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In recent year , welfare advertising has gained more attention
in Taiwan , and firms have adopted different welfare
advertising to shape corporate''s image . This study attempts to
explore the effects of welfare advertising and to test the
appropriateness of advertising hierarchical model . Because
welfare advertising generally doesn''t contain the product
message , it is hard to measure Cbu (utilitarian beliefs)
factor . Therefore Cbi (image beliefs) factor is used as proxy
for Cb(brand cognition) factor in this study to measure .
Results show that the advertising effect of low involvement
consumers is better than that of high involvement consumers .
The advertising effectiveness of high product-relevant and low
product-relevant welfare subject is no difference . Moreover ,
the goodness of fit of reciprocal mediation hypotheses (RMH)
is better than the others.
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