世代訴求是一種以親子互動及親情為訴求重點的廣告手法，藉以提升品牌的傳承意象並促使父母親將該品牌介紹及傳承給下一代的可能性。過去相關的研究結果多重於世代效果於家庭中形成原因，本研究將根據先前的社會化文獻進行延伸性的探討，著重於世代效果於廣告的應用，進一步了解何種情況下世代訴求的廣告可以發揮效果。本研究選擇「手錶」作為傳承產品，透過實驗設計來檢視傳承品牌的(非)世代訴求、品牌歷史長短和(不)同品牌性別擴張對於傳承性品牌效果的影響，實驗為4×2×2 的四因子設計，分別為廣告訴求(世代訴求廣告：男性品牌vs.女性品牌; 非世代訴求: 男性品牌vs.女性品牌)、品牌歷史(長vs.短)、品牌擴張(同性別vs.不同性別)，共分為16 組實驗情境，研究對象來自台南地區國中小教師及中山大學EMBA、EMPP 學生，共471 位。本研究應用多變量分析(例如: 變異數分析)進行驗證與分析。研究結果顯示，品牌
歷史較為久遠的品牌運用世代訴求為廣告方式對於提升傳承品牌的偏好度比使用非世代訴求較有效，另外，若進行同性別品牌擴張時，使用世代訴求的廣告方式也比非世代訴求較為有效。更重要的是當品牌歷史短卻進行不同性別的品牌擴張時，搭配世代訴求的廣告，會比較有效。本研究之結果除了擴展延伸世代效果的理論基礎，也同時提供傳承性品牌的行銷經理在實務面塑造品牌形象時，作為一個重要參考依據。

“Intergenerational (IG) appeal” is an ad focusing on the relationship between parents and children in order to enhance heritage image of a brand and facilitate the likelihood that parents introduce the brand to their sons and daughters. This study examines the application of IG appeal on advertising. An experimental study is conducted to examine the moderating effects of brand duration and (in)congruent brand-gender extension on the effect of IG appeal. The experiment in a 4 advertising appeal (IG appeal: male vs. female, non-IG appeal: male vs. female) x 2 brand duration (long vs. short) x 2 brand-gender extension (congruent vs. incongruent) factorial design is developed. A series of analysis of variance (ANOVA) are used to test the proposed hypotheses. Results of the experiment indicate that brand duration facilitates the effects of IG appeal. In addition, congruent brand extension increases the effects of IG appeal. More importantly, a three-way interaction is observed. In incongruent brand-gender extension, IG appeals used to present brands with short brand duration are more effective than Non-IG appeal. These findings should be incorporated into heritage branding when media campaign is developed to increase branding influences.

Chapter One: An Introduction ........................................................................................ 1
1.1 Preamble………………………………………………………………………...1
1.2 Research Background …………………………………………………………..1
1.3 Research Purpose and Questions………………………………………………..3
1.4 Structure of the Thesis ........................................................................................ 4
Chapter Two: Literature Review .................................................................................... 6
2.1 Preamble .............................................................................................................. 6
2.2 IG Influences and IG Appeal……………………………………………………6
2.3 Application of Brand Duration from Heritage Brand………………………….11
2.4 Brand Gender Personality…………………………………………………......12
2.5 Individual Differences in Materialism and Family Communication Patterns…16
2.6 Concluding Remarks…………………………………………………………..18
Chapter Three: Research Design and Method………………………………………..20
3.1 Preamble………………………………………………………………....…….20
3.2 Research Hypothesis…………………………………………………....……..21
3.3 Research Design………………………………………………………....…….25
3.4 Experimental Design…………………………………………………………..28
3.5 Measures………………………………………………………………....…….32
3.6 Concluding Remarks……………………………………………………..…....35
Chapter Four: Data Analysis and Results......………………………………………...37
4.1 Preamble.............................................................................................................37
4.2 Background Information……………………………………………....………37
4.3 Checking the Design…………………………………………………..………38
4.4 Hypothesis Testing……………………………………………...……………..43
4.5 Results of Hypothesis………………………………………...………………..55
Chapter Five: Conclusions…………………...………………………………………57
5.1 Preamble……………………......……..………………………………………57
5.2 General Discussions……………………........………………………………..57
5.3 Limitations of the Research……………………………………………...........60
5.4 Contribution to Knowledge………………………………………….........…..61
5.5 Proposals for Future Research…………………………………………...........63
5.6 Conclusion………………………………………………………………..........64
References………………………………………....………………………………....66
Appendix1: Pre-test Questionnaire……………………………………………..........75
Appendix2: Questionnaire…………………………………………………......…….80

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