English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 94524/125052 (76%)
Visitors : 29723531      Online Users : 193
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104836
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/104836


    Title: 廣告代言人的性格形象對品牌性格的影響--以Nokia新款手機的平面廣告為例
    Other Titles: Does the Personal Image of An Advertisement Endorser Affect Brand Personality? -An Example of Nokia's Latest Cell Phone Print Advertisement
    Authors: 錢玉芬;王可欣
    Keywords: 性格形象;品牌;品牌性格;廣告;廣告代言人
    advertisement;brand;brand personality;endorser;personal image
    Date: 2006-07
    Issue Date: 2016-12-14 11:58:11 (UTC+8)
    Abstract: 本研究的目的在於探討有不同性格形象的廣告代言人,是否會影響消費者對相同的手機品牌形成不同的品牌性格。本研究用實驗法的多組的僅後測比較設計(posttest only control group design)來探討各變項之間的關係,樣本為202人,隨機被分派為控制組與四個實驗組(每一組受試看不同代言人的廣告)。之後呈現由研究者自製、分別由四個代言人代言的手機平面廣告,讓受試者觀看,而後填寫受試者基本資料、廣告代言人的性格形象、品牌性格等研究問卷。研究結果發現:一、不同的廣告代言人的性格形象,在消費者心目中有顯著差異;二、代言人對於手機品牌性格的各構面有顯著影響;三、品牌性格的各構面受廣告代言人性格形象的各構面影響甚深,有些是正向影響,有些則是負向的影響。最後本研究依所得的結果,提出討論,並且對未來研究與廣告管理的實務提出具體的建議。
    The purpose of this study is to explore whether various advertisement endorsers' personal images affect how consumers form different brand personalities toward the same brand. The printed advertisement of Nokia's latest cell phone is taken as an example. Conducting posttest only control group design to exam the association of variables, this study includes 202 subjects, randomly selected as one control group and four experimental groups. The researcher-designed and four printed cell phone advertisements with distinct endorsers are presented to four experimental groups, one advertisement per group. The subjects are then asked to provide their personal information and to complete the questionnaires of advertisement endorser's personal image and brand personality. The result indicates the following: (1) for consumers, different endorsers' personal images are significantly different; (2) the effects of endorsers on brand personality of cell phones are significant; and (3) dimensions of the endorsers' personal image have effects on dimensions of brand personality, including positive and negative effects. Given the findings, discussions for further research and managerial suggestions for advertisement management are offered
    Relation: 廣告學研究, 26, 27-59
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    26-2(p.27-59).pdf3769KbAdobe PDF591View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback