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研究生:吳寶仙
研究生(外文):Atchara Itthiwatthawong
論文名稱:代言人可信度對品牌權益的影響:產品涉入比較研究
論文名稱(外文):The Impact of Endorser’s Credibility on Brand Equity: A Comparative Study of Product Involvement
指導教授:陳正男陳正男引用關係
指導教授(外文):Cheng-Nan Chen
學位類別:碩士
校院名稱:南台科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:117
中文關鍵詞:品牌代言名人推薦者專家推薦者典型消費者代言人可信度品牌權益
外文關鍵詞:Brand EndorsementCelebrity EndorserExpert EndorserTypical ConsumerEndorser’s credibilityBrand Equity
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:1
建立強而有力的品牌是每一個行銷人必做的終極目標。各式各樣的行銷策略都曾被使用過將品牌拉到最高點。溝通是各種行銷者強調的市場策略之一。廣告是以被行銷人視為最有效力的溝通工具之一, 對品牌持歡迎的態度。代言在全世界甚至在泰國皆被遴選為主要的廣告執行,這方面也很多有關的研究。
在這個研究中,代言人的背景對於品牌的公平性是基於泰國人的觀點被選出來做研究。四個主要的變數融合於此論文:代言人的類型,代言人的背景,品牌公平性及產品涉入。為了比較的目的,三種類型的代言人整合在這個研究中。另外選出四個方面代言人的背景以瞭解他們對產品公平的影響。此外選出四個面向的品牌公平做為這個研究的獨立變數。
問卷資料是以方便樣品方法便利抽樣從300份的問卷調查中取得。結論顯示代言人的背景和品牌公平的面向有正面的關係。來源的吸引性及相關性是影響品牌公平性的兩個最重要的話面向。在低度介入底下,名人代言在來源的可信度被認為有很高的程度。另外,在高度介入底下, 專家代言在來源的可信度被認為有很高的程度
整體上來講,具有與吸引力產品有關的部份,名人代言因著他們的吸引力,且與代言產品的相和與相關度仍是有效的最佳代言人。
Building strong brand is ultimate marketing goal which every marketer wish to do. Various marketing strategies have been leveraged in order to bring brand up to the highest point. Communication is one among various market strategies which marketers emphasize on. Advertising is considered by practitioners as one effective communication strategy which contributes favorable attitudes the brand. Endorsement has been selected as main advertising execution around the world even in Thailand and there are a lot of researches related to endorsement.
In this research, the impact of endorser’s credibility on brand equity is chosen to study based on Thai consumers’ perspectives. Four main variables were incorporated into this study: types of endorsers, endorser’s credibility, brand equity, and product involvement. Three types of endorsers are incorporated into this study for the comparative purpose. Four dimensions of endorser’s credibility were selected to measure their impacts on brand equity. Four dimensions of brand equity were selected to be dependent variables in this study.
Survey data were collected from 300 respondents through convenient sampling method. The outcomes revealed that there is positive relationship between endorser’s credibility and brand equity’s dimensions. Source attractiveness and source relevance are two most important dimension influencing brand equity. Celebrity endorser is perceived to have highest level in source trustworthiness under low product involvement while expert endorser is perceived to have highest level in source trustworthiness under high product involvement.
The overall results in this research can be interpreted briefly that under the attractiveness-related products, celebrity is still effective endorser because of their attractive characteristics which appropriate or relevant with endorsed products.
