English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 109953/140892 (78%)
Visitors : 46222513      Online Users : 589
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
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/125100


    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。
    Reference: 一點資訊,企業品牌老化?可以看看這3個建議,上網日期106年8月1日,檢自:https://zi.media/@yidianzixun/post/uqMMW2
    朱利夫(2011)。代言配適度、廣告態度、品牌態度與代言人態度關係之研究-以王建民代言為例。未出版之博(碩)士論文,台北市立體育學院休閒與運動管理碩士,台北。
    李青紋(2007)。電影中之置入性行銷效果研究-以平衡理論析之。未出版之博(碩)士論文。國立臺北大學合作經濟學系,台北。
    李紫竹,品牌面對老化危機,如何抓住年輕世代的心!【Adm廣告雜誌|Digital x Creative】,上網日期107年10月29日,檢自http://adaround.blogspot.com/2018/10/blog-post_29.html
    何玫萱(2011)。以平衡理論探討消費者、K-pop歌手和目的地意象之關係。未出版之博(碩)士論文,國立中正大學行銷管理研究所,嘉義。
    何達斯(2009)。品牌年輕化和消費者涉入程度對消費者購買意願的影響:以黑松沙士創新性行銷活動為例。未出版之博(碩)士論文,實踐大學企業創新與創業管理研究所,台北。
    李姿蓉(2006)。青少年偶像崇拜傾向與崇拜延伸消費之研究。未出版之博(碩)士論文,南台科技大學企業管理系,台南。
    吳苔綺,品牌的年輕化不能單單改變形象,必須是由內而外的改變,上網日期107年3月8日。檢自https://www.tiandiren.tw/archives/47874/
    花千惠、胡凱傑(2014)。奢侈品品牌形象、奢侈品價值與品牌態度對消費者購買意圖之影響。第17屆科際整合管理研討會,293-307。
    林聖淵(2006)。不同世代偏好品牌之廣告訊息分析:品牌年輕化的訊息建議。未出版之博(碩)士論文,國立交通大學傳播研究所,新竹。
    徐淑如、戴基峯、郭怡君(2018)。廣告代言人吸引力、廣告情感訴求與玩家參與線上遊戲公測意圖。資訊管理學報,25:2,219-253。
    郭貞(1997)。地域差異、社會階層對臺灣地區民眾之外顯式消費、綠色消費傾向與送禮文化之影響。廣告學研究,9,1-20。
    許愈珮,品牌的回春術。上網日期107年5月30日。截自https://www.cw.com.tw/article/article.action?id=5090202
    朱珮儀(2009)。個人消費動機對精品品牌購買意圖之研究。未出版之博(碩)士論文,銘傳大學企業管理學類,台北。
    陳協勝、蔡壁卉(2010)。精品特質、衝動性特性、虛榮心對精品購買意願影響之研究。行銷評論,第7卷,第4期,447-470。
    掃文資訊,對品牌老化Say NO!看麥當勞、海底撈如何保持「新鮮感」...。上網日期107年5月20日,檢自https://hk.saowen.com/a/f910d815c9a59996902b08eb36c4b9ee5bcd82a8b5c0cacb84f521d81802fe71
    黃敏(2011)。偶像崇拜、消費價值與行為意向關係之研究—以中部地區青少年觀看臺灣偶像劇為例。未出版之博(碩)士論文,朝陽科技大學企業管理系碩士班,台中。
    黃祈璿(2015)。老品牌以及年輕代言人的個性適配性對於活化品牌的效果探討產品涉入程度的干擾效果。未出版之博(碩)士論文,國立政治大學國際經營與貿易研究所,台北。
    黃盈斐(2012)。台灣名牌精品市場之消費者動機、態度與行為。未出版之博(碩)士論文國立成功大學高階管理碩士在職專班,台南。
    游佩菁(2005)。品牌活化對品牌價值影響之研究。未出版之博(碩)士論文,逢甲大學企業管理學系,台中。
    詹志中,透過年輕之眼,看見未來的未來,上網日期108年6月19日。檢自http://adaround.blogspot.com/2018/06/blog-post_83.html#more
    瘋時尚,「Z世代」登場,品牌年輕化與數位佈局成為品牌經營新課題,上網日期107年6月20日,檢自https://ifashiontrend.com/z-generation-strategy/
    劉承衢(2013)。偶像崇拜、代言人可信度與產品購買意願關係之研究。未出版之博(碩)士論文,國立暨南國際大學國際企業學系,南投。
    賴聖美,義大利60年老品牌Borghese如何年輕化,贏得青年客群?。上網日期107年6月19日。檢自https://www.smartm.com.tw/article/35303435cea3
    蔣受傑(2011)。網路影音廣告閱聽者的動機、態度、行為與廣告效果之研究。未出版之博(碩)士論文,國立中山大學企業管理學系研究所,高雄。
    廖森貴、鄧筱羚(2003)。廣告代言人、顧客價值對購買意願之關係研究。2003知識與價值管理學術研討會。
    Aaker, J.L. (1997). Dimention of Brand Personality. Journal of Marketing Research, 34, 347-356.
