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https://ah.lib.nccu.edu.tw/handle/140.119/125100| 題名: | 探討品牌代言人及品牌年輕化對於消費者廣告態度、品牌態度及購買意願之影響 Exploring the Influence of Brand Endorsement and Brand Rejuvenation on Consumer Advertising Attitude, Brand Attitude and Purchase Intention. |
作者: | 劉書廷 Liu, Shu-Ting |
貢獻者: | 郭貞 Kuo, Cheng 劉書廷 Liu, Shu-Ting |
關鍵詞: | 品牌年輕化 品牌代言人 偶像崇拜 廣告態度 品牌態度 購買意願 |
日期: | 2019 | 上傳時間: | 7-Aug-2019 | 摘要: | 本研究針對品牌代言人與品牌年輕化之間的關係進行討論，透過使用代言人相關理論並加入偶像崇拜理論共同論述，以探討過往代言人效果對於品牌年輕化的影響，並延伸討論消費者對於名人所具有的偶像崇拜會如何影響品牌在使用代言人上的效果。\n\n本研究共回收261份有效問卷，並使用回歸分析導出消費者的偶像崇拜會正向的影響其對於品牌代言人、品牌年輕化以及廣告的態度，而品牌代言人的使用也會正向影響消費者對於品牌年輕化的認知，最後，品牌年輕化的效果也能正向影響消費者對於品牌的廣告態度、品牌態度及購買意願。 | 參考文獻: | 一點資訊，企業品牌老化？可以看看這3個建議，上網日期106年8月1日，檢自：https://zi.media/@yidianzixun/post/uqMMW2\n朱利夫（2011）。代言配適度、廣告態度、品牌態度與代言人態度關係之研究－以王建民代言為例。未出版之博（碩）士論文，台北市立體育學院休閒與運動管理碩士，台北。\n李青紋（2007）。電影中之置入性行銷效果研究－以平衡理論析之。未出版之博（碩）士論文。國立臺北大學合作經濟學系，台北。\n李紫竹，品牌面對老化危機，如何抓住年輕世代的心！【Adm廣告雜誌｜Digital x Creative】，上網日期107年10月29日，檢自http://adaround.blogspot.com/2018/10/blog-post_29.html\n何玫萱（2011）。以平衡理論探討消費者、K-pop歌手和目的地意象之關係。未出版之博（碩）士論文，國立中正大學行銷管理研究所，嘉義。\n何達斯（2009）。品牌年輕化和消費者涉入程度對消費者購買意願的影響：以黑松沙士創新性行銷活動為例。未出版之博（碩）士論文，實踐大學企業創新與創業管理研究所，台北。\n李姿蓉（2006）。青少年偶像崇拜傾向與崇拜延伸消費之研究。未出版之博（碩）士論文，南台科技大學企業管理系，台南。\n吳苔綺，品牌的年輕化不能單單改變形象，必須是由內而外的改變，上網日期107年3月8日。檢自https://www.tiandiren.tw/archives/47874/\n花千惠、胡凱傑（2014）。奢侈品品牌形象、奢侈品價值與品牌態度對消費者購買意圖之影響。第17屆科際整合管理研討會，293-307。\n林聖淵（2006）。不同世代偏好品牌之廣告訊息分析：品牌年輕化的訊息建議。未出版之博（碩）士論文，國立交通大學傳播研究所，新竹。\n徐淑如、戴基峯、郭怡君（2018）。廣告代言人吸引力、廣告情感訴求與玩家參與線上遊戲公測意圖。資訊管理學報，25:2，219-253。\n郭貞（1997）。地域差異、社會階層對臺灣地區民眾之外顯式消費、綠色消費傾向與送禮文化之影響。廣告學研究，9，1-20。\n許愈珮，品牌的回春術。上網日期107年5月30日。截自https://www.cw.com.tw/article/article.action?id=5090202\n朱珮儀（2009）。個人消費動機對精品品牌購買意圖之研究。未出版之博（碩）士論文，銘傳大學企業管理學類，台北。\n陳協勝、蔡壁卉（2010）。精品特質、衝動性特性、虛榮心對精品購買意願影響之研究。行銷評論，第7卷，第4期，447-470。\n掃文資訊，對品牌老化Say NO！看麥當勞、海底撈如何保持「新鮮感」...。上網日期107年5月20日，檢自https://hk.saowen.com/a/f910d815c9a59996902b08eb36c4b9ee5bcd82a8b5c0cacb84f521d81802fe71\n黃敏（2011）。偶像崇拜、消費價值與行為意向關係之研究—以中部地區青少年觀看臺灣偶像劇為例。未出版之博（碩）士論文，朝陽科技大學企業管理系碩士班，台中。\n黃祈璿（2015）。老品牌以及年輕代言人的個性適配性對於活化品牌的效果探討產品涉入程度的干擾效果。未出版之博（碩）士論文，國立政治大學國際經營與貿易研究所，台北。\n黃盈斐（2012）。台灣名牌精品市場之消費者動機、態度與行為。未出版之博（碩）士論文國立成功大學高階管理碩士在職專班，台南。\n游佩菁（2005）。品牌活化對品牌價值影響之研究。未出版之博（碩）士論文，逢甲大學企業管理學系，台中。\n詹志中，透過年輕之眼，看見未來的未來，上網日期108年6月19日。檢自http://adaround.blogspot.com/2018/06/blog-post_83.html#more\n瘋時尚，「Z世代」登場，品牌年輕化與數位佈局成為品牌經營新課題，上網日期107年6月20日，檢自https://ifashiontrend.com/z-generation-strategy/\n劉承衢（2013）。偶像崇拜、代言人可信度與產品購買意願關係之研究。未出版之博（碩）士論文，國立暨南國際大學國際企業學系，南投。\n賴聖美，義大利60年老品牌Borghese如何年輕化，贏得青年客群？。上網日期107年6月19日。檢自https://www.smartm.com.tw/article/35303435cea3\n蔣受傑（2011）。網路影音廣告閱聽者的動機、態度、行為與廣告效果之研究。未出版之博（碩）士論文，國立中山大學企業管理學系研究所，高雄。\n廖森貴、鄧筱羚（2003）。廣告代言人、顧客價值對購買意願之關係研究。2003知識與價值管理學術研討會。\nAaker, J.L. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G1064640361 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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