跳到主要內容

臺灣博碩士論文加值系統

(44.200.86.95) 您好!臺灣時間:2024/05/22 13:52
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:高淑慧
研究生(外文):Shu-Hui Kao
論文名稱:品牌個性、代言人廣告效果對消費者品牌忠誠度影響之研究
論文名稱(外文):The Influence of Brand Personality and Spokesperson Advertising Effect in Consumers’ Brand Loyalty
指導教授:洪世雄洪世雄引用關係蔡敦崇蔡敦崇引用關係
指導教授(外文):Shin-Hsiung HungTun-Chung Tsai
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:2009
畢業學年度:97
語文別:中文
論文頁數:149
中文關鍵詞:品牌個性代言人廣告效果消費者品牌忠誠度
外文關鍵詞:brand personalityspokesperson advertising effectconsumers’ brand loyalty
相關次數:
  • 被引用被引用:0
  • 點閱點閱:544
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
研究文獻中對品牌的討論,學者對於其本質已討論幾十年。其中品牌個性的研究者常建議,企業必須形塑獨特的品牌個性和消費者產生互動關係且進一步影響其消費者的品牌忠誠度。然而品牌個性與消費者品牌忠誠度之關係是否受代言人廣告效果變項具中介之效果在實證研究上仍相當缺乏,因此本研究試圖探討品牌個性和代言人廣告效果對消費者品牌忠誠度之關係。
本研究採用問卷調查方法進行,並且藉由相關學理與量性研究進行資料分析,包括敘述性統計、皮爾森相關係數、變異數分析以及階層迴歸等統計方法以證實變數的相關性。研究結果發現品牌個性和消費者品牌忠誠度兩變數具有顯著相關以及代言人廣告效果對消費者品牌忠誠度兩變數具有顯著相關。而代言人廣告效果在品牌個性對消費者品牌忠誠度間呈現部份中介效果。最後希望藉由本研究以提供企業品牌策略之參考。
The literature is full of discussions surrounding the brand and scholars have debated its nature for decades. Researchers of brand have often suggested that firms must create strength brand personality for interactive with com and influence com brand loyalty. However, research which has empirically documented the link be-tween brand personality and consumers’ brand loyalty and whether or spokesperson advertising effect has a intervening effect is scant. Therefore, the aim of this article attempts to brand personality and spokesperson advertising effect on consumers’ brand loyalty is related.
We use questionnaire survey to collect some data. These data was analyzed by theoretical models and quantitative research including descriptive statistics, Pearson correlation, Analysis of variance, multiple regression in order to indicate the relationship of variables.
The findings indicate that brand personality and consumers’ brand loyalty were shown to be significantly related, the result also show that there are significantly re-lated between spokesperson advertising effect and consumers’ brand loyalty. The result shows spokesperson advertising effect has a significant part of intervening effect on between brand personality and consumers’ brand loyalty. To conclude, ac-cording to these results we offer some brand strategy suggestion to firm use.