    Anita Radón. (2012). Unintended Brand Endorsers’ Impact on Luxury Brand Image. International Journal of Marketing Studies, 4, 108.
    Angela Carroll. (2008). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17, 146-158.
    Angella J. Kim, Eunju Ko. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65, 1480-1486.
    Atwal, Glyn & Williams, Alistair, (2009). Luxury brand marketing - The experience is everything! Journal of Brand Management, 16, 338-346.
    Arghavan Nia, Judith Lynne Zaichkowsky, (2000). Do counterfeits devalue the ownership of luxury brands? Journal of Product & Brand Management, 9 ,485-497.
    Babu, V. (2006). Issues in Brand Rejuvenation Strategies.
    Batra, Rajeev & L Ray, Michael. (1986). Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond. Journal of Consumer Research, 12, 432-45.
    Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14, 538-555.
    Bezzaouia, M., & Joanta (Rusan), A. (2016). The relationships between cultural values and consumer motivations for purchasing luxury brands. Ecoforum Journal, 5.
    Brian D. Till & Michael Busler. (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, 1-13.
    Brigitte Müller, Bruno Kocher, Antoine Crettaz. (2013). The effects of visual rejuvenation through brand logos. Journal of Business Research, 66, 82-88.
    Changjo Yoo, Deborah MacInnis. (2005). The brand attitude formation process of emotional and informational ads. Journal of Business Research, 58, 1397-1406.
    Choi, S. M. and Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness., Psychol. Mark, 29, 639-650.
    Dubois, B. and Laurent, G. (1994). Attitudes Toward the Concept of Luxury: An
    Exploratory Analysis. Asia-Pacific Advances in Consumer Research, Vol.1, 273-278.
    Dwane Hal Dean. (1999). Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes. Journal of Advertising, 28, 1-12.
    Elena Millan, Jonathan Reynolds. (2014). Self-construals, symbolic and hedonic preferences, and actual purchase behavior. Journal of Retailing and Consumer Services, 21, 550-560.
    Esangbedo Reginald. (2011). The impact of celebrity endorsements on the buying behavior of Rowan University students age 18-24. Theses and Dissertations, 88.
    Fang Liu, Jianyao Li, Dick Mizerski, Huangting Soh. (2012). Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46, 922-937
    Fleck, N. , Korchia, M. and Le Roy, I, (2012). Celebrities in Advertising: Looking for Congruence or Likability?. Psychol. Mark., 29, 651-662.
    Heider. (1958). The psychology of interpersonal relations.
    Holt, D. (1995). How Consumers Consume: A Typology of Consumption Practices. Journal of Consumer Research, 22, 1-16.
    Hudders L, Pandelaere M. (2012). The silver lining of materialism: the impact of luxury consumption on subjective well-being. J Happiness Stud, 13, 411–437.
    Humaira Mansoor , Muhammad Mehtab Qureshi. (2016). The Impact of Celebrity Endorsement on Consumer Buying Behavior.
    Ibrahim Mohamed Abdi. (2012). Brand rejuvenation strategies and organization performance: a case study of new Kenya cooperative creameries limited.
    Jean‐Marc Lehu. (2004). Back to life! Why brands grow old and sometimes die and what managers then do: an exploratory qualitative research put into the French context. Journal of Marketing Communications, 10, 133-152.
    John C. Mowen and Stephen W. Brown. (1981). On Explaining and Predicting the Effectiveness of Celebrity Endorsers in NA. Advances in Consumer Research 08, 437-441.
    Jonathan Groucutt. (2006). The life, death and resuscitation of brands.
    Kara Chan, Yu Leung Ng, Edwin K. Luk. (2013). Impact of celebrity endorsement in
    advertising on brand image among Chinese adolescents, Young Consumers. 14, 167-179
    Keller, K. (1998). Strategic Brand Management. Building, Measuring, and. Managing Brand Equity.
    Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
    Kineta Hung, KImmy W. Chan. (2011). Assessing Celebrity Endorsement Effects in China: A Consumer-Celebrity Relational Approach.
