Pengaruh Pengiklanan Tunjangan Terhadap Imej Korporat Mengikut Tanggapan Pengguna

Iskandar Abdullah, Chong Yee Lee

Abstract


Kajian ini dijalankan untuk mengetahui bagaimana pengguna menilai pengiklanan tunjangan dan seterusnya membantu memahami tanggapan pengguna tentang imej korporat. Kaedah penerokaan telah dijalankan untuk memahami bagaimana pengguna mengaitkan pengiklanan tunjangan dengan imej pengiklan. Seterusnya, kajian terperinci tentang tanggapan pengguna ke atas pengiklanan sedemikian dijalankan dengan menggunakan kaedah pengesahan. Justeru, kajian ini mendapati bahawa daya tarikan iklan, disusuli dengan kepercayaan dan persamaan nilai mesej yang diutarakan, boleh mempengaruhi tanggapan pengguna terhadap imej korporat penaja. Disamping itu, pengguna didapati kurang mementtngkan aspek kepakaran yang dimiliki oleh penaja. Didapati juga bahawa penglibatan pengiklan dan pengguna dalam isu-isu yang diperjuangkan hanya mempengaruhi tanggapan pengguna secara pasif. Maka, adalah disyorkan agar para penyelidik pada masa hadapan perlu menerokai serta mengembangkan skala-skala yang telah dibincangkan, termasuk mempertimbangkan sama ada skala-skala tersebut akan mempunyai kesan yang sama terhadap mesej komersial dan bukan komersial. Juga, bagaimanakali pula tahap keyakinan pengguna terhadap keluaran pengiklan dapat mempengaruhui tanggapan mereka terhadap imej penaja?


ABSTRACT
This research sought to understand how consumers evaluate advocacy advertising and thereon help to understand consumer perceptions of corporate Image. The exploratory method was first conducted to understand how consumers associate advocacy advertising witli the advertiser's Image. This was followed by a detailed study of consumer perception of such advertising, using the confirmatory method. This research found that the advertisement's attractiveness, followed by its trustworthiness and the message value congruency can influence consumers' perception on the advertiser's corporate image. Besides this, consumers were found to place less importance on the advertiser's expertise. Moreover, the advertiser and consumer's involvement tn the issues they championed only passively influenced consumers' perceptions. We urge future researchers to explore and expand the scales discussed, as well as consider wnether they will create a similar impact on commercial and non-commercial messages. Futhermore, how will the levelĀ of consumer assurance towards a certain product advertised, influence consumers' perception towards the advertiser's image?


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