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研究生:董亞倫
研究生(外文):Ya-Lun Tung
論文名稱:代言人與產品配適性對品牌權益之影響效果
論文名稱(外文):An Effect Study of Endorsers and Matching Products on Brand Equity
指導教授:李祥銘李祥銘引用關係
學位類別:碩士
校院名稱:清雲科技大學
系所名稱:經營管理研究所
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:2012
畢業學年度:100
語文別:中文
論文頁數:71
中文關鍵詞:廣告代言人品牌權益產品性別產品配適性
外文關鍵詞:Advertising EndorsersBrand EquityGender ProductMatching Products
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近年台灣的消費市場不斷變化,利用代言人品牌來帶動買氣,已成為市場中重要的行銷手法。過去較少有人探討產品類別是否會因代言人類型而導致形象不符或是互補的狀況,代言人跟產品該如何搭配才能獲得較佳的效果。本研究探討兩項研究主題,研究一是深入分析代言人與產品性別對品牌權益的影響效果。而研究二是探討代言人與產品適配性對品牌權益的影響效果。本研究採用實驗法來設計問卷,研究一為2*2(代言人性別/產品性別) 之研究設計;研究二也是2*2(代言人類型/產品配適性)之實驗設計,並比較由「男性」與「女性」;「真實」與「虛擬」作為廣告代言人是否會對品牌權益產生顯著的差異。研究結果發現: 在三種品牌權益的構面下,代言人與產品性別以及產品配適性的變異數檢定顯示,兩者間有顯著的交互作用。在研究一的部分,在不同代言人的類型中,對品牌忠誠度有影響效果的假設部分成立。在刮鬍刀與衛生棉的條件下時,受測者對於不同代言人代言不同類型產品對品牌權益有顯著差異;而研究二的部分,刮鬍刀在三個品牌權益衡量構面上,都以真實代言人最為合適。糖果則是以最貼近目標市場的虛擬代言人得到最高的品牌權益。

In recently years, customer market is constantly changing. Using spokesman for the brand to boost products has become a very important marketing technique. In the past, few studies explore whether product category influence product image by using different spokespersons. This study tends to (1) analyze the influence of spokespersons and product gender on brand equity; (2) investigate the influence of spokespersons and product adaptation on brand equity. This study used experimental method to design the survey where study one is a 2*2 (spokesman gender/ product gender) study design, study two is a 2*2 (spokesman category/product adaptation) experimental design, and compare whether “male” and “female”; “real” and “virtual” will cause a significant difference on brand equity. The results of study show that There is a significant interaction effect among spokesperson, product gender and product adaptation. In study one, in different spokesman category, there is a significant difference between product category and brand loyalty. In the test of razor and sanitary towel, there is a significant difference between brand equity and product category under different spokespersons. In the part of study two where three dimensions of brand equity are measure, the most suitable spokesperson is by a real one, while candy is based on virtual spokesman who closed the target market, earning the highest product equity.

