代言人可信度與品牌形象之關係:品牌熟悉度之干擾角色

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题名:	代言人可信度與品牌形象之關係:品牌熟悉度之干擾角色 The Meditating Effect of Brand Familiarity on the Relationship between Celebrity Credibility and Brand Image
作者:	王昭棟
贡献者:	國際企業管理學系
关键词:	代言人可信度品牌形象品牌熟悉度品牌品質 celebrity credibility brand image Brand familiarity brand quality
日期:	2014
上传时间:	2014-10-23 15:20:01 (UTC+8)
摘要:	在競爭的消費市場中，買賣雙方所擁有的訊息並不對稱而為了要使消費者能夠更深入的了解其產品，並增加其對商品本身訊息上的不足，透過代言人可信度的效果，加上產品本身的品牌形象的影響，進而吸引到消費者的目光以及購買意願，本研究將代言人之可信度和品牌關係做一個連結的探討和分析，然而加入品牌熟悉度干擾角色)，對於能提升商品之曝光率和品牌知名度，是一個學術及實務上的重要議題。本研究之目的欲探討品牌熟悉度對代言人可信度與品牌形象評估之影響。本研究採用實驗法，以運動球鞋為主要產品，與現有的實際品牌相互組合，以評估關係影響之效果。研究程序分為預試和正式實驗兩階段，預試目的是篩選出正式實驗所需品牌與廣告代言人(代言人可信度，高/低)、(品牌熟悉度，高/低)。預試回收有效樣本76人，在正式實驗段，本研究以虛擬情境來操弄自變數，採用2x2的因子設計，共計四種實驗方格進行測試，每一實驗方格40人，研究對象為大學生，共計回收有效樣本146人。研究結果顯示，在品牌熟悉度較低時，代言人可信度能更正向影響對於品牌形象之評估。就此研究結果提出相關之結論以及建議。 In the competitive consumer market, buyers and sellers have the message and asymmetry, and in order to make consumers more in-depth understanding of their products and increase their deficiencies on the message of the product itself, the credibility effect through a spokesperson,the brand image of the product itself, and then to attract the attention of consumers and the willingness to buy, the spokesperson's credibility and brand explore and analyze the relationship between a link, however, brand familiarity (interference roles),for goods to enhance the visibility and brand awareness is an academic and practical issues The purpose of this study is to investigate the impact of different familiarity, spokesman for the credibility of the brand assessment. In this study, experimental method, sports shoes as the main product, to actual existing brands in combination with each other, and to assess the effect of the impact. The program is divided into two stages of pre-test and formal experiment, the purpose of the pre-trial screening required for a formal experiment brand endorsers (spokesperson credibility, high / low), (brand familiarity, high / low). Pre-test valid sample 76 people, in a formal experiment, the manipulation of the independent variables to virtual contexts, groups of 2x2 factorial design, a total of four experimental grid test, each experimental grid 40, a total of valid sample of 146 people, object of study for college students. The results showed that the low brand familiarity, spokesperson credibility more positive influence on the assessment for the brand image. These findings raise the conclusions and recommendations.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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