代言人與產品配適性對品牌權益之影響效果

近年台灣的消費市場不斷變化，利用代言人品牌來帶動買氣，已成為市場中重要的行銷手法。過去較少有人探討產品類別是否會因代言人類型而導致形象不符或是互補的狀況，代言人跟產品該如何搭配才能獲得較佳的效果。本研究探討兩項研究主題，研究一是深入分析代言人與產品性別對品牌權益的影響效果。而研究二是探討代言人與產品適配性對品牌權益的影響效果。本研究採用實驗法來設計問卷，研究一為2*2(代言人性別/產品性別) 之研究設計；研究二也是2*2(代言人類型/產品配適性)之實驗設計，並比較由「男性」與「女性」；「真實」與「虛擬」作為廣告代言人是否會對品牌權益產生顯著的差異。研究結果發現: 在三種品牌權益的構面下，代言人與產品性別以及產品配適性的變異數檢定顯示，兩者間有顯著的交互作用。在研究一的部分，在不同代言人的類型中，對品牌忠誠度有影響效果的假設部分成立。在刮鬍刀與衛生棉的條件下時，受測者對於不同代言人代言不同類型產品對品牌權益有顯著差異；而研究二的部分，刮鬍刀在三個品牌權益衡量構面上，都以真實代言人最為合適。糖果則是以最貼近目標市場的虛擬代言人得到最高的品牌權益。

關鍵字

廣告代言人；品牌權益；產品性別；產品配適性

並列摘要

In recently years, customer market is constantly changing. Using spokesman for the brand to boost products has become a very important marketing technique. In the past, few studies explore whether product category influence product image by using different spokespersons. This study tends to (1) analyze the influence of spokespersons and product gender on brand equity; (2) investigate the influence of spokespersons and product adaptation on brand equity. This study used experimental method to design the survey where study one is a 2*2 (spokesman gender/ product gender) study design, study two is a 2*2 (spokesman category/product adaptation) experimental design, and compare whether “male” and “female”; “real” and “virtual” will cause a significant difference on brand equity. The results of study show that There is a significant interaction effect among spokesperson, product gender and product adaptation. In study one, in different spokesman category, there is a significant difference between product category and brand loyalty. In the test of razor and sanitary towel, there is a significant difference between brand equity and product category under different spokespersons. In the part of study two where three dimensions of brand equity are measure, the most suitable spokesperson is by a real one, while candy is based on virtual spokesman who closed the target market, earning the highest product equity.