臺灣博碩士論文加值系統

緒論：品牌延伸是原品牌拓展新市場或增加產品線的策略之一，啟用代言人則可以提升延伸品牌的知名度。原品牌與延伸產品的配適度高低會影響消費者對延伸品牌形象的觀感。另外，消費者對原品牌與代言人的熟悉程度以及對代言人與產品配適度的評估，都關係著代言人的形象是否能成功移轉至延伸品牌上。本研究藉由快時尚品牌UNIQLO與全球品牌代言人錦織圭之個案了解對日本地區消費者而言贊助配適度是否影響品牌個性、購買意願及延伸契合度。方法：本研究採問卷調查法，研究對象鎖定為日本地區 18 歲以上之消費者，以網路平台發布問卷。結果：本研究回收問卷共515份，有效問卷為408份，資料顯示贊助配適度對品牌個性、購買意願、延伸契合度有正向關係，然代言人熟悉度與品牌熟悉度之調節效果僅在代言人品牌配適度對純真構面、代言人產品配適度對勝任構面兩關係中達顯著水平。討論：本研究確立配適假說中配適度與形象移轉之模型，結果顯示贊助配適度能充分解釋品牌個性與延伸契合度，對於購買意願之效果雖達顯著但解釋力相對較低；至於代言人熟悉度之調節效果僅存在於代言人品牌配適度對純真構面及代言人產品配適度對勝任構面兩關係中，即對日本消費者而言，對於品牌個性、購買意願與延伸配合度之看法主要受贊助配適度之直接影響。

Introduction: Brand extension is a strategy for parent brand to develop new market or expand new product line. Endorsement is considered as an effective promotional tool to increase the awareness of extension brand. The fit between parent brand and extended brand products is found to influence consumers’ emotional connection to the image of the extended brand. In addition, the familiarity of consumers with parent brand and endorsers is likely to affect the success of the image transfer of the endorsers to the extended brand. The objective of this study is to determine the globalization strategy to improve brand awareness for multi-national corporations by understanding the consumers’ brand familiarity, endorser familiarity, sponsor fit, and its relationship with brand personality, purchase intention and parent brand-extension fit by assessing the endorsement campaign between UNIQLO and Kei Nishikori. Method: Online questionnaires will be distributed in Japan. Information including personal data, brand personality, brand familiarity, endorser familiarity, sponsor fit, purchase intention and parent brand-extension fit will be collected. Result: The sample for this study consisted of 515 Japanese citizens, aged 20 and over. 394 questionnaires were valid. Conclusion: The result revealed that sponsor fit had a significant direct effect on brand personality, purchase intention and parent brand-extension fit. And the study identify consumers’ perception of sincerity and competence between UNIQLO and Kei Nishikori through the consideration of the moderating effect of endorser familiarity. The results indicated that the most important factor of the model is endorser-brand fit. Consumers’ perception of brand personality, purchase intention and parent brand-extension fit is mainly directly influenced by sponsor fit.

