競選廣告是選舉時不可或缺的策略，好的競選廣告可以幫助廣告贊助候選人提升形象，且能降低競爭對手的支持率。然而學者對於不同競選廣告的效益卻沒有一個共識。因此本研究的主要目的在於，透過不同競選廣告類型(正、負面廣告)來了解，不同廣告的可信度對於候選人的品牌權益(知覺品質、品牌形象)及投票意願間的因果關係，此外本研究也分析不同廣告策略對於廣告贊助候選人品牌權益及投票意願的影響效果。本研究以北區數所大學學生為例，共取得488份問卷(242份為正面形象廣告，246份為 負面攻擊廣告)。經LISREL分析，研究結果顯示:不管在正面或負面競選廣告，廣告可信度、候選人的品牌權益及投票意願之間的關係均呈顯著正向線性關係o然而在廣告可信度對投票意願方面，正面廣告呈現不顯著但負面攻擊廣告為負向顯著。至於競選廣告類型對品牌權益影響方面，正面形象廣告對於廣告贊助候選人的品牌權益有較高的效果，且可以獲得較高的投票意願。

The purpose of this study is to discuss the causal relationship between “Advertising Believability",“Brand Equity"(Perceived Quality and Brand Image) and“Willingness to Vote" from different points of view of political advertisings (positive and negative political advertisings). In addition， this study also analyzes the effects of different advertising strategies upon“Party Identification","Brand Equity" and “Willingnessto Vote". The responses of 488 college students (242 positive and 246 negative) had drawn from several universities of north em Taiwan. The positive and negative advertisings show that the causal relationship between “Advertising Believability",“Brand Equity" and“Willingness to Vote" have significant and positive linear relationships through LISREL. However， the relationship between “AdvertisingBelievability" and “Willingto Vote" is not significant in positive advertising， but the negative advertising shows the negative relationship between “Advertising Believability" and “Willingnessto Vote". Besides， sponsors can increase more “BrandEquity" and “Willingnessto Vote from positive advertisings than using negative advertisings.