Analysis of the Promotional Effect of Lubricating Oil Advertising Based on Customer Perceived Value
The mechanism of the promotional effect of lubricating oil advertising has important practical guidance for the de-sign,media selection,and timing of advertising.Lubricating oil advertising is a means of disseminating information to consum-ers openly and widely through certain forms of media based on the marketing needs of lubricating oil products and services.The measurement dimensions of customer perceived value of lubricating oil include brand value,social value,and emotional value.Based on the classical model of lubricating oil advertising driving perceived value,the study analyzes the causes of lubri-cating oil advertising driving perceived gains and costs.Lubricating oil advertising aims to continuously communicate informa-tion with customers on quality,service,and customer relationships,establish trust,and ultimately achieve customer satisfac-tion.Lubricating oil advertising can reduce customers'perceived costs in terms of physical and mental energy,thereby in-creasing customer perceived value.From the three aspects of the mediating effect of lubricating oil advertising,nonlinear cus-tomer responses,and the customer response process,it is concluded that lubricating oil advertising has a driving effect on cus-tomer perceived value,and enterprise advertising activities can enhance customer perceived gains and reduce perceived costs.
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万方数据
