广告态度和品牌态度作用机制研究综述

Summit of Ad Attitude and Brand Attitude Effect

广告态度是评估广告对消费者品牌态度作用效果的一个重要变量。然而对于广告态度和品牌态度的作用机制,学术界尚未有一致结论。本文通过对相关文献进行梳理,对广告态度、品牌态度的内涵及其测量维度进行了归纳和相关界定;在此基础上对四种主要的广告态度中介模型进行了简单的评述,并从前人的研究中找出了影响广告态度、品牌态度作用机制的几个重要的调节变量,最后提出相关的研究建议,指明了未来的研究方向。

The Attitude toward the ad is an important variable in the assessment of the ad＇s effect on the consumer brand attitude. However, as to the interaction mechanism of the advertising and brand attitude, there is no unanimous conclusion in the academic community. Based on relevant literature, this paper summarized and clearly defined the content and measurement dimensionsthe of the ad attitude and the brand attitude .Based on this,we made some comments on the four major model, and found out several important moderators from the previous study .At last, proposals of relevant research were made, and some directions for future research were pointed out.