The Influences of Price Promotion, and Celebrity Endorser on Brand Equity and Willingness to...

價格促銷、廣告代言人對品牌權益及購買意願

之影響

The Influences of Price Promotion, and Celebrity

Endorser on Brand Equity and Willingness to Purchase

研究生：詹凱捷（Kai-Chieh Chan）

指導教授：李賢哲（Prof. Hsien-Che Lee）

大同大學

事業經營研究所

碩士論文

Thesis for Master of Business Administration

Department of Business Management Tatung University

中華民國九十四年七月

July 2005

The Influences of Price Promotion, and Celebrity Endorser on Brand

Equity and Willingness to Purchase

Advisor : Prof. Hsien-Che Lee

Student : Kai-Chieh Chan

TATUNG UNIVERSITY

GRADUATE SCHOOL OF MANAGEMENT

MASTER’S THESIS

JULY 2005

ABSTRACT

Since the sluggish economic and heavy market competition in recent years,

marketers expect to increase company profit by diverse marketing strategies in order

to stand out in the competitive market. Therefore, all kinds of promotion activities

develop vividly; especially the price promotion is frequently used for new product

launch or for attracting potential customers. The celebrity endorsement is also a

common strategy used by a company. Both the price promotion and celebrity

endorsement are with expectation to stimulate consumers’ willingness to purchase.

Accordingly, this research attempts to find out the influences of celebrity endorsement

and price promotion on the sales for MP3 to see whether they will increase the

willingness of consumers to purchase or raising the evaluation for brands of MP3 .

The object in this research is MP3. This study adopts convenient sampling to

choose subjects including students and office workers to fill the questionnaire. This

research uses AMOS 4.0 statistical software to calculate the reliabilities of individual

items and parameters among all concepts. It also applies structural equation

modeling, SEM, to analyze and verify the fitness between theoretical models and data

observed.

Research finding are as follow: the five hypotheses we propose are all supported.

It means that celebrity endorsement and price promotion have positive correlation

with MP3 appreciation, and the brand appreciation will raise consumers’ willingness

to purchase. Therefore, we suggest the firm to put more emphasis upon external clue

such as celebrity endorsement.

.

價格促銷、廣告代言人對品牌權益及購買意願之影響

指導教授：李賢哲

研究生：詹凱捷

大同大學事業經營研究所

九十三學年度碩士論文摘要

近年來因景氣低迷不振，再加上市場激烈的競爭下，行銷企劃人員期望能透

過各種行銷手法來增加公司利潤，使其能夠在競爭的市場中脫穎而出。因為如

此，也使得各式各樣的促銷活動蓬勃發展。尤其是價格促銷也經常被運用在新產

品上市時或針對潛在消費者促銷。廣告代言人亦是廠商經常使用的策略，不論是

價格促銷或是廣告代言人，都是希望藉此刺激消費者的購買意願。所以本研究希

望能藉由研究結果看出廣告代言人與價格促銷對於 MP3 這樣的成熟性電子商品

的影響，是否會增加消費者購買意願或是使消費者對於 MP3 的品牌有更高的評

價。

本研究進行實證產品為MP3，抽樣對象為學生及上班族，採取便利抽樣法，

且選定大台北地區的高中職、大專、研究所等在學學生及年輕上班族為主要調查

樣本，以進行問卷填寫。本研究使用AMOS 4.0統計軟體，用最大概似法(Maximum

Likelihood)求算出個別項目信度以及求算出各構念的參數。並應用結構方程模式

（Structural Equation Modeling，SEM）分析驗證理論模式與觀察資料的適配程度。

本研究之結論如下：無論是廣告代言人或是價格促銷對於 MP3 的品牌評價都有

正向的關係。而品牌評價也會影響消費者的購買意願。所以從本研究可以看出消

費者在選擇購買 MP3 這樣的成熟性商品時，像是服務品質這樣的產品內在線索

已經必要條件了，消費者反而比較會以產品的外在線索當作購買的判斷基礎。

ACKNOWLEDGEMENTS

This student wishes to express his gratitude to all those who have helped directly

and indirectly in completing his thesis. First of all, this student would like to thank his

advisor, Prof. Hsien-Che Lee (李賢哲 ), for his patient guidance and continuous

encouragement during the entire period of this research. Besides, this student wants to

thank Prof. Nan-Hong Lin (林南宏), and Prof. Kun-Huang Yeh(葉焜煌) for their

devoted teaching assistance, and valuable suggestions.

Equally, this student desires to express his appreciation to his dear friends,

Hsiang-Mei Chang (張湘梅), Shih-Shuan Lin (林仕軒), Mei-Shiue Yang (楊美雪),

Min-Fen Chung (鍾旻芬), Pei-Hua Wu (吳姵嬅) for helping him to fulfill his graduate

school life.

Finally, this student wants to thank his parents, Ming-Jung Chan (詹明忠) and

Shu-Yuan Chen (陳淑媛) , for their continuous support and encouragement. For all the

people mentioned above, thank you again.

I

CONTENTS

CHAPTER I INTRODUCTION......................................................................................... 1

1.1 Background and Motive of the Study ................................................................... 1

1.2 Problem and Objective of the Study ..................................................................... 3

1.3 Object and Scope of the Study.............................................................................. 4

1.4 Research Procedure............................................................................................... 5

CHAPTER II LITERATURE REVIEW............................................................................. 6

2.1 Influence of Price Promotion on Brand Equity and Relevant Theories................ 6

2.1.1 Relationship between Price Promotion and Brand Equity......................... 6

2.1.2 Relevant Theories of Price Promotion and Brand Equity.......................... 8

2.2 Influence of Promotion on Brand and Purchase Willing ...................................... 9

2.3 Relevant Theories of Brand Equity......................................................................11

2.3.1 Definition of Brand Equity .......................................................................11

2.3.2 Source and Composition of Brand Equity ............................................... 14

2.3.3 Scale of Brand Equity .............................................................................. 17

2.4 Theories of Celebrity Edonser and Its Influence on Purchase Willing ............... 19

2.4.1 Relevant Theories of Celebrity Edonser Type and Utility ....................... 19

2.4.2 Reliability Source of Celebrity Edonser .................................................. 21

2.4.3 Relationship between Celebrity Edonser and Brand Equity.................... 24

CHAPTER Ⅲ RESEARCH METHODOLOGY ........................................................... 27

3.1 Research Framework .......................................................................................... 27

3.2 Research Hypotheses .......................................................................................... 28

3.3 Operational Definition and Scale of Variables.................................................... 28

3.4 Design of Questionnaire ..................................................................................... 32

3.5 Design of Sampling............................................................................................. 32

3.6 Analysis Method of Data .................................................................................... 33

CHAPTER IV DATA ANALYSIS.................................................................................... 34

4.1Description of Data .............................................................................................. 34

4.2The Tests of Reliability of the Constructs............................................................ 35

4.3Results of Structural Equation Modeling............................................................. 36

II

CHAPTER V CONCLUSIONS AND SUGGESTIONS.................................................. 38

5.1 Research Conclusions ......................................................................................... 38

5.2 Management Implications and Suggestions........................................................ 40

5.3 Research Limitation ............................................................................................ 41

BIBLIOGRAPHY............................................................................................................. 42

APPENDIX………………………………………………………………………………47

VITA……………………………………………………………………………………..79

III

LIST OF FIGURES Figure 1 Research Procedure .............................................................................. 5

Figure 2 Composition of Brand Equity............................................................. 14

Figure 3 Research Framework .......................................................................... 27

Figure 4 Result of Analysis............................................................................... 37

IV

LIST OF TABLES Table 1 Relevant Theories of Prolocutor Utility............................................... 20

Table 2 Reliability Source of Prolocutor........................................................... 22

Table 3 Operational Definitions of Price Promotion ........................................ 29

Table 4 Operational Definitions of Brand Equity ............................................. 30

Table 5 Operational Definitions of Prolocutor.................................................. 31

Table 6 Details of Sample Data......................................................................... 34

Table 7 The Tests of Reliability of the Constructs............................................ 35

Table 8 Summary of Hypotheses Test .............................................................. 36

Table 9 Results of the Best Fitting Model......................................................... 37

1

CHAPTER I

INTRODUCTION

This chapter consists of four sections: research backgrounds, research motives,

research subject, and research procedure. Research background and motives are given to

this study; research objectives point out the main ideas in this study and research

procedure describes this study’s process.