中文摘要 .................. iii
英文摘要 .................. iv
誌謝辭  .................. v
內容目錄 .................. vi
表目錄  .................. viii
圖目錄  .................. x
第一章  緒論................ 1
第一節  研究背景.............. 1
第二節  研究問題與目的........... 3
第二章  文獻探討.............. 4
第一節  品牌個性.............. 4
第二節  代言人廣告效果........... 11
第三節  消費者品牌忠誠度.......... 26
第三章  研究方法.............. 32
第一節  研究架構.............. 32
第二節 研究假設.............. 33
第三節  變數的操作型定義及衡量方法..... 37
第四節  研究設計.............. 42
第五節 資料分析方法............ 45
第四章  資料分析.............. 47
第一節  樣本及各變項之描述性統計分析.... 47
第二節 各變項之描述性分析......... 49
第三節 效度與信度分析........... 50
第四節 個人屬性之變異數之分析....... 54
第五節 迴歸分析.............. 63
第六節 代言人廣告效果之中介效果...... 83
第五章  結論與建議............. 118
第一節 研究結論.............. 118
第二節 理論與實務上之涵義......... 123
第三節 研究限制與未來研究的建議...... 124
參考文獻 .................. 127
附錄A   前測問卷一............. 144
附錄B   前測問卷二............. 145
附錄C   前測問卷三............. 146
附錄D   正式問卷.............. 147
參考文獻
一、中文部分
Hanlon, P. ([2006] 2006),品牌的七塊拼圖 (Primal branding) (張美惠譯)。台北:商智文化。
Pringle, H. ([2004] 2005),C行銷:第一本名人代言行銷聖經 「Celebrity sells」(黃治蘋譯)。台北:早安財經文化。
王敏容(1999),消費者之品牌認同程度、所有權狀態與產品線延伸策略對品牌評價的影響,國立臺灣大學商學研究所未出版之碩士論文。
王可欣(2003),廣告代言人性格形象對品牌性格的影響-以Nokia7210手機平面廣告為例,國立政治大學心理學研究所未出版之碩士論文。
余肇傑(2004),代言人對廣告效果影響之研究—以銘傳大學傳播學院學生為例,銘傳大學傳播管理研究所未出版之碩士論文。
李孟陵(2003),消費者滿意度涉入程度對其忠誠度影響之研究-以台北市咖啡連鎖店為例,國立交通大學管理科學系碩士班未出版之碩士論文。
李光勳(2004),廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究,東吳大學企業管理學系研究所未出版之碩士論文。
林家汶(2001),廣告代言人人格研究,國立中央大學企業管理研究所未出版之碩士論文。
林貞吟(2004),兩岸大學生對連鎖西式速食品牌個性認知及顧客忠誠度之研究,東海大學食品科學研究所未出版之碩士論文。
呂雅惠(2008),業者如何運用名人代言塑造品牌性格?,世新大學公共關係暨廣告研究所未出版之碩士論文。
徐明郁(1999),消費者自我概念與品牌個性之一致性對購買意願之影響,國立成功大學企業管理研究所未出版之碩士論文。
張凱揚(2004),廠商知名度、產品知名度與代言人可信度對成藥購買意願的影響,長庚大學企業管理研究所未出版之碩士論文。
張嘉馨(2005),女性產品廣告代言人性別、美感類型與產品形象搭配之廣告效果,國立臺灣大學商學研究所未出版之碩士論文。
張雅琇(2003),品牌形象、品牌個性對品牌忠誠度之探討-少女流行服飾業之實證,銘傳大學管理科學研究所未出版之碩士論文。
郭李靖(2003),人格特質與品牌個性對品牌偏好的影響,國立交通大學管理科學研究所未出版之碩士論文。
陳心怡(1997),推薦式廣告對不同涉入度產品之廣告效果,國立交通大學管理科學研究所未出版之碩士論文。
陳夢璋(1998),品牌個性、消費者滿意度與顧客忠誠度之關係-以印表機,磁碟片為例,長庚大學管理學研究所未出版之碩士論文。
陳伯維(2004),廣告代言人對不同生活型態消費者廣告效果的影響之研究,國立交通大學經營管理研究所未出版之碩士論文。
陳志劍(1994),推薦式廣告與比較性廣告效果之研究,淡江大學國際企業研究所之未出版之碩士論文。
陳秋雲(2002),廣告代言人與FCB模型之廣告效果研究,淡江大學國際貿易學系研究所未出版之碩士論文。
陳裕仁(2004),名人代言人與產品相關度之研究,輔仁大學大眾傳播研究所未出版之碩士論文。
黃彤芸(2004),品牌性格對品牌權益之影響-以麥當勞、肯德基及摩斯漢堡為例,國立政治大學企業管理研究所未出版之碩士論文。
童曉君(1999),廣告訴求、廣告代言人、自我監控、消費者與廣告代言人人格一致性程度對廣告效果之影響,元智大學管理研究所未出版之碩士論文。
廖千慧(2005),代言人─產品使用者的性別符合性、來源可信度與自我監控程度對廣告效果的影響,世新大學傳播研究所未出版之碩士論文。
廖哲民(2007),網站服務品質、價格和信任對消費者忠誠度的影響,國立中央大學資訊管理研究所未出版之碩士論文。
劉倉賓(1998),產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響,國立交通大學管理科學研究所未出版之碩士論文。
劉弘文(2005),廣告代言人類型、產品創新屬性對購買意願影響之研究—以高科技產品為例,輔仁大學管理研究所未出版之碩士論文。
練乃華(1990),推薦式廣告之溝通效果研究,國立台灣大學商學研究所未出版之碩士論文。
蔡燕婷(2001),廣告代言人、廣告訴求對廣告效果的影響,淡江大學管理科學碩士班未出版之碩士論文。
鄭英輝(1998),品牌人格與產品類別對品牌延伸評價的影響,國立中央大學企業管理學系研究所未出版之碩士論文。
鄭柏伶(2005),明星代言人曝光狀況與廣告效果之研究,中國文化大學國際企業管理研究所未出版之碩士論文。
