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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/95034


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    题名: 名人代言人的品牌權益之相關影響因素探討
    The study of the celebrity endorcers` brand equity
    作者: 王菀菱
    Wang, Wan-Ling
    贡献者: 洪順慶
    王菀菱
    Wang, Wan-Ling
    关键词: 名人代言
    品牌權益
    品牌聯想
    認同
    celebrity endorcement
    brand equity
    brand association
    identification
    日期: 2009
    上传时间: 2016-05-09 14:42:33 (UTC+8)
    摘要: 運用代言人來為品牌進行代言已成為普遍的廣告行銷手法，在各種不同類型的代言人當中，又以「名人」做為代言人的現象最為普遍。由於名人本身具有鮮明特殊的形象與個性，又受到大眾的信任與喜愛，同時任何一舉一動都容易吸引媒體與社會的高度關注，因此，邀請名人為品牌代言，就可以輕易地利用其高知名度來獲取消費者的矚目，並以名人相關的豐富聯想來塑造品牌形象，更可以將消費者對於名人的喜好一併移轉到品牌身上。
    本研究觀察了名人的代言現象，發現過去國內外學者的研究皆以「企業」觀點出發，探討企業應該如何挑選代言人以提升品牌權益，卻忽略了在名人為品牌進行代言的同時，名人的品牌權益也會因此正向提升或負向削弱。因此本研究以「名人」的角度出發，將名人視為一個品牌，探討名人擔任品牌代言人的過程中哪些因素將影響名人的品牌權益，希望提供企業挑選品牌代言人、以及名人面對代言邀約時的參考依據。
    在研究設計方面，首先挑選台灣近十年來代言數量多、知名度高、而且較沒有明顯政治立場的名人，最後選擇蔡依林做為研究客體。研究採問卷調查法，以便利抽樣方式在台北市信義商圈發放紙本問卷、在台灣大學BBS討論區PTT上發放網路問卷，最後總共回收有效問卷共300份。
    研究結果發現，名人形象與品牌形象的差異、名人與品牌間的關聯程度，以及名人代言品牌產品的知覺品質會影響消費者對於代言關係的認同感，進而影響名人的品牌權益。當名人形象與品牌形象越一致、名人與品牌的關聯程度越高、代言產品的知覺品質越佳時，消費者對於代言關係的認同感越高，而名人的品牌權益便因而提升。
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    描述: 碩士
    國立政治大學
    企業管理學系
    96355033
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0096355033
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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