1.1 Background and Motive of the Study

Under the background of economic depression and severe market competition, the

marketing personnel expects to increase the profit and make the company outstanding in

the competitive market by various marketing methods. In this case, all kinds of sales

promotions are developing rapidly. Besides price promotion, such promotion modes as

discount ticket, present, lottery and scratch are popular in every industry. Kotler pointed

out that “advertising was to express some interest, prompting and identification and

explain the reason why the customer should buy the product definitely, while sales

promotion was providing a inducement to purchase”.1 The customer becomes very stingy

for the depression, and the price promotion becomes one of the key factors that customer

will consider in purchasing.

The former literatures have shown that price promotion can increase the sale in short

term.2 Price promotion is also used for the new products and potential customers.

However, constant promotions has not only increased the marketing expense and reduced

1 Philip. Kotler, Marketing Management：Analysis, Planning, Implementation, and Control 10th ed.

NJ:Prentice-Hall,( 2000). 2 Robert C. Blattberg, and Scott A. Neslin.Sales Promotion: Concepts, Methods, and

Strategies,Prentice Hall, Englewood Cliffs, NJ. 1990.

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the profit of manufacturer, but also done harm to the brand. David Ogilvy ever said that

the brand is the opinion of customer to a product; therefore, the brand can embody the

value of product in the heart of customer. In short, the value-added of product endued by

brand is the brand equity.3

In terms of advertising strategy, the prolocutor is a popular advertising strategy in

the daily life. The eyesight of customer is expected to be attracted, the purchase willing

will be increased and the brand awareness will be enhanced in short term via the

popularity, professional and attraction（advertising reliability）of the prolocutor. Patzer

found that attractive prolocutor could lead to the better preference to the advertising and

stronger purchase willing.4 While either the conditions or the reliability resource of

prolocutor can influence the brand imagine of product and the purchase willing of

customer. It will do well to the figuration of brand if enterprise can select the “match-up”

of prolocutor carefully based on the product features.

A brand with value-added will help enhance the customer loyalty,5 while Keller

believed that brand equity can not only increase the cost efficiency of marketing expense,

but also improve the productivity of marketing.6 According to the studies of different

scholars, though sales promotion can increase the sale, its influence on brand equity is

disputable. For example,

3 Leuthesser, Kohli and Harich, “Brand Equity: The Halo Effect Measure,”European Journal of

Marketing, Vol. 29, (1995):58. 4 G.L. Patzer, “Source Credibility As a Function of Communicator Physical Attractiveness,” Journal

of Business Research, Vol.11 , no.2(1983):238. 5 David A. Aaker, Managing Brand Equity,New York：Free Press, (1991).

6 Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Consumer- Based Brand Equity,”Journal of Marketing, Vol.57, (January 1993):1.

3

Ogilvy pointed out that price promotion will have inverse influence on brand

equity;7 Blattberg and Neslin mentioned in his writing that “advertising personnel had

warned marketing personnel in recent years that sales promotion would damage the brand

imagine”.8 Davis, Inman and McAlister found that “sales promotion would increase the

purchase of product, but would not do harm to the brand imagine” in their study.9

Friedman pointed out that the validity of famous man to speak for product would vary

with the products.10 Kanungo and Pang also found that the brand appraisal and purchase

willing would vary with the products for the advertising prolocutor.11 This research will

discuss the influences of sales promotion on brand equity of product and purchase willing

of customer, whether the reliability of advertising prolocutor will influence the brand

equity of product and purchase willing of customer, which will be influenced greater by

advertising prolocutor and sales promotion, brand equity or purchase willing? All of the

above are the motives of the study.

1.2 Problem and Objective of the Study

According to the above motives, this research makes an empirical study on the

customer for the relationship among price promotion, reliability of advertising prolocutor

and brand equity and purchase willing. There have been a lot of studies on the advertising

prolocutor and the relationship among price promotion and brand equity & purchase

7 D. Ogilvy, Confessions of an Advertising Man, New York: Ballantine, (1963). 8 Blattberg and Neslin, Sales Promotion: Concepts, Methods, and Strategies,Prentice Hall,

Englewood Cliffs, NJ. 1990. 9 Scott Davis, J. Jeffery Inman, and McAlister Leigh,“Promotion Has a Negative Effect on Brand

Evaluations－Or Does It? Additional Disconfirming Evidence,”Journal of Marketing Research, Vol. 29, (1992):146.

10 Hershey H. Friedman and Linda Friedman,“Endorser Effectiveness By Product Type,” Journal of Advertising Research, Vol. 19, no.5 (1979):64.

11 Kanungo R. N. and Pang S, “Effects of Human Models On Perceived Product Quality,”Journal of Applied Psychology, Vol.57, (1973):175.

4

willing. This research studies the concepts of advertising prolocutor and price promotion

and further discusses their influences on brand equity and purchase willing of customer.

The study objective is to find out which has greater influence on brand equity and

purchase willing of customer, price promotion or advertising prolocutor, and to discuss

the relationship among price promotion, advertising prolocutor, brand equity and

purchase willing.

1.3 Object and Scope of the Study

According to the above study objective, the object and scope of the study are

determined as follows:

1.The main subject of the study is the students in senior high school, junior college

and young office worker.

2.The object in the study is MP3（MPEG Layer3）.

MP3 is the layer 3 sound compress standards in MPEG-1 video standards. MP3

deposits the existing CD music files by compression mode and plays the music in

computer in software decompression mode via the powerful calculation capacity of CPU.

5

Data Analysis and Explanations

1.4 Research Procedure

According to the research motives and objectives mentioned above, a research

procedure is presented in figure 1.

Figure 1 Research Procedure

Establishing Research Scope and Framework

Designing Questionnaire

Data Collection

Collecting and Exploring Relevant Literature

Identifying Research Objectives

Conclusions and Suggestions

6

CHAPTER II

LITERATURE REVIEW

This chapter examines and discusses the literatures based on the above motives and

objective. There are 4 sections: Section 1 discusses the literatures on price promotion and

expects to understand the influence of price promotion on brand equity and relevant

theories; Section 2 discusses the influence of brand equity to purchase willing; Section 3

will discuss the relevant literatures on brand equity, introduce the definition and relevant

theory of brand equity and study the construction and scale mode of brand equity, which

will be treated as the theory base to scale brand equity; Section 4 discusses the relevant

theories on brand prolocutor, reliability resource of prolocutor and the scale variables,

and its influence on brand and purchase activity.

2.1 Influence of Price Promotion on Brand Equity and Relevant

Theories

2.1.1 Relationship between Price Promotion and Brand Equity

In the past, the scholars scaled the brand equity from the viewpoint of customer

perception, and the perception of customer on the functions of brand product was the

quality perceived by the customer. Zeithaml also explained perceived quality from 4

aspects:

1. Perceived quality is different from the objective quality;

2. Perceived quality is the whole appraisal, which is like the attitude to product;

3. Perceived quality usually takes place in a comparative psychology;

7

4. Perceived quality belongs to senior abstract concept.1

The study of Lichtenstein et al. on how the customer to be influenced by the market

price information indicates the roles of price to customer include positive roles and

negative roles, which are composed of 7 factors as follows:

“Positive Roles of Price” indicates that price is regarded as indirect scale standards

of product quality by the customer and therefore has positive influence to the purchase

willing of customer, which includes:

1. Price-Quality

It is a concept that price is positive correlation with product quality, i.e. higher the

price is, better the quality is.

2. Sensitivity of Customer

A perceiving favorable to price, those who purchase the high-priced may have a

superiority complex relative to others. In short, the customer will think it will enhance

his/her status and reputation to purchase the product in such a high price.

“Negative Roles of Price” indicates that price has negative influence to the

purchase willing, which is composed of 5 factors as follows:

1. Value Consciousness:

It means the differential consciousness between the paid price and the product

quality.

