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題名 名人代言人的品牌權益之相關影響因素探討
The study of the celebrity endorcers` brand equity作者 王菀菱
Wang, Wan-Ling貢獻者 洪順慶
王菀菱
Wang, Wan-Ling關鍵詞 名人代言
品牌權益
品牌聯想
認同
celebrity endorcement
brand equity
brand association
identification日期 2009 上傳時間 9-May-2016 14:42:33 (UTC+8) 摘要 運用代言人來為品牌進行代言已成為普遍的廣告行銷手法，在各種不同類型的代言人當中，又以「名人」做為代言人的現象最為普遍。由於名人本身具有鮮明特殊的形象與個性，又受到大眾的信任與喜愛，同時任何一舉一動都容易吸引媒體與社會的高度關注，因此，邀請名人為品牌代言，就可以輕易地利用其高知名度來獲取消費者的矚目，並以名人相關的豐富聯想來塑造品牌形象，更可以將消費者對於名人的喜好一併移轉到品牌身上。本研究觀察了名人的代言現象，發現過去國內外學者的研究皆以「企業」觀點出發，探討企業應該如何挑選代言人以提升品牌權益，卻忽略了在名人為品牌進行代言的同時，名人的品牌權益也會因此正向提升或負向削弱。因此本研究以「名人」的角度出發，將名人視為一個品牌，探討名人擔任品牌代言人的過程中哪些因素將影響名人的品牌權益，希望提供企業挑選品牌代言人、以及名人面對代言邀約時的參考依據。在研究設計方面，首先挑選台灣近十年來代言數量多、知名度高、而且較沒有明顯政治立場的名人，最後選擇蔡依林做為研究客體。研究採問卷調查法，以便利抽樣方式在台北市信義商圈發放紙本問卷、在台灣大學BBS討論區PTT上發放網路問卷，最後總共回收有效問卷共300份。研究結果發現，名人形象與品牌形象的差異、名人與品牌間的關聯程度，以及名人代言品牌產品的知覺品質會影響消費者對於代言關係的認同感，進而影響名人的品牌權益。當名人形象與品牌形象越一致、名人與品牌的關聯程度越高、代言產品的知覺品質越佳時，消費者對於代言關係的認同感越高，而名人的品牌權益便因而提升。 參考文獻 Aaker, D. (1991). Managing brand equity: capitalizing on the value of a brand name, New York: The free press.Aaker, D. (1996). Building strong brands, New York: The free press.Baldinger, A. L.(1990). Defining and applying the brand equity concept : Why the research should care, Journal of Advertising,30,32-35.Brasco, T. C. (1988). How brand names are valued for acquisitions in Leuthesser,ed.. Marketing Science Institute, Cambridge, MA, 88-104.Briffa, P. R. (2005). Celebrity brand licensing. License Europe, Feb.-Mar., 46-48.Carolyn, T. C. (1994). The effects of multiple product endorsements by celebrities on consumers` attitudes and intentions. The Journal of Consumer Research, 20(4), 535-547Farquhar, H.(1989). Managing brand equity. Marketing Research,7, 24-33.Freiden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41. Friedman, H. H. and Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71. Garvin, D.(1987). Competing on the eight dimensions of quality, Harvard Business review, 65,101-110.Hanssens, D. M. and Weitz, B. A.(1980). The effectiveness of industrial print advertisements across product categories. Journal of Marketing Research,17, 294-306.Heider, F. (1958), The Psychology of Interpersonal Relations, New York：Wiley.Hsu, C. K. and McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. The Journal of Product and Brand Management, 11(1), 19-29. Jacoby, J. (2001), The psychological foundations of trademark law: secondary meaning, genericism, fame, confusion, and dilution, The Trademark Reporter, 91 (5), 1013–1071. Kaikati, J. G. (1987). Celebrity advertising : A review and synthesis. International Journal of Advertising, 6, 93-105Kelley, H. H. (1973). The processes of causal attribution, American Psychologist, 28, 107-128.Kamins, M. A. (1990). An investigation into the match-up hypothesis in celebrity advertising : When beauty may be only skin deep. Journal of Advertising, 19(1),4-13.Kamins, M. A. and Gupta, K. (1994). Congruence between spokesperson and product type: a match-up hypothesis perspective, Psychology and Marketing, 11(6), 569-586.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. Kelman, H. (1961). Processes of opinion change. Public Opinion Quarterly,25(1), 57-78. Kim, P. (1990). A perspective on brands. Journal of Consumer Marketing, 7(4), 63-67.Kotler, P. (1991). Marketing Management : Analysis, Planning, Implementation, and Control, New Jersey: Prentice-Hall Inc, 7th.Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, 13, 389-405.Levin, L. (1988). Celebrity licensing gets tougher. Advertising Age, 59(5), 63. Lynch and Schuler(1994). The matchup effect of spokesperson and product congruency : A schema theory interpretation, Psychology and Marketing, 11(5),417Mahajan, Ran, and Stricastava(1994). An approach to assess the importance of brand equity in acquisition decisions, The Journal of Product Innovation Management, 11(7), 221-236.McCracken, G. (1989). Who is the celebrity endorser? Cultural foundation of the endorsement process, Journal of Consumer Research, 16, 310-321.McSweeney, F. K. and Bierley, C. (1984). Recent development in classical conditioning. Journal of Consumer Research,11, 619-631.Mowen, J. C. and Brown S.W. (1980). On explaining and predicting the effectiveness of celebrity endorser, Advertising in Consumer Research, 8, 437-441Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorser’s perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3),39-52.Pierre C. (2003). Note on measuring brand awareness, brand image, brand equity and brand value. From http://library.nyenrode.nl/INSEAD/2003/Rosch, E. H. (1975). Family resemblance: Studies in the internal structure of categories. Cognitive Psychology, 7, 573-605.Sherman, S. P. (1985). When you wish upon a star. Fortune, Aug..Shocker, A. D. and Weitz B. (1988). A Perspective on Brand Equity Principles and Issues, in: L. Leuthesser, ed. , Report Cambridge, MA : Marketing Science Institute, 88-104.Simon, C. J. and Sullivan M. W. (1993). The measurement and determinants of brand equity : A financial approach. Marketing Science,12(1).28-52. Stafford, M. R., Stafford, T. F., and Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertis ing, 31(2), 17-34. Steenkamp, E. M. (1992). Conceptual model of the quality perception process, Journal of Business Research, 21, 309-333.Stobart, P. (1989). Alternative method of brand valuation. Brand valuations: Establishing a Ture and Fair View, London: The Interbrand Group.Taylor, V. A. and Bearden, W. O. (2002), The effects of price on brand extension evaluations: The moderating role of extension similarity. Academy of Marketing Science, 30(2),131-141.Till, B. D. (1998). Using celebrity endorsers effectively : lessons from associative learning. The Journal of Product and Brand Management,7(5), 400-409.Till, B. D. and Busler, M. (1998). Matching products with endorsers: Attractiveness versus expertise. Journal of Consumer Marketing, 15(6), 576-586. Wann, D. L. and Branscombe, N. R. (1993). Sports fans : measuring degree of identification with their team. Journal of Sport Psychology, 24, 1-17.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value : A means-end model and synthesis of evidence. Journal of Marketing, 7, 2-22洪順慶(2005)，《行銷管理》，台北：新陸書局，第三版。徐世同 編譯, Keller, K. L.著 (2008).《策略品牌管理》，台北：華泰文化， 第三版。 張春興(1987)，《心理學》，台北：東華書局。陳志劍(1993)，推薦式廣告與比較性廣告效果之研究，私立淡江大學國際企業研 究所碩士論文。練乃華(1990)，推薦式廣告之溝通效果研究，國立台灣大學商學研究所碩士論文。 描述 碩士
國立政治大學
企業管理學系
96355033資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096355033 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.author (Authors) 王菀菱 zh_TW dc.contributor.author (Authors) Wang, Wan-Ling en_US dc.creator (作者) 王菀菱 zh_TW dc.creator (作者) Wang, Wan-Ling en_US dc.date (日期) 2009 en_US dc.date.accessioned 9-May-2016 14:42:33 (UTC+8) - dc.date.available 9-May-2016 14:42:33 (UTC+8) - dc.date.issued (上傳時間) 9-May-2016 14:42:33 (UTC+8) - dc.identifier (Other Identifiers) G0096355033 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95034 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) 96355033 zh_TW dc.description.abstract (摘要) 運用代言人來為品牌進行代言已成為普遍的廣告行銷手法，在各種不同類型的代言人當中，又以「名人」做為代言人的現象最為普遍。由於名人本身具有鮮明特殊的形象與個性，又受到大眾的信任與喜愛，同時任何一舉一動都容易吸引媒體與社會的高度關注，因此，邀請名人為品牌代言，就可以輕易地利用其高知名度來獲取消費者的矚目，並以名人相關的豐富聯想來塑造品牌形象，更可以將消費者對於名人的喜好一併移轉到品牌身上。本研究觀察了名人的代言現象，發現過去國內外學者的研究皆以「企業」觀點出發，探討企業應該如何挑選代言人以提升品牌權益，卻忽略了在名人為品牌進行代言的同時，名人的品牌權益也會因此正向提升或負向削弱。因此本研究以「名人」的角度出發，將名人視為一個品牌，探討名人擔任品牌代言人的過程中哪些因素將影響名人的品牌權益，希望提供企業挑選品牌代言人、以及名人面對代言邀約時的參考依據。在研究設計方面，首先挑選台灣近十年來代言數量多、知名度高、而且較沒有明顯政治立場的名人，最後選擇蔡依林做為研究客體。研究採問卷調查法，以便利抽樣方式在台北市信義商圈發放紙本問卷、在台灣大學BBS討論區PTT上發放網路問卷，最後總共回收有效問卷共300份。研究結果發現，名人形象與品牌形象的差異、名人與品牌間的關聯程度，以及名人代言品牌產品的知覺品質會影響消費者對於代言關係的認同感，進而影響名人的品牌權益。當名人形象與品牌形象越一致、名人與品牌的關聯程度越高、代言產品的知覺品質越佳時，消費者對於代言關係的認同感越高，而名人的品牌權益便因而提升。 zh_TW dc.description.tableofcontents 目錄 i表目錄 ii圖目錄 iii第一章 緒論 1第一節 研究動機 1第二節 研究目的與研究問題 3第三節 研究流程 3第二章 文獻探討 4第一節 廣告代言人 4第二節 品牌權益 12第三節 影響消費者對代言關係認同的因素 20第三章 研究方法 25第一節 研究架構 25第二節 研究假設 26第三節 研究變數與衡量方式 31第四節 研究客體(名人代言人)選擇 36第五節 問卷設計 40第六節 抽樣設計與問卷發放 44第四章 研究結果與討論 45第一節 人口統計變數之次數分配 45第二節 信效度分析 51第三節 假設檢定 55第五章 結論與建議 59第一節 研究結果與討論 59第二節 研究限制及後續研究建議 64參考文獻 66附件 69 表目錄表 2 1 Aaker之品牌構成要素 15表 3 1 研究假設 30表 3 2 代言產品的類別相似之構面題項 31表 3 3 名人形象與品牌形象的差異之構面題項 32表 3 4 名人與品牌關聯程度之構面題項 32表 3 5 代言產品的知覺品質之構面題項 33表 3 6 消費者對代言關係的認同之構面題項 34表 3 7 品牌聯想的強度之構面題項 35表 3 8 品牌聯想的喜愛程度之構面題項 35表 3 9 品牌聯想的獨特性之構面題項 36表 3 10 台灣名人代言人 37表 3 11 蔡依林代言品牌 39表 3 12 第一次前測信度與相關係數表 41表 3 13 第一次前測信度與相關係數表 44表 4 1 人口統計變項次數與百分比 45表 4 2 紙本與網路問卷人口統計變項次數與百分比 46表 4 3 網路與紙本問卷比較 47表 4 4 各題項敘述統計彙整 49表 4 5 信度與相關係數表 51表 4 6 CFA之結果 52表 4 7 CFA配適度評鑑指標 53表 4 8 CFA構面間相關係數矩陣 54表 4 9 CFA模式比較表 54表 4 10 理論模型之路徑係數 55表 4 11 構面間總影響關係矩陣 56表 4 12 構面間間接影響關係矩陣 56表 4 13 研究假說彙整 58 圖目錄圖 1 1 研究流程 3圖 2 1 平衡理論 5圖 3 1 研究架構 25圖 3 2 平衡理論 28圖 4 1 理論模型 57 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096355033 en_US dc.subject (關鍵詞) 名人代言 zh_TW dc.subject (關鍵詞) 品牌權益 zh_TW dc.subject (關鍵詞) 品牌聯想 zh_TW dc.subject (關鍵詞) 認同 zh_TW dc.subject (關鍵詞) celebrity endorcement en_US dc.subject (關鍵詞) brand equity en_US dc.subject (關鍵詞) brand association en_US dc.subject (關鍵詞) identification en_US dc.title (題名) 名人代言人的品牌權益之相關影響因素探討 zh_TW dc.title (題名) The study of the celebrity endorcers` brand equity en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aaker, D. (1991). Managing brand equity: capitalizing on the value of a brand name, New York: The free press.Aaker, D. (1996). Building strong brands, New York: The free press.Baldinger, A. L.(1990). Defining and applying the brand equity concept : Why the research should care, Journal of Advertising,30,32-35.Brasco, T. C. (1988). How brand names are valued for acquisitions in Leuthesser,ed.. Marketing Science Institute, Cambridge, MA, 88-104.Briffa, P. R. (2005). Celebrity brand licensing. License Europe, Feb.-Mar., 46-48.Carolyn, T. C. (1994). The effects of multiple product endorsements by celebrities on consumers` attitudes and intentions. The Journal of Consumer Research, 20(4), 535-547Farquhar, H.(1989). Managing brand equity. Marketing Research,7, 24-33.Freiden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41. Friedman, H. H. and Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71. Garvin, D.(1987). Competing on the eight dimensions of quality, Harvard Business review, 65,101-110.Hanssens, D. M. and Weitz, B. A.(1980). The effectiveness of industrial print advertisements across product categories. Journal of Marketing Research,17, 294-306.Heider, F. (1958), The Psychology of Interpersonal Relations, New York：Wiley.Hsu, C. K. and McDonald, D. (2002). An examination on multiple celebrity endorsers in advertising. The Journal of Product and Brand Management, 11(1), 19-29. Jacoby, J. (2001), The psychological foundations of trademark law: secondary meaning, genericism, fame, confusion, and dilution, The Trademark Reporter, 91 (5), 1013–1071. Kaikati, J. G. (1987). Celebrity advertising : A review and synthesis. International Journal of Advertising, 6, 93-105Kelley, H. H. (1973). The processes of causal attribution, American Psychologist, 28, 107-128.Kamins, M. A. (1990). An investigation into the match-up hypothesis in celebrity advertising : When beauty may be only skin deep. Journal of Advertising, 19(1),4-13.Kamins, M. A. and Gupta, K. (1994). Congruence between spokesperson and product type: a match-up hypothesis perspective, Psychology and Marketing, 11(6), 569-586.