中文摘要..………………………………………………….…………………….………..….. i
英文摘要..………………………………………………….……………………………....… ii
誌謝......................................................................................................................................... iii
目錄..……………………………………………………………………………………..….. iv
表目錄..………………………………………………………………………………...…….. v
圖目錄..………………………………………………………………………………...…... viii
第一章 緒論..……………………………………………………………………………..… 1
1.1 研究背景..……………………………………………………………………..…... 1
1.2 研究目的..……………………………………………………………………..…... 3
1.3 研究流程圖..…………………………………………………………………..…... 4
第二章 文獻探討..……………………………………………………………………..…… 5
2.1 代言人..........................………………………………………………………..…... 5
2.1.1代言人定義..........………………………………………………………..…... 5
2.1.2 代言人類型..…...............…………………………………………………..... 5
2.1.2 代言人特性..…...............…………………………………………………..... 6
2.2產品類型....................…………….……………………………………………….... 7
2.2.1 產品分類..…...............…………………………………………………......... 7
2.2.1 產品性別定義..…...............……………………………………………......... 8
2.3產品配適性...................................………..………………………………..……….. 8
2.3.1 配適性定義......…...............……………………………………………......... 8
2.3.1 代言配適性......…...............……………………………………………......... 8
2.4 品牌權益..………….............……………………………………………..…….... 11
2.4.1品牌權益的定義.....………………………………………………………… 11
第三章 研究方法..………………………………………………………………………… 17
3.1研究架構..……………………………………………………………………….. 17
3.2 研究假設..………………………………………………………………………. 18
3.2.1代言人性別對品牌權益之影響效果……………………………..……........ 18
3.2.2產品性別對品牌權益之影響效果......................………………………........ 18
3.2.3代言人性別與產品性別對品牌權益之干擾效果..................…………….... 19
3.2.4代言人類型對品牌權益之影響效果......................……………………........ 19
3.2.5產品類型對品牌權益之影響效果......................…………………................ 20
3.2.6代言人類型與產品類型對品牌權益之干擾效果...…….....…......…..…...... 20
3.3 研究方法..………………………………………………………………………. 21
3.4 研究之變數操作型定義..………………………………………………………. 21
3.5 問卷設計與抽樣方法..…………………………………………………………. 22
3.6 代言人之前測結果..……………………………………………………………. 24
第四章 資料分析..............………………………………………………………………… 27
4.1 研究一樣本分析及敘述性統計..………………………………………………. 27
4.2 信度分析..………………………………………………………………………. 29
4.3 效度檢定..………………………………………………………………………. 29
4.4 操弄檢定..………………………………………………………………………. 29
4.5 變異數分析..……………………………………………………………………. 29
4.5.1 代言人與產品性別對品牌忠誠度的變異數分析...………………...…...... 29
4.5.2 代言人與產品性別對知覺品質的變異數分析...…………………...…...... 30
4.5.3 代言人與產品性別對品牌聯想的變異數分析...…………………...…...... 31
4.6 代言人性別與產品性別對品牌權益之單純主要效果………………………... 32
4.6.1 代言人性別與產品性別對品牌忠誠度之交叉結果…..………........…...... 35
4.6.2 代言人性別與產品性別對知覺品質之交叉結果….…………..…...…...... 36
4.6.3 代言人性別與產品性別對品牌聯想之交叉結果.…………..……...…...... 37
4.7 研究二樣本分析及敘述性統計..………………………………………………. 38
4.8 研究二信度分析..………………………………………………………………. 39
4.9 研究二操弄檢定..………………………………………………………………. 39
4.10 研究二變異數分析..……………………………………………………….….. 39
4.10.1 研究二代言人類型與產品類型對品牌忠誠度的變異數分析……..…… 39
4.10.2 代言人類型與產品類型對知覺品質的變異數分析…………........…...... 40
4.10.3 代言人類型與產品類型對品牌聯想的變異數分析…....…......…............ 41
4.11 代言人類型與產品類型對品牌權益之單純主要效果.......…………...……... 42
4.11.1 代言人類型與產品類型對品牌忠誠度之交叉結果…....…......…............ 45
4.11.2 代言人類型與產品類型對知覺品質之交叉結果…....…......…................ 46
4.11.3 代言人類型與產品類型對品牌聯想之交叉結果…....…......…................ 47
第五章 結論與建議……………………………………………………….………..……... 48
5.1 代言人性別與產品性別的品牌權益.….………………………………………. 48
5.2 代言人類型與產品類型的品牌權益..…………………………………………. 49
5.3 研究限制......................................………………………………………………. 49
5.3 後續研究建議..............................………………………………………………. 50
參考文獻………………….……..…………………………………….………………….... 51
附錄: 研究問卷……..……….……………………………………….…………………..... 58
表目錄
表 2.1 代言人與產品性別之相關文獻彙整表..……………………………….......……... 10
表 3.1 研究之變數操作型定義………......……………………………………….………. 22
表 3.2品牌權益變項問卷................................................………………………...….……. 23
表 3.3 代言人成對比較..…………………………………………….……………………. 25
表 4.1 樣本分析..….………………………………………………………………………. 28
表 4.2 信度分析..………………………………………………………………………….. 29
表 4.3 品牌忠誠度變異數分析..………………………………………………………….. 30
表 4.4 知覺品質變異數分析..…………………………………………………………….. 30
表 4.5 品牌聯想變異數分析..…………………………………………………………….. 31
表 4.6 代言人性別與產品性別對品牌權益之單純主要效果列聯表..………………….. 32
表 4.7 品牌忠誠度單純主要效果..……………………………………………………….. 32
表 4.8 知覺品質單純主要效果..………………………………………………………….. 33
表 4.9品牌聯想單純主要效果..………………………….……………………………….. 34
表 5.10 樣本分析..………………………………………………………………………… 38
表 5.11 信度分析..………………………………………………………………………… 39
表 5.12 品牌忠誠度變異數分析..………………………………………………………… 40
表 5.13 知覺品質變異數分析..…………………………………………………………… 40
表 5.14 品牌聯想變異數分析..…………………………………………………………… 41
表 5.15 代言人類型與產品類型對品牌權益之單純主要效果列聯表..………………… 42
表 5.16 品牌忠誠度之單純主要效果..…………………………………………………… 42
表 5.17 知覺品質之單純主要…………………………………………………………….. 43
表 5.18 品牌聯想之單純主要效果..……………………………………………………… 44
圖目錄
圖1.1 研究流程圖..…………………………………………………………………….....… 4
圖2.1 品牌知識摘要..…………………………………………………………………...… 13
圖2.2品牌權益之五大構面..…………………………………………………………….... 16
圖3.1 研究架構..……………………………………………………………………..…..... 17
圖4.1 品牌忠誠度交叉結果..………………………………………………………..…..... 35
圖4.2 知覺品質的交叉結果..……………………………………………………….....….. 36
圖4.3 品牌聯想的交叉結果..………………………………………………………..…..... 37
圖4.4 品牌忠誠度的交叉結果..…………………………………………………..….….... 45
圖4.5 知覺品質的交叉結果..……………………………………………………..….…… 46
圖4.6 品牌聯想的交叉結果..……………………………………………………..….…… 47

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