TABLE OF CONTENTS
PAGE
ACKNOWLEDGEMENT I
ABSTRACT II
TABLE OF CONTENTS V
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE: INTRODUCTION
1.1 BACKGROUND OF STUDY 1
1.2 PURPOSE AND SCOPE OF STUDY 4
CHAPTER TWO: LITERATURE REVIEW
2.1 FACIAL CARE AND SHAMPOO PRODUCTS IN 7
THAILAND MARKET
2.2 BRAND ENDORSEMENT 11
2.3 SOURCE CREDIBILITY 17
2.4 ENDORSER’S CREDIBILITY DIMENSIONS 19
2.5 BRAND EQUITY 32
2.6 PRODUCT INVOLVEMENT 39
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY
3.1 THE CONCEPTUAL MODEL 43
3.2 HYPOTHESIS TO BE TESTED 44
3.3 CONSTRUCT MEASUREMENT 46
3.3.1 Types of endorsers 46
3.3.2 Endorser’s Credibility 46
3.3.3 Brand Equity 49
3.4 RESEARCH METHODOLOGY 52
3.5 DATA COLLECTION 54
3.6 CHARACTERISTICS OF RESPONDENTS 55
CHAPTER FOUR: FINDING RESULTS AND ANALYSIS
4.1 FACTOR ANALYSIS AND RELIABILITY ANALYSIS 57
4.2 DESCRIPTIVE ANALYSIS 60
4.3 HYPOTHESIS TESTING RESULTS 61
4.3.1 Perceived Endorser’s Credibility for Different 60
Types of Endorsers
4.3.2 The Impact of Endorser’s Credibility on Brand Equity 66
4.3.3 The Moderating Effects of Product Involvement on 69
Type of Endorsers and Endorser’s Credibility Dimensions
4.3.4 The Moderating Effects of Product Involvement on 74
The Impact of Endorser’s Credibility towards Brand Equity
4.4 DISCUSSION 79
CHAPTER FIVE: CONCLUSION AND RECOMMENDATION
5.1 CONCLUSION 82
5.2 RECOMMENDATIONS 85
5.2.1 Implication for Marketing Practitioners 85
5.2.2 Recommendation for Future Research 86
5.2.3 Research Limitations 86
REFERENCE 88
APPENDIXES:
Appendixes – 1: Story Boards of Six Advertisements 98
Appendixes – 2: Questionnaires in English 100
LIST OF TABLES
Table 2-1: Endorser’s Credibility Scales 20
Table 3-1: Characteristics of Respondents – Facial Care 55
Table 3-2: Characteristics of Respondents – Shampoo 55
Table 4-1: Factor Analysis & Reliability Analysis for Endorser’s 58
Credibility Dimension
Table 4-2: Factor Analysis & Reliability Analysis for 59
Brand Equity Dimension
Table 4-3: Descriptive Analysis 60
Table 4-4: ANOVA table, Types of Endorsers and Endorser’s Credibility 61
Dimension
Table 4-5: Post Hoc Tests between Types of Endorsers and Endorser’s 63
Credibility Dimension
Table 4-6: ANOVA table, Types of Endorsers and Brand Equity 64
Dimension
Table 4-7: Post Hoc Tests between Types of Endorsers and Brand Equity 65
Dimension
Table 4-8: Multiple Regressions 66
Table 4-9: Multivariate Test – Types of Endorsers 70
Table 4-10: Multivariate Test – Product Involvement 70
Table 4-11: Multivariate Test – Type of Endorser * Product Involvement 70
Table 4-12: Test Between Subjects Effects 71
Table 4-13: Post-Hoc test between types of endorsers and endorser’s 73
credibility – Comparative Study of product involvements
Table 4-14: Hierarchical Multiple regressions 76
Table 4-15: Multiple Regressions at dimension level - 77
Comparative Perspectives
Table 5-1: The strength of relationship between endorser’s 83
credibility dimension and brand


LIST OF FIGURES
Figure 2-1: Expenditure on Cosmetics & Toiletries in Thailand 7
Figure 2-2: Expenditure on Cosmetics & Toiletries by Personal 8
Hygiene Sector in Thailand
Figure 2-3: Retail Sales of Skin Care by Sub-sector in Thailand: 8
% Value Growth
Figure 2-4: Retail Sales of Hair Care by Sub-sector in Thailand: 8
% Value Growth
Figure 2-5: Retail Sales of Skin Care by Sub-sector in Thailand: Value 9
Figure 2-6: Retail Sales of Skin Care by Sub-sector in Thailand: 9
%Value Growth
Figure 2-7: Retail Sales of Hair Care by Sub-sector in Thailand: Value 10
Figure 2-8: Retail Sales of Hair Care by Sub-sector in Thailand: 10
%Value Growth
Figure 3-1: Conceptual Framework 43
Figure 5-1: Flow of relationship between endorser’s credibility dimension 82
and brand equity dimension
Figure 5-2: Comparative perspective between high and low involvement 84
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