5. Conclusion and Discussion
5.3 Limitations and Recommendations for Future Research
For the content analysis, this study made use of print advertisements on1y.
Future researchers may extend the scope to include other advertising formats including television, radio, and the Intemet, which may lead to an all-encompassing understanding of the brand personality strategies adopted by car manufacturers. Furthermore, since the study has focused only on general passenger cars，臼ture research could consider other types of vehicles or investigate brand personalities of other categories of products.
During the second stage of this study, experiments were carried out to examine the communication e缸ect produced by matching different levels of physical at甘activeness with various brand personalities. As presently veηr little research focuses on the match-up between those two factors, the hypotheses for this study were deduced based on stereo可pes of physical attractiveness. Future researchers may conduct direct and in-depth interviews with members of the public in order to obtain their views on models with different levels of physical
a即activeness and various brand personalities. An altemative is to adopt the perspective of the schema theory (McDaniel, 1999) to investigate the various schemas that people generally have on physical at仕activeness and brand personalities. This would help to further explain the reasons for our findings.
In terms of brand personality dimensions, this study had focused on excitement, competence, and sophistication. Future studies may incorporate the dimensions of sincerity and ruggedness. Fictitious models were used in this study
Chiao Da Management Review Vol. 33 No.2, 2013 175
because it was a concem that our experimental subjects might have personal preferences and existing impressions of real models. Future match-up studies may make use of real models and existing brands or directly ref1ect the real market situation. Despite our best efIorts, given the limited professional technical support available for this stu旬， we were unable to create mock advertisements of a quality that totally matched those produced by corporations. Future researchers may wish to seek appropriate professional technical suppo此 to create more professional-looking and refined advertisements for the future studies.
Highly Attractive Model Normally Attractive Model
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