臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：運動員代言人外表吸引力與運動賽事類型之配適效果--配適假說於運動行銷之探討
書刊名：觀光休閒學報
作者：蔡佳靜 引用關係／郭惠雯
作者(外文)：Tsai, Chia-ching／Kuo, Hui-wen
出版日期：2015
卷期：21:3
頁次：頁309-334
主題關鍵詞：配適假說；運動員代言人；外表吸引力；代言人可信度；廣告效果；Match-up hypothesis；Athlete endorsers；Physical attractiveness；Endorsers' credibility；Advertisement 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(0) 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:512
  • 點閱點閱:32
本研究主要應用配適假說於運動行銷領域，乏 2×2的因子設計，探討運動員代言人外表吸引力與運動賽事類型的配適效果。研究結果顯示運動員代言人外表吸引力與外表吸引力相關運動賽事類型對廣告效果有顯著的影響，且高度外表吸引力運動員代言人的廣告態度顯著優於適度外表吸引力運動員代言人。運動員代言人外表吸引力與外表吸引力相關運動賽事類型對代言人可信度亦有顯著的影響，且高度外表吸引力運動員代言人的吸引力顯著優於適度外表吸引力運動員代言人。此外，運動員代言人外表吸引力與運動賽事類型的配適會產生較高的運動員代言人可信度與廣告效果。故企業選擇運動員代言人時，應考量其外表吸引力與所欲廣告賽事類型間的配適。
This study applies Match - up Hypothesis to sports marketing by using a 2 x 2 factorial designto investigate the matchup effect between physical attractiveness of athlete endorsers and sports eventtypes. The results indicate that both athlete endorsers’ physical attractiveness and event type s related to physical attractiveness significantly affectthe effectiveness of advertising, and also that highly physical ly attractive athlete endorsers are superior to moderately attractive ones for advertisement attitude.Athlete endorsers’ physical attractiveness and sport types related to physical attractiveness both have sig nificant effect on endorsers’ credibility, and highly physically attractive athlete endorsers are superior to moderate ly attractive ones . Also, t he match -up between athlete endorsers’ physical attractiveness and sporting event type s causes higher athlete endorsers’ credibility and advertisement effectiveness. Thus, the study recommends that businesses consider the match -up between athlete endorsers’ physical attractiveness and sporting event type swhen choosing athlet e endorsers.
期刊論文
1.Petroshius, Susan M.、Crocker, Kenneth E.(1989)。An Empirical Analysis of Spokesperson Characteristics on Advertisement and Product Evaluations。Journal of the Academy of Marketing Science，17(3)，217-225。  new window
2.吳美連(20070100)。商管碩士生與指導教授師徒關係的研究--與學習滿意、情感承諾及職涯承諾之關係。管理評論，26(1)，1-21。new window  延伸查詢new window
3.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
4.Richins, Marsha L.(1991)。Social Comparison and the Idealized Images of Advertising。Journal of Consumer Research，18(1)，71-83。  new window
5.Solomon, M. R.、Ashmore, R. D.、Longo, L. C.(1992)。The beauty match-up hypothesis: Congruence between types of beauty and product images in advertising。Journal of Advertising，21(4)，23-34。  new window
6.Caballero, M. J.、Pride, W. M.(1984)。Selected effects of sales person sex and attractiveness in direct mail advertisement。Journal of Marketing，48(1)，94-100。  new window
7.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
8.Burns, Linda Hammer(1987)。Infertility and the Sexual Health of the Family。Journal of Sex Education and Therapy，13(2)，30-34。  new window
9.Smith, G. J.(1985)。Facial and full-length ratings of attractiveness related to the social interaction of young children。Sex Roles，12(3/4)，287-293。  new window
10.Leclerc, F.、Schmitt, B. H.、Dube, L.(1994)。Foreign branding and its effects on product perceptions and attitudes。Journal of Marketing Research，31(2)，263-270。  new window
11.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