    Kolbl, Ziva and Konecnik Ruzzier, Maja and Kolar, Tomaz. (2015). Brand Revitalization: Don’t Let Your Brands Turn into Sleepyheads. Central European Business Review, 4, 5-11.
    Kotler, P. (1997). Marketing management: Analysis, Planning, Implementation, and Control, 9th ed., N.J.: Prentice-Hall.
    Kotler, P., Armstrong, G., & Cunningham, M. H. (2005). Principles of marketing. Toronto: Pearson Prentice Hall.
    Kusi, Lawrence & Domfeh, Henry & Kim, Pansoo. (2018). Impact of celebrity advertising on purchase intention of University Students: The moderating role of celebrity advertising risk.
    Lars Bergkvist, Hanna Hjalmarson & Anne W. Mägi. (2016). A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35, 171-184.
    Mackenzie, S., & Spreng, R. (1992). How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions? Journal of Consumer Research,18, 519-529.
    Maclnnis, D. J., Moorman, C., & Jaworski, B. J. (1991). Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information from Ads. Journal of Marketing, 55, 32-53.
    Maltby, John & Houran, James & McCutcheon, Lynn. (2003). A Clinical interpretation of attitudes and behaviors associated with celebrity worship. The Journal of nervous and mental disease, 191, 9-25.
    Marina Choi, Sejung, Rifon& Nora. (2007). Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images. The Journal of Popular Culture, 40, 304-324.
    McCutcheon LE, Maltby J. (2002). Personality attributions about individuals high and low in the tendency to worship celebrities. Curr Res Soc Psychol, 7, 325-338.
    Moya, M.F. (2012), Purchase and consumption of luxury product. Thesis of business economics, 3, 178.
    Njuguna Simon Peter, Otieno Hellen Nyolo. (2015). Influence of Celebrity Endorsements on Young Consumers’ Brand recall Behaviour in Kenya A Case of Nairobi County.
    Osgood, C. E., & Tannenbaum, P. H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62, 42-55.
    Percy, L. & Rossiter, J. R. (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology and Marketing, 9, 263-274.
    Purnendu Mandal. (2013). Proceedings of the International Conference on Managing the Asian Century.
    Ramendra Pratap Singh & Neelotpaul Banerjee. (2018). Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention. Journal of Promotion Management.
    Qin Bian, Sandra Forsythe. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65, 1443-1451
    Robert van der Veen and Haiyan Song. (2013). Impact of the Perceived Image of Celebrity Endorsers on Tourist’ Intentions to Visit.
    Ruchi Gupta, Nawal Kishore, DPS Verma. (2015). Impact of Celebrity Endorsement on Consumers’ Purchase Intention: A Study of Indian Consumers.
    Sarah Giovannini, Yingjiao Xu, Jane Thomas. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19, 22-40.
    Scott B. MacKenzie, Richard J. Lutz, and George E. Belch. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations.
    Shekhar Misra, Sharon E. Beatty. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21, 159-173.
    Shukla, P. (2010). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: measuring interfunctional interactions and a cross-national comparison. Journal of World Business, 46, 242-52.
    Sonny Nwankwo, Nicolas Hamelin, Meryem Khaled, (2014), Consumer values, motivation and purchase intention for luxury goods. Journal of Retailing and Consumer Services, 21, 735-744.
    Teresa A. Summers, Bonnie D. Belleau, Yingjiao Xu. (2006). Predicting purchase intention of a controversial luxury apparel product. Journal of Fashion Marketing and Management: An International Journal, 10, 405-419
    Tsai, S., (2005). Impact of personal orientation on luxury-brand purchase value”. International Journal of Market Research, 47, 429-454.
    Ume Salma Akbar and Dr. Sarwar M Azhar. (2011). The Drivers of Brand Equity: Brand Image, Brand Satisfaction and Brand Trust .
    Vigneron, Franck & Johnson, Lester. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11.
    Wong, N., & Ahuvia, A. (1998). Personal taste and family face: Luxury consumption in Confucian and western societies. Psychology and Marketing, 15, 423-441.
    Wu, Shwu-Ing & Wang, Wen-Hsuan. (2014). Impact of CSR Perception on Brand Image, Brand Attitude and Buying Willingness: A Study of a Global Café. International Journal of Marketing Studies.
    Yanic Smit. (2011). Corporate brand rejuvenation.
    Ying Wang, Shaojing Sun, Yiping Song. (2015). Motivation for luxury consumption: Evidence from a metropolitan city in China. Research in Consumer Behavior, 161-181.
    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

    Files in This Item:

    File SizeFormat
    036101.pdf3221KbAdobe PDF21696View/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 Copyright Announcement
    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。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    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。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback