The purpose of this research is to identify how the exposure of a brand’s logo in PR news on TV affects brand attitude, base on mere exposure effect. The founding indicates that the PR news which just exposing brand’s logo, and not calling the name, can have a positive effect on brand attitude. However, the degree of exposure has much more obvious effect on brand attitude, and we find out that brand recall may not be the mediated variable between exposure degree and brand attitude, although it also indicates that participants who can recall the brand’s logo appeared on TV has much better attitude than those who can not.
中文關鍵詞
單純曝光效果，公共關係，公關活動，品牌態度，效果
英文關鍵詞
mere exposure，public relations，PR campaign，brand attitude，effect