2. Price Consciousness

It means the attention of customer to pay upon low price in the purchasing.

3. Coupon Proneness

1 Valarie A. Zeithaml , “Consumer Perceptions of Price, Quality, and Value: A

Means-End Model and Synthesis of Evidence,” Journal of Marketing , Vol.52 , (1988):3.

8

Coupon is another price method, therefore it will have positive influence on the

purchase willing of customer.

4. Sales Promotion

The price adapted by the manufacturer as a direct promotion method will increase

the purchase willing of customer.

5. Price Mavenism

The extent that customer collects quantities of price information, searches for the

lowest price and even responses to others’ question on market price.2

Therefore, price promotion may have positive and negative influence to customer,

differential consciousness of customer on quality, and then influence the brand equity of

product and purchase willing of customer. In this case, manufacturers must be prudent in

using price promotion.

2.1.2 Relevant Theories of Price Promotion and Brand Equity

(1).The attribution theory of Kelley discussed how the individual explain the reason

of event, and this reason is the attribution. The subject perception theory is a

kind of attribution theory；it indicates that the action of object usually attributes

to 3 factors:

A. The consistency of that event over time or situation.

B. The distinctiveness of that event involving the object.

C. The observations of others.3

In short, the characters or inconsistent action of manufacturer is prone to be noticed

2 Donald R. Lichtenstein, Nancy M. Ridgway, Richard G. Netemeyer, “Price perceptions and

consumer shopping behavior: A field study,” Journal of Marketing Research, Vol.30, (1993):235. 3 H.H. Kelley, “Attribution Theory in Social Psychology,” Nebraska Symposium on Motivation,

Vol.15, (1967):193.

9

by the customer and regarded as the attribution.

(2).Lichtenstein and Bearden:

The study based on attribution theory and utility theory finds that the customer will

think the former exterior price meaningless and turn to refer to the discounted price for a

brand with constant price promotion or when other brand process price promotion in a

competitive brand market. Lichtenstein et al.also explained the attribution of customer to

price promotion, and the author pointed out there were 3 attributions to brand promotion:

A. Product Relationship: For example, the reason of price promotion lies in the sale

of new product or stock;

B. Environment Relationship: For example, the reason of price promotion lies in the

severe market competition;

C. Individual Relationship: For example, the reason of price promotion is to attract

new customer.4

The result of study shows that the product-related attribution will lead to low brand

equity, while individual-related attribution will lead to high brand equity, and

environment-related attribution will have no influence on brand equity.

2.2 Influence of Promotion on Brand and Purchase Willing

Scholars have different opinions on whether the decreasing re-purchase rate after

promotion is resulted from low brand appraisal. Dodson, Tybout and Sternthal found that

the re-purchase rate of product in promotion will decrease in their study;5 They made an

4 Donald R. Lichtenstein, William O. Bearden,"Contextual Influences on Merchant-Supplied

Reference Prices," Journal of Consumer Research, Vol.16, (1989):64. 5 Joe A. Dodson, Alice M. Tybout, and Brian Sternthal,“Impact of Deals and Deal Retraction on

Brand Switching,”Journal of Marketing Research, Vol.15, (1978):79.

10

experiment with flour and artificial butter based on self-consciousness theory and made

use of integral re-purchase rate to check their theory. They believed that the brand

appraisal on the product or brand in promotion was low, and the purchase of customer

was stimulated by the promotion rather than the product quality, therefore it was obvious

that the re-purchase rate after promotion would decrease.

Davis, Inman and McAlister made an empirical research on their hypothesis

“promotion has negative influence on brand appraisal”. 6 The subject was the

undergraduates and the experiment environment was the grocer in the campus; they

selected 3 brands and 4 varieties（canned dough, aerodyne, toothpaste and toothbrush）and

scaled the effect of price promotion on brand appraisal directly; The scale involved in 3

factors: sensibility, perceiving and action intent. The result of research showed that

promotion would enhance the purchase rate of customer on product, but not have any

negative influence on brand appraisal. They deduced that promotion had no negative

brand appraisal because the customer would forget the contents of promotion soon after

the promotion for that the purchase in grocer was low-involved selection, though

promotion would influence the purchase of customer strongly then.

Raghubir and Corfman made a demonstration research on the influence of price

promotion to the brand appraisal before using the product（or service）, and the

experiment product was service industry（dentist, gymnasium and mutual fund）.7 They

claimed that the customers would regard the brand in promotion as low-quality product

when contacting the price promotion information if they had never purchased the brand in

6 Scott , Inman, and McAlister ,“Promotion Has a Negative Effect on Brand Evaluations－Or Does It? Additional Disconfirming Evidence,” 29.

7 Priya Raghubir ,and Kim Corfman, “When Do Price Promotion Affect Pre-trial Brand Evaluations,”Journal of Marketing Research, Vol.36, (1999):212.

11

promotion or new brand, though they might have never used that product. Their research

result indicated that “price promotion has negative influence on the brand appraisal of

unused product”, which was quite applicable to the promotion of new product and

product extension to new customers.

From the above literature, former scholars have different opinions on whether price

promotion will influence the brand equity or purchase willing. In this case, the research

would like to have a discussion on the influence of price promotion on brand equity and

purchase willing from several brands of living goods.

2.3 Relevant Theories of Brand Equity

After the term “Brand Equity” appeared in 1980s, it becomes more and more

popular in marketing academy and practice. America Marketing Academy pointed out in

its report of 1991 that the primary topic in marketing administration study of its members

was brand equity.8 The appraisal of brand equity can be scaled from the viewpoint of

manufacturer, distributor or customer; this research will discuss the definition、

composition and measure method of brand equity based on the customer because it

involves the purchase attitude of customer.

2.3.1 Definition of Brand Equity

Brand Equity is combined by Brand and Equity, and then what’s Brand? According

to definition of America Marketing Academy（AMA）, Brand is a name, noun, mark,

symbol, design or combination of above items for the differentiation of product or service

of different manufacturers to distinguish with that of competitors; Brand is a

8 Aaker, Managing Brand Equity,New York：Free Press, (1991).

12

psychological interpretation for a substantial object, it is abstract and exists along with

the product.9 The term Equity comes from the items in the balance sheet in accounting, it

equals to the difference between asset and liability in accounting and represents the net

asset value. While when it combines with Brand to form a single term, Brand Equity will

have different opinions with those in accounting and marketing. Marketing Science

Institute（MSI）brought forward the definition of brand equity in the proseminar in 1988.

Brand equity is an assembly of association and part actions of the brand’s customer,

distributor and parent company, the product with brand will create greater sale or profit

relative to that of product without brand and bring strong and constant differential

advantage for the brand comparing with the competitors. Marketing personnel has used

the terms such as product, brand, brand equity, brand imagine, and brand character

confusedly because there has never been a definite and common definition for brand

equity, therefore, it is necessary to describe that of brand equity. The following is the

opinions of scholars from the viewpoint of marketing:

1. Tauber:

He believed that brand equity was completed by the market orientation of brand and

determined by the potential of brand extension so as to make the value of an enterprise

exceed its substantial asset value. He thought there would be 2 choices if a company

would like to enter into a new product: one was to purchase the brand of new product; the

other was to extend the brand of itself.10

9 Peter. Kim, “A Perspective on Brands,”Journal of Consumer Marketing, Vol.7, no.4 (1990): 21. 10 Edward M. Tauber,“Brand Leverage: Strategy for Growth in a Cost Control World,”Journal of

Advertising Research,( August/September 1988):27.

13

2. Kim:

He believed that brand had the potential power to awake the special combination of

thinking, feeling, sentiment and association of brand observers and further influence their

purchase activities. The potential power of brand could influence the purchase activity

constantly, make that of brand observer regular so as the fix the current demand to the

product, or expand their purchase to create the demand to new product.11

3. Keller:

He gave the definition of brand equity from the viewpoint of customer and believed

that the customer would response to the marketing activity of a brand; therefore the

differential effect of brand knowledge would emerge. If the customer was familiar to a

brand and had loving, strong and unique brand association to that brand in memory, the

brand equity based on individual customer will come into being. The definition of brand

equity includes 3 important concepts:

(1)Differential Effect: The customers will response differently to the product with

brand, with fabled brand or without brand in same marketing activity.

