互动广告中的顾客创新体验对其品牌态度及行为倾向的影响

The Effect of Customer Creativity on Brand Attitude in Interactive Advertising

顾客创新体验是企业通过新颖的任务、载体和互动形式，激发顾客对场景和品牌的创新认知而产生的一种主观感受。本文在顾客创新和广告态度等理论的基础上，通过四个实验研究发现：能够激发顾客创新意识的互动在线广告会对品牌态度产生积极的影响；而且这个影响是通过互动在线广告态度这个中介变量传递的；并且在时间和空间两个维度上对品牌态度变化产生积极的影响，创新体验带来的良好品牌态度，不仅具有一定的持续性，而且还会延展到其他的产品类别上。

Drawing upon the creativity and attitude-towards-the-ad literature, the authors exanaine the impact of consumer creativity on their brand evaluations. It hypothesizes that consumers＇ attitude towards the creative activities will have a positive effect on their attitude toward the brand. This study tests the hypothesis with four laboratory experiments. The results provide evidence that attitude toward the creative activity mediates the attitude towards the brand and have positive impact on brand attitude change on two dimensions. The authors discuss the theoretical and managerial implications of these findings for customer creativity, internet advertising and brand building.