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標題: | 如何透過廣告代言人及溝通訊息促進品牌之性別延伸 How Spokespersons and Communication Messages in Audiovisual Advertisements Facilitate Cross-Gender Brand Extension |
作者: | Wai Sum Corliss Tse 謝蕙心 |
指導教授: | 林俊昇 |
關鍵字: | 品牌之性別延伸,品牌性別,行銷溝通,代言人,廣告訊息, Cross-gender brand extension,Brand gender,Marketing communication,Spokesperson,Message, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 過去文獻指出,契合度是品牌延伸成功的關鍵。當延伸品牌於性別面向與母品牌高度契合時,品牌延伸通常較容易成功。然而近年來,越來越多企業選擇將品牌延伸到異性產品類別,形成低品牌性別契合度之品牌之性別延伸的現象。針對品牌之性別延伸如何成功克服低品牌性別契合度的影響、成功進軍異性市場,是過去研究鮮少探討的。而過去文獻雖指出有效的行銷溝通策略,可以提高品牌延伸的契合度,增加其成功率,卻仍未討論何種行銷溝通策略能有效促進品牌之性別延伸。因此,本研究將探討消費者對品牌之性別延伸的心理評估過程及其對品牌的影響,並找出行銷溝通中影響消費者對品牌之性別延伸評估的關鍵因素,揭示品牌可以如何在未來運用關鍵行銷溝通要素促進品牌之性別延伸。
本研究採用質性研究方法,深入訪談了解消費者對品牌之性別延伸的負面心理評估過程,及行銷溝通廣告影片如何改善其負面感受。本研究結果發現,消費者感受之不契合度將引起認知失調,進而負向影響其品牌喜愛度、品牌信任度與購買意願。而行銷溝通影片之代言人與廣告訊息的運用,則能降低不契合度與認知失調帶來的負向影響。本研究結果顯示,代言人傳達與消費者相呼應之自我概念(包含性別攸關之自我表達、理想自我與實際自我),以及廣告訊息之功能、象徵與性別攸關等訴求,均能改善消費者的負面心理評估過程,進而促進品牌之性別延伸。 Previous literature has shown that perceived fit is the key to successful brand extension. Nevertheless, more companies have extended their brands to the opposite-sex product category in the past few years, leading to the phenomenon of cross-gender brand extensions which denote low level of fit in the gender dimension and contrast the principle of success in previous brand extension studies. Despite the phenomenon, little research has examined how consumers evaluate cross-gender brand extension, and how companies can successfully extend to the opposite-sex market using effective marketing communication strategies. Therefore, this study aims to explore consumer's psychological evaluation process of cross-gender brand extension, and investigate the key factors in marketing communication that can help facilitate such low-fit brand extension. Qualitative research with in-depth interviews is adopted to examine the issue. Results indicate that consumers perceive unfit as they face cross-gender brand extension. This perception then leads to cognitive dissonance, and negatively influence brand affect, brand trust and purchase intention. Appropriate use of spokespersons and messages can alleviate the impacts of perceived unfit and cognitive dissonance. It is revealed that spokespersons who convey image that aligns with consumer’s self-concept (including gender-related self-expression, ideal-self and actual-self), as well as messages that convey functional, symbolic, and gender-specific claims can improve consumer’s negative psychological evaluation process, which in turn facilitate cross-gender brand extension. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/69681 |
DOI: | 10.6342/NTU201800931 |
全文授權: | 有償授權 |
顯示於系所單位: | 國際企業學系 |
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