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.
Published Version
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