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    題名: 品牌來源國與卡通代言人一致性對不同 涉入度產品之品牌態度研究
    The influence of consistency between country-of-brand and country-of-spokes-character on brand attitude
    作者: 蔡鎧旭
    Tsai, Kai Hsu
    貢獻者: 賴建都
    Lai, Chien Tu
    蔡鎧旭
    Tsai, Kai Hsu
    關鍵詞: 品牌來源國
    卡通代言人
    一致性
    產品涉入度
    品牌態度
    Country-of-brand
    Spokes-character
    Consistency
    Production involvement
    Brand attitude
    日期: 2016
    上傳時間: 2017-04-05 15:34:56 (UTC+8)
    摘要: 隨著全球化的來臨,許多品牌選擇國外卡通代言人進行合作,或發行許多聯名商品,兩者來源國與一致性可能關係著品牌態度,但過去文獻對此鮮少進行探討。本研究探討消費者對於品牌來源國與來源國的一致性,於不同產品涉入度作為干擾變項時,對品牌態度的影響。透過品牌信念、品牌評價及購買意願作為衡量品牌態度的構面,探究不同國家品牌如何應用適合的卡通代言人,以及外國元素在推廣活動中的效果,
    本研究透過實驗法,探討自變項-品牌來源塑造(台灣、日本)、卡通代言人來源國(台灣、日本)及兩者來源國之一致性操弄,依變項則為品牌態度,包含品牌信念、品牌評價與購買意願。干擾變項為高低兩種不同產品涉入度之產品。共計分成八組進行實驗,探討上述變項對品牌態度之影響。
    研究結果發現,品牌來源國及卡通代言人來源國對品牌態度有部分影響,來源國一致性也影響部分品牌態度。當產品涉入度作為干擾變項時,高涉入度產品對於卡通代言人來源國及一致性具有干擾效果。透過本研究之研究結果,除了拓展學術對卡通代言人來源國的研究外,也提供廣告主選擇卡通代言人的建議。
    In recent years, enterprises launch marketing events with foreign spokes-character. The consistency on country-of-brand and country-of-spokes- character would influences brand attitude. However, previous literature rarely discusses the concept of country-of-spokes-character and the joint effects of country-of-brand and country-of- spokes-character. This aim of the study is to explore the influence of consistency between country-of-brand and country-of-spokes- character on the brand attitude, using production involvement as the moderating variables.
    An experiment design was conducted to investigates how country-of-brand (Taiwan vs. Japan), country-of-spokes-character (Taiwan vs. Japan), and the consistency between them (consistent or inconsistent) to influence the brand attitude, and how production involvement moderates brand attitude.
    Results of our experiment reveal that the country-of-brand and country-of- spokes-character would influence brand attitude significantly, and the influence of consistency would influence brand attitude. Moreover, high involvement products would moderate the effect significantly. According to these results, the strategy of country-of-brand and choice of spokes-character are discussed.
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    描述: 碩士
    國立政治大學
    廣告學系
    102452002
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1024520021
    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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