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. Kelman, H. (1961). Processes of opinion change. Public Opinion Quarterly,25(1), 57-78. Kim, P. (1990). A perspective on brands. Journal of Consumer Marketing, 7(4), 63-67.Kotler, P. (1991). Marketing Management : Analysis, Planning, Implementation, and Control, New Jersey: Prentice-Hall Inc, 7th.Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, 13, 389-405.Levin, L. (1988). Celebrity licensing gets tougher. Advertising Age, 59(5), 63. Lynch and Schuler(1994). The matchup effect of spokesperson and product congruency : A schema theory interpretation, Psychology and Marketing, 11(5),417Mahajan, Ran, and Stricastava(1994). An approach to assess the importance of brand equity in acquisition decisions, The Journal of Product Innovation Management, 11(7), 221-236.McCracken, G. (1989). Who is the celebrity endorser? Cultural foundation of the endorsement process, Journal of Consumer Research, 16, 310-321.McSweeney, F. K. and Bierley, C. (1984). Recent development in classical conditioning. Journal of Consumer Research,11, 619-631.Mowen, J. C. and Brown S.W. (1980). On explaining and predicting the effectiveness of celebrity endorser, Advertising in Consumer Research, 8, 437-441Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorser’s perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3),39-52.Pierre C. (2003). Note on measuring brand awareness, brand image, brand equity and brand value. From http://library.nyenrode.nl/INSEAD/2003/Rosch, E. H. (1975). Family resemblance: Studies in the internal structure of categories. Cognitive Psychology, 7, 573-605.Sherman, S. P. (1985). When you wish upon a star. Fortune, Aug..Shocker, A. D. and Weitz B. (1988). A Perspective on Brand Equity Principles and Issues, in: L. Leuthesser, ed. , Report Cambridge, MA : Marketing Science Institute, 88-104.Simon, C. J. and Sullivan M. W. (1993). The measurement and determinants of brand equity : A financial approach. Marketing Science,12(1).28-52. Stafford, M. R., Stafford, T. F., and Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertis ing, 31(2), 17-34. Steenkamp, E. M. (1992). Conceptual model of the quality perception process, Journal of Business Research, 21, 309-333.Stobart, P. (1989). Alternative method of brand valuation. Brand valuations: Establishing a Ture and Fair View, London: The Interbrand Group.Taylor, V. A. and Bearden, W. O. (2002), The effects of price on brand extension evaluations: The moderating role of extension similarity. Academy of Marketing Science, 30(2),131-141.Till, B. D. (1998). Using celebrity endorsers effectively : lessons from associative learning. The Journal of Product and Brand Management,7(5), 400-409.Till, B. D. and Busler, M. (1998). Matching products with endorsers: Attractiveness versus expertise. Journal of Consumer Marketing, 15(6), 576-586. Wann, D. L. and Branscombe, N. R. (1993). Sports fans : measuring degree of identification with their team. Journal of Sport Psychology, 24, 1-17.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value : A means-end model and synthesis of evidence. Journal of Marketing, 7, 2-22洪順慶(2005)，《行銷管理》，台北：新陸書局，第三版。徐世同 編譯, Keller, K. L.著 (2008).《策略品牌管理》，台北：華泰文化， 第三版。 張春興(1987)，《心理學》，台北：東華書局。陳志劍(1993)，推薦式廣告與比較性廣告效果之研究，私立淡江大學國際企業研 究所碩士論文。練乃華(1990)，推薦式廣告之溝通效果研究，國立台灣大學商學研究所碩士論文。 zh_TW