鄧筱羚(2004),洗髮精電視廣告代言人可信度對廣告效果與購買意願影響之研究,國立台北科技大學商業自動化與管理研究所未出版之碩士論文。
薛秀玲(2005),保養品廣告代言人對廣告效果的影響-以台北市國立大學女性學生為例,國立交通大學經營管理研究所未出版之碩士論文。
羅健雄(2001),廣告代言人類型對廣告效果影響之研究:以台灣和美國為例,國立交通大學管理科學學程未出版之碩士論文。
盧葦蓁(2003),透過品牌要素、廣告代言人形成品牌態度之研究-以少淑女流行服飾業為例,銘傳大學管理科學研究所未出版之碩士論文。
二、英文部分
Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
Aaker, D. A. (1995). Building Strong Brands, First edition, Big Apple Tuttle-Mori Literary Agency: The Free Press.
Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets, California Management Review, 38(3), 102-120
Aaker, J. L. (1997a). Dimensions of Brand Personality, Journal of Marketing Research, 3(6), 347-356.
Aaker, J. L. (1997b). Brand Personality in Japan: Examining the Cross-Cultural Meaning of Brands and Personality Dimen-sions,Unpublished paper, UCLA Anderson Graduate School of Management.
Alt, M., & Griggs, S. (1998). Can a Brand be Cheedy? Marketing Intelligence and Planning, 4(6), 9-16.
Arnold, D. (1992). The Handbook of Brand Mangement. The Economist Books Ltd.
Arjun, C. (1999). Does Brand Mediate Brand Equity Outcomes, Journal of Marketing Theory and Practice, 7(2), 136-146.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57-61.
Batra, R., Lehmann, D. R., & Singh, D. (1993). The brand personality component of brand goodwill: Some antecedents and consequences. In D. A. Aaker & A. Biel (Eds.), Brand equity and advertising: Advertising’s role in building strongbrands (pp. 83-96). Hillsdale, NJ: Lawrence Erlbaum.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
Bhote, K. R. (1995). Beyond Customer Satisfaction to Customer Loyalty-The Key To Great Profitability, American Management Association, New York, 31.
Bhatnagar, N., Aksoy, L., & Malkoc, S. A. (2004). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy. In L. J. Shrum (Ed.), The psychology of entertainment media (pp. 99-116). Mahwah, NJ: Lawrence Erlbaum.
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.
Blackston, M. (1992). Observations: Building brand equity by managing the brand’s relationships. Journal of Advertising Research, 32(3), 79-83.
Bower, A. B., & S. Landreth (2001). Is beauty best? Highs versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Chaiken, S. (1979). Communication physical attractiveness and persuasion. Journal of Personality and Social Psychology, 37(1), 1387-1397.
Chaudhuri, A., & Holbrook, B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty, Journal of Marketing, 65(2), 81-93.
Decker, C. L., (1998). Winning With The P&G 99, NY: 1st ed., Big Apple Tuttle Mori Agency, The Free Press.
Dick, A. S., & Basu, K. (1994). Customer Loyalty:Toward an Integrated conceptual Framework, Journal of Academy of Marketing Science, 22(2), 99-113.
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39-48.
Farquhar, P. H. (1990). Managing brand equity. Journal of Advertising Research, 30(4), 7-12.
