獨家代言人最好? 以聯想記憶網路模 型探討名人代言多重品牌 之廣告效果

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题名:	獨家代言人最好? 以聯想記憶網路模型探討名人代言多重品牌之廣告效果 The Effect of Multiple Endorsements on Advertising Effectiveness: Based on Associative Memory Networks Model
作者:	陳威霖
贡献者:	行銷碩士學位學程碩士班
关键词:	名人代言認知資源有限聯想網路記憶模型品牌態度品牌記憶品牌形象 celebrity endorsement limited cognitive resource associative network memory model brand attitude brand memory brand image
日期:	2020
上传时间:	2020-08-04 14:49:40 (UTC+8)
摘要:	企業與名人合作代言品牌為其增添品牌態度、品牌形象或是品牌記憶並不少見。在實務上，常發生行銷人員在制定代言人策略時，經常猶豫要邀請尚未代言品牌的名人做一對一的單一代言? 還是尋求已經代言多個品牌的名人做多重代言? 本研究以聯想記憶網路模型之概念及認知資源有限概念主張即便代言人與品牌形象一致的情況下，若我們合作的名人為代言單一品牌之代言人，我們推論品牌態度或是品牌記憶都應該比代言多重品牌的代言人佳。然而，當行銷人員僅能從多重代言之名人中做抉擇時，若其代言之品牌具有一致性，則我們推論品牌所獲得之品牌態度、品牌形象或是品牌記憶都較佳。結果發現結果正如我們所推測，多重代言的品牌記憶與品牌態度都較單一代言差，但多重代言之一致性卻與我們推測不符，品牌所獲得之品牌記憶與品牌態度皆無顯著差異。 It is universal for companies to cooperate with a celebrity which endorses brand increasing brand attitude, brand image or brand memory. In practice, when implementing the strategy of endorsement, it is common for marketing executive to consider whether they want to cooperate with the celebrities who have not yet endorsed brands to do one-on-one single endorsements? or the celebrities who have already endorsed multiple brands? This study uses the concept of the associative memory network model and the concept of limited cognitive resources. Even if the endorser and the brand image are consistent, we supposed that cooperate with the celebrity who endorses single brands, our brand memory, and brand attitude should be better than the celebrity who endorses multiple brands. However, when the marketing executive choose a endorser from the celebrity who endorse multiple brands. if the brand of the endorsement is consistent, we supposed that cooperate with the celebrity who has consistent brand image, our brand attitude, brand memory should be better than the celebrity who has inconsistent brand image. It turns out that as we have supposed, the brand memory and brand attitude of single endorsements are better than a multiple endorsement. But result of consistent of multiple endorsement is failed which we have supposed.
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