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題名 廣告代言人性格形象對品牌性格的影響─以Nokia7210手機平面廣告為例
作者 王可欣
貢獻者 錢玉芬
王可欣
關鍵詞 品牌
品牌性格
廣告
廣告代言人
性格形象
日期 2002
上傳時間 17-九月-2009 13:12:14 (UTC+8)
摘要 在現今的商業市場中，品牌漸漸受到重視。品牌是行銷的工具，所有的產品、公司，因為創造出自己的品牌，就像有了一個名字，在市場上能夠輕易而快速的被辨認出來，並且使消費者記憶深刻。建立一個好的品牌，就等於是創造了競爭優勢，對消費者而言，知名度高的品牌較可以獲得品質保證，並且可以節省消費者選擇的時間；對廠商而言，可以長期吸引品牌忠誠度高的顧客，並有助於維繫公司的利潤，保護公司的商品，以免獨有的特色被隨意抄襲；並且可與其他品牌做區隔，使消費者容易辨識。
　　近年來，國內外關於品牌性格的研究，焦點多放於品牌性格的影響層面，因此品牌性格的重要性無庸置疑。而品牌性格如何被塑造，則是需要進一步去探討。影響品牌性格產生的因素很多，其中廣告便是一個重要的來源之一。
　　廣告是消費者和品牌之間的溝通橋樑，也是品牌最重要的行銷工具，而廣告表現的方式有很多，近來以廣告代言人的展現手法來宣傳品牌的手法逐漸增加，且有良好的效果。McCracken(1989)指出品牌的代言人(brand endorser)會將個性特質直接轉移品牌之上；Aaker(1997)找出的品牌性格來源中，廣告是其中一個重要的因素；Keller(1998)更指出廣告是最有影響力的，廣告中的人物、創意策略的語音抑揚(tone)或形式，以及品牌所喚起的情緒或情感皆對品牌性格產生影響。
　　因此，本研究的目的在於探討廣告代言人的性格形象對品牌性格所造成的影響，並且透過不同類別的廣告代言人，擁有不同的性格形象，探討對於相同的產品品牌，是否產生不同的品牌性格。
　　本研究係以實驗法(experimental research)來探討各變項之間的關係，採取的是雙組比較僅後測設計(posttest only control group design)，先隨機將受試者分為五組，控制組為無代言人組，其他四組為實驗組，以四個不同的代言人，分別自製各三張手機平面廣告，讓受試者觀看，最後填寫研究問卷，進而比較控制組與四個實驗組之間的結果。
本研究的樣本取自國立政治大學」與私立淡江大學的學生，共202名。資料統計分析的方法則依照各變項的研究目的，採取描述性分析(平均數與標準差)、t檢定(t-test)、單因子變異數分析(ANOVA)、多元迴歸分析(multiple regression)。
本研究結果有以下幾個主要發現：
1. 不同的廣告代言人性格形象，在消費者眼中確實有所不同。在α=.05的顯著水準下，「神經質」、「外向性」、「友善性」與「嚴謹性」四面向上，各組代言人有顯著差異。
2. 不同的廣告代言人，會造成不同的品牌性格。在α=.05的顯著水準下，各組代言人與無代言人組在品牌性格各面向達到顯著差異，而品牌性格的「教養」與「強壯」兩個面向在各組代言人之間，亦達到顯著差異。
3. 廣告代言人的性格形象會影響品牌性格的形成。
a. 品牌性格的「純真」面向主要受到代言人「友善性」的正向影響
b. 品牌性格的「刺激」面向主要受到代言人「開放性」的正向影響
c. 品牌性格的「勝任」面向主要受到代言人「外向性」的負向影響與「嚴謹性」的正向影響
d. 品牌性格的「教養」面向主要受到代言人「開放性」、「友善性」與「嚴謹性」的正向影響
e. 品牌性格的「強壯」面向主要受到代言人「外向性」的正向影響與「開放性」的負向影響。
本研究的限制在於：自編的測驗問卷缺乏信效度的研究、樣本來自非隨機取樣的類推性受限、產品類別的限制、受試者對廣告的記憶干擾因素等。本研究對於實務上的建議為：必須將廣告代言人的性格形象與品牌性格做聯結、品牌性格是要長期經營的、代言人本身的責任必須被強調；對研究上的建議為：可比較不同產品類別與不同類型的代言人、將消費者的主動性加入探討。
In the present business market today, people put more and more emphasis on brands. Brands are materials of marketing. All companies and products creating their own brands are distinguished quickly and easily, just like a man who has a name. In the past, the concern of brand wasn’t mentioned. When the time goes by,
focusing on the personal style shaping, it must has a symbol representing the company image when an industry induce a new product or service. For the reason, concept of the brand is getting important. Building a good brand creates competition advantages. To consumers, a well-known brand means better quality and less time to choose; to industries, it means a lot of loyal customers, high benefit and uniqueness.