12.Parekh, H.、Kanekar, S.(1994)。The Physical Attractiveness Stereotype in A Consumer-Related Situation。Journal of Social Psychology，134(3)，297-300。  new window
13.Peterson, R. A.、Kerin, R. A.(1977)。The Female Role in Advertisements: Some Experimental Evidence。Journal of Marketing，41(4)，59-63。  new window
14.Patzer, G. L.(1983)。Source credibility as a function of communicator physical attractiveness。Journal of Business Research，11(2)，229-241。  new window
15.Bower, A. B.(2001)。Highly attractive models in advertising and the women who loathe them: the implications of negative affect for spokesperson effectiveness。Journal of Advertising，30(3)，51-63。  new window
16.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
17.Stafford, M. R.、Stafford, T. F.、Day, E.(2002)。A Contingency Approach : The Effects Of Spokesperson Type And Service Type On Service Advertising Perceptions。Journal of Advertising，31(2)，17-34。  new window
18.McCracken, G.(1989)。Who is the celebrity endorser? Cultural foundation of the endorsement process。Journal of Consumer Research，16(3)，310-321。  new window
19.Erdogan, B. Z.、Baker, M. J.(2000)。Towards a Practitioner-based Model of Selecting Celebrity Endorsers。International Journal of Advertising，19(1)，25-42。  new window
20.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
21.Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research，24(5)，33-41。  new window
22.Holbrook, Morris B.、Batra, Rajeev(1987)。Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising。The Journal of Consumer Research，14(3)，404-420。  new window
23.蔡佳靜、何佳蓁(20131200)。The Study on Brand Personality of Automobile Advertisements and the Communication of Brand Personality。交大管理學報，33(2)，139-180。new window  new window
24.Antioco, M.、Smeesters, D.、Le Boedec, A.(2012)。Take your pick: Kate Moss or the girl next door? The effectiveness of cosmetics advertising。Journal of Advertising Research，52(1)，15-30。  new window
25.Kesler, L.(1979)。Man created ads in sport's own image。Advertising Age，8，5-10。  new window
26.Yu, U.-J.、Damhorst, M. L.、Russell, D. W.(2011)。The impact of body image on consumers' receptions of idealized advertising images and brand attitudes。Family and Consumer Sciences Research Journal，40(1)，58-73。  new window
27.Goldsmith, Ronald E.、Lafferty, Barbara A.、Newell, Stephen J.(2000)。The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands。Journal of Advertising，29(3)，43-54。  new window
28.Langlois, Judith H.、Kalakanis, Lisa、Rubenstein, Adam J.、Larson, Andrea、Hallam, Monica、Smoot, Monica(2000)。Maxims or myths of beauty? A meta-analytic and theoretical review。Psychological Bulletin，126(3)，390-423。  new window
29.Calder, Bobby J.、Phillips, Lynn W.、Tybout, Alice M.(1981)。Designing research for application。Journal of Consumer Research，8(2)，197-207。  new window
30.Ohanian, Roobina(1991)。The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase。Journal of Advertising Research，31(1)，46-54。  new window
31.彭台光、高月慈、林鉦棽(20060200)。管理研究中的共同方法變異：問題本質、影響、測試和補救。管理學報，23(1)，77-98。new window  延伸查詢new window
32.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
33.Morrow, P. C.(1990)。Physical attractiveness and selection decision making。Journal of Management，16(1)，45-60。  new window
34.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
