透過品牌要素、廣告代言人形成品牌態度之研究：以少淑女流行服飾業為例

Brand Attitude Formalization through Brand Elements and Endorser: The Case of Ladies' Fashion Industry

陳澤義(Tser-yieth Chen) ； 盧葦蓁(Wei-Chen Lu)

《東吳經濟商學學報》 55期 (2006/12) Pp. 35-67

https://doi.org/10.29735/SJEB.200612.0002

摘要

本文係以少淑女服飾業為例，以品牌要素、廣告代言人為自變數，探討品牌要素與廣告代言人，透過品牌形象、個性影響品牌態度的效果。以LISREL驗證變數間之因果關聯性，結果顯示:1.品牌要素對於品牌形象的形成並無顯著的影響；2.品牌要素對於品牌個性的形成有顯著影響；3.品牌代言人對於品牌形象及品牌個性的形成有顯著影響；4.品牌形象及品牌個性對於品牌態度的形成有顯著影響；5.高價格的產品將會強化品牌形象、品牌個性正向影響品牌態度的關係。本研究之結果可供具有明顯市場區隔，或是消費決策傾向個人化及主觀性的產品做為參考之用。

關鍵字

品牌要素 ； 廣告代言人 ； 品牌形象 ； 品牌個性 ； 品牌態度 ； 服飾業

並列摘要

The study takes the ladies' fashion industry as an example to investigate the relationship among the brand elements, spokesperson, brand image and brand personality toward the brand attitude. According the result of LISREL: brand elements have no significant influence to brand image; brand elements have a significant influence to brand personality; endorser have significant influences to brand image and brand personality; brand image and brand personality have significant influences to brand attitude; by the moderating mechanism of high price, the effect of brand image and brand personality to brand attitude would be strong. Finally, the result of this study can apply for the industry with market differentiation strategy or individual products industry.

並列關鍵字

Brand Elements ； Spokesperson ； Brand Image ； Brand Personality ； Brand Attitude ； Fashion Industry

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