流行女裝之品牌代言人、人口統計變數與品牌權益之關聯性研究

Abstract

一個廣告的成功與否，除創意扮演了極為重要的角色外，廣告代言人亦是影響整個廣告的重要元素之一，而在眾多廣告模式中，推薦式廣告(Advertisement with Endorsers)是目前廠商們常愛採用的一種廣告型態，亦即藉由廣告代言人(Spokesperson)的相關特質與個人展現，期待可對消費者提供專家性、比較性或象徵性的意識效果，以迅速塑造廣告主及該品牌產品之差異化形象及創造消費者心中特定的品牌記憶與識別，而達成廣告目的，提昇品牌知名度。而在現今的消費生活中，我們常可看到許多企業主動輒花費鉅額簽約金，請知名的偶像明星為自家的服飾產品代言，因此本篇論文期待能藉由了解哪些因素真正影響少女、少淑女服飾消費族群的購買選擇，以及有、無廣告代言人是否真能在流行女裝產業對女性消費族群產生品牌權益的效用，並進而為廠商帶來效益。 本研究透過20-40歲女性消費者之問卷調查得到如下結論： 1.不同人口統計變數之20-40歲女性消費者對於品牌權益認知有顯著差異。 2.在流行女裝產業中，對於20-40歲之女性消費者而言，使用品牌代言人可創造較高之品牌權益意識。 3.不同人口統計變數之20-40歲女性消費者對於購買流行女裝時所重視之因素有顯著差異。

For an ad to be successful, both creativity and celebrity are important factors. Nowadays, mode of advertisement with endorsers is mostly populated by the enterprises, hoping to leverage celebrity’s characteristic and further to enhance or strengthen what the products want to be revealed. Ultimately, the branding effect and customer loyalty are said to be developed.

This study attempts to decipher the embedded factors that affect the choice made by the female, particularly at teenager level. Having a celebrity or not also remains the core question in this study.

By conducting questioners for the female group between the ages of twenty and forty, the following results are concluded. 1: Demographic statistic, there is a dramatic difference in brand recognition for female shoppers between the ages of twenty and forty. 2: For the female shoppers between the ages of twenty and forty, the use of celebrity is able to develop the branding loyalty. 3: Demographic statistic, the factors considered when purchasing the clothing have significant difference for the female between the ages of twenty and forty.