臺灣博碩士論文加值系統

廣告一直以來是企業仰賴和消費者溝通的重要管道，非常多的廣告經理人深信使用名氣響亮的明星代言可讓品牌本身獲得同等的廣告效果，然而也有部分廣告經理人擔心名氣響亮的明星魅力過大會蓋過消費者對於產品本身的注意力，影響品牌回憶的效果。有些廣告業者泛指此種代言人魅力蓋過品牌本身的情況為“吸血鬼效應（Vampire effect）”，也就是當企業以一位極富名氣的明星代言產品，相較於以一位素人代言，品牌回憶的效果較差。然而，此吸血鬼效應是否存在一直沒有定論，因此本研究旨在探討此廣告代言人吸血鬼效應是否存在，並做相關分析。本研究以實驗設計方式進行，並以大專院校學生及一般上班族為樣本，分為四組不同的實驗情境進行研究，共回收337份問卷，篩選後共304份有效問卷。研究結果顯示名人代言人相較於素人代言人，對品牌回憶效果較低，表示吸血鬼效應確實存在；再進一步分析吸血鬼效應對於熟悉度高的品牌是否較不具影響，結果吸血鬼效應依然會發生在品牌熟悉度高的品牌上。最後，本研究依據實驗結果，提出理論與實務上的建議，供後續研究參考。

Advertisement has always been an important channel to communicate with customers. Although many brand managers prefer to use celebrities in advertisements, some worry that celebrities overshadow the brand and weaken brand recall. Practitioners mention this overshadowing as the vampire effect and defined it as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but similarly attractive endorser. There is no agreement about whether vampire effect really exists, this research analyzes the existence of the vampire effect and do the relevant analysis. Total 337 questionnaires are received and 304 of them are valid after filtering .In this research, the experimenters are divided into four different experimental scenarios and it is expected that the results of the research show that the celebrity endorser is less effective than the unknown endorser, and that the vampire effect does exist. Further analysis of the vampire effect is less affected by the brand with high familiarity. The result is that celebrity endorser on brand recall is still lower in conditions of high brand familiarity. Finally, this research based on the results provides theoretical and practical recommendations for future research reference.

謝　詞 I
目　錄 V
圖　次 VII
表　次 VIII
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 2
第三節　研究目的 2
第二章 文獻探討 5
第一節 廣告代言人之理論基礎 5
第二節品牌熟悉度相關理論基礎 11
第三節品牌回憶 12
第四節 可得性–診斷性模型 14
第五節產品與服務 16
第三章 研究設計 19
第一節 研究架構 19
第二節 研究對象與資料蒐集 19
第三節 實驗設計 21
第四章 資料分析 23
第一節 人口統計變數分析 23
第二節 卡方檢定各項變數 24
第伍章 結論與建議 37
第一節 研究結果 37
第二節 實務意涵 39
第三節 研究限制與後續研究建議 40
參考文獻 43
附錄一　實驗DM 47
附錄二 問卷內容（電子問卷） 51

Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Alexander, M. W., & Judd, B. (1978). Do nudes in ads enhance brand recall. Journal of Advertising Research, 18(1), 47-50.
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of advertising, 30(1), 1-12.
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of consumer research, 30(2), 292-304.
Hart, C. W., Schlesinger, L. A., & Maher, D. (1992). Guarantees come to professional service firms. Sloan Management Review, 33(3), 19.
Craik, F. I., & Lockhart, R. S. (1972). Levels of processing: A framework for memory research. Journal of verbal learning and verbal behavior, 11(6), 671-684.
Devue, C., Van der Stigchel, S., Brédart, S., & Theeuwes, J. (2009). You do not find your own face faster; you just look at it longer. Cognition, 111(1), 114-122.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.
Farquhar, P. H. (1989). Managing brand equity. Marketing research, 1(3).
Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of applied Psychology, 73(3), 421.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of advertising research, 24(5), 33-41.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.
Haider, H., & Frensch, P. A. (1999). Information reduction during skill acquisition: The influence of task instruction. Journal of Experimental Psychology: Applied, 5(2), 129.
Hansen, R. A., & Scott, C. A. (1976). Comments on" Attribution Theory and Advertiser Credibility". Journal of Marketing Research, 193-197.
Heider, F. (1958). The psychology of interpersonal relations.
Jones, E. E., & Davis, K. E. (1965). From acts to dispositions the attribution process in person perception. Advances in experimental social psychology, 2, 219-266.
Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of advertising research.
Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity. New Jersey.
Kim, J., Park, J., & Ryu, G. (2006). Decoy effects and brands. ACR North American Advances.
Low, G. S., & Lamb Jr, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.
Mathur, L. K., Mathur, I., & Rangan, N. (1997). The wealth effects associated with a celebrity endorser: The Michael Jordan phenomenon. Journal of Advertising research, 37(3), 67-74.
Mikhailitchenko, A., Javalgi, R. R. G., Mikhailitchenko, G., & Laroche, M. (2009). Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall. Journal of Business Research, 62(10), 931-938.
Mowen, J. C., & Brown, S. W., (1980). On explaining and predicting the effectiveness of celebrity endorsers. Advances in consumer research, 8(1), 88-90.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12-40
Sliburyte, L. (2009). How celebrities can be used in advertising to the best advantage. World Academy of Science, Engineering and Technology, 58(1), 934-939.
Soley, L., & Kurzbard, G. (1986). Sex in advertising: A comparison of 1964 and 1984 magazine advertisements. Journal of advertising, 15(3), 46-64.
Srull, T. K., & Wyer, R. S. (1980). Category accessibility and social perception: Some implications for the study of person memory and interpersonal judgments. Journal of Personality and Social Psychology, 38(6), 841-856.
Stewart, D. W., & Furse, D. H. (2000). Analysis of the impact of executional factors on advertising performance. Journal of Advertising Research, 40(6), 85-88.
Sutherland, J. C., & Middleton, L. A., (1983). The effect of humor on advertising credibility and recall. Proceedings of the 1983 Convention of the American Academy of Advertising, pp.17-21.
White, D. W., Goddard, L., & Wilbur, N. (2009). The effects of negative information transference in the celebrity endorsement relationship. International Journal of Retail & Distribution Management, 37(4), 322-335.