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研究生:陳威霖
研究生(外文):Chen, Wei-Lin
論文名稱:獨家代言人最好? 以聯想記憶網路模 型探討名人代言多重品牌 之廣告效果。
論文名稱(外文):The Effect of Multiple Endorsements on Advertising Effectiveness: Based on Associative Memory Networks Model.
指導教授:駱少康駱少康引用關係
指導教授(外文):Lo, Shao-Kang
口試委員:謝艾芸周宇貞
口試委員(外文):Hsieh, Ai-YunChou, Yu-Jen
口試日期:2019-06-08
學位類別:碩士
校院名稱:中國文化大學
系所名稱:行銷碩士學位學程碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:47
中文關鍵詞:名人代言認知資源有限聯想網路記憶模型品牌態度品牌記憶品牌形象
外文關鍵詞:celebrity endorsementlimited cognitive resourceassociative network memory modelbrand attitudebrand memorybrand image
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  • 下載下載:62
  • 收藏至我的研究室書目清單書目收藏:0
企業與名人合作代言品牌為其增添品牌態度、品牌形象或是品牌記憶並不少見。在實務上,常發生行銷人員在制定代言人策略時,經常猶豫要邀請尚未代言品牌的名人做一對一的單一代言? 還是尋求已經代言多個品牌的名人做多重代言? 本研究以聯想記憶網路模型之概念及認知資源有限概念主張即便代言人與品牌形象一致的情況下,若我們合作的名人為代言單一品牌之代言人,我們推論品牌態度或是品牌記憶都應該比代言多重品牌的代言人佳。然而,當行銷人員僅能從多重代言之名人中做抉擇時,若其代言之品牌具有一致性,則我們推論品牌所獲得之品牌態度、品牌形象或是品牌記憶都較佳。結果發現結果正如我們所推測,多重代言的品牌記憶與品牌態度都較單一代言差,但多重代言之一致性卻與我們推測不符,品牌所獲得之品牌記憶與品牌態度皆無顯著差異。
It is universal for companies to cooperate with a celebrity which endorses brand increasing brand attitude, brand image or brand memory. In practice, when implementing the strategy of endorsement, it is common for marketing executive to consider whether they want to cooperate with the celebrities who have not yet endorsed brands to do one-on-one single endorsements? or the celebrities who have already endorsed multiple brands? This study uses the concept of the associative memory network model and the concept of limited cognitive resources. Even if the endorser and the brand image are consistent, we supposed that cooperate with the celebrity who endorses single brands, our brand memory, and brand attitude should be better than the celebrity who endorses multiple brands. However, when the marketing executive choose a endorser from the celebrity who endorse multiple brands. if the brand of the endorsement is consistent, we supposed that cooperate with the celebrity who has consistent brand image, our brand attitude, brand memory should be better than the celebrity who has inconsistent brand image. It turns out that as we have supposed, the brand memory and brand attitude of single endorsements are better than a multiple endorsement. But result of consistent of multiple endorsement is failed which we have supposed.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... vii
圖目錄  ..................... viii
第一章  緒論................... 1
第二章  文獻探討................. 4
  第一節  代言行為............... 4
  第二節  記憶的形成.............. 8
  第二節  單一代言及多重代言對廣告效果之影響.. 17
第三章  研究方法................. 21
  第一節  實驗材料準備............. 21
  第二節  自變數操弄.............. 26
  第三節  依變數衡量.............. 27
  第四節  資料分析方法............. 28
第四章  研究結果................. 29
  第一節  受試者描述性統計...........29
  第二節  假說檢定...............29
第五章  討論...................32
  第一節  研究結果彙整.............32
  第二節  學術義涵...............33
  第三節  實務義涵...............33
  第四節  研究限制與未來發展..........34
參考文獻 .....................36


表目錄
表 4- 1 單因子變異數分析(One-Way ANOVA)分析結果..30
表 4- 2 Scheffe法多重比較分析...........31

圖目錄
圖 2-1 記憶特徵結構系統..............9
圖 2-2 工作記憶模型................12
圖 2-3 長期記憶模型................13
圖 3-1 經先導測驗選出之名人............22
圖 3-2 經先導測驗選出之陽剛產品..........23
圖 3-3 經先導測驗選出之陰柔及既不陽剛亦不陰柔之產品......................... 23
圖 3-4 名人故事..................24
圖 3-5 啞鈴與名人.................25
圖 3-6 男用背心與名人...............25
圖 3-7 仿真模型槍與名人..............25
圖 3-8 吹風機與名人................25
圖 3-9 口紅與名人.................25



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