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论文作者:www.51lunwen.org论文属性:本科毕业论文 Thesis登出时间:2014-08-09编辑:felicia点击率:12188
论文字数:6390论文编号:org201408081344502538语种:英语 English地区:澳大利亚价格:免费论文
关键词:广告沟通方式消费者Advertisingcommunicationcustomers澳洲论文
摘要:本文是一篇广告学留学论文。广告,是公司与客户之间的一种沟通方式,旨在说服消费者购买某种商品,说服潜在客户购买或消费这个品牌的产品。现代广告的发展已经与发展之初有了很大的不同,广告类型和广告文化都有了很大的发展。本文简要叙述如何与消费者建立有效的沟通方式。
A significant negative impact on the brand awareness level and brand association set was found for 4 out of the 6 alcohol brands evaluated (Parulekar, 2005). The common factor for these 4 brands was that they were non-beverage extensions. The author concludes that the extent of dilution of brand equity is a function of prior brand exposure, the surrogate category chosen and articulation of advertising for the surrogate product.
This suggests that surrogate advertising has two effects on the mind of the consumer. First, it dilutes the recall of the actual product and focuses the consumer's attention on the surrogate product (for eg. Consumers' attention might get diverted to Kingfisher Mineral Water which is the surrogate product from Kingfisher Beer, which is the actual product the UB Group is trying to advertise). Secondly, as stated above, this may lead to ethical implications where certain consumers think it is unethical for companies to adopt this strategy and lead to weakening the relationship between brand awareness and brand image. This leads to our second hypothesis:
H2: Post exposure to Surrogate Advertising, the relationship between Brand Awareness and Brand Image would get weakened.
Model:
The objective of the research is to study the effect of Surrogate Advertising done by Kingfisher on the relationships between Brand Attitude, Brand Image and Brand Awareness of Kingfisher. The above model has been proposed for the same. The independent variable (IV) is Brand Awareness, which will be used to gauge its effect on the dependent variables (DV) Brand Image and Brand Attitude.The moderating variable is surrogate advertising.
Brand Attitude:
Brand attitudes are defined as consumers' overall evaluations of a brand (Wilkie, 1986). Brand attitudes are important because they often form the basis for consumer behaviour (e.g., brand choice). A widely accepted approach to capture brand attitude is based on a multi-attribute formulation in which brand attitudes are a function of the associated attributes and be本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。