Fornell, C. (1992). A National Customer Satisfaction Barometer:The Swedish Experience”, Journal of Marketing, 56(1), 6-21.
Fornell, C., & Wernerfelt (1992). A Model of Customer Complaint Management, Marketing Science, 7, 287-298.
Fornell, C., Johnson, M., Anderson, E., Cha, J., & Bryant, B. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Finding, Journal of Marketing, 60(4), 7-18
Frieden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41.
Friedman, H. H., Termini, S., & Washington, R. (1976). The effectiveness of advertising utilizing four types of endorsers. Journal of Advertising, 6(2), 22-24.
Friedman, H. H., & Friedman, L. W. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19(5), 63-71.
Goldsmith, R. E., Lafferty B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Greco, A. J. (1988). The elderly as communicators: perceptions of advertising practitioners. Journal of Advertising Research, 28(3), 39-46.
Griffen, J. (1996). Customer Loyalty: How to Earn It, How to Keep It, Simmon and Schuster Inc.
Gronholdt, Martensen, & Kristensen (2000). The relationship be-tween Cumstomer Satisfaction and Loyalty: Cross-industry differences, Total Quality Management, 11(5), 509-516.
Halliday, J. (1996). Chrysler brings out brand out brand personalities with ’97 Ads. Advertising Age, 67, 3.
Heskett, J., W. Sasser, Jr., & Hart C. (1989). Service Breakthrough, New York: The Free Press.
Hirschman, E. C., & Criag, J. T. (1997). Why media matter: Toward a richer understanding of consumers’ relationships with advertising and mass media. Journal of Advertising, 26(1), 43-60.
Hovland, Carl I., Irving L. J. & Harold H. K. (1953). Communication and Persuasion: Psychological Studies of Obvious Change. CT: Yale University Press.
Jacoby, J. & Chestnut, R. (1978). Brand Loyalty: Measurement and Management, New York: John Wiley and Sons, Inc.
Jocoby, J. & Kyner, D. (1973). Brand Loyalty and Prepeat Purchasing Behavior, Journal of Market Research,10, Feburary, 1-9.
Jones, T. O., & Sasser, W. E. (1995). Why Satisfied Customer De-fect, Harvard Business Review, 88-99
Joseph, W. B. (1982). The credibility of physically attractive communication: A review. Journal of Advertising, 11(3), 15-24.
Kahle, L. R., & Homer, P. M. (1985). Physically attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(1),954-961.
Kaikati, J. G. (1987). Celebrity Advertising: A Review and Synthesis. International Journal of Advertising, 6(2), 93-105.
Kamen, J. M., Azhari A. C., & Kragh, J. R. (1975). What a spokesman does for a sponsor. Journal of Advertising Research, 16(1), 17-24.
Kamins, M. A. (1990). An investigation into the match up hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J.C. (1989). Two-sided versus one-sided celebrity endorsements-the impact on advertising effectiveness and credibility. Journal of Advertising, 18(2), 4-10.
Kamins, M. A. (1989). Celebrity and Noncelebrity advertising in two-sided context. Journal of Advertising Research, 29(3), 34-42.
Kandampully, J. (1998). Service Quality to Service Loyalty:A Relationship Which Goes Beyond Customer Service, Total Quality Management, 9(6), 431-443.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (1998). Strategic Brand Management, New Jersey, Prentice Hall.
Kelman, H. C. (1961). Processes of Opinion Change. Public Opinion Quarterly, 25(1), 57-78.
Kotler, P. (1999). Marketing Management Millennium edition, Prentice Hall International, Inc., New Jersey, 428-451
Kumar, R., Luthra, A., & Datta, G. (2006). Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context, South Asian Journal of Management, 13( 2), 11-35.
Lafferty, B. A., Goldsmith, R. E., & Stephen, J. N. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-12.
Levy, S. J. (1959). Symbols for Sales. Harvard Business Reivew, 37(4), 117-124.
Lutz, R. J., Mackenzie, S. B., & Belch, G. E. (1983). Attitude Toward the Ad as a Mediator of Ad Effectiveness: Determinates and Consequences. Advance in Consumer Research, 10(1), 532-539.
