廣告代言人可信度對品牌態度之影響-以台灣啤酒廣告為例

自2002年台灣加入WTO後，啤酒市場百家爭鳴，進入戰國時代，台灣菸酒公司從原本百分百市占率一路下滑，為了守住市占率，台酒公司聘請第一個廣告代言人伍佰及經典廣告台詞「台灣啤酒、尚青」站穩啤酒市場，自此台酒公司開始積極聘請廣告代言人，企圖強化年輕族群對台灣啤酒的品牌態度。本研究以廣告代言人可信度影響品牌態度，以受測者廣告涉入程度作為干擾變數進行測試。共回收有效問卷385份，本研究發現：廣告代言人吸引力對品牌態度有顯著影響，廣告代言人可靠性則不具顯著效果，受測者廣告涉入對廣告代言人可信度與品牌態度具有顯著干擾影響，顯示廣告代言人吸引力對台灣啤酒品牌年輕化態度產生實際效用，廣告涉入效果對年輕人產生品牌年輕化態度產生強化作用。

關鍵字

廣告代言人可信度；廣告涉入；品牌態度

並列摘要

Since Taiwan joined the World Trade Organization in 2002, the domestic beer market has become increasingly competitive owing to new imports of foreign beer-brand products. The market share of the Taiwan Tobacco and Liquor Corporation (TTL) dropped continuously from 100%. To maintain its share in the beer market, the TTL hired Taiwanese singer Wubai as its first spokesperson and created an advertising slogan: “Taiwan Beer, trendy beer.” Thereafter, the TTL actively hired multiple spokespersons to enhance the brand attitude of the young generation toward Taiwan Beer. This study investigated the effect of spokesperson credibility on brand attitude; the level of advertising involvement among respondents was adopted as an intervening variable in the test. A total of 385 valid questionnaires were returned. The results showed that spokesperson attractiveness significantly affected brand attitude, whereas spokesperson trustworthiness did not have a significant effect. Moreover, the level of advertising involvement significantly influenced spokesperson credibility and brand attitude. These findings indicate that spokesperson attractiveness exerted a considerable effect on the creation of a brand attitude toward a “rejuvenated” Taiwan Beer; furthermore, advertising involvement enhanced the brand attitudes of young people toward Taiwan Beer as a rejuvenated brand.