(2)Brand Knowledge: Composed of brand awareness and brand imagine.

(3)Response of Customer to Marketing Activity: It refers to the understanding,

preference and action. It can enhance the income, reduce the cost and create

more profit for the company if a brand processes favorable customer response

and positive brand equity based on customer.12

4. Park and Srinivasan:

He believed that brand equity came from the integral brand preference of individual

11 Kim, “A Perspective on Brands,” 7. 12 Keller, “Conceptualizing, Measuring, and Managing Consumer- Based Brand Equity,” 57.

14

customers and the difference among various brand preferences after their objective scale

on product attribute.13

2.3.2 Source and Composition of Brand Equity

Aaker believed that the value of brand equity came from 5 brand equity assets（brand

loyalty, brand awareness, perceived quality, brand associations and other proprietary

brand assets）, in which perceived quality and brand associations were 2 most important

assets.14 All these brand equity assets could bring value for the enterprise and customer,

the following is the structural figure of Aaker to scale brand equity assets and the

interpretation to each asset:

Figure 2 Composition of Brand Equity

13 Park and Srinivasan,“A Survey-Base Method for Measuring and Understanding Brand Equity and

Extendibility,”Journal of Marketing Research, Vol. 31, (May 1994):272. 14 Aaker, Managing Brand Equity,New York：Free Press, (1991).

Brand Equity Asset

Customer Consciousness Brand Awareness

Brand Loyalty

Customer Action

Perceived Quality

Other Proprietary Brand Assets

Brand Associations

15

1. Brand Loyalty:

The expense of manufacturer on keeping the existing clients will be less then that on

developing new clients when the existing clients are satisfactory or loving the brand,

therefore the value of brand loyalty is to reduce the market expense and become the

source of profit. The brand loyalty based on client can defend the attack of competitor’s

marketing, and the effect of competitive manufacturer’s marketing to attract the loyal

customer of other brand is always unsatisfactory; after all, the loyal client will advertise

for the brand to influence the purchase of others, what’s more, high brand loyalty also

represents the strong leverage Relationship between the manufacturer and distributor. The

brand loyalty is usually an effective method to manage brand equity, while client

satisfaction and re-purchase is always regarded as the guideline to scale advantageous

brand, and reinforcing the plan of marketing will help to build up brand intensity.

2. Brand Awareness:

Brand awareness can provide the familiarity to a brand and the signal of

substantiality and promise if the customer knows the brand; while it will influence the

consideration of customer to brand and further influence the selection of customer on

brand when the brand is memorized. The customer usually selects the familiar product

with brand awareness when making purchase decision.

3. Perceived Quality:

The customer will have a perceived associations to the integral quality of a brand,

and the value provided to customer by perceived quality includes purchase reason,

differential brand, attracting distributor, the base of product extension, supporting high

price and so on, in which the benefit from high price can increase the profit and provide

16

the resource to reinvest on the brand. The perceived quality can influence the purchase

decision and brand loyalty directly, especially when the customer has not been stimulated

by inducement or can’t make detailed analysis.

4. Brand Associations:

Brand association is also named brand imagine, and may be the most acceptable

concept in brand equity. The value of brand is always based on the special associations

relevant to brand name, and the matters that may lead to brand associations include

product attribute, client benefit, use mode, user, living condition, product category,

competitor and nation. Brand association can assist customer to deal with or memorize

information and become the base of product difference and product extension, which will

provide a purchase reason for customer and arise positive feeling. The competitor is hard

to attack if a brand has favorable product attribute orientation, therefore brand

associations is a competition obstacle for competitors.

5. Other Proprietary Brand Assets:

It includes patent, trademark and distributors, and the value of brand asset will be

maximized if these assets can prevent competitor from eroding the client base and client

loyalty. The applicable modes of these assets may be various, for example, trademark can

prevent competitor using similar name, sign or package to confuse customer; patent can

prevent the direct competition of competitor; while the favorable former performance of

brand in distributing can control the distributor at some extent.

Aaker pointed out that brand equity can provide value for clients in 3 modes:（1）

brand equity can assist client to interpret, dispose, deposit, memory abundant information

about product or brand;（2）brand equity assets also can influence the decision in purchase;

17

（3）perceived quality and brand associations may enhance the satisfaction of individual

customers in using the product and further provide value for them.15

Aaker（1991）also pointed out that brand equity can provide value for manufacturer

in 6 modes:（1）brand equity can enhance the efficiency and performance of marketing

plan;（2）brand awareness, perceived quality and brand associations can add the

satisfaction of clients, provide reason for purchase and thus reinforce the brand loyalty;

（3）brand equity can price higher and reduce the dependence on promotion to increase

the profit of enterprise;（4）brand equity can provide growing platform for enterprise by

the extension of brand;（5）brand equity can also control the advantage in distributing and

maintain leverage Relationship with distributors;（6）brand equity can bring obvious

advantage to enterprise, i.e., it will form competition obstacle to prevent customer from

converting brand and purchasing the product of competitors.

From the viewpoint of Aaker we can find that brand equity can bring value for both

client and manufacturer, and the client value from brand equity is the base to create

manufacturer value. In 5 assets of brand equity, brand loyalty may be influenced by other

key compositions（brand awareness, perceived quality and brand associations）of brand

equity, therefore brand loyalty can be regarded as the primary base of brand equity and

independent from other compositions.

2.3.3 Scale of Brand Equity

Kim brought forward that the methods of brand equity scale are as follows:

1. Extensiveness of Brand: Total amount with thinking, feeling or sentiment arose

15 Aaker, Managing Brand Equity,New York：Free Press, (1991).

18

by brand.

2. Comprehensiveness of Brand: Common capacity with thinking, feeling or

sentiment arose by brand.

3. Intensiveness of Brand: Intension with thinking, feeling or sentiment arose by

brand.16

Mahajan, Rao and Srivastava used the potential value of brand as the guideline of

the company to be combined to scale brand; the other guideline to scale brand in finance

（only for the sealing of new product）was founded on the fund required by brand

replacement and new brand.17

The scale method of brand put forward by Ourusoff is one of the most popular

methods in evaluating global brand by Financial Word journal each year, the formula he

put forward calculates the net profit relevant to brand based on brand intension at first,

then assigns a multiple.18 While the scale guideline of brand intension is the association

as follows: leadership, stability, trade environment, internationality, ongoing direction,

communication support and legal protection.

Kamakura and Russell used the data of scanner in washing powder industry to

study 3 scaled values of brand equity: The first was perceived value, mean the brand

value unable to be interpreted by price and promotion; the second was brand-dominance

ratio, mean an objective value of brand in price competition; and the third was

16 Kim, “A Perspective on Brands,” 7. 17 Rao Mahajan,and Srivastava,“An Approach to Assess the Importance of Brand Equity in

Acquisition Decision,”Report # 93-124, Cambridge, MA, (1991). 18 Alexandra. Ourusoff,“What’s in A Name,”Financial World, Vol. 161, (September 1993):82.

19

intangible value, mean the difference between perceived utility and objective utility of

brand.19

Cobb-Walgren, Ruble and Donthu acquired the relevant scale result from the

viewpoint of customer and by comparing the equity of different brands. In the study, he

selected 2 kinds of products or services（hotel and cleanser）and 2 brands in each kind to

make a comparison, and the investigated samples were divided into 2 groups, and the

consciousness factors to scale brand equity are brand awareness, brand associations and

perceived quality. 20He got the data by questionnaires, scaled the influence of brand

equity to customer preference with united analysis method, and then scaled the influence

of brand equity to purchase willing with multiple regression analysis in the study.

In this case, we make “perceived quality”, “perceived value”, “brand loyalty”,

“brand awareness” and “brand associations” the scale variables of brand equity based on

the achievements of above scholars.

2.4 Theories of Prolocutor and Its Influence on Purchase Willing

2.4.1 Relevant Theories of Prolocutor Type and Utility

(1)Prolocutor Type:

Freiden pointed out that there were 4 types of prolocutors:

A. Celebrity: Public figure or big figure; the manufacturer hopes to attract the

attention of customer on its product and stimulate the consumption via

the awareness or charm of this figure.