Recently, some researchers started to investigate brand personality. Most relevant research focuses on the effect of the brand personality, but the cause of the brand personality in also important. One of the elements causing brand personality is advertisement.
Advertisement is a bridge between consumers and brands, and a major tool of marketing. Using endorsers to perform the brands is a common way at the present day. McCracken (1989) specified the brand endorser would transfer their personality to the brand. Aaker (1997) found the advertisement was the critical elements of brand personality. And Keller (1998) identified that the advertisement was the most influential on the brand personality, such as people in the advertisements, creative strategies, tones, forms and arousing affect.
Therefore, the purpose of the study is to discuss the effect of the endorsers’ personal image on the brand personality. The study chooses four endorses with different personal image to verify the different brand personality they may cause.
The study uses the experimental research to measure relationships among different variables. The study selects the posttest only control group design procedure, random distribution and convenient sampling. Samples of the study include 202, from National Cheng-Chi University and Tamkang University. At first, dividing sample into five parts, and then displaying the print advertisement, finally, filling in the questionnaire. Data analyzed methods are including descriptive statistics, T-test, ANOVA, multiple regression.
The result of the study is that different endorsers’ personal images cause different brand personality:
a. Different endorsers own different personal images : at the significant level(α=.05),the domain of neuroticism, extroversion, agreeableness and conscientiousness is significant between subjectives
b. Different endorsers’ personal images cause different brand personality: at the significant level(α=.05), the domain of sophistication and ruggedness is significant between subjectives.
c. Different endorsers’ personal images influence different brand personality: sincerity is influences by the agreeableness; excitement is influences by the openness; competence is influenced by the extroversion and conscientiousness; sophistication is influenced by the openness, agreeableness and conscientiousness; ruggedness is influenced by the extroversion and openness.
The limitations of the study include the research questionnaire lacking of reliability and validity, non-random sampling, single product category and subjectives’ memory intervention. And the
Practical suggestions of the study include the linkage between the endorser and the brand personality, continuous managements to the brand personality and highlighting the endorsers’ responsibilities. Research suggestions of the study include comparing different kinds of the product and endorser categories and inquiring the consumers’ subjectivity.
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網路部分
手機圖片　Nokia台灣網站　http://www.nokia.com.tw
手機圖片　手機王網站http://www.sogi.com.tw/zplane/index.asp
廣告標題　Nokia台灣網站　http://www.nokia.com.tw
廣告文字　Nokia台灣網站　http://www.nokia.com.tw
王力宏圖片　LeeHom Music Net網站　http://www.geocities.com/leehommusicnet/
王力宏圖片　通緝─王力宏網站　http://home.kimo.com.tw/2001-page-2/
