臺灣博碩士論文加值系統

近年來，隨著市場不斷地全球化，產品競爭愈趨激烈。品牌，扮演著重要的角色，不單是提供消費者區別產品間的差異，亦是產品來源的重要參考線索。對於廠商而言，如何塑造一個好的產品品牌，是在市場競爭中取得優勢的重要關鍵。在國內消費者普遍重洋媚外的心理下，對於外來品牌有較高的偏好，導致許多廠商在品牌命名上採取品牌來源塑造的策略。企圖以外來語或具有其他國家意象的文字作為品牌名稱，影響消費者對品牌來源的知覺，或形成其對品牌有特定國家的聯想，期望提高消費者的購買意圖。
本研究透過廣告情境，探討產品品牌來源塑造為本國或外國時，對廣告態度、品牌態度與購買意圖的影響。並進一步探討，在品牌來源塑造的廣告中，加入廣告代言人情境，具有不同國家形象的代言人，對於消費者的廣告態度、品牌態度與購買意圖是否會有不同的影響效果。而產品品牌塑造及代言人的國家形象間，一致與不一致的情境，又會如何影響消費者對廣告的評估。
本研究透過實驗設計的方式，探討自變數-品牌來源塑造 (本國、外國)、代言人國家形象 (本國、外國) 及兩者間一致性操弄 (一致、不一致)，對依變數-廣告態度、品牌態度與購買意圖的影響，並加入調節變數-消費者本國中心傾向 (高、低)，探討其的調節效果。總共有四組實驗情境，探討組間之廣告效果是否具有差異。
研究結果發現，品牌來源塑造及代言人的國家形象為不同國家時，對廣告效果的影響有差異，但廣告情境的一致性並未對廣告效果產生影響。而調節效果中，消費者本國中心傾向之產業本國中心傾向，在兩兩變數的關係間，具有的調節效果，但產品本國中心傾向則無調節效果。透過研究結果，在最後期望可提供廠商在品牌來源塑造及廣告代言人的選擇上，相關的策略制定建議。

In these years, as the market continued to globalization, market becomes more competitive and brand plays an important role in the market. For consumers, brand is not only a tool to differentiate products, but also an important cue to know where the product comes. How to create a good brand, in the market competition is the key for companies to get advantages. Most consumers prefer the brand comes from foreign countries now, so many companies branding with foreign languages to influence consumers the perception of brand origins or the brand-specific national associations to raise consumers’ purchase intentions.
In this study, the researcher investigates how differences with the advertising attitude, brand attitude and purchase intention between the countries of branding are domestic and foreign in the context of advertising. Furthermore, adding endorsers with images of different countries to the advertisement, how to influence the advertising attitude, brand attitude and purchase intention. Finally, consistent and inconsistent situation between the country-of-origin branding and the endorser with image of countries, how will affect the assessment of consumers for advertising.
An experiment design was conducted to investigates how country-of-origin branding (domestic or foreign), country of images the endorser with (domestic or foreign), and consistent context between them (consistent or inconsistent) to influence the advertising effectiveness, and on the other hand, how the consumer ethnocentrism moderate this effect in this study.
Results of our experiment reveal that the country-of-branding and endorser with image of countries would influence advertising effectiveness significantly, but the consistent or inconsistent context would not. On the other hand, about the moderate effect of consumer ethnocentrism, industry ethnocentrism would moderate the effect significantly, but the product ethnocentrism would not. According to these results, the strategy of country of branding and choice of endorser are discussed.

論文提要 I
ABSTRACT III
目錄 V
圖次 VII
表次 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 來源國效應 5
第二節 品牌來源塑造 12
第三節 廣告代言人與代言人國家形象 16
第四節 一致性理論 25
第五節 廣告效果 29
第六節 消費者本國中心主義 35
第三章 研究方法 37
第一節 研究架構 37
第二節 研究假說與推論 38
第三節 研究範圍與研究設計 43
第四節 研究前測 47
第五節 變數操作型定義說明 54
第六節 正式實驗設計 60
第四章 資料分析與研究結果 63
第一節 樣本敘述統計分析 63
第二節 信度與效度分析 65
第三節 假說檢定 68
第五章 結論與建議 81
第一節 研究發現與討論 81
第二節 管理意涵 83
第三節 研究限制 84
第四節 未來研究建議 85
參考文獻 87
附錄一：前測問卷 97
附錄二：正式問卷 105

方世榮、樓永堅譯 (2006)。《行銷管理學》。台北市：東華書局。(原書 Kolter & Keller, Marketing Management.)
江彥樺 (2008)。品牌來源國混淆對品牌偏好的影響：以即溶咖啡為例。暨南國際大學國際企業學系碩士班碩士論文。
吳克振譯 (2001)。《品牌管理》。台北市：華泰文化。(原書 Keven Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity.)
李光勳 (2004)。廣告代言人與代言品牌形象差異性及代言人可信度對廣告效果影響之研究。東吳大學商學院企業管理學系碩士班碩士論文。
時蓉華 (2010)。《社會心理學》。台北市：東華書局。
張春興 (1991)。張氏心理學辭典。台北市：東華書局。
張慈恩 (2008)。產品日文標是對消費者注意力及產品評估之影響。國立成功大學國際企業研究所碩士論文。
張滿玲譯 (1999)。《社會心理學》。台北市：雙葉出版社。
陳勝光 (2008)。《關於廣告學的100個故事》。台北市：宇何文化出版。
熊東亮、楊豐華、陳世晉、梁素君 (2005)。《個人行銷與形象管理》。新北市：國立空中大學。
劉典嚴 (2008)。廣告學。台中市：滄海書局。
樊志育 (1984)。《廣告效果研究》。台北市：三民書局。
樊志育 (1990)。《廣告新論》。台北市：三民書局。
鄭華清 (2009)，初版，國際行銷，台北市：新文京開發出版。
蕭富峰 (2008)。《消費者行為》。台北市：智勝文化。
Adorno, T. W., Frenkel-Brunswik, E., Levinson, D. J., & Sanford, R. N. (1950). The Authoritarian personality. New York, NY: The Harper and Brothers Press.
Albaum, G. & Peterson, R. A. (1984). Empirical research in international marketing: 1976-1982. Journal of International Business Studies, 15(Spring/Summer), 161-173.
Alden, D., Steenkamp, J-B., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, & Europe: The role of global consumer culture. Journal of Marketing, 63(January), 75-87.
Allred, A., Chakraborty, G., & Miller, S. J. (1999). Measuring Images of Developing Countries: A Scale Development Study. Journal of Euro Marketing, 8(3), 29-49.
Askegaard, S. & Ger, G. (1998). Product-Country Images: Towards a Contextualized Approach. In Basil G. Englis and Anna Olofsson eds., European Advances in Consumer Research Volume 3, Provo, UT: Association for Consumer Research, Pages: 50-58.
Bannister, J. P. & Saunders, J. A. (1978). U.K. Consumers' Attitudes Toward Imports: The Measurement of National Stereotype Image. European Journal of Marketing, 12(8), 562-570.
Batra, R., Ramaswamy, V., Alden, D. L., & Steenkamp, J-B. E. M. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9(2), 83-95.
Bentler, P. M. (1989). EQS Structural Equations Program Manual. Los Angeles: BMDP
Bilkey, W. J. & Nes, E. (1982). Country of Origin Effects on Product Evaluations. Journal of International Business Studies, 13(1), 89-99.
Byrne, A., Whitehead, M., & BREEN, S. (2003). The naked truth of celebrity endorsement. British Food Journal, 105(4/5), 288 – 296.
Chao, P. (1993). Partitioning Country of Origin Effects: Consumer Evaluation of a Hybrid Product. Journal of International Business Studies, 24(2), 291-294.
Desborde, R. D. (1990), Development & Testing of a Psychometric Scale to Measure Country-of-Origin Image. Florida State University, University Microfilms International (UMI): Ann Arbor, Michigan.
Dichter, E. (1985). What’s In An Image. The Journal of Consumer Marketing, 37(4), 75-81.
Duncan, T. & Ramaprasad, J. (1995). Standardizing Multinational Advertising: The Influencing Factors. Journal of Advertising, 24(3), 55-68.
