本研究探討廣告訴求搭配產品種類，對消費者的品牌態度、廣告態度和自我品牌連接度的影響。採用二因子實驗設計，由廣告訴求（理性和感性）和產品種類（功能性和享樂性）兩個自變數設計出四個實驗組合，對品牌態度、廣告態度和自我品牌連接度等應變數的影響進行分析。研究結果發現，理性訴求搭配享樂性產品對廣告態度的影響大過於感性訴求搭配享樂性產品；感性訴求搭配功能性產品對自我品牌連接度的影響大過於理性訴求搭配功能性產品；理性訴求搭配享樂性產品對自我品牌連接度的影響大過於感性訴求搭配享樂性產品。另外，本研究也發現代言人熟悉度對品牌態度和廣告態度具有部分中介效果，對自我品牌連接度具有完全中介效果。理論上，本研究探討廣告訴求與產品種類對品牌態度、廣告態度及自我品牌連接度之影響，並證實代言人熟悉度之中介影響。實務上，本研究的實驗結果也提供未來行銷產業在設計廣告時的參考依據。;This study explores the combinatory effects of advertising appeals and product category on attitude toward the brand, attitude toward the ad, and self-brand connection. A two-factor experimental design was employed with advertising appeals (rational vs. emotional appeal) and product categories (hedonic vs. utilitarian) as the control variables. The results showed that consumers had higher positive attitude tower the ad for hedonic products with rational appeals, compared to hedonic products with emotional appeals. Next, consumers demonstrated higher self-brand connection for utilitarian products with emotional appeals, compared to utilitarian products with rational appeals. Thirdly, consumers indicated higher self-brand connection for hedonic products with rational appeals, compared to hedonic products with emotional appeals. The study also found that spokesperson familiarity partially mediated the relationships between product categories and attitude toward the brand as well as the ad, respectively. It fully mediated the relationship between product categories and self-brand connection. Theoretical and managerial implications are discussed.