張誌家圖片　第34屆世界盃棒球錦標賽官方網站http://www.baseball2001.com/chinese/index.asp
張誌家圖片　奇摩家族─阿家的家網站　http://tw.club.yahoo.com/clubs/nice99/
李敖圖片　李敖網站　http://hk.geocities.com/tswrich/leeao/Lindex.htm
李敖圖片　李敖網站　http://64.77.54.18/index.html
馬英九圖片　台北市政府網站　http://www.taipei.gov.tw
馬英九圖片　奇摩家族─馬英九後援會網站　http://tw.club.yahoo.com/clubs/ma_ying-jeou_fan-club/
描述 碩士
國立政治大學
心理學研究所
89752009
91
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0089752009
資料類型 thesis
dc.contributor.advisor 錢玉芬zh_TW
dc.contributor.author (作者) 王可欣zh_TW
dc.creator (作者) 王可欣zh_TW
dc.date (日期) 2002en_US
dc.date.accessioned 17-九月-2009 13:12:14 (UTC+8)-
dc.date.available 17-九月-2009 13:12:14 (UTC+8)-
dc.date.issued (上傳時間) 17-九月-2009 13:12:14 (UTC+8)-
dc.identifier (其他 識別碼) G0089752009en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/32471-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 心理學研究所zh_TW
dc.description (描述) 89752009zh_TW
dc.description (描述) 91zh_TW
dc.description.abstract (摘要) 在現今的商業市場中，品牌漸漸受到重視。品牌是行銷的工具，所有的產品、公司，因為創造出自己的品牌，就像有了一個名字，在市場上能夠輕易而快速的被辨認出來，並且使消費者記憶深刻。建立一個好的品牌，就等於是創造了競爭優勢，對消費者而言，知名度高的品牌較可以獲得品質保證，並且可以節省消費者選擇的時間；對廠商而言，可以長期吸引品牌忠誠度高的顧客，並有助於維繫公司的利潤，保護公司的商品，以免獨有的特色被隨意抄襲；並且可與其他品牌做區隔，使消費者容易辨識。
　　近年來，國內外關於品牌性格的研究，焦點多放於品牌性格的影響層面，因此品牌性格的重要性無庸置疑。而品牌性格如何被塑造，則是需要進一步去探討。影響品牌性格產生的因素很多，其中廣告便是一個重要的來源之一。
　　廣告是消費者和品牌之間的溝通橋樑，也是品牌最重要的行銷工具，而廣告表現的方式有很多，近來以廣告代言人的展現手法來宣傳品牌的手法逐漸增加，且有良好的效果。McCracken(1989)指出品牌的代言人(brand endorser)會將個性特質直接轉移品牌之上；Aaker(1997)找出的品牌性格來源中，廣告是其中一個重要的因素；Keller(1998)更指出廣告是最有影響力的，廣告中的人物、創意策略的語音抑揚(tone)或形式，以及品牌所喚起的情緒或情感皆對品牌性格產生影響。
　　因此，本研究的目的在於探討廣告代言人的性格形象對品牌性格所造成的影響，並且透過不同類別的廣告代言人，擁有不同的性格形象，探討對於相同的產品品牌，是否產生不同的品牌性格。
　　本研究係以實驗法(experimental research)來探討各變項之間的關係，採取的是雙組比較僅後測設計(posttest only control group design)，先隨機將受試者分為五組，控制組為無代言人組，其他四組為實驗組，以四個不同的代言人，分別自製各三張手機平面廣告，讓受試者觀看，最後填寫研究問卷，進而比較控制組與四個實驗組之間的結果。
本研究的樣本取自國立政治大學」與私立淡江大學的學生，共202名。資料統計分析的方法則依照各變項的研究目的，採取描述性分析(平均數與標準差)、t檢定(t-test)、單因子變異數分析(ANOVA)、多元迴歸分析(multiple regression)。
本研究結果有以下幾個主要發現：
1. 不同的廣告代言人性格形象，在消費者眼中確實有所不同。在α=.05的顯著水準下，「神經質」、「外向性」、「友善性」與「嚴謹性」四面向上，各組代言人有顯著差異。
2. 不同的廣告代言人，會造成不同的品牌性格。在α=.05的顯著水準下，各組代言人與無代言人組在品牌性格各面向達到顯著差異，而品牌性格的「教養」與「強壯」兩個面向在各組代言人之間，亦達到顯著差異。
3. 廣告代言人的性格形象會影響品牌性格的形成。
a. 品牌性格的「純真」面向主要受到代言人「友善性」的正向影響
b. 品牌性格的「刺激」面向主要受到代言人「開放性」的正向影響
c. 品牌性格的「勝任」面向主要受到代言人「外向性」的負向影響與「嚴謹性」的正向影響
d. 品牌性格的「教養」面向主要受到代言人「開放性」、「友善性」與「嚴謹性」的正向影響
e. 品牌性格的「強壯」面向主要受到代言人「外向性」的正向影響與「開放性」的負向影響。
本研究的限制在於：自編的測驗問卷缺乏信效度的研究、樣本來自非隨機取樣的類推性受限、產品類別的限制、受試者對廣告的記憶干擾因素等。本研究對於實務上的建議為：必須將廣告代言人的性格形象與品牌性格做聯結、品牌性格是要長期經營的、代言人本身的責任必須被強調；對研究上的建議為：可比較不同產品類別與不同類型的代言人、將消費者的主動性加入探討。		zh_TW
dc.description.abstract (摘要) In the present business market today, people put more and more emphasis on brands. Brands are materials of marketing. All companies and products creating their own brands are distinguished quickly and easily, just like a man who has a name. In the past, the concern of brand wasn’t mentioned. When the time goes by,
focusing on the personal style shaping, it must has a symbol representing the company image when an industry induce a new product or service. For the reason, concept of the brand is getting important. Building a good brand creates competition advantages. To consumers, a well-known brand means better quality and less time to choose; to industries, it means a lot of loyal customers, high benefit and uniqueness.
