The Influence of Promotion Type and Advertising Appeal on the Brand Evaluation of Fruit Vinegars

AbstractThis study used the functional health drink fruit vinegar as an example to study the marketing strategies of promotional method and advertising appeal, in order to explore whether the moderating effects of fruit vinegar during gift-giving and personal consumption would produce different brand evaluation effects for different fruit vinegar brands with consumers of different age groups. A 2 × 2 × 2 experiment design was used, and there were a total of eight experiment groups. Tools such as variance analysis were used to explore the influence of promotional methods and advertising appeal on brand evaluation as mediated by the usage situation. This study made a number of findings. First, promotional method had a partial significant influence on brand evaluation. Second, advertising appeal had a significant influence on brand evaluation. Third, promotional method and advertising appeal had a partial interaction effect on consumer brand evaluation. Fourth, gift-giving had a partial moderating effect on ...