Abstract
This study introduces the coupe of Ferrari which appears in the movie “Bad Boys 2” as the experimental product and examines whether the brand image of the placed product and the product knowledge have an influence on the advertisement effect. Furthermore, we consider the product involvement as a moderator to examine whether the product involvement has a moderating effect between the two independent variables (brand image and product knowledge) and advertising effect. That is, the independent variables of this study are brand image and product knowledge; the dependent variables are advertisement attitude, brand attitude, and purchase intention; the moderating variable is product involvement. However, the results of this study are as following: 1. Brand image has a positive relation to the advertising effect significantly. 2. Product knowledge has a positive relation to the advertising effect significantly. 3. Product involvement has a positive relation to the advertising effect significantly. 4. Product involvement has no moderating effect between brand image and advertising effect. 5. Product involvement has no moderating effect between product knowledge and advertising effect.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