學位論文授權書.............................................. ii
學位考試審定書.............................................. iii
中文摘要.................................................... iv
英文摘要.................................................... vi
目錄........................................................ viii
表目錄...................................................... x
圖目錄...................................................... xii
第壹章　緒論................................................ 1
第一節　研究背景與動機................................... 1
第二節　研究目的與問題................................... 4
第三節　研究限制......................................... 5
第四節　操作型定義....................................... 5
第貳章　文獻探討............................................ 7
第一節　品牌延伸......................................... 7
第二節　形象移轉......................................... 8
第三節　運動代言人....................................... 12
第四節　品牌熟悉度....................................... 18
第五節　代言人熟悉度..................................... 19
第六節　延伸契合度....................................... 19
第七節　小結............................................. 20
第參章　研究方法............................................ 24
第一節　研究架構......................................... 24
第二節　研究對象......................................... 25
第三節　研究工具......................................... 26
第四節　資料處理......................................... 32
第肆章　研究結果與討論...................................... 33
第一節　信度分析......................................... 33
第二節　人口背景分析..................................... 34
第三節　結果分析......................................... 35
第四節　小結............................................. 52
第伍章　結論與建議.......................................... 54
第一節　結論............................................. 54
第二節　建議與未來研究................................... 56
參考文獻　.................................................. 58
中文部分................................................. 58
外文部分................................................. 59
附錄　...................................................... 69
贊助配適度對品牌個性研究正式問卷......................... 69
表目錄

表3-1 Aaker (1997) 品牌個性量表內容........................ 27
表3-2本研究品牌個性量表問項內容........................... 28
表3-3品牌熟悉度量表....................................... 29
表3-4代言人熟悉度量表..................................... 29
表3-5代言人與產品配適度量表............................... 30
表3-6代言人與品牌配適度量表............................... 30
表3-7延伸契合度度量表..................................... 31
表3-8購買意願量表......................................... 31
表4-1正式問卷信度分析摘要表............................... 33
表4-2人口背景分析表....................................... 34
表4-3各構面相關係數摘要表................................. 37
表4-4贊助配適度對品牌個性純真構面之迴歸係數表............. 38
表4-5贊助配適度對品牌個性刺激構面之迴歸係數表............. 39
表4-6贊助配適度對品牌個性勝任構面之迴歸係數表............. 40
表4-7贊助配適度對品牌個性強壯構面之迴歸係數表............. 40
表4-8贊助配適度對購買意願之迴歸係數表..................... 41
表4-9贊助配適度對延伸契合度之迴歸係數表................... 42
表4-10代言人熟悉度調節贊助配適度對純真品牌個性之迴歸係數表 43
表4-11代言人熟悉度調節贊助配適度對刺激品牌個性之迴歸係數表 44
表4-12代言人熟悉度調節贊助配適度對勝任品牌個性之迴歸係數表 45
表4-13代言人熟悉度調節贊助配適度對強壯品牌個性之迴歸係數表 46
表4-14代言人熟悉度調節贊助配適度對購買意願之迴歸係數表.... 47
表4-15品牌熟悉度調節贊助配適度對純真品牌個性之迴歸係數表.. 48
表4-16品牌熟悉度調節贊助配適度對刺激品牌個性之迴歸係數表.. 49
表4-17品牌熟悉度調節贊助配適度對勝任品牌個性之迴歸係數表.. 50
表4-18品牌熟悉度調節贊助配適度對強壯品牌個性之迴歸係數表.. 51
表4-19品牌熟悉度調節贊助配適度對購買意願之迴歸係數表...... 52


圖目錄

圖3-1研究架構圖........................................... 24
圖4-1品牌個性之驗證性因素分析圖........................... 36

參考文獻
一、中文部分
吳立偉、林呈昱、林瑋琳 (2015)。自有品牌之名人代言：品牌熟悉度、知覺風險、知覺價值與品牌關係。管理研究學報，15(1)，85-116。
胡均立、陳昭熹、蔡銘鴻 (2016)。特製版悠遊卡的主題與銷售。中華管理發展評論，5(1)，1-22。
許碧芳、蘇鈺勳 (2008)。廣告代言人評選模式之發展與應用。廣告學研究，(29)，29-46。
梁懷良、高月慈、林鉦棽 (2010)。運動員代言人與產品配適度之文獻回顧。臺灣體育運動管理學報，11(3)，191-213。
曾聖文、陳宇軒 (2013)。品牌熟悉度、商品特性對運動鞋相似品購買意願及忠誠度之影響：以個人特質為干擾變數。運動休閒管理學報，10(1)，44-63。
錢玉芬、王可欣 (2004)。廣告代言人的性格形象對品牌性格的影響－以Nokia新款手機的平面廣告為例。廣告學研究，26，27-59。
蔡佳靜 (2006)。廣告模特兒外表吸引力的迷思？－不同男性產品之探討。廣告學研究，25，107-129。
蔡佳靜、卓家億 (2013)。代言人與產品配適之研究。管理與系統，20(4)，611-635。

二、外文部分
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 27-41.