Lynch, J., & Schuler, K. (1994). The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology and Marketing, 11(5), 417-445.
Mathur, L. K., Mathur, I., & Rangan, N. (1997). The wealth effects associated with a celebrity endorses: The Michael Jordan phenomenon. Journal of Advertising Research, 37(3), 67-73.
McCracken, G. (1989). Who Is The Celebrity Endorser? Cultural Foundations Of The Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
McGuire, W. J. (1985). Attitudes and Attitude Change in Handbook of Social Psychology, 2, G. Lindsey and E. Aronson etc., NY: Random House, pp. 233-346.
Mehta, A. (2000, May). Advertising attitudes and advertising effec-tiveness. Journal of Advertising Research, 40(3), 67-72.
Mengxia, Z. (2007). Impact of Brand Personality on PALI: A Comparative Research between Two Different Brands, Interantional Management Review, Marietta, 3(3), 36-46.
Miciak, A., & Shanklin, W. (1994). Choosing celebrity endorsers. Journal of Marketing Management, 3(1), 50-59.
Mowen, J. C., & Stepfen, W. B. (1981). On explaining and predicting the effectiveness of celebrity endorsers. Advances in Consumer Research, 8(1), 437-441.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorser, Perceived Expertise, Trustworthiness, and Attractiveness, Journal of Advertising, 19(3), 39-52.
Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, February/March, 46-54.
Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer, Boston: McGraw-Hill.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer Delight:Foundations Findings and Managerial Insight, Journal of Retailing, 73(1), 311-336.
Olsson, A., & Sandru, C. (2006). The brand proposition: Positioning and brand personality. Lulea University of Technology, Bachelor thesis.
O’Shaughnessy, J., & O’Shaughnessy, N. J. (2004). Persuasion in advertising. London & New York: Routledge.
Parekh, H., & Kanekar, S. (1994). The physical attractiveness stereotype in a consumer-related situation. Journal of Social Psychology, 134(3), 297-300.
Park, C. W., & Mittal, B. (1985). A Theory of Involvement in Consumer Behavior: Problem and Issues. Research in Consumer Behavior, J. N. Sheth ed. Greenwich, Connecticut: Jai Press, pp. 220-223.
Pepep, D. T. (2004). Celebrity checklist. Pharmaceutical Executive, 24, 94-96.
Perloff, R. M. (1993). The dynamics of persuasion. Hillsdale, NJ: Lawrence Erlbaum.
Plummer, J. T. (1985). How Personality Makes A Difference?, Journal of Advertising Research, 24(6), 27-31.
Plummer, J. T. (1985a). Brand Personality: A Strategic Concept ForMultinational Advertising, in Marketing Educators, Conference. New York: Young and Rubicam, pp.1-31.
Plummer, J. T. (2000). How personality makes a difference. Journal of Advertising Research, 24(6), 27-31.
Raphel, N., & Raphel, M. (1995). Loyalty Ladder, Harper Collins Publishers, Inc.
Reynolds, F. D., Darden, W. R., & Martin, W. (1974). Developing An Image the Store-Loyal Customer, Journal of Retailing, 50(4), 73-84.
Ries, A., & Trout, J. (1981). Positioning : The battle for your mind. New York: Warner Books.
Selnes, F. (1993). An Examination of the Effect of Product Perfor-mance on Brand Reputation Satisfaction and Loyalty, European Journal of Marketing, 27(9), 19-35.
Smith, B. (1998). Bonds, Relationship Management, and Sex-Type, Revue Canadienne des Science de L’ Administration, Buy-er-Seller Relationship, 15(1), 76-92.
Shoemaker, S., & Lewis, R. C. (1999). Customer Loyalty:The Future of Hospitality Marketing, International Journal of Hospitality Management, 18(4), 345-370.
Tellis, G. J. (2004). Effectiveness of advertising: Understanding when, how, and why advertising works. Thousand Oaks, CA: Sage.
Turner, G. (1992). British cultural studies: An introduction. New York & London: Routledge.
三、網站部份
王力宏手機圖片,新浪部落格,資料來源:http://blog.sina.com.tw /love_leehom/article.php?pbgid=24756&entryid=39720 [2009, April,01]
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