brand duration are more effective than Non-IG appeal. These findings should be incorporated into heritage branding when media campaign is developed to increase branding influences.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0624111-150419 |
| Date | 24 June 2011 |
| Creators | Tung, Ming-Hsuan |
| Contributors | Yung-Ming Shiu, Chun-Tuan Chang, Yu-Chi Wu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624111-150419 |
| Rights | withheld, Copyright information available at source archive |
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