遊戲式廣告對品牌個性之影響：以海尼根為例

The Effects of Advergame on Brand Personality: A Case Study of Heineken's Advergame

10.6144/JIC.2012.0202.03

鄒依潔(Yi-Chieh Tzou)；許明潔(Ming-Chieh Hsu)；張世明(Shih-Ming Chang)

遊戲式廣告 ； 品牌個性 ； 海尼根 ； Advergame ； Brand personality ； Heineken

資訊傳播研究

2卷2期（2012 / 04 / 01）

39 - 57

繁體中文

品牌需要鮮明的品牌個性幫助消費者增加聯想，進而產生購買產品的慾望，而品牌個性則需要一個好的廣告效果來塑造其形象，並為品牌加分。本研究之目的在於探討海尼根所設計的遊戲式廣告，如何影響消費者對於海尼根的品牌個性。本研究依照文獻所定義的品牌個性五大構面來擬訂出施測問卷，先測量消費者對於海尼根品牌的品牌個性，再將遊戲式廣告加入其中，測量看過遊戲式廣告後消費者對於海尼根品牌的品牌個性是否有顯著的改變。本研究結果顯示，消費者再體驗過海尼根互動式廣告後，對於海尼根品牌個性，有顯著的差異，原本對於海尼根品牌個性的分數，有明顯的提升，也就是說遊戲式廣告對於品牌的品牌個性，有明顯的加分作用，並且能夠加深消費者對於此品牌的品牌個性。

A distinctive brand personality can help build consumers' brand association, and heighten consumers' desire to purchase the products. A good brand personality can shape brand image, especially in terms of advertising effectiveness, and also has a positive impact on the brand. In recent years, many well-known brands have gradually adopted advergames to promote their products, express the brand personality and entertain consumers. Compared to traditional advertising, it not only attracts more consumer attention, but also increases consumer’s awareness of the brand. This present study took the advergame of Heineken Beer as an example to investigate whether an advergame will affect consumers' perception of brand personality. Five factors (sincerity, excitement, competence, sophistication, and ruggedness) of a brand personality test were used to develop a questionnaire. The investigation started from measuring consumers' perception of Heineken's brand personality, then showed the advergame to them, and investigated if there is a subsequent significant difference in perception of brand personality among those consumers. Results reveal that there was a significant difference in the brand perception after participants interacted with Heineken's advergame. The score of Heineken's brand personality was raised significantly as well, which means that the advergame has a positive, enhancing impact on brand personality.

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