19 Wagner A.Kamakura ,and Gary J.Russell,“Measuring Brand Value with Scanner Data,”International Journal of Research in Marketing, Vol.10, no.1 (1993):10.

20 Cynthia A.Ruble ,Cathy J.Cobb-Walgren,and Naveen Donthu ,“Brand Equity, Brand Preference, and Purchase Intent, ”Journal of Advertising, Vol.24, no.3 (1995):28.

20

B. CEO: A kind of professional; in respect that CEO can master the market artery

and understand the internal operation of enterprise, the manufacturer hopes

this kind of prolocutor can increase the reliability of brand and the

purchase willing of customer.

C. Expert: Professional in some fields, who can make the customer believe that

purchasing this brand is a right choice.

D. Typical Consumer: Popular prolocutor, this kind of prolocutor is similar to

common customer and can make customer feel close, and

the advice based on experience can make customer believe

in him/her and thus increase the purchase willing.21

From the above classification, we can find that the role of prolocutor is to help

increasing the purchase willing of customer based on its charm, and thus increasing the

brand awareness and sale via big figure.

(2)Theory of Prolocutor Utility:

The relevant theories and research result of prolocutor utility brought forward by

former scholars are embodied in Table 1 as follows:

Table 1 : Relevant Theories of Prolocutor Utility Scholar Time Theory and Discovery

Freidman & Freidman 1979 Increase the memory of customer on

information

Petty, Cacioppo &

Schumann

1983 Increase the distinguishing of customer on

brand name

21 Jon B. Freiden, “Advertising Spokespersons Effects: Examination of Endorser Type and

Gender on Two Audiences,” Journal of Advertising Research, Vol.24,no.5 (1984):35.

21

Influence the attitude of customer on

purchasing the product not in common use

Kamins et al. 1989 Increase the reliability of advertisement

Make the customer have positive attitude to

brand

McCracken 1989 Create characters for brand

Bower & Landreth 2001 The customer will have higher trustiness on

the brand with famous or charming

prolocutor

Source: Cai Shumei（2002）

From the above relevant theory or discovery, we can find how the prolocutor

influences the psychology of customer, and the manufacturer also find how to attract the

customer with the advertising of prolocutor.

2.4.2 Reliability Source of Prolocutor

The utility and influence of prolocutor come from its reliability, and the reliability

source has been mentioned by many scholars, which includes “likeability”,

“trustworthiness”, “attractiveness” and “expertness”. Belch also believed that

advertisement was to attract the attention of customer and influence their attitude and

feelings to brand so as to stimulate the customer’s purchase willing.22 Kotler also pointed

out that advertisement was to express some interest, stimulation, identification or reason

definitely.23 In this case, the reliability source of prolocutor is one of the key factors that

22 George E. Belch, Advertising and Promotion: An Integrated Marketing Communications

Perspective. 4th edition. Boston: Irwin/McGraw Hill, (1998). 23 Philip. Kotler, Marketing Management：Analysis, Planning, Implementation, and Control 10th ed.

NJ:Prentice-Hall,( 2000).

22

may influence advertisement. This study has listed the reliability source of prolocutor in

Table 2 as follows:

Table 2: Reliability Source of Prolocutor Scholar Time Reliability Source

McCracken 1966 Authoritativeness

Character

Bower & Phillip 1967 Competence

Trustworthiness

Whitehead 1968 Competence

Trustworthiness

Dynamism

Objectivity

Berlo, Lemert &

Mertz

1969 Dynamism

Qualification

Safety

Kelman & Hovland 1970 Trustworthiness

Expertness

Likeability

AppIbaum & Anatol 1972 Expertness

Trustworthiness

Dynamism

Objectivity

Simpson & Kahler 1980 Expertness

23

Dynamism

Believability

Sociability

Wynn 1987 Expertness

Dynamism

Believability

Ohanian 1991 Attractiveness

Trustworthiness

Expertness

Data source: Wu Jianzong（2001）, Chen Minlang（2001）.

From the above table, we can find that different scholars have different opinions on

the factors that scale prolocutor, and expertness and trustworthiness are always the factors

discussed by scholars. This research selects 3 factors brought forward by Ohanian, which

are expertness, trustworthiness and attractiveness, to scale the reliability of prolocutor,

and makes a respective interpretation as follows:

A. Trustworthiness: The customer believes that prolocutor is honest and ingenuous,

which can provide customer trustiness to the brand.

B. Expertness: The role that prolocutor plays is a communicator, and provided with

the expertness to demonstrate the product and persuade customer to

purchase the product; for example, a famous doctor acts as the

prolocutor of medicine.

C. Attractiveness: The customer believes that the prolocutor is attractive for the

24

product or service.24

In terms of whether prolocutor attractiveness has positive utility to customer, the

results of former literature are not consistent. Patzer pointed out that attractive model

could make the customer have positive attitude and strong purchase willing to the

product.25The Match-up Hypothesis of Kamins also indicated that high fitness between

product and prolocutor could lead to favorable brand attitude and strong purchase

willing.26 However, both Friedman & Friedman approved that the utility of famous

prolocutor will vary with the product.27

2.4.3 Relationship between Prolocutor and Brand Equity

Keller scaled brand equity from the viewpoint of customer consciousness, and

believed that customer would response to the marketing activity of a brand, which would

lead to the differential effect of “brand knowledge”.28 Keller thought brand knowledge

was composed of brand awareness and brand imagine. While former scholars often used

“brand attitude” to forecast the purchase willing of customer or scale the brand equity.

Kotler（2000）believed that “brand attitude” mean such tendencies of a person on some

objective or conception as the evaluation, emotion and action of like and dislike.29

Therefore, “brand attitude” will influence the purchase decision and even the brand

loyalty of customer directly or indirectly.

From the study of former scholars, we can find that scale variables of brand equity

24 Roobina. Ohanian, “The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’

Intention to Purchase,” Journal of Advertising Research,Vol. 31, no.1(1991):48. 25 Patzer, “Source Credibility As a Function of Communicator Physical Attractiveness,” 11. 26 Michael A. Kamins, Meribeth J. Brand, Stuart A. Hoeke, “Two-Sided Versus One-Sided Celebrity

Endorsements: The Impact,” Journal of Advertising, Vol.18, no.2 (1989): 6. 27 Friedman, and Friedman,“Endorser Effectiveness By Product Type,” 19. 28 Keller, “Conceptualizing, Measuring, and Managing Consumer- Based Brand Equity,”57. 29 Kotler, Philip. Marketing Management：Analysis, Planning, Implementation, and Control 10th ed.

NJ:Prentice-Hall,( 2000).

25

such as “brand awareness” and “brand attitude” can use “exposure effect” to increase the

evaluation of customer to the brand. Zajonc & Markus pointed out that “exposure effect”

mean the effect when some marketing objective was exposed repeatedly.30 The masses

will have more positive attitude to the marketing objective if it is exposed regularly.

Anand, Holbrook & Stephens also proved that “exposure effect” was a key factor to alter

the preference and attitude in the later study.31 Laroche, Kim & Zhou also validated the

influence of “exposure effect” on “brand knowledge”, “brand attitude”, “brand

familiarity” and purchase willing and confidence, and the results were as follows:

A. The attitude of customer to a brand is positively correlative with the familiarity of

the brand.

B. The attitude of customer to a brand is positively correlative with brand

knowledge and confidence.

C. The brand knowledge and confidence of customer is positively correlative with

the purchase willing.

D. The purchase willing of customer is positively correlative with the brand

attitude.32

From the above literatures, we can find that prolocutor is a popular objective in TV

or print media, and the advertised product is the marketing object, which reinforces the

30 R.B. Zajonc, and H. Markus, “Affective and Cognitive Factors in Preferences ,”Journal of Consumer Research, Vol. 9, (September 1982):125.

31 P. Anand, M.B. Holbrook, and D. Stephens, “The Formation of Affective Judgments: The Cognitive Affective Model versus The Independence Hypothesis,” Journal of Consumer Research, Vol.15, ( 1988):388.