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
Adams, G. R. (1977). Physical attractiveness research. Human development, 20(4), 217-239.
Ahmed, Z., Anang, R., Othman, N., & Sambasivan, M. (2013). To purchase or not to purchase US products: role of religiosity, animosity, and ethno-centrism among Malaysian consumers. Journal of Services Marketing, 27(7), 551-563.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
Arsena, A., Silvera, D. H., & Pandelaere, M. (2014). Brand trait transference: When celebrity endorsers acquire brand personality traits. Journal of Business Research, 67(7), 1537-1543.
Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555.
Bettman, J. R., & Park, C. W. (1980). Effects of Price Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis. Journal of Consumer Research, 7(3), 234-248.
Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122.
Boon, E., Grant, P., & Kietzmann, J. (2016). Consumer generated brand extensions: definition and response strategies. Journal of Product & Brand Management, 25(4) 337-344.
Boyd, T., C. & Shank, M. D. (2004). Athletes as Product Endorsers: The Effect of Gender and Product Relatedness. Sport Marketing Quarterly, 13(2), 82-93.
Bridges, S., Keller, K. L., & Sood, S. (2000). Communication strategies for brand extensions: Enhancing perceived fit by establishing explanatory links. Journal of Advertising, 29(4), 1-11.
Brison, N. T., Baker III, T. A., & Byon, K. K. (2015). Facebook Likes and Sport Brand Image: An Empirical Examination of the National Advertising Division’s Coastal Contacts’ Decision. Journal of Legal Aspects Sport, 25, 104-125.
Caballero, M. J., & Solomon, P. J. (1984). Effects of Model Attractiveness on Sales Response. Journal of Advertising, 13(1), 17-33.
Carlson, B. D., & Donavan, D. T. (2013). Human Brands in Sport: Athlete Brand Personality and Identification. Journal of Sport Management, 27, 193-206.
Carrillat, F. A., Harris, E. G., & Lafferty, B. A. (2010). Fortuitous Brand Image Transfer: Investigating the Side Effect of Concurrent Sponsorships. Journal of Advertising, 39(2), 109-23.
Carrillat, F. A., Solomon, P. J., & d’Astous A. (2015). Brand Stereotyping and Image Transfer in Concurrent Sponsorships. Journal of Advertising, 44(4), 300-314.
Charbonneau, J., & Garland, R. (2005). Talent, Looks or Brains? New Practitioners’ Views on Celebrity and Athlete Endorsers. Marketing Bulletin, 16, 1-10.
Chien, P. M., Kelly, S. J., & Weeks C. S. (2016). Sport scandal and sponsorship decisions: Team identification matters. Journal of Sport Management, 30(5), 490-505.
Choi, S. M., & Rifon, N. J. (2007). Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images. The Journal of Popular Culture, 40(2), 304-324.
Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29, 639–650.
Dees, W. (2007). Personality Fit in NASCAR: Does Driver-Sponsor Congruence Influence Sponsorship Effectiveness Ootcomes? Texas A&M University.
Dhurup, M. (2014).Sport fans and athlete celebrity endorsers: Relationships between celebrity familiarity and endorser-brand fit with brand attitude and brand purchase intentions. African Journal for Physical, Health Education, Recreation and Dance, 20(4), 1537-1550.
Eisend, M., & Langner, T. (2010). Immediate and Delayed Advertising Effects of Celebrity Endorsers’ Attractiveness and Expertise. International Journal of Advertising, 29(4), 527-546.
Erdogan, B. Z., Baker M. J., & Tagg, S. (2001). Selecting Celebrity Endorsers: The Practitioner’s Perspective. Journal of Advertising Research, 41(3), 39-48.
Erfgen, C., Sattler, H., & Schnittka, O. (2015). How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions. Journal of Business Economics, 85(5), 479-504.
Filo, K., Funk, D., & O’Brien, D. (2010). The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport Events. Journal of Sport Management, 24, 623-648.
Fink, J., Cunningham, G., Kensicki, L. J. (2004) Utilizing athletes as endorsers to sell women's sport: Attractiveness versus expertise. Journal of Sport Management, 18(4), 350-367.
