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題名：以配適假說探討代言人與贊助事件一致性以及贊助商與贊助事件一致性之廣告效果--企業贊助公益活動為例
書刊名：商略學報
作者：蔡佳靜 引用關係／吳奇玲
作者(外文)：Tsai, Chia-ching／Wu, Chi-ling
出版日期：2011
卷期：3:1
頁次：頁53-65
主題關鍵詞：配適假說；贊助；公益活動；代言人；廣告效果；Match-up hypothesis；Sponsorship；Philanthropy；Endorser；As effectiveness
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:17
  • 點閱點閱:108
過去多數的贊助研究多以體育活動為研究對象，而忽略對其他贊助活動的探討。針對公益活動探討者為數不多，所獲研究結果也與針對體育活動探討者不同。根據天下雜誌的報導，企業贊助公益活動有其重要性。過去研究發現贊助事件與贊助商之間的一致性程度愈高，贊助效果愈佳。然而，也有部分學者支持贊助商與贊助事件之間保有適度不一致能產生較佳的贊助效果。故本研究目的之一即針對企業贊助公益活動探討贊助商與贊助事件之間的一致性對廣告效果之影響。此外，代言人是贊助活動和消費者之間重要的媒介，過去研究發現在廣告中產品和代言人之間存在著適切性，廣告效果較好。再者，一個贊助活動的宣傳少不了代言人，然而卻少有贊助的文獻一併探討代言人的運用，因此，本研究乃運用配適假說，針對企業贊助公益活動，以實驗法探討贊助商與贊助事件一致性以及代言人與贊助事件一致性對廣告效果之影響。共有2×2=4組的因子設計。研究結果發現當企業贊助慈善事件時，贊助商與贊助事件一致性對廣告效果有顯著的影響，且贊助商與贊助事件一致時所獲致之品牌態度與購買意願較贊助商與贊助事件不一致時為高。而代言人與贊助事件一致性則對廣告效果無顯著之影響。
Most past research about sponsorship has focused on sports activities, but has neglected to investigate corporate philanthropy. The research which does exist suggests that the effects of corporate philanthropy and sports activities differ. Common Wealth Magazine reports that corporate philanthropy is very important for business. Research into the effects resulting from consistency between sponsors and events is inconsistent: some studies suggest that the greater the consistency, the greater the effect. Others suggest that a moderate level of inconsistency between sponsor and event has a better effect. Thus, one of the main purposes of this study is to focus on corporate philanthropy and to investigate the effects of consistency between sponsors and the events they sponsor. In addition, endorsers play a very important role in sponsorship to consumers, and the literature shows that the fitness between endorsers and the products they endorse causes better ad effectiveness. Consequently endorsers are also included in this study. The research uses a 2×2 experimental design and focuses on corporate philanthropy to investigate the impact on advertisement produced by consistency between events and their endorsers and sponsors, based on a match up hypothesis. The results show that the consistency between the sponsor and the event has a significant impact on ad effectiveness, and the attitude toward brand and purchase intent are significantly higher when the sponsor and the event are consistent than when the sponsor and the event are inconsistent.
期刊論文
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6.Lee, Jung-Gyo、Thorson, E.(2008)。The impact of celebrity-product incongruence on the effectiveness of product endorsement。Journal of Advertising Research，48(3)，433-449。  new window
7.Liu, Matthew Tingchi、Huang, Yu‐Ying、Minghua, Jiang(2007)。Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China。Journal of Consumer Marketing，24(6)，358-365。  new window
8.Johar, Gita Venkataramani、Pham, Michel Tuan(1999)。Relatedness, Prominence, and Constructive Sponsor Identification。Journal of Marketing Research，36(3)，299-312。  new window
9.Peracchio, Laura A.、Tybout, Alice M.(1996)。The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation。Journal of Consumer Research，23(3)，177-192。  new window
10.Jagre, Emmaa、Watson, J. J.、Watson, J. G.(2001)。Sponsorship and congruity theory: A theoretical framework for explaining consumer attitude and recall of event sponsorship。Advances in Consumer Research，28(1)，439-445。  new window
11.Koernig, S. K.、Page, A. L.(2002)。What if your dentist looked like Tom cruise? applying the match-up hypothesis to a service encounter。Psychology and Marketing，19(1)，91-110。  new window
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13.Gwinner, Kevin P.(1997)。A model of image creation and image transfer in event sponsorship。International Marketing Review，14(3)，145-158。  new window
14.Grohs, Reinhard、Wagner, Udo、Vsetecka, Sabine(2004)。Assessing the effectiveness of sport sponsorships: An empirical examination。Scmalenbach Business Review，56(2)，119-138。  new window
15.Madrigal, Robert(2001)。Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship。Psychology and Marketing，18(2)，145-165。  new window