32 Michel Laroche, Chankon Kim, Lianzi Zhou,“Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context,” Journal of business Research, Vol.37, (1996):117.

26

exposure effect of product and prolocutor with the platform of TV or print media and

strengthen the attitude, knowledge or confidence of customer on the brand, and thus

stimulate the purchase willing and increase the sale. A higher match-up between

prolocutor and brand will benefit for the brand better.

27

CHAPTER Ⅲ

RESEARCH METHODOLOGY

After the description of study motive and objective in Chapter 1 and literatures

discussion in Chapter 2, this chapter will further bring forward the idealistic framework,

hypothesis, and the practical definition and scale method of each variable, make out the

questionnaire design and data collection, and explain the analysis method of data finally.

3.1 Research Framework

According to the literature reviewed in Chapter II, this study presents the research

framework in figure 3.

H4

H2

H5

H1

H3

Figure 3 Research Framework Source: This study

Purchase Willing

Brand Equity

Prolocutor

Price Promotion

28

3.2 Research Hypotheses

According to the literatures in Chapter 2, and research framework as follows:

Hypothesis 1:

H1: Price promotion is positively correlative with brand equity.

Hypothesis 2:

H2: Prolocutor is positively correlative with brand equity.

Hypothesis 3:

H3: Price promotion is positively correlative with purchase willing of customer.

Hypothesis 4:

H4: Prolocutor is positively correlative with purchase willing of customer.

Hypothesis 5:

H5: Brand equity is positively correlative with purchase willing of customer.

3.3 Operational Definition and Scale of Variables

The variables in the study include: Price Promotion, Reliability Source of Prolocutor,

Brand Equity and Purchase Willing, and the definitions and scale methods of these

variables are explained as follows:

1. Price Promotion

This study refers to the classification mode of Aaker for promotion, in which it is

classified into 4 types: Immediate/Decrease Price; Immediate/ Increase Value;

Deferred/Decrease Price and Deferred/Increase Value.1 The operational definitions and

scale methods are as follows:

1 David A. Aaker, “Measuring Brand Equity Across Product and Markets,”California Management Review, Vol.38, no.3(1996):104.

29

Table 3: Operational Definitions of Price Promotion Compositions of Price

Promotion Operational Definition

Immediate/Decrease Price The price is reflected in unit price, and customer can get

the information of price directly.

Immediate/Increase Value The favorable mode of “use first and pay later” can

make customer feel the purchased value in heart.

Deferred/Decrease Price Indirect price promotion, the customers can enjoy cash

present when they have purchased some amount in total.

Deferred/Increase Value After-sale service.

Source: Aaker（1996）

The scale of these compositions is measured with the 7-point scale of Likert,

which is divided into 7 types: “quite disagree”, “disagree”, “little disagree”, “no

opinion”, “little agree”, “agree” and “quite agree”, and measured by 1, 2, 3, 4, 5, 6 and 7

respectively; higher the score is, better the appraisal of customer on the promotion mode

is.

2. Brand Equity

The scale of brand equity refers to the list of brand equity based on customer

brought forward by Lassar, Mittal and Sharma , and there are 17 items in Chinese.2 5

variables and their operational definitions are as the following Table 4:

2 Walfried Lasser, Mittal Banwari ,and Sharma Arun ,“Measuring Customer-base Brand Equity,”

Journal of Consumer Marketing, Vol.12, no.4 (1995):13.

30

Table 4: Operational Definitions of Brand Equity Compositions of Brand

Equity Operational Definition

Perceived Performance All practical functions included, so is perceived

performance.

Social Image

Besides the faith of customer on the brand, the attitude

and consciousness of social colony on the brand

included, too.

Perceived Value The consciousness of customer on the acquired profit

relative to the cost.

Trustworthiness

The understanding of customer on whether the

expectation on the brand is consistent with its practical

performance.

Identification/attachment The strong attaching and identification of customer on

the brand.

Source: Lassar, Mittal and Sharma（1995）

The scale of these compositions is measured with the 7-point scale of Likert, which

is divided into 7 types: “quite disagree”, “disagree”, “little disagree”, “no opinion”, “little

agree”, “agree” and “quite agree”, and measured by 1, 2, 3, 4, 5, 6 and 7 respectively;

higher the score is, better the appraisal of customer on the brand equity is. Total the score

of each composition of brand equity, we can get the level of brand equity in these

compositions, higher the score is, higher the level of brand equity in these compositions

is; Then we can total the scores of 5 compositions of brand equity, and we can get the

integral level of brand equity, higher the score is, higher the level of brand equity is.

31

3. Reliability Source of Prolocutor

We make use of the 3 variables（expertness, reliability and attractiveness）brought

forward by Ohanian to scale the reliability source of prolocutor,3 the variables and their

practical definitions are as the following Table5:

Table 5: Operational Definitions of Prolocutor Compositions of Prolocutor Operational Definition

Expertness The expertness that prolocutor is provided to

demonstrate the product.

Reliability The honesty and sincerity of prolocutor.

Attractiveness The extent that prolocutor can attract the customer to

pay attention to the product or service.

Source: Ohanian（1991）

The scale of these compositions is measured with the 7-point scale of Likert, which

is divided into 7 types: “quite disagree”, “disagree”, “little disagree”, “no opinion”, “little

agree”, “agree” and “quite agree”, and measured by 1, 2, 3, 4, 5, 6 and 7 respectively;

higher the score is, better the appraisal of customer on the promotion mode is.

4. Purchase Willing

Purchase willing means the probability that customer would like to purchase the

product; 4There are only 2 scale items for the purchase willing of the customer, which

are “agree” and “disagree”, and measured by 1 and 0 respectively; the purchase

probability includes “0%”, “0%~30%”, “30%~70%” and “over 70%”, and is measured by

3 Ohanian, “The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to

Purchase,” 31. 4 William B.Dodds, Kent B. Monroe and Grewal. Dhruv, “The Effect of Price, Brand, and Store

Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28, (1991):309.

32

1, 2, 3 and 4 in order; higher the score is, higher the purchase willing of customer on the

brand is.

3.4 Design of Questionnaire

This study is to discuss the Relationship between price promotion and prolocutor

and brand equity and purchase willing, and it is necessary to select a product for study to

scale the brand equity. The reason that we select MP3 player lies in that this product

belongs to consumptive electronic commodity, its use frequency in daily life is quite high

and the most customers are the youth, who are familiar with the product and aware of the

brand; in this case, the investigated subject will give priority to the student and young

office worker.

3.5 Design of Sampling

1. The object of the study is MP3. The selection of brands will refer to the 14 MP3 brands

in the shopping website of Yahoo! Holdings Ltd., these brands will be provided for the

questionnaire filler.

2. The sampling objectives are the student and young office worker, we will adopt

convinced sampling with a view to time and cost, and the main samples for

questionnaires are the students in senior high school, junior college and institute and

young office workers in greater Taipei.

33

3.6 Analysis Method of Data

1. Reliability Analysis: The study uses AMOS 4.0 to work out the reliability of individual

item with Maximum Likelihood Method.

2. Structural Equation Modeling（SEM）Analysis: Applicable for the validation of the

match-up between theoretic mode and observed data; the parameter is estimated by

Maximum Likelihood Method.

34

CHAPTER IV

DATA ANALYSIS

This chapter will describe research subjects’ basic data according to the valid

questionnaires. Next, it uses “SPSS 12.0 for Windows” to test constructs reliability. Then

test will be carried out to ascertain the relationship among brand equity, deprecation

promotion, prolocutor, and purchase willing using structural equation modeling. Finally,

the result of hypotheses test will be presented as well.

4.1Description of Data

Sample data of this study was described in table 6.

