品牌來源塑造與代言人國家形象一致性對廣告效果的影響

The Influence of Consistency between Country-of-origin Branding and Country of images the Endorser with on Advertising Effectiveness.

李佳純(Chia-Chun Li)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

近年來，隨著市場不斷地全球化，產品競爭愈趨激烈。品牌，扮演著重要的角色，不單是提供消費者區別產品間的差異，亦是產品來源的重要參考線索。對於廠商而言，如何塑造一個好的產品品牌，是在市場競爭中取得優勢的重要關鍵。在國內消費者普遍重洋媚外的心理下，對於外來品牌有較高的偏好，導致許多廠商在品牌命名上採取品牌來源塑造的策略。企圖以外來語或具有其他國家意象的文字作為品牌名稱，影響消費者對品牌來源的知覺，或形成其對品牌有特定國家的聯想，期望提高消費者的購買意圖。

本研究透過廣告情境，探討產品品牌來源塑造為本國或外國時，對廣告態度、品牌態度與購買意圖的影響。並進一步探討，在品牌來源塑造的廣告中，加入廣告代言人情境，具有不同國家形象的代言人，對於消費者的廣告態度、品牌態度與購買意圖是否會有不同的影響效果。而產品品牌塑造及代言人的國家形象間，一致與不一致的情境，又會如何影響消費者對廣告的評估。

本研究透過實驗設計的方式，探討自變數-品牌來源塑造 (本國、外國)、代言人國家形象 (本國、外國) 及兩者間一致性操弄 (一致、不一致)，對依變數-廣告態度、品牌態度與購買意圖的影響，並加入調節變數-消費者本國中心傾向 (高、低)，探討其的調節效果。總共有四組實驗情境，探討組間之廣告效果是否具有差異。

研究結果發現，品牌來源塑造及代言人的國家形象為不同國家時，對廣告效果的影響有差異，但廣告情境的一致性並未對廣告效果產生影響。而調節效果中，消費者本國中心傾向之產業本國中心傾向，在兩兩變數的關係間，具有的調節效果，但產品本國中心傾向則無調節效果。透過研究結果，在最後期望可提供廠商在品牌來源塑造及廣告代言人的選擇上，相關的策略制定建議。

關鍵字

品牌來源 ； 廣告代言人 ； 一致性 ； 廣告效果 ； 消費者本國中心傾向

並列摘要

In these years, as the market continued to globalization, market becomes more competitive and brand plays an important role in the market. For consumers, brand is not only a tool to differentiate products, but also an important cue to know where the product comes. How to create a good brand, in the market competition is the key for companies to get advantages. Most consumers prefer the brand comes from foreign countries now, so many companies branding with foreign languages to influence consumers the perception of brand origins or the brand-specific national associations to raise consumers’ purchase intentions.

In this study, the researcher investigates how differences with the advertising attitude, brand attitude and purchase intention between the countries of branding are domestic and foreign in the context of advertising. Furthermore, adding endorsers with images of different countries to the advertisement, how to influence the advertising attitude, brand attitude and purchase intention. Finally, consistent and inconsistent situation between the country-of-origin branding and the endorser with image of countries, how will affect the assessment of consumers for advertising.

An experiment design was conducted to investigates how country-of-origin branding (domestic or foreign), country of images the endorser with (domestic or foreign), and consistent context between them (consistent or inconsistent) to influence the advertising effectiveness, and on the other hand, how the consumer ethnocentrism moderate this effect in this study.

Results of our experiment reveal that the country-of-branding and endorser with image of countries would influence advertising effectiveness significantly, but the consistent or inconsistent context would not. On the other hand, about the moderate effect of consumer ethnocentrism, industry ethnocentrism would moderate the effect significantly, but the product ethnocentrism would not. According to these results, the strategy of country of branding and choice of endorser are discussed.

並列關鍵字

brand country-of-origin ； endorser ； consistent ； advertising effectiveness ； consumer ethnocentrism

參考文獻

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