Durvasula, S., Andrews, J. C., & Netemeyer, R. G. (1997). A cross-Cultural Comparison of Consumer Ethnocentrism in the United Stated and Russia. Journal of International Consumer Marketing, 9(4), 73-93.
Erdogan, B. Z. (1999). Celebrity Endorsement：A Literature Review. Journal of Marketing Management, 15(4), 291-314.
Farquhar, P. H. (1990). Managing Brand Equity. Journal of Advertising Research, 30(August/September), 7-12.
Fishbein, M. & Ajzen, I. (1975). Belief, Attitude, Intention & Behavior: A Introduction to Theory and Research. Journal of Leisure Research, 27(1), 61-84.
Fiske, S. & Taylor, S. (1991). Social Cognition. New York, NY: McGraw-Hill.
Freiden, 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. & Friedman, L. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19(5), 63-71.
Friedman, H. H., Salvatore, T., & Robert, W. (1976). The Effectiveness of Advertising Utilizing Four Types of Endorsers. Journal of Advertising, 5(3), 22-24.
Fronell, C. & Larcker, D (1981). Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Hair, Jr. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). New York, NY: Macmillan.
Han, C. M. & Terpstra, V. (1988). Country-of-Origin Effects for Uni-National & Bi-national Products. Journal of International Business Studies, 19(2), 235-255.
Han, C. M. (1989). Country Image: Halo or Summary Construct? Journal of Marketing Research, 26(2), 222-229.
Haubl, G. (1996). A Cross-National Investigation of the Effects of Country of Origin and Brand Name on The Evaluation of A New Car. International Marketing Review, 13(5), 76-97.
Heider, F. (1958). The Psychology of Interpersonal Relations. New York, NY: John Wiley & Sons, Inc.
Henry, J. W. & Stone, R. W. (1994). A structural equation model of end-user satisfaction with a computer-basedmedical information systems. Information Resources Management Journal, 7(3), 21–33.
Herche, J. (1992). A note on the predictive validity of the CETSCALE. Journal of the Academy of Marketing Science, 20(3), 261–264.
Hong, S. T. & Wyer, R. S. (1989). Effects of Country-of-Origin and Product-Attribute Information Process Perspective. Journal of Consumer Research, 16(2), 175-187.
Hovland, C. I. & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 15(4), 635-650.
Hovland, C. I., Janis, L. I. & Kelley, H. H. (1953). Communication and Persuasion, New Haven, CT: Yale University Press.
Insch, G. S. & McBride, J. B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country-of-origin construct. Journal of Business Research, 57(3), 256-265.
Jain, S. C. & Moon, B. J. (2002). Consumer processing of foreign advertisements: role of country-of-origin perceptions, consumer ethnocentrism, and country attitude. International Business Review, 11(2), 117-138.
James, D. L., Richard, M. D., & Robert, D. (1976). The Use of a Multi-Attribute Attitude in a Store Image Study. Journal of Retailing, 52(Summer), 23-34.
Johansson, J. K. & Thorelli, H. B. (1985). International Product Positioning. Journal of International Business Studies, 16(3), 57-75.
Juric, B. & Worsley, A. (1998). Consumers’ Attitudes towards Imported Food Products. Food Quality & Preference, 9(6), 431-441.
Kahle, L. R. & Homer, R. M. (1985). Physical Attractiveness of Celebrity Endorser: A Social Adaptation Perspective. Jouwal of Consumer Research, 11(4), 954-961.
Kamins, M. A. & Gupta, K. (1994). Congruence between Spokesperson and Product Type: A Matchup Hypothesis Perspective. Psychology and Marketing, 11(6), 569-586.
Kamins, M. A. (1989). Celebrity and Non-Celebrity Advertising in a Two- Sided Context. Journal of Advertising Research, 29(3), 34-42.
 
Kamins, M. A. (1990). An Investigation into the Match-Up-Hypothesis in Celebrity Advertising: When Beauty Be Only Skin Deep. Journal of Advertising, 19(l), 4-13.
Keller, K. L. (1998). Strategic Brand Management：Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ：Prentice-Hall.Inc.
Kelly, H. H. (1967). Attribution theory in social psychology. In Levine, D. (Ed.), Nebraska Symposium on Motivation, 15, 192-241. Lincoln: University of Nebraska Press.
Klein, J. G. (2002). Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods. Journal of International Business Studies, 33(2), 345-363.
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China. Journal of Marketing, 62(January), 89-100.
Knight, G. A. & Calantone, R. J. (2000). A Flexible Model of Consumer Country-of-Origin Perceptions. International Marketing Review, 17(2), 127-145.
Laroche, M., Papadopoulos, N. Heslop, L., & Bergeron, J. (2003). Effects of subcultural differences on country and product evaluations. Journal of Consumer Behavior, 2(3), 232-247.
Lavidge, R. J. & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59-62.
Leclerc, F., Schmitt, B. H., & Dube, L. (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 31(2), 263-270.
Lee, J. G. & Thorson, E. (2008). The Impact of Celebrity-Product Incongruence on the Effectiveness of Product Endorsement. Journal of Advertising Research, 48 (3), 433-449.
Li, Z. G., Fu, S., & Murray, W. L. (1997). Country and Product Images: The Perceptions of Consumers in the People's Republic of China. Journal of International Consumer Marketing, 10(1-2), 115-38.
Li, Z. G., Murray, L. W., & Slaw, R. D. (2000). Global Sourcing, Multiple Country-of-origin Facets, and Consumer Reactions, Journal of Business Research, 47(2), 121-133.
Liefeld, J. P. (1993). Experiments on country-of-origin effects: Review & meta-analysis of effect size. In Papadopoulos, N. & Heslop, L. A. (Eds.), Product-country images: Impact and role in international marketing (pp. 117-156). New York, NY: The Haworth Press.
Lutz, R. J., Mackenzie, S. B., & Belch, G. E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143.
Lynch, J. & Schuler, D. (1994). The match-up effect of spokesperson and product congruency: A schema theory interpretation. Psychology and Marketing, 11(5), 417-445.
MacKenzie, S. B. & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130–143.
Maheswaran, D. (1994). Country of origin as stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354-365.
Mandler, G. (1982). The Structure of Value: Accounting for Taste. In Clarke, M. S. & Fiske, S. T., Hillsdale ed., Affect and Cognition: The 17th Annual Carnegie Symposium on Cognition, New Jersey, NJ: Erlbaum, 22.
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: Gardner Lindzey and Elliot Aronson (Eds.) Handbook of Social Psychology Vol. 2, New York, NY: Random House, 233-346.
Misra, S. (1990). Celebrity Spokesperson and Brand Congruence: An Assessment of Recall and Affect. Journal of Business Research, 21(2), 159-173.
Mitchell, A. A. & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effect on brand attitude. Journal of Marketing Research, 18(3), 318-332.
Mowen, J. C. & Brown, S. W. (1981). On Explaining and Predicting the Effectiveness of Celebrity Endorser. Advances in Consumer Research, 8(1), 437-441.
Nadiri, H. & T mer, M. (2010). Influence of ethnocentrism on consumers' intention to buy domestically produced goods: An empirical study in North Cyprus. Journal of Business Economics & Management, 11(3), 444-461. 
Nagashima, A. A. (1970). Comparison of Japanese and US Attitudes toward Foreign Products. Journal of Marketing, 34(1), 68-74.
Nebenzahl, I. D., Jaffe, E. D., & Usunier, J. C. (2003). Personifying Country of Origin Research. Management International Review, 43(4), 383-406.
Netemeyer, M., Durvasula, S., & Lichtensten, D. (1991). A Cross-National Assessment of the Reliability and Validity of the CETSCALE. Journal of Marketing Research, 28(August), 320-327.
Newcomb, T. M. (1953). An Approach to the study of Communicative Acts. Psychological Review, 60(6), 393-404.
Nunnally, J. C. & Berstein, I. H. (1994). Psychometric theory. New York, NY: McGraw-Hill.
Ohanian, R. (1991). The Impact of Celebrity Spokesperson's Perceived Image on Consumers' Intention to Purchase. Journal of Advertising Research, 31(1), 46-54.
Papadopoulos, N. (1993). What product and country images are and are not. In: Papadopoulos, N. & Heslop, L. A. (Eds), Product-Country Images: Impact and Role in International Marketing, New York, NY: International Business Press, 3-38.