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. W. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19(5), 63-71.
Halonen‐Knight, E., & Hurmerinta, L. (2010). Who endorses whom? Meanings transfer in celebrity endorsement. Journal of Product & Brand Management, 19(6), 452-460.
Hameed, A., Saleem, S. M., Rashid, M., & Aslam, R. (2014). The Impact of Brand Extension on Parent Brand Image. International Journal of Humanities and Social Science, 4(2), 236-245.
Hariri, M., & Vazifehdust, M. (2011). How does Brand Extension Affect Brand Image? A study of Iran Market. International Conference on Business and Economics Research, 1, 104-109.
Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management, 22(4), 410-426.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: the role of image transfer. Journal of Advertising, 28(4), 47-57.
Jacoby, J., Troutman, T., Kuss, A., & Mazursky, D. (1986). Experience and expertise in complex decision making. Advances in Consumer Research, 13(1), 469-475.
Jung, K. (2006). Cross-Gender Brand Extensions: Effects of Gender of Brand, Gender of Consumer and Product Type on Evaluation of Cross-Gender Extensions. Association for Consumer Research, 67-74.
Kahle, L. R., & Homer, P. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11, 954-961.
Kamins M. A. (1990). An investigation into the match-up hypothesis in celebrity advertising: When beauty may only be skin deep. Journal of Advertising, 19(1), 4-13.
Kapferer, J. N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page.
Keller, K. L. (1997). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29, 35–50.
Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing, 58(3), 97-105.
Lee, C., Bang, H., & Lee, D. (2013). Regaining fans' trust after negative incidents: fit between responses and nature of incidents. Sport Marketing Quarterly, 22, 235-245.
Lee, J. S. (2017). The Impact of Celebrity Endorser Attachment and Endorser-Product Match-Up on Credibility, Attitude, and Purchase Intent. (Doctoral dissertation, The University of Alabama).
Lee, Y., & Koo, J. (2015). Athlete Endorsement, Attitudes, and Purchase Intention: The Interaction Effect Between Athlete Endorser-Product Congruence and Endorser Credibility. Journal of Sport Management, 29, 523-538.
Li, Ya-Lin. (2015). The Severity of Negative Events in Enterprises Affects Consumers’ Brand Attitude. Social Behavior and Personality, 43(9), 1533–1546.
Liu, M. T., Huang, Y. Y., & Jiang, M. (2007). Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24(6), 358-365.
Lohneiss, A., & Hill, B. (2014). The impact of processing athlete transgressions on brand image and purchase intent. European Sport Management Quarterly, 14(2), 171-193.
Milberg, S. J., Park, C. W., & McCarthy, M.S. (1997). Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies. Journal of Consumer Psychology (Lawrence Erlbaum Associates), 6(2), 119-140.
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39-45
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. The Journal of Consumer Research, 16, 310-321.
McWilliam, G. (1993). The Effect of Brand Typology on Brand Extension Fit: Commercial and Academic Research Findings. European Advances in Consumer Research, 1, 485-491.
Morelan, R. L., & Zajonc, R. B. (1982). Exposure effects in person perception: Familiarity, similarity, and attraction. Journal of Experimental Social Psychology, 18(5), 395-415.
Mowen, J. C., & Brown, S. W. (1981.) On Explaining and Predicting the Effectiveness of Celebrity Endorsers. Advances in Consumer Research, 8, 437-441.
Nufer, G., & Bühler, A. (2010). How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998. International Journal of Sports Marketing and Sponsorship, 11(4), 33-49.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3),39-52.
Parekh, H., & Kanekar, S. (1994). The Physical Attractiveness Stereotype in a Consumer-Related Situation. The Journal of Social Psychology, 134(3), 297-300.
Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency. Journal of Consumer Research, 18(2), 185-193.
Phelps, J., & Thorson, E. (1991). Brand Familiarity and Product Involvement Effects on the Attitude Toward an Ad - Brand Attitude Relationship. Advances in Consumer Research, 18, 202-209.
