本研究目的在探討、品牌知名度（高、低），是否受卡通人（授權卡通代言人、自由品牌卡通代言人）的影響。構成2（品牌形象-- 尊貴性／功能性）x2（品牌知名度-- 高／低）x2（卡通人--授權卡通代言人／自由品牌卡通代言人）的受測者間因子實驗設計。進行實證分析後，獲致以下幾項重要結果：1.品牌形象（尊貴性、功能性）對消費者的品牌態度（認知、情感、行為）不具顯著差異。2.品牌知名度（高、低）對消費者的品牌態度（認知、情感、行為），具顯著性的差異。3.卡通代言人（授權卡通代言人、自由品牌卡通代言人）對消費者的品牌態度（認知、情感、行為），具顯著差異。4.品牌形象（尊貴性、功能性）與干擾變數卡通代言人（授權卡通代言人、自由品牌卡通代言人）對消費者的品牌態度時，當尊貴性品牌形象，其情感和行為構面不具顯著差異，其餘皆具有顯著差異。5.品牌知名度（高、低）與干擾變數卡通代言人（授權卡通代言人、自由品牌卡通代言人）對消費者的品牌態度時，皆具有顯著差異。

The main purpose of our study is to explore the effect of brand Image (functional image & prestige image), brand awareness (high & low) and cartoon celebrities (Cartoon endorsement & Spokes-character) on consumers brand attitude. The above was forming 2x2x2 between subject factorial designs. The result indicates as following. 1. Brand Image on consumers' Brand Attitude does not have significant differences. 2. Brand Awareness on consumers' Brand Attitude do have significant differences. 3. Cartoon Celebrities on consumers' Brand Attitude does have significant differences. 4. Brand Image and cartoon celebrities on consumers' Brand Attitude, if brand with prestige image does not have significant differences on affective and cognitive brand attitude, and the rest are with significant differences. 5. Brand Awareness and Cartoon Celebrities on consumers' Brand Attitude does have significant differences.