Peter, J. P. & Olson, J. C. (2001). Consumer Behavior and Marketing Strategy (6th ed.). New Jersey, NJ: McGraw-Hill.
Pieters, R. G. M. & Klerk-Warmerdam, M. de (1996). Ad-evoked feelings: Structure and impact on Aad and recall. Journal of Business Research, 37(2), 105-114.
Plummer, J. T. (1985). How Personality Makes a Difference. Journal of Advertising Research, 24(6), 27-31.
Robertson, R. (1987). Globalization theory and civilization analysis. Comparative Civilization Review, 17(fall), 20-30.
Roth, K. P. & Diamantopoulos, A. (2009). Advancing the Country Image Construct. Journal of Business Research, 62(7), 726-40.
Roth, M. S. & Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies, 23(3), 477-497.
Ryu, G., Park, J., & Feick, L. (2006). The Role of Product Type and Country-of-Origin in Decisions about Choice of Endorser Ethnicity in Advertising. Psychology and Marketing, 23(6), 487–513.
Samiee, S. (1994). Consumer evaluation of products in global market. Journal of International Business Studies, 25(3), 589-604.
Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4), 379-97.
Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior (7th ed.). Englewood Cliffs, NJ: Prentice Hall, Inc.
Schleifer, S. & Dunn, S. W. (1968). Relative effectiveness of advertising of foreign and domestic origin. Journal of Marketing Research, 5(3), 296–299.
Schooler, R. D. (1965). Product Bias in the Central American Common Market. Journal of Marketing Research, 2(4), 394-397.
Schooler, R. D. (1971). Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S.. Journal of International Business Studies, 2(1), 71-80.
Scott, J. E. (1994). The measurement of information systemseffectiveness: Evaluating a measuring instrument. In Proceedings of the fifteenth international conference on information systems, Vancouver, British, Columbia, 111–128.
Shimp, T. A. & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 27(August), 280-289.
Shoham, A. & Brencic, M. M. (2003). Compulsive Buying Behaviors, Journal of Consumer Marketing, 20(2), 127-138.
Singer, B. D. (1983). The Case for Using “Real People” in Advertising. Business Quarterly, 48(Winter), 32-37.
Slinker, B. H. (1984). Would You Buy a Burger from this Man? A Car? Some Stocks? Madison Avenue, 26(April), 52-53.
Stayman, D. M., Alden, D. L., & Smith, K. H. (1992). Some effects of schematic processing on consumer expectations and disconfirmation judgments. Journal of Consumer Research, 19(2), 240-255.
Strašek, R. (2010). Empirical testing of correlations between the effects of country-of-origin and consumer perceptions. World's Poultry Science Journal, 66(1), 39-52.
Stringer, P. (1984). Studies in the Social-Environment Psychological of Tourism. Annuals of Tourism Research, 11(1), 147-166.
Sumner, W. G. (1906). Folkways: A study of the sociological importance of usages, manners, customs, mores, and morals. Boston, MA: Ginn.
Takor, M. V. & Kohli, C. S. (1996). Brand origin: conceptualization and review. Journal of Consumer Marketing, 13(3), 27-42.
Taylor, S. E., Peplau, L. A., & Sears, D. O. (1997). Social psychology (9th ed). Upper Saddle River, NJ: Prentice-Hall.
Till, B. D. & Busler, M. (1998). Matching Products with Endorsers: Attractiveness versus Expertise. Journal of Consumer Marketing, 15(6), 576-586.
Till, B. D. & Busler, M. (2000). The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Belief. Journal of Advertising, 29(3), 1-13.
van der Waldt, D. L. R., Loggerenberg, M. V., & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: A survey among students. South African Journal of Economic & Management Sciences, 12 (1), 100-114.
Wall, M. & Heslop, L. A. (1986). Consumer Attitude toward Canadian Made versus Imported Products. Journal of Academy of Marketing Science, 14(2), 27-36.
Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product and Brand Management, 16(1), 38-48.
Zhuang, G., Wang, X., Zhou, L., & Zhou, N. (2008). Asymmetric effects of brand origin confusion: Evidence from the emerging market of China. International Marketing Review, 25(4), 441-457.