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研究生:李佳純
研究生(外文):LI, Chia-Chun
論文名稱:品牌來源塑造與代言人國家形象一致性對廣告效果的影響
論文名稱(外文):The Influence of Consistency between Country-of-origin Branding and Country of images the Endorser with on Advertising Effectiveness.
指導教授:邱光輝邱光輝引用關係
指導教授(外文):Chiu, Kuang-Hui
口試委員:黃思明范錚強邱光輝
口試委員(外文):Hwang, SymingFarn, C.K.Chiu, Kuang-Hui
口試日期:2011-05-27
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2011
畢業學年度:99
語文別:中文
論文頁數:113
中文關鍵詞:品牌來源廣告代言人一致性廣告效果消費者本國中心傾向
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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
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