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    Title: 探討品牌代言人及品牌年輕化對於消費者廣告態度、品牌態度及購買意願之影響
    Exploring the Influence of Brand Endorsement and Brand Rejuvenation on Consumer Advertising Attitude, Brand Attitude and Purchase Intention.
    Authors: 劉書廷
    Liu, Shu-Ting
    Contributors: 郭貞
    Kuo, Cheng
    劉書廷
    Liu, Shu-Ting
    Keywords: 品牌年輕化
    品牌代言人
    偶像崇拜
    廣告態度
    品牌態度
    購買意願
    Date: 2019
    Issue Date: 2019-08-07 17:19:21 (UTC+8)
    Abstract: 本研究針對品牌代言人與品牌年輕化之間的關係進行討論,透過使用代言人相關理論並加入偶像崇拜理論共同論述,以探討過往代言人效果對於品牌年輕化的影響,並延伸討論消費者對於名人所具有的偶像崇拜會如何影響品牌在使用代言人上的效果。

    本研究共回收261份有效問卷,並使用回歸分析導出消費者的偶像崇拜會正向的影響其對於品牌代言人、品牌年輕化以及廣告的態度,而品牌代言人的使用也會正向影響消費者對於品牌年輕化的認知,最後,品牌年輕化的效果也能正向影響消費者對於品牌的廣告態度、品牌態度及購買意願。
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    106464036
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1064640361
    Data Type: thesis
    DOI: 10.6814/NCCU201900571
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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