廣告是種『說服傳播』,是將商品信息,由生產提供的機構,傳遞給消費者;明星效應雖說是重要的宣傳策略,但不同的明星對不同的消費者有不一樣的吸引力,因此明星的形象必須配合品牌的形象,才能有正面的效用。本研究參考P-O-X平衡理論,探討廣告代言人的特質、服飾產品屬性與消費者對代言人所代言產品的廣告態度之間的關係,並深入了解X、Y世代消費者是否會造成研究變數間的差異。研究結果顯示:1.X、Y世代在服飾連鎖店與牛仔褲品牌中「代言人特質」與「消費者對此代言人所代言產品廣告態度」的關係,皆有正向顯著相關。2.X、Y世代在服飾連鎖店與牛仔褲品牌中「服飾產品屬性」與「消費者對此代言人所代言產品廣告態度」的關係,皆有正向顯著相關。3.在「代言人特質」與「服飾產品屬性」的關係中,X世代的兩個品牌皆有正向的顯著性關係,然而Y世代的服飾連鎖店沒有顯著性關係,牛仔褲品牌部分則有正向的顯著性關係。
Many advertisements use celebrity to promote their brand images and products as an effective strategy; however consumers might have different attitudes toward the variety celebrities and brands. In order to make the advertisement effective, the celebrity spokesman's image has to be consistent with the brand image. The researcher used the P-O-X balance theory to examine the relationships among spokesmen characteristics, product attributes of apparel, and consumers' attitudes toward the celebrity spokesmen in X and Y generations. The results are generalized as follows: (1) Celebrity spokesman characteristics had significantly positive correlations with consumers' attitudes toward the spokesman advertisements in both generations and brands. (2) Product attributes and consumers' attitudes toward the spokesman advertisements had significantly positive correlations in both generations and brands. (3) The characteristics of celebrity spokesman had significantly positive correlations with product attributes in both brands for X generation. However, for Y generation, there is a significantly positive relationship among spokesman characteristics.