Table 6Details of Sample Data

Demographic Item Number Percentage (%) Gender Male 90 39.4 Female 138 60.6 Age Below 20 110 14.0 21~30 116 78.7 31~40 2 4.9 Education High School 103 45.18 College 10 4.39 University 84 36.84 Graduate School 31 13.59 Occupation Student 169 67.6 Industry 9 4.8 Business 32 13.7 Waiting for work 6 2.7 Public Servant 12 4.4 Other 15 6.8

35

Monthly Income Below 10,000 203 89.03 10,001~30,000 15 6.58 30,001~50,000 6 2.63 50,001~70,000 1 0.439 70,001~90,000 2 0.882 Over 90,000 1 0.439

Source: This Study

4.2The Tests of Reliability of the Constructs

This study uses “SPSS 12.0 for Windows” to calculate all reliabilities of the

constructs. As table 7 shows, only the installment payment Cronbach’s α= 0.39 and

after-sale service Cronbach’s α= 0.48 is lower than 0.5, and other construct reliabilities

for all the constructs are above the minimum of 0.5 recommended by Nunnally.

Table 7 The Tests of Reliability of the Constructs

Constructs Indicators Scale

ItemsCronbach’s α

Price

Promotion

Installment Payment

Depreciation

Cash Present

After-sale Service

3

3

3

3

0.3956

0.7551

0.7779

0.4802

Brand

Equity

Perceived Performance

Social Image

Perceived Value

Trustworthiness

Brand Identification

3

3

3

3

3

0.5836

0.6889

0.7123

0.7482

0.7732

36

Prolocutor

Expertness

Reliability

Attractiveness

3

3

3

0.7208

0.7056

0.7413

Source: This Study

4.3Results of Structural Equation Modeling

Overall fit statistics of the measurement model were as follows: Goodness-of-Fit

Index (GFI) and Adjusted Goodness-of-Fit Index (AGFI) are 0.928 and 0.885,

respectively. Comparative Fit Index (CFI) is 0.971. Normed Fix Index (NFI) is 0.949.

Root Mean Square Error of Approximation (RMSEA) is 0.072. The results of analysis

indicated a reasonable level of fit of the model. This study summarizes the results of

hypotheses in table 8, result of analysis in figure 5, and the results of the best fitting

model in table 9.

Table 8 Summary of Hypotheses Test Hypotheses Path Estimate C.R. Result

H1 Price Promotion

→Brand Equity 0.159 2.359 Supported

H2 Prolocutor

→Brand Equity 0.767 9.139 Supported

H3 Price Promotion

→Purchase willing 0.307 3.020 Supported

H4 Prolocutor


H5 Brand Equity


Source: This Study

37

0.39

0.77

0.40

0.16

0.31

Figure 4 Result of Analysis. Source: This Study

Table 9 Results of the Best Fitting Model Item Result

A. Standard of Basic Fitting of Model

(1) Is all SE’s positive? Yes

(2) Is SE significant? Yes

B. Results of the Best Fitting Model (External Quality)

(1) Is RMR(Root Mean Square Residual)less than 0.08? Yes，RMR=0.043

(2) Is RMSEA （ Root Mean Square Error of Approximation）less than 0.08? Yes，RMSEA=0.072

(3) Is GFI（Goodness of Fit Indices）more than 0.9? Yes，GFI=0.982

(4) Is AGFI（Adjusted Goodness of Fit Index）more than 0.9?

NO，AGFI=0.885 (Marginal)

(5) Is CFI（Comparative Fit Index）more than 0.9? Yes，CFI=0.971

(6) Is NFI（Normal Fit Index）more than 0.9? Yes，NFI=0.949

C. Results of Structural Fitting (Internal Quality)

(1) Is the reliability of individual item more than 0.6? NO

(2) Is absolute value of standard residual error less than 1.96?

Yes

Source: This Study

Prolocutor

Price Promotion

Brand Equity Purchase Willing

38

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

Chapter IV presents the results of the statistical data analysis. In this chapter, we

will integrate those results and other findings into conclusions for this study. First, the

research findings will be summarized. Then conclusions and managerial implications will

be drawn. Finally, some suggestions and research limitations for future studies will be

offered.

5.1 Research Conclusions

According to empirical analysis result in previous chapter and historical archives

review, the summary of this research is as follows:

(1).The Relationship between Prolocutor and Brand Equity

The prolocutor in this research are based on “specialty”, “reliability” and

“attraction”. According the analytical result, we find that there is significant correlation

between prolocutor and brand equity, which is identical to the research results made by

Kamins such scholars.1 It shows that more attractive prolocutor or who is highly fit

with products will create higher brand respect and thereby induce consumers’ willingness

to purchase.

(2).The Relationship between Price Promotion and Brand Equity

This research measures brand interest from consumers’ consciousness point of view.

Like there are positive and negative roles of price to consumers, the price promotion has

opposite results to the influences of brand equity. As the research object is MP3, the

1 Kamins, Brand, and Hoeke, “Two-Sided Versus One-Sided Celebrity Endorsements: The Impact.”

18.

39

analytical result found that price promotion has significant positive relationship to brand

equity of MP3. That is, the price promotion will result in lower brand appreciation of

consumers to said MP3 brand.

(3).The Relationship between Prolocutor and Willingness to Purchase

According to the analytical result of this research, prolocutor is positive correlated

with willingness to purchase, which indicates that more attractive MP3 endorser surges

the willingness of consumers to purchase. Since MP3 is a matured electronic product,

consumer will use prolocutor such external clues for purchasing judgment.

(4).The Relationship between Price Promotion and Willingness To Purchase

According to researches in the past, there was no identical view to the influences of

price promotion to purchasing intension. The analytical result of this research found

there is positive correlation between price promotion and consumers’ willingness to

purchase. When MP3 companies engage in price promotion, consumers might feel

distrustfully and mistakenly believe that it might be inventory or defect and therefore

decrease the willingness to purchase.

(5).The Relationship between Brand Equity and Willingness to Purchase

According to researches in the past, there is positive relationship between brand

equity and consumers’ willingness to purchase. This analysis explains that consumers’

appreciation to MP3 brands will directly connect with consumers’ willingness to purchase.

That is, higher MP3 brand appreciation might generate higher purchasing intension of

consumers.

40

5.2 Management Implications and Suggestions

We hope that the analytical result and discussion in this research may help and have

suggestions to MP3 companies or businesses intending to enter this matured consumable

electronic product field.

There are many factors that influence consumers to purchase MP3. For this

research, prolocutor has more influences on consumers to MP3 brand appreciation and

willingness to purchase than price promotion. Therefore, we know that price promotion is

no longer the major purchasing incentive when consumers choose MP3 such consumable

electronic products. Alternatively, they will purchase MP3 by the specialty, reliability

or attraction of prolocutor.

In fact, to most young consuming group, price is no longer the purchasing incentive

of gradually matured technology products such as MP3, but the purchasing feeling is

what matters. Most feeling comes from external clues, which might be the attractiveness

of celebrity endorsement or style differentiation such factors that is fully self-expression

or may attract peers’ attention by purchasing.

Moreover, both prolocutor and price promotion have positive correlation to Mp3

appreciation, meanwhile the brand appreciation will affect consumers’ willingness to

purchase. Therefore, we can see that the product internal clue like quality service is

already a requirement as consumer purchasing MP3 such matured products in this

research; instead, they would more likely make purchase decision based on external clue.

It is worth for MP3 companies to pay attention with.

41

5.3 Research Limitation

Subject to the insufficient of manpower, material resources and time, the

difficulties and constraint encountered during this research are as follows:

(1) This research uses MP3 as research subject, while the influences on of celebrity

endorsement and price promotion and to purchasing intension should have differences in

various degrees. Therefore, the result of this research shall be applied to the materials

and features of different subjects for further discussion.

(2) This research uses students with high homogeneity as samples and adopts

convenient samplings. It would be less sufficient to external validity as inferring this

conclusion to other sampling groups.

(3) The sampling collection of this research is by handing out questionnaire, in which

we found that some samplings collected are duplicated, missing items and an identical

answer to all questions (all filling with 4: no comments) and so on. Therefore, in order

to have data reliability, we spent a lot of time to review sampling data and thereby found

many invalid samplings at the same time.