Recently, some researchers started to investigate brand personality. Most relevant research focuses on the effect of the brand personality, but the cause of the brand personality in also important. One of the elements causing brand personality is advertisement.
Advertisement is a bridge between consumers and brands, and a major tool of marketing. Using endorsers to perform the brands is a common way at the present day. McCracken (1989) specified the brand endorser would transfer their personality to the brand. Aaker (1997) found the advertisement was the critical elements of brand personality. And Keller (1998) identified that the advertisement was the most influential on the brand personality, such as people in the advertisements, creative strategies, tones, forms and arousing affect.
Therefore, the purpose of the study is to discuss the effect of the endorsers’ personal image on the brand personality. The study chooses four endorses with different personal image to verify the different brand personality they may cause.
The study uses the experimental research to measure relationships among different variables. The study selects the posttest only control group design procedure, random distribution and convenient sampling. Samples of the study include 202, from National Cheng-Chi University and Tamkang University. At first, dividing sample into five parts, and then displaying the print advertisement, finally, filling in the questionnaire. Data analyzed methods are including descriptive statistics, T-test, ANOVA, multiple regression.
The result of the study is that different endorsers’ personal images cause different brand personality:
a. Different endorsers own different personal images : at the significant level(α=.05),the domain of neuroticism, extroversion, agreeableness and conscientiousness is significant between subjectives
b. Different endorsers’ personal images cause different brand personality: at the significant level(α=.05), the domain of sophistication and ruggedness is significant between subjectives.
c. Different endorsers’ personal images influence different brand personality: sincerity is influences by the agreeableness; excitement is influences by the openness; competence is influenced by the extroversion and conscientiousness; sophistication is influenced by the openness, agreeableness and conscientiousness; ruggedness is influenced by the extroversion and openness.
The limitations of the study include the research questionnaire lacking of reliability and validity, non-random sampling, single product category and subjectives’ memory intervention. And the
Practical suggestions of the study include the linkage between the endorser and the brand personality, continuous managements to the brand personality and highlighting the endorsers’ responsibilities. Research suggestions of the study include comparing different kinds of the product and endorser categories and inquiring the consumers’ subjectivity.		en_US
dc.description.tableofcontents 目　　錄
第一章 研究動機與目的 1
第二章 文獻探討 5
第一節　品牌 6
一、品牌的意義 6
二、品牌相關概念 7
第二節　品牌性格 11
一、品牌性格的意義 11
二、品牌性格的價值與功能 13
三、品牌性格的概念建構 14
四、品牌性格相關研究 17
五、影響品牌性格的因素 19
第三節　廣告代言人 21
一、廣告的概念 21
二、廣告代言人的理論基礎 24
三、廣告代言人的說服力 27
四、廣告代言人相關研究 28
五、廣告代言人的性格形象 30
第四節　研究架構與問題 34
第三章 研究方法 36
第一節　研究變項 37
第二節　研究工具 38
一、平面廣告製作 38
二、研究問卷 41
第三節　研究樣本 43
第四節　研究流程 44
第五節　分析方法 45
第四章 研究結果 47
第一節　研究樣本描述 48
第二節　廣告代言人性格形象 49
第三節　不同代言人所形成的NOKIA7210之品牌性格 52
一、品牌性格得分 52
二、有無代言人在品牌性格面向上的差異 54
三、代言人在品牌性格面向上的整體影響 58
四、小結 58
第四節　廣告代言人的性格形象對NOKIA7210品牌性格的影響 59
一、從個別代言人來看 59
二、從整體代言人來看 62
三、小結 65
第五章 討論 66
第六章　限制與建議 71
第一節　研究限制 71
第二節　未來研究建議 73
一、對於實務上的建議 73
二、對於研究上的建議 75
參考資料 78
中文部分 78
英文部分 80
網路部分 84
附錄　研究問卷與平面廣告 85		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0089752009en_US
dc.subject (關鍵詞) 品牌zh_TW
dc.subject (關鍵詞) 品牌性格zh_TW
dc.subject (關鍵詞) 廣告zh_TW
dc.subject (關鍵詞) 廣告代言人zh_TW
dc.subject (關鍵詞) 性格形象zh_TW
dc.title (題名) 廣告代言人性格形象對品牌性格的影響─以Nokia7210手機平面廣告為例zh_TW
dc.type (資料類型) thesisen
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