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廣告名人代言特質之研究-以食品類為例

為了解決J. Lindeberg 品牌的問題，作者李志希 這樣論述：

摘要企業為創造品牌形象，選擇適合的名人代言商品。企業品牌隨名人知名度有助提升品牌形象及產品銷量。本研究主要探討知覺價值、購買意圖、品牌形象與品牌態度之關係，利用產品屬性建立名人代言差異化及行銷方式，在消費者購買商品的意願為最佳考量。以廣告名人代言效果，做為吸引消費者選擇廣告態度及產生購買意願，為衡量名人代言之正、負向效果，亦即平衡或不平衡的狀態，進而推究其原因與判斷。本研究探討名人代言產品，企業、廣告經紀公司與名人之間的優劣影響，透過食品市場，以現有的名人案例進行深度訪談，歸納與分析出名人代言的效果，以及企業選擇代言人與品牌形象、名人選擇代言商品的條件等。名人所代言產品的特質、名人的吸引力、

可靠性、專業性、適配性等，均影響消費者之購買意願。企業在邀請名人代言宣傳品牌文化、建立品牌形象，創造產品價值，亦得以延長企業生命週期。綜觀各行銷，如電視植入節目、電商平台、網紅直播及名人自創品牌等行銷模式，足以有效地使消費者產生購賣意願，快速提升產品知名度，進而創造產品的銷售量。關鍵詞：名人代言、平衡理論、知覺價值、歸因理論。

社群媒體意見領袖可信度對同名服飾品牌購買意願影響之研究－以時尚涉入為干擾變數

為了解決J. Lindeberg 品牌的問題，作者溫紹筠 這樣論述：

Social media influencer related topics have been discussed and researched for both academic purposes and marketing tools; needless to say, the rise of social media platform, such as Instagram, has provided a perfect platform for influencers to outshine celebrities when endorsing for brands. And soc

ial influencers are now leveraging the chance to transfer themselves into the design roles, and this kind of worldwide phenomenon of influencers launching their own eponymous fashion brands aren’t novel anymore, which strengthens the situation where followers on Instagram have turned into spenders.

However, previous studies were mainly conducted to investigate the relationship between consumers’ purchase behavior and the endorsement from influencers. This study targeted the source credibility (i.e. trustworthiness, expertise, attractiveness,popularity, and relevance) of social media influencer

perceived by consumers/followers and the purchase intention towards eponymous fashion label with and without fashion clothing involvement as a moderator. By a non-probability convenient sampling method, this study retrieved a sample of 335 Taiwanese males and females. The results of the study sh

owed that all of the items under the construct of social media influencer’s source credibility have significantly impact on stimulating the purchase decision of eponymous fashion label; however, when moderated by fashion clothing involvement, popularity of the influencer is the only factor that seem

s to have no influential toward purchase intention. The study aims to pave the way for new dialogues for further research of the relationship between social media influencers and their eponymous fashion labels.