廣告代言人類型與品牌評價關係之研究

The Effects of Types of Advertisement Endorsers on Consumers' Brand Evaluation

周建亨(Chien-Heng Chou)；陳津美(Chin-Mei Chen)；陳怡君(Yi-Chun Chen)

廣告代言人 ； 品牌評價 ； Advertisement ； Endorsers ； Brand Evalustions

多國籍企業管理評論

2卷2期（2008 / 09 / 01）

13 - 38

繁體中文

在眾多廣告型態中，推薦式廣告是最為最常見的廣告型態之一。過去研究多是探討推薦式廣告中，代言人是以何種方式來說服、影響消費者，以及消費者對推薦式廣告的廣告效果及產品效果之評價，而缺乏探討廣告代言人對消費者品牌評價之影響的研究。消費者的品牌評價是現今行銷人員所應著重的主題，因為一個優越品牌可以影響消費者行為，因此不僅是企業資產中最具價值的部分，並且也是廠商競爭優勢的來源。本研究以手機使用者為研究對象，探討三種推薦式廣告代言人類型（名人、專家、典型消費者）是否會影響消費者之品牌評價。本研究以多因子實驗設計方式進行問卷調查，所控制之因子包括告代言人類型（名人、專家、典型消費者）、價格（高、低）、品牌知名度（高、低）、及價格促銷幅度（高、沒有折扣），共24組研究情境。研究結果顯示，代言人類型對品牌評價有影響，亦即，不同代言人類型對消費者之知覺尊貴、知覺價值、及購買意願有顯著影響，但並不影響消費者的短期態度改變。根據研究結果，本研究提出實務與理論之討論與建議。

Advertisement with endorsers is one of the most popular types of advertisement. The focal points of existing literature on advertisement with endorsers are how endorsers can persuade and influence potential customers, and potential customers' evaluation of the effects of such type of advertisement. There is a lack of examing the effects of advertisement with endorsers on cus-tomers' brand evaluation. This research examines the relationship between the types of endorsers (celebrity, experts, typical consumers) and consumers' brand evaluation through a mail survey, using users of cell phones as participants. The research design is a 3 (types of endorsers)x 2 (high and low prices) x 2 (high and low brand awareness) x 2 (high and no price promotion) between group design. As a result, there are 24 sets of research context. The results show that the types of endorsers are cor-related with brand evaluation. Practical and theoretical implications of the results are discussed.

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