Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/101255


Title: 廣告人物口音、產品族裔與品牌來源國一致性對廣告效果之影響
The Impact of Accent, Product Ethnicity and Country of Origin of Brand Congruity on Advertising Effectiveness.
Authors: 莊鈞甯
Chuang, Jyun Ning
Contributors: 張卿卿
Chang, Ching Ching
莊鈞甯
Chuang, Jyun Ning
Keywords: 廣告人物口音
產品族裔
品牌來源國
一致性
Date: 2016
Issue Date: 2016-09-02 01:33:25 (UTC+8)
Abstract:   在全球化影響尚未普及前,各國傳統上因為擁有特定優勢而或多或少具有一些代表性產品,當特定產品以及特定國家之間的連結歷經長時間發展會形成一種制約,使我們在想到特定產品時自然聯想到特定的國家,例如想到和菓子會聯想到日本,Usunier與Cestre (2007)將這樣的刻板化聯想稱為產品族裔(product ethnicity)。過去研究指出,當品牌的來源國與產品的族裔間產生不一致時,例如來自俄羅斯的紅酒,會使消費者對產品產生負面的評價。
  本研究根據實務觀察而主張行銷人員可以策略性地運用「廣告人物的外語口音」做為降低消費者不一致感知的工具,以廣告人物的外語口音做為一種觸發,刺激消費者將品牌與特定國家產生聯想,例如本土品牌以帶有日語口音的廣告人物來推廣產品日式綠茶,此一手法可望調節消費者所知覺品牌來源國與產品族裔間的衝突。因此,本研究以「廣告人物口音」、「品牌來源國」、「產品族裔」三個元素切入,探討當廣告人物口音與產品族裔一致,以及當廣告人物口音與品牌來源國一致時的廣告效果。
  本研究採2(日本品牌/台灣品牌)× 2(產品族裔為日本/產品族裔為台灣)× 2(廣告人物說日語口音國語/廣告人物說標準國語)的三因子實驗設計,結果發現,廣告人物的口音確實對廣告效果產生顯著影響,然而,廣告效果並不受本研究假設「產品族裔與口音間的一致性與否」以及「品牌來源國與口音間的一致性與否」影響。此外,研究結果發現消費者具有內團體偏見(in-group bias),相較於日語口音,消費者明顯偏好本地的口音,且此一結果反映於廣告效果之上,無論品牌或產品來自於哪一國家,以標準國語配音的廣告版本皆有較為優異的廣告表現。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464028
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103464028
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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