35.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
36.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
37.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
38.Ohanian, Roobina(1990)。Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness。Journal of Advertising，19(3)，39-52。  new window
39.Lafferty, Barbara A.、Goldsmith, Ronald E.(1999)。Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad。Journal of Business Research，44(2)，109-116。  new window
40.Koernig, S. K.、Boyd, T. C.(2009)。To catch a Tiger or let him go: The match-up effect and athlete endorsers for sport and non-sport brands。Sport Marketing Quarterly，18(1)，25-37。  new window
學位論文
1.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
2.梁文傑(1992)。訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
3.Picklesimer, S.(2011)。Gender role stereotypes in advertising: A test of the match-up hypothesis on advertising effectiveness(碩士論文)。University of Louisville，Kentucky。  new window
圖書
1.Mullin, B. J.、Hardy, S.、Sutton, W. A.(1993)。Sport Marketing。Champaign, IL：Human Kinetics Publishers。  new window
2.Stotlar, David K.(1993)。Successful Sport Marketing。Dubuque, IA：Wm. C. Brown Communications Inc.。  new window
3.Piaget, Jean(1952)。The origins of intelligence in children。New York：International Universities Press。  new window
4.DeVellis, Robert F.(2003)。Scale development: theory and applications。Sage。  new window
5.Hovland, Carl Iver、Janis, Irving L.、Kelley, Harold H.(1953)。Communication and Persuasion: Psychological Studies of Opinion Change。Yale University Press。  new window
6.Ajzen, Icek、Fishbein, Martin(1980)。Understanding Attitudes and Predicting Social Behavior。Prentice-Hall, Inc.。  new window
7.Mullin, B. J.、Hardy, S.、Sutton, W. A.(2007)。Sport marketing。Champaign, Illinois：Human Kinetics。  new window
8.Fiske, S.、Taylor, S.(1991)。Social Cognition。New York：McGraw-Hill。  new window
其他
1.DiCarlo, L.(2005)。With Tiger Woods, it's Nike, Nike everywhere，http://www.msnbc.msn.com/id/4554944。  new window
圖書論文
1.Kuzma, J.、Shanklin, W.(1994)。Corporate sponsorship: A framework for analysis。Sport business operational and theoretical aspects。Dubuque, IA：Wm. C. Brown Communications。  new window
2.Hastie, R.(1981)。Schematic Principles in Human Memory。Social Cognition: The Ontario Symposium on Personality and Social Psychology。Hillsdale, NJ：Psychology, Lawrence Erlbaum Associates。  new window
3.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
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
1. 部屬啊！您有做自己的機會嗎？尚嚴、專權雙元領導與部屬任務績效之關聯性：以情緒調節策略揭開潘朵拉的盒子
2. 部屬難為：領導者利組織不道德行為與部屬離職傾向、越級建言、主管導向組織公民行為與沉默行為之關係：以領導者-部屬交換關係為調節效果
3. 設計思考提升學習動機與問題解決信心--臺灣大學生學習設計思考課程的實證分析
4. 國際觀光旅館職場友誼與工作表現關係之探討--以卓越能力商數為中介變項
5. 青少年社會網絡指標及幽默表現風格之交互作用影響與被霸凌經驗之關係
6. 提升學生就業力的催化劑--以某科技大學推動師徒制為例
7. 中高齡職涯未來時間觀、職場成功老化和就業力之關係--探討工作要求與資源的調節式中介作用
8. 居服員留任傾向之研究
9. 國中生所知覺到的教師自主支持、自我效能、任務價值對學習投入之影響
10. 病患不文明行為對情緒調節的影響：壓力心態與顧客導向的調節式中介模式
11. 重度工作投資與工作倦怠：健康促進與心理資本扮演之調節角色
12. 就事論事或將心比心？顧客不當對待與員工身心壓力的情緒歷程：壓力源評估與同理心特質的調節效果
13. 越南臺商外派人員之領導部屬交換對職場偏差行為之影響--以外在工作價值與工作不安全感為調節變項
14. 學校運動教練工作不安全感、組織認同、工作倦怠與工作退縮行為：工作要求-資源模式之觀點
15. 新冠疫情下運動明星形象與消費者購買意願在社群媒體行銷效果研究
 
無相關著作
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：1124（臺灣：1122，外國：2） ／ 本年度總使用人次：1725833 ／ 訪客人次（自102年09月）：67527493
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上