16.Parekh, H.、Kanekar, S.(1994)。The Physical Attractiveness Stereotype in A Consumer-Related Situation。Journal of Social Psychology，134(3)，297-300。  new window
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18.Kanungo, R. N.、Pang, S.(1973)。Effects of Human Models on Perceived Product Quality。Journal of Applied Psychology，57(2)，172-178。  new window
19.Holbrook, M. B.、Batra, Rajeev(1987)。Assessing the Role of Emotions as Mediators of Consumer Response to Advertising。Journal of Consumer Research，14(3)，404-420。  new window
20.Crimmins, J.、Horn, M.(1996)。Sponsorship: From Management Ego Trip to Marketing Success。Journal of Advertising Research，36(4)，11-21。  new window
21.Shamdasani, P. N.、Stanaland, A. J. S.、Tan, J.(2001)。Location, Location, Location: Insights for Advertising Placement on the Web。Journal of Advertising Research，41(4)，7-21。  new window
22.Bower, A. B.、Landreth, S.(2001)。Is Beauty Best? Highly versus Normally Attractive Models in Advertising。Journal of Advertising，30(1)，1-12。  new window
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28.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
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30.Baker, Michael J.、Churchill, Gilbert A. Jr.(1977)。The Impact of Physically Attractive Models on Advertising Evaluations。Journal of Marketing Research，14(4)，538-555。  new window
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32.Mason, K.(2005)。How Corporate Sport Sponsorship Impacts Consumer Behavior。The Journal of American Academy of Business Cambridge，7(1)，32-35。  new window
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34.Kamins, Michael 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。  new window
35.Kahle, Lynn R.、Homer, Pamela M.(1985)。Physical attractiveness of the celebrity endorser: A social adaptation perspective。Journal of Consumer Research，11(4)，954-961。  new window
36.Till, Brian D.、Busler, Michael(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。  new window
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38.Till, B. D.、Stanley, S. M.、Priluck, R.(2008)。Classical Conditioning and Celebrity Endorsers: An Examination of Belongingness and Resistance to Extinction。Psychology and Marketing，25(2)，179-196。  new window
39.Thwaites, D.(1995)。Professional Football Sponsorship－Profitable or Profligate?。International Journal of Advertising，14(2)，149-164。  new window
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會議論文
1.Mandler, George(1982)。The structure of value: Accounting for taste。The seventeenth Annual Carnegie Symposium on Cognition。Hillsdale, NJ：Erlbaum。3-36。  new window
2.Hastie, R.(1981)。Schematic Principles in Human Memory。Ontario Symposium on Personality and Social Psychology。Hillsdale, NJ：Erlbaum Associates。39-88。  new window
學位論文
1.廖誌平(2009)。企業參與運動贊助個案研究--以台灣大哥大為例(碩士論文)。國立花蓮教育大學。  延伸查詢new window
2.李坤遠(1996)。訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究(碩士論文)。國立交通大學。  延伸查詢new window
3.林瑩滋(2000)。台灣企業贊助藝文活動的動機與決策模式之研究(碩士論文)。國立中山大學。  延伸查詢new window
4.彭金燕(2000)。代言人可信度對廣告效果與購買意願影響之研究(碩士論文)。大葉大學，彰化縣。  延伸查詢new window
5.梁文傑(1992)。訊息正反性、訊息來源可信度與涉入對廣告效果關係之研究。  延伸查詢new window
6.陳芯佩(2003)。贊助活動與贊助品牌間的一致性對贊助效果之影響。  延伸查詢new window
7.方祖熙(2007)。品牌形象、創新服務、促銷活動與購買意圖影響之研究—以邰港科技股份有限公司為例。  延伸查詢new window
圖書
1.Aaker, David A.、Joachimsthaler, Erich(2000)。Brand Leadership: The Next Level of the Brand Revolution。New York：Free Press。  new window
2.Howard, D. R.、Crompton, J. L.(2004)。Financing sport。Morgantown, WV：Fitness Information Technology。  new window
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7.DeVellis, Robert F.(2003)。Scale development: theory and applications。Sage。  new window
8.Fiske, S.、Taylor, S.(1991)。Social Cognition。New York：McGraw-Hill。  new window
9.黃俊英(2008)。行銷研究—管理與技術。台北。  延伸查詢new window
圖書論文
1.Lutz, Richard J.(1985)。Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework。Psychological Processes and Advertising Effects: Theory, Research and Application。Lawrence Erlbaum Associates。  new window
 
 
 
 
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