企業藉由廣告代言人來為自己的商品與服務，進行各種的行銷策略與透過廣告來增加品牌的曝光率，藉此提高消費者對該企業產生好感，這已經是企業界普遍常用的一種方式。然而品牌與廣告代言人就是建立消費者品牌態度的方法，該如何運用品牌與廣告代言人之間的關係，提升消費者對於該品牌的態度，就是本研究欲探討的問題。本研究係利用品牌與廣告代言人的形象，透過一致性理論提升該品牌態度與廣告態度，並透過實驗法進行驗證，研究結果發現品牌形象與廣告代言人形象一致性時，所獲得的品牌態度與廣告態度會顯著高於不一致時。
This is the universal common way, enterprises take various marketing strategies for their goods and services by advertising spokesperson, and through advertising to increase brand exposure, thereby increasing consumers' favorability of the enterprise. Therefore, setting the brand and advertising spokesperson is the way to build consumer brand attitudes. This thesis intends to discuss, how to make use of the relationship between the brand and the spokesperson to enhance consumer attitudes toward the brand. In this research, we enhance the brand and ad attitude through congruence theory, and used of the image of brand and advertising spokesperson, and verified by experimental method. The results show that brand attitude and ad attitude obtained when the image of the brand and advertising spokesperson achieve congruence, significantly higher than incongruence.
