政大學術集成


請使用永久網址來引用或連結此文件: https://ah.nccu.edu.tw/handle/140.119/113322


題名: 廣告代言人之陪伴者的真實性與知名度對廣告效果之影響
How the authenticity and popularity of the partners of the endorsers affect Advertising effectiveness
作者: 王楷馨
貢獻者: 張卿卿
王楷馨
關鍵詞: 代言人
陪伴者
真實性
知名度
產品特性
廣告效果
日期: 2017
上傳時間: 2017-10-02 10:22:39 (UTC+8)
摘要: 過去名人代言人的學術研究多專注於代言人本身,而忽略了部分廣告中,除了代言人外,還會有一位或是數位「陪伴者」。本研究將探討陪伴者「真實與否」是否會影響代言人組合的信賴感與廣告效果;以及陪伴者「知名與否」是否會影響代言人組合的喜好度與廣告效果,此外,並以產品特性(搜尋特性和體驗特性)作為研究之調節變項。
本研究採用3(代言人與陪伴者組合:代言人於廣告中的伴侶為真實伴侶且為知名藝人/非真實伴侶且為知名藝人/非真實伴侶且為非知名藝人)×2(產品特性:搜尋特性/體驗特性)的多因子實驗設計。研究結果證實當陪伴者為「真實伴侶」時,相較於「非真實伴侶」會產生較佳的信賴感;陪伴者為「知名藝人」時,相較於「非知名藝人」則會產生較佳的喜好度,然而,無論陪伴者「真實與否」或「知名與否」,皆不會影響到廣告效果。而當產品特性不同時,亦不會產生調節中介作用。
參考文獻: 中文部分
林秀雲(2013)。《社會科學研究方法》,台北:雙葉書廊。(原書 Earl Babbie.[2012). The Practice of Social Research, 13th ed.)

英文部分
Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 56-62.
Ahearne, M., Gruen, T. W., & Jarvis, C. B. (1999). If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performance. International Journal of Research in Marketing, 16(4), 269-284.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of advertising research.
Bagozzi, R. P., & Silk, A. J. (1983). Recall, recognition, and the measurement of memory for print advertisements. Marketing Science, 2(2), 95-134.
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158.
Chang, C. (2005). Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms. Psychology & Marketing, 22(11), 887-910.
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.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of consumer research, 14(3), 421-433.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157.
Erdogan, B. Z., Baker, M. J., & Tagg, S.(2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research, 41(3), 39-48.
Farrell, K. A., Karels, G. V., Montfort, K. W., & McClatchey, C. A. 2000). Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance, 26(7), 1-15.
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.
Friedman, H. H., & Friedman, L.(1979). Endorser effectiveness by product type. Journal of advertising research, 19(5), 63-71.
Friedman, H. H., Santeramo, M. J., & Traina, A. (1978). Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(3), 291-299.
Folse, J. A. G., Netemeyer, R. G., & Burton, S. (2012). Spokescharacters. Journal of Advertising, 41(1), 17-32.
Ford, G. T., Smith, D. B., & Swasy, J. L. (1990). Consumer skepticism of advertising claims: Testing hypotheses from economics of information. Journal of consumer research, 16(4), 433-441.
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.
Gorn, G. J. (1982). The effects of music in advertising on choice behavior: A classical conditioning approach. The Journal of Marketing, 94-101.
Hansen, R. A., & Scott, C. A. (1976). Comments on" Attribution theory and advertiser credibility". Journal of Marketing Research, 193-197.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.
Hovland, C. I., Janis, I. L., & Kelley, H. H.(1953). Communication and persuasion; psychological studies of opinion change.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of consumer research, 14(3), 404-420.
Hsu, C. K., & McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11(1), 19-29.
Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: an empirical examination of consumer behavior for search and experience goods. Journal of marketing, 73(2), 55-69.
Jain, S. P., Buchanan, B., & Maheswaran, D. (2000). Comparative versus noncomparative advertising: The moderating impact of prepurchase attribute verifiability. Journal of Consumer Psychology, 9(4), 201-211.
Jain, S. P., & Posavac, S. S. (2001). Prepurchase attribute verifiability, source credibility, and persuasion. Journal of Consumer Psychology, 11(3), 169-180.
Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of advertising research.
Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C.(1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of advertising, 18(2), 4-10.
Lafferty, B. A., & Goldsmith, R. E.(1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.
Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth. Tourism review, 65(3), 16-34.
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological processes and advertising effects, 45-63.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 48-65.
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.
McCracken, G.(1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
Miller, F. M., & Allen, C. T. (2012). How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands. Journal of consumer Psychology, 22(3), 443-452.
Mitchell, A. A., & Olson, J. C. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Advertising & Society Review, 1(1).
Money, R. B., Shimp, T. A., & Sakano, T. (2006). Celebrity endorsements in Japan and the United States: is negative information all that harmful?. Journal of advertising research, 46(1), 113-123.
Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. NA-Advances in Consumer Research Volume 08.
Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-329.
Nelson, P. (1974). Advertising as information. Journal of political economy, 82(4), 729-754.
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.
Ohanian, R.(1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research.
Schlecht, C. (2003). Celebrities’ impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School.
Sherman, S. P. (1985). When you wish upon a star. Fortune, 112(4), 66.
Settle, R. B., & Golden, L. L. (1974). Attribution theory and advertiser credibility. Journal of Marketing Research, 181-185.
Shimp, T. A., Stuart, E. W., & Engle, R. W. (1991). A program of classical conditioning experiments testing variations in the conditioned stimulus and context. Journal of Consumer Research, 18(1), 1-12.
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European journal of marketing, 45(6), 882-909.
Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17-35.
Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of consumer research, 20(4), 535-547.
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.
Till, B. D., & Nowak, L. I. (2000). Toward effective use of cause-related marketing alliances. Journal of Product & Brand Management, 9(7), 472-484.
Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196.
Wright, A. A., & Lynch, J. G. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of consumer research, 21(4), 708-718.
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
描述: 碩士
國立政治大學
傳播學院傳播碩士學位學程
104464026
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0104464026
資料類型: thesis
顯示於類別:[傳播學院傳播碩士學位學程] 學位論文

文件中的檔案:

檔案 大小格式瀏覽次數
402601.pdf38132KbAdobe PDF457檢視/開啟


在學術集成中所有的資料項目都受到原著作權保護.


社群 sharing