在多元化和全球化的環境下，品牌使用廣告代言人來進行曝光和推廣行銷已經是非常普及的方法。而選對廣告代言人不僅能為品牌大大加分，也為此廣告帶來許多正面的效果影響。依目前國際化的市場，使各國之間的交流變得更容易，而每個國家的文化有所不同，因此選擇不同國籍的代言人做廣告宣傳，會有不同的廣告效果，也會產生不一樣的態度。
在此本研究欲探討廣告代言人國籍和品牌來源國一致性對品牌態度和廣告態度的影響，運用一致性理論來探討說明，當廣告代言人的國籍和品牌來源國一致時，會獲得較高的態度。本研究採用實驗法進行實驗設計，以廣告代言人國籍為美國、法國，品牌來源國為美國、法國的架構操弄品牌與代言人來源國一致性，衡量受試者之品牌態度與廣告態度。研究結果建議廣告主可透過廣告代言人的國籍和品牌來源國一致之策略來獲取較高之消費者品牌和廣告態度。
In the diverse and globalized environment, using advertising endorser for brand’s exposure and promotion of marketing has been a very popular method. Choosing an appropriate advertising endorser for the brand not only improves the image, but also brings a lot of positive effects to the advertisements. Under the current international market, the interactions between countries become easier. Advertising endorsers are not confined to the local, culture of each country is different, so choose the different nationalities endorsers have different advertising effectiveness, and produce different attitude.
This study to investigate the effects of congruence between endorser's nationality and country of brand on attitude toward the brand and attitude toward the advertising. Using the congruence theory to explain when the congruence between endorser's nationality and country of brand, it will get the positive attitude. In this study, it is researched by laboratory experiment. With the frames of endorser's nationality are America and France, as well as country of brand are America and France to manipulate the congruence of country of origin between endorser and brand, and measure the experimenter’s brand attitude and advertising attitude. The findings suggest that advertisers can achieve the positive attitude of brand and advertising through the strategy of congruence between endorser's nationality and country of brand.
