CM で訴求しているブランドイメージと消費者のブランド 既有イメージの一致度が広告効果に及ぼす影響

• Material Type: 文書・図像類
• Title: CM で訴求しているブランドイメージと消費者のブランド 既有イメージの一致度が広告効果に及ぼす影響
• Author/Editor: 中村, 凌貴; 浅川, 雅美
• Author Heading: 中村, 凌貴; 浅川, 雅美
• Publication, Distribution, etc.: 文教大学湘南総合研究所
• Publication Date: 2020-03-28
• Publication Date (W3CDTF): 2020-03-28
• Alternative Title: The effectiveness of television commercials for consumers whose brand image already mirrors the desired image: The case of Pocari Sweat
• Periodical title: 湘南フォーラム : 文教大学湘南総合研究所紀要 = Shonan forum : journal of the Shonan Research Institute Bunkyo University
• No. or year of volume/issue: 24
• Volume: 24
• Pages: 123-128
• ISSN (Periodical Title): ISSN : 1883-4752
• Text Language Code: jpn
• Target Audience: 一般
• Note (General): type:text; We examined the effectiveness of a television commercial: for consumers whose brand imagealready mirrored the imege being promoted through a commercial. First, 124 subjects were asked about "Pocari Sweat image and associated likes and dislikes." Next, after Pocari Sweat commercial was projected twice, consumer perception and attitude toward the advertisement were evaluated on a 7-point scale. The differences in the average value of consumer perception were tested between the group whose brand image was already transformed into the desired brand image and the group whose image had not yet transformed. The results indicated that consumer perception was highly evaluated in the transformed case compared to the untransformed case.
• Access Restrictions: 限定公開
• Data Provider (Database): 国立情報学研究所 : 学術機関リポジトリデータベース（IRDB）（機関リポジトリ）; https://irdb.nii.ac.jp
• Original Data Provider (Database): 文教大学 : 文教大学学術機関リポジトリ