Redker, C. M., & Gibson, B. (2009). Music as an unconditioned stimulus: Positive and negative effects of country music on implicit attitudes, explicit attitudes, and brand choice. Journal of Applied Social Psychology, 39, 2689–2705.
Reingen, P. H., & Kernan, J. B. (1993). Social perception and interpersonal influence: Some consequences of the physical attractiveness stereotype in a personal selling setting. Journal of Consumer Psychology, 2(1), 25-38.
Roy, S. (2006). An exploratory study in celebrity endorsements. Journal of Creative Communications, 1(2), 139-153.
Roy, S., Gammoh, B. S., & Koh, A. A. (2010). Predicting the Effectiveness of Celebrity Endorserments Using Balance Theory. Journal of Customer Behaviour, 11(1), 33-52.
Roy, S., & Jain, V. (2017). Exploring meaning transfer in celebrity endorsements: measurement and validation. Asia-Pacific Journal of Business Administration, 9(2), 87-104.
Roy, S., & Moorthi, Y. L. R. (2012). Investigating endorser personality effects on brand personality: Causation and reverse causation in India. Journal of Brand Strategy, 1(2), 164-179.
Sichtmann, C., & Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success. Academy of Marketing Science, 41, 567-585.
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38, 1509-1526.
Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Consumer behavior and beyond. NY: Harcourt Brace.
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238.
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European journal of marketing, 45(6), 882-909.
Sundaram, D. S., & Webster, C. (1999). The Role of Brand Familiarity on the Impact of Word-Of-Mouth Communication on Brand Evaluations. Advances in Consumer Research, 26, 664-670.
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 beliefs. Journal of Advertising, 29(3), 1-13.
Thomas, V. L., & Fowler, K. (2016). Examining the Impact of Brand Transgressions on Consumers’ Perceptions of Celebrity Endorsers. Perceptions of Celebrity Endorsers. Journal of Advertising, 45(4), 377–390.
Taylor, V. A., & Bearden, W. O. (2002). The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity. Journal of the Academy of Marketing Science, 30(2), 131-140.
Um, N. H. (2013). Celebrity scandal fallout: How attribution style can protect the sponsor. Psychology and Marketing, 30(6), 529-541.
Veltri, F. R., & Long, S. A. (1998). A New Image: Female Athlete-Endorser. The Cyber Journal of Sport Marketing, 2, 4-15.
Walsh, P., & Williams, A. (2017). To Extend or Not Extend a Human Brand: An Analysis of Perceived Fit and Attitudes Toward Athlete Brand Extensions. Journal of Sport Management, 31(1), 44-60.
Walster, E., Dion, K., & Berscheid, E. (1972). What Is Beautiful Is Good. Journal of Personality and Social Psychology, 24(3), 285-290.
Walliser, B. (2015). Congruence effects in sports marketing: Determinants, measures, and outcomes of fit or misfit. In Routledge Handbook of Sports Marketing, 31-42. Routledge.
Yu, C., Lin, P., & Chen, C. (2013). How brand image, country of origin, and self-congruity influence internet users’ purchase intention. Social behavior and personality, 41(4), 599-612.
山口志郎 (2015)。スポーツイベントにおけるスポンサーフィット:先行研究の検討。スポーツマネジメント研究，7(1)，3-22。
山口志郎、野川春夫、山口泰雄 (2014)。冠スポーツイベントにおけるパーソナリティ・フィットが消費者の購買行動に及ぼす影響。生涯スポーツ学研究，11(1)，13-25。
山口志郎、野川春夫、北村薫、山口泰雄 (2010)。スポーツイベントのスポンサーシップにおけるスポンサーフィットに関する研究：Gwinner and Bennett モデルの検証。消費者行動研究，2(2)，147-161。
李炅泰 (2015)。スポーツイベントとスポンサーの整合性が低い場合 におけるアンプッシュ・マーケテイングの効果。経営論集，86，47-58。
棚橋菊夫、杉本徹雄 (2004)。ブランド拡張とブランド戦略。消費者行動研究，2(2)，85-95。