產品聯想國、品牌來源國與代言人來源國間一致性對廣告效果之影響

Advertising Effects of Congruity among country-of product-association, country-of-brand and country-of-endorser.

郭令慧(Ling-Hui Kuo)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.02583

摘要

世界各國皆具有獨具特色的產品，舉例來說，韓國以泡菜而法國則以時尚設計產品聞名國際，這些產品因而具有對應到特定國家之聯想性，然而過去文獻卻甚少提到產品的聯想國此相關名詞，將其與品牌、代言人等其他廣告元素之來源國進行比較之文獻更是從未有過。本研究旨在探討品牌來源國、代言人來源國與基模之一致性對廣告效果造成之差異，另外也加入廣告涉入度與訊息處理流暢度作為另外兩項應變數，探討一致性是否對此兩項因子造成影響。
本研究以2（產品聯想國：台灣、日本）x2（品牌來源國：台灣、日本）x2（代言人來源國：台灣、日本）的架構進行假說檢定，這八種情況依變數間一致性程度概分為三組：完全一致、中度不一致、完全不一致，研究結果顯示中度不一致時會有較好的產品、品牌及廣告態度。其中當產品聯想國家為本國時，消費者較注重品牌與代言人間一致性；而當產品對應到的聯想國家為外國時，消費者轉而注重三項變數間之一致性，且中度不一致（品牌來源國或代言人來源國僅其一與產品聯想國相同）時會有最佳之產品態度、品牌態度及廣告態度。在一致性對廣告涉入度及訊息處理流暢度方面，無論產品聯想國為本國或外國，廣告涉入度與訊息處理流暢度皆不會受到一致性之顯著影響。
本研究針對一鮮為探討的變數-產品聯想國進行討論，為後續研究方向開啟新的領域，並探討其與其他廣告元素間（品牌來源國、代言人來源國）應如何結合才能有較好之廣告效果，此結論不僅在學術上對一致性及來源國相關文獻具有貢獻同時也提供產品具有聯想國特性的行銷公司作為廣告策略參考依據。

關鍵字

產品聯想國 ； 品牌來源國 ； 代言人來源國 ； 基模 ； 一致性

並列摘要

Every country has its specialties, or famous products. For example, Korea is famous for Kimchi, and France is famous for designer fashion. In other words, certain products have strong associations with a particular country. Previous literature, however, rarely discusses the concept of country-of-product-association, not to mention the joint effects of country of origin of product, brand and endorser. This study explores the advertising effect of congruity among country-of product-association, country-of-brand and country-of-endorser, as well as how such a congruity influences advertisement involvement and process fluency.
This study conducted a 2(country-of-product association: Taiwan vs. Japan) x2(country of brand: Taiwan vs. Japan) x2 (country of endorser: Taiwan vs. Japan) experiment to test hypotheses. The 8 experiment conditions constitute 3 groups different on the degree of congruity: high congruity, moderate congruity and low congruity. The results showed that moderate congruity leads to more favorable attitudes toward the product, the brand, and the advertisement. Consumers focus more on the consistency between country-of-brand and country-of-endorser when the product is associated with the local country. When the product is associated with a foreign country, consumers tend to focus on the congruity among the country-of-origin among product, brand, and endorser. Neither advertisement involvement nor process fluency is influenced by the congruity, no matter the product is associated with local or foreign country.
The concept “country-of-product-association” is new in the marketing area. This study represents an initial effort to explore the effect of country-of-product-association and its congruity with country-of-brand and country-of-endorser on marketing communication. The results of this paper not only contribute to congruity and country-of-origin literature, but also serve as a guidance for marketing practitioners who want to promote a product with a strong country association.

並列關鍵字

country-of-product-association ； country-of-brand ； country-of-endorser

參考文獻

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