名人崇拜對品牌鍾愛影響之初探

Exploring the Influence of Celebrity Worship on Brand Love

吳紀美(Chi-Mei Wu) ； 顏珮宇(Pei-Yu Yan) ； 許順旺(Shun-Wang Hsu)

《輔仁民生學誌》 22卷2期 (2016/12) Pp. 37-50

摘要

利用名人本身知名度與影響力來擔任廣告代言人為現今行銷市場上的趨勢，本研究在為瞭解消費者對於名人崇拜情感的看法，進而探討其對於品牌鍾愛與忠誠度之影響，以金城武代言長榮航空之品牌廣告為例。本研究對象以台灣地區年滿二十歲之消費者為主，採取便利抽象法進行問卷調查，共回收384份有效問卷。研究結果顯示名人崇拜對品牌鍾愛有顯著正向之影響，其中又以個人依戀情懷構面正向影響品牌鍾愛程度越高；而品牌鍾愛對品牌忠誠度亦有正面顯著之影響。期望透過本研究結果提供學術界與產業界擬定行銷策略之參考。

關鍵字

名人代言 ； 名人崇拜 ； 品牌鍾愛 ； 品牌忠誠度

並列摘要

The effectiveness of employing a celebrity endorser for a brand has been examined in the recent markeing researches. Companies spend considerable time and effort resources to find the appropriate celebrity to endorse their organization. The authors investigated how celebrity worship leads to brand love that, in turn, affects brand loyalty. A survey of 384 customers in Taiwan found that celebrity worship had positive effects on brand love. High level of personal intense factor in celebrity attitude scale showed a significantly high brand love. A significant positive effect of brand love on brand loyalty was also discoved. Managerial and theoretical implications for markeing researchers were suggested.

並列關鍵字

Celebrity endorsement ； Celebrity worship ； Brand love ； Brand Loyalty