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題名：廣告代言人多重品牌代言對品牌態度影響之研究
作者：張雅惠 引用關係
作者(外文)：Chang, Ya-Hui
校院名稱：國立雲林科技大學
系所名稱：企業管理系
指導教授：陳振燧
學位類別：博士
出版日期：2013
主題關鍵詞：多重產品代言；品牌態度；名人代言；產品類別；Multiple Brand；Endorsements；Celebrity；Classical Conditioning；Attitudes
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以名人為廣告代言人是常用且效果較佳的廣告策略之一。本研究從關聯學習的角度出發，以古典制約的方式來探討消費者對廣告代言人多重產品代言之品牌態度影響。透過受測者間與受測者內的實驗設計，以大專院校學生為對象，採便利抽樣進行三個研究，驗證五項假設。實驗一結果發現先、後代言之品牌產品的類別相似程度愈高，消費者對先、後代言品牌之態度也會愈好。實驗二結果則證明對於延伸產品而言，品牌延伸產品與原品牌之產品類別相似程度愈近，消費者對使用和原品牌相同的代言人的品牌態度也會愈好。對於原品牌產品來說，只見在多重產品代言後，當產品類別相似度愈近時，消費者對原品牌產品態度也會愈好；又或在多重產品代言後，當延伸產品有使用代言人時，消費者對原品牌產品態度也會愈好。實驗三則發現當代言人產生負面訊息時，對其所代言的品牌都是有負面的影響。且由產品類別相似度的分析結果得知，在代言產品類別相似度為遠時，當負面訊息出現後，消費者對多重品牌代言之品牌態度會高於對單一品牌代言之品牌態度。而在代言產品類別相似度為近及中之情境，仍可由實驗數據可以看出，當負面訊息出現後，對多重品牌代言之品牌態度會比對單一品牌代言之品牌態度好一些。
Advertisers commonly use celebrity endorsers to increase the effectiveness of advertising in persuading consumers. In many cases, these celebrities endorse more than one brand. Little is known, however, about the benefit to brands from these multiple endorsements by the same celebrity. This research applies classical conditioning theory to an exploration of multiple brand endorsements by a single celebrity, and examines how brand concept consistency between endorsed brands affects consumers’ evaluations of the endorsed brand. Three studies were conducted to verify the hypotheses using between-subjects and within-subjects experimental designs. University students were recruited as research subject via convenience sampling. Findings of study 1 reveal that exact and high concept consistency between the initial and the latter endorsed brand positively influences consumers’ attitude toward these brands. Findings of study 2 reveal that when using the same celebrity, exact and high concept consistency between the extension and the origin endorsed brand positively influences consumers’ attitude toward these brands. Findings of study 3 reveal that consumers would have higher favorable attitudes in multiple endorsements than in single endorsement, resulting from the effects of negative celebrity information.
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