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    题名: 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
    The influence of young endorser and old brand personality congruency on brand rejuvenation
    作者: 黃祈璿
    贡献者: 邱志聖
    黃祈璿
    关键词: 品牌活化
    涉入程度
    品牌個性
    代言人個性
    老品牌
    年輕代言人
    日期: 2012
    上传时间: 2013-09-02 15:18:11 (UTC+8)
    摘要: 人怕老，品牌更怕老！品牌老化，每個企業在經營品牌的遙遙之路上必然會面臨的危機。任何一個偉大的品牌都可能面臨老化，即使領導品牌也可能衰落甚至死亡 (Haig, 2003; Lehu, 2003)。一旦老化的品牌，逐漸的有意識無意識的從消費者的喚起集合中消失 (Aaker, 1991)。研究顯示消費者其實還是喜愛老品牌的，但是他們卻不再有消費它的渴望 (Lehu, 2004)。因此如何解救老化危機，順利活化品牌是每個經理人都需要探究的課題。
    代言人策略是目前市面上普遍使用的行銷手法，品牌代言人除了能快速喚起注意，有效的詮釋品牌的個性內涵，甚至可以建立品牌的期待擁有的聯想。但選擇哪位代言人才能最大化成效？

    本研究主要的目的為，探討產品涉入程度、老品牌個性、年輕代言人個性三者之間的交互作用對於老品牌活化的影響，檢測老品牌個性跟年輕代言人個性的一致性對於不同涉入程度的產品種類的適用效果。本研究採用 2（產品涉入程度：高、低）X 2（老化品牌個性：誠懇、刺激） X 2（年輕代言人個性：誠懇、刺激）的三因子實驗研究，共分為8組。

    本研究研究結果發現，採用年輕代言人來活化品牌的策略對整體年輕化的效果上是顯著的，但是對於整體品牌態度卻呈現負面效果。針對品牌跟年輕代言人個性的一致性對於高低涉入程度的品牌別的適用性，本研究發現，當產品涉入程度低如食品的時候，選擇的年輕代言人個性跟品牌個性越一致，消費者的購買意願越高;而當產品涉入程度高如相機的時候，誠懇品牌個性跟誠懇年輕代言人個性顯然對提升購買意願較有效。
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    貳、 中文文獻
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351047
    101
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    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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