视频类软硬广告对消费者品牌印象的影响研究  

Research on the influence of video soft and hard advertising on consumer brand impression

作　　者：陶楠[1] 葛梦婷 Tao Nan;Ge Mengting(School of Management,Harbin Normal University,Harbin,Heilongjiang,150025)

机构地区：[1]哈尔滨师范大学管理学院,黑龙江哈尔滨150025

出　　处：《市场周刊》2022年第11期73-76,共4页Market Weekly

基　　金：2020年度黑龙江省哲学社会科学研究规划项目“价值创造视角下黑龙江装备制造企业智能化升级驱动机理与实现路径研究”,项目编号:20JYB030。

摘　　要：同类产品的差异性减小,消费者选择同类产品中某一品牌时所运用的理性就越少,因此打造消费者品牌印象对刺激消费者购买意愿有着重要作用。广告主要的目标之一就是塑造品牌,文章在相关理论指导的基础上,通过视频类软硬广告及其观看顺序对消费者品牌印象的影响进行实验调查,分析消费者在观看软硬广告过程中对品牌形成的感受,以期帮助企业在进行视频类广告宣传时进行创新和更好地排列组合,由此更大限度地刺激消费者的购买意愿.As the difference between similar products decreases, consumers use less rationality when choosing a brand of similar products, so creating a consumer brand impression plays an important role in stimulating consumers’ willingness to buy.Serving brands is one of the main goals of advertising.On the basis of relevant theoretical guidance, conducting experimental investigation on the impact of video soft and hard ads and its viewing order on consumer brand impression, analyzing consumers’ feelings about brand formation in the process of watching soft and hard ads in order to help enterprises innovate and better arrange and combine in video advertising, so as to stimulate consumers’ willingness to buy to a greater extent.

关 键 词：视频类软广告 视频类硬广告 品牌印象 

分 类 号：F713.85[经济管理—广告] F713.55[经济管理—产业经济]