The Influence of Brand Concept Image and Advertising Appeal on Advertising Effects:The Moderate Effect of Involvement Level

碩士論文[[abstract]]本研究旨在探討品牌概念形象與廣告訴求方式對廣告效果的影響，以及涉入程度的干擾效果。採用實驗設計法，以淡水地區的大學生為研究對象，實證結果獲得六點結論:(1)品牌概念形象對廣告態度有顯著的正向影響。(2)功能性品牌概念形象對品牌態度有顯著的正向影響。(3)象徵性品牌概念形象對品牌態度有顯著的正向影響。(4)廣告訴求方式對廣告效果有顯著的正向影響。(5)高涉入在品牌概念形象與廣告訴求的組合對品牌態度的影響具有顯著的干擾效果。(6)低涉入在品牌概念形象與廣告訴求組合對廣告態度的影響具有顯著的干擾效果。[[abstract]]The purpose of this study is to explore the influence of brand concept image and advertising appeal on advertising effects, and the moderate effects of involvement degree. The experimental design method was used, and the students of Tamsui area were interviewed. The results of this study were as follow: (1) Brand concept image has significant positive influence on advertising attitude. (2) Functional brand concept image has significant positive influence on brand attitude. (3) Experiential brand concept image has significant positive influence on brand attitude. (4) Advertising appeals has significant positive influence on advertising effects. (5) High involvement level has significant moderating effects between the combination of brand concept image and advertising appeal on advertising effects. (6) Low involvement level has significant moderating effects between the combination of brand concept image and advertising appeal on advertising effects