42

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47

目錄

價格促銷、廣告代言人對品牌權益及購買意願之

影響第一章緒論

1.1 研究背景與動機

近年來因景氣低迷不振，再加上市場激烈的競爭下，行銷企劃人員期望能透過

各種行銷手法來增加公司利潤，使其能夠在競爭的市場中脫穎而出。因為如此，也

使得各式各樣的促銷活動蓬勃發展。除了降價促銷以外，其他如折價券、贈送贈品、

抽獎活動、刮刮樂彩券等五花八門的促銷方式，在各行各業中都可以普遍地見到。

Kotler（2000）指出「廣告訴求是明確地表達某種利益、激勵、認同，說明消費者購

買該產品的理由；而促銷則在提供一個購買的誘因」。因為不景氣，使得消費者更

斤斤計較，而廠商的價格促銷也成為消費者購買產品的主要考量因素之一。

過去的文獻證實價格促銷可在短期內增加銷售（Blattberg and Neslin，1990），

價格促銷經常運用在新產品上市時或針對潛在消費者促銷。然而不斷地進行促銷活

動，不僅讓製造商的行銷費用持續上升，逐漸侵蝕利潤，也可能對品牌造成不利影

響。 Ogilvy(1963)曾說：品牌就是消費者對一個產品的觀點，因此，品牌可反映出

產品在消費者心中的價值。簡而言之，由品牌所賦予的產品附加價值即為品牌權益

（Leuthesser，1995）。

在廣告策略運用方面，廣告代言人是我們生活中每天能見到的廣告策略之一，

透過代言人的知名度、專業性或是吸引力(廣告可信度)，期望在短時間內能吸引消

費者的目光，增加消費者購買意願並提升品牌知名度。Patzer(1983)發現具有吸引力

的代言人，能夠引導出對廣告產生較佳的偏好程度以及較強的購買意願。而代言人

所具備的條件以及可信度來源，皆會影響該產品的品牌形象以及消費者的購買意

願。如果企業能根據產品的特性慎選產品代言人「適配性」(match-up)，則有助於品

牌的塑造效果。

一個具有附加價值的品牌，將有助於提升顧客忠誠度（Aaker，1991），而Keller

（1993）認為品牌權益除了可提高行銷支出的成本效益；也可改善行銷活動的生產

48

力。根據不同學者的實證研究，雖然促銷活動對銷售量有正面提升效果，但對品牌

權益的影響仍有所爭議。諸如，Ogilvy（1963）指出價格促銷對品牌評價會產生負面

影響，Blattberg and Neslin（1990）在其著作中提到「近年來廣告企劃人員對行銷企

劃人員提出警告，促銷活動將破壞品牌形象」。Davis（1992）等人研究結果中發現

「促銷會提升消費者對產品的購買率，但促銷對品牌形象會有負面影響」。Friedman

and Linda(1979)亦指出，名人為產品代言的有效性會因為產品的不同而異。Kanungo

and Pang(1973)也發現廣告代言人會因為產品的種類不同，而引導出不同的品牌評價

或購買意願。因此本研究將從消費者的觀點來探討廠商進行價格促銷時，對該品牌

權益影響為何，對購買意願又會造成何種影響？廣告代言人的可信度是否會影響到

該產品的品牌權益以及消費者的購買意願?廣告代言人和價格促銷，對於品牌權益和

購買意願何者影響較大?凡此種種，皆引發本研究的動機。

1.2 研究問題與目的

依據上述動機，本研究以消費者為研究對象，進行價格促銷活動，廣告代言人

可信度與品牌權益及購買意願之實證研究。在國內的學者中，有相當多有關價格促

銷和品牌權益及購買意願關係的研究，也有和廣告代言人相關的研究主題。而本研

究結合廣告代言人以及價格促銷二大構念，並以此為研究主軸來探討兩者對於品牌

權益及對消費者購買意願的影響。研究目的在於並討論價格促銷，廣告代言人、品

牌權益以及購買意願四者的關係。

1.3 研究對象與範圍

依據前述的研究目的，本研究的對象與範圍界定如下：

1. 本研究主要對象為大台北地區的高中，大專學生以及年輕上班族。原因在於此類

目標族群較常使用MP3音樂播放器。

2. 研究產品以音樂儲存播放器為標的：MP3(MPEG Layer3)，原因在於MP3是現在相

當流行的消費性電子產品，研究有助於業者了解使用者的消費習性。

MP3是MPEG-1影音標準中的第三階層聲音壓縮標準。MP3就是把現在的CD光

碟音樂檔以壓縮的方式儲存，透過中央處理器強大的運算能力，利用軟體解壓縮方

式，就可以在電腦上聆聽音樂。

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1.4 研究流程

依據先前的研究動機與目的，本研究的流程如下圖一：

圖1-1 研究流程圖

建立研究範圍和架構

設計問卷

資料的收集

確認研究目標

收集和探討相關文獻

資料分析與解釋

結論與建議

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第二章文獻探討

根據前述的動機與目的進行文獻的歸納整理與探討。計分為四節，第一節針對

價格促銷文獻作整理，期望瞭解價格促銷對於品牌權益的影響、價格促銷對品牌權

益的相關理論；第二節探討品牌權益對於購買意願的影響。第三節將探討品牌權益

的相關文獻，介紹品牌權益的定義及相關理論，並研究品牌權益的構面及衡量方式，

作為衡量品牌權益的理論根據。。第四節為探討品牌代言人的相關理論，並探討代

言人可信度來源及衡量變數，以及對品牌和購買行為的影響。

2.1 價格促銷對品牌權益的影響及理論

2.1.1 價格促銷和品牌權益的關係

過去的學者從消費者知覺的觀點來衡量品牌權益，消費者感覺某品牌產品功能

是否良好就是消費者知覺到的品質。Zeithaml(1988)從四個方面來說明知覺品質：

1. 知覺品質不同於客觀的品質

2. 知覺品質是整體性的評價，像是產品的態度

3. 知覺品質通常發生在比較心理作用上

4. 知覺品質是屬於高階的抽象概念

Lichtenstein (1993)等人在消費者如何受市場價格資訊影響的研究指出，價格對消

費者而言，價格有兩種角色，包含了正面(positive roles of price )以及負面(negative roles

of price)的角色，其七大衡量構面如下：

「價格正面角色」:指的是消費者以價格作為產品品質間接衡量的標準，因此對購買

意願產生正面的影響效果，包括：

1. 價格與品質的關係(price-quality)：是價格和產品品質呈正相關的一種概念，也就

是說高價格代表高品質，低價格代表低品質的觀念。

2. 信譽的敏感度：一種對於價格有利的認知，購買高價品的人會有一種不同於其

他人的優越感，簡言之，就是消費者購買例如精品這樣高價位的產品會認為他

51

人對自己的身分地位有提升認知的效果。

「價格負面角色」:指的是價格對於購買意願有負面的效果，包括了五項構面：

1. 價值意識(value consciousness)：指消費者對於自己所付出的價格和所得到的品質

之間所產生的一種差異化知覺。

2. 價格意識(price consciousness)：指消費者在購買過程中，專注於支付較低價格的

程度。

3. 優待券兌換(coupon proneness)：因為廠商以優待券做為另一種形式的降價方式，

會正面地影響消費者購買此產品的意願。

4. 降價促銷反應(sales proneness)：廠商以降價做為直接的促銷方式會正面的影響該

促銷評價，所以會使消費者購買此產品的意願增加。

5. 價格資訊專業程度(price mavenism)：消費者會蒐集許多商品價格資訊來源並且

尋找購買的最低價，甚至回應他人有關市場價格資訊的問題程度。

所以，由上述可得知廠商的價格促銷會帶給消費者正負面的影響，也會使消費

者對於知覺品質有所差異，進而影響到產品的品牌權益以及消費者的購買意願。因

此廠商使用價格促銷方式不得不慎重。

2.1.2 價格促銷和品牌權益的相關理論

(一) Kelley(1967)所研究的歸因理論是探討一個人如何去解釋事情發生的原因，這個

解釋的原因就是歸因(attribution)。

「客體知覺理論」(object perception theory):是歸因理論的一種，說明客體行為之歸因

通常源自於三種因素：

A. 客體在一段期間內的一致性(the consistency of that event over time or

situation)。

B. 客體行為的獨特性(the distinctiveness of that event involving the object)。

C. 其他觀察的因素(the observations of others)

簡言之，廠商若是具有獨特性或不一致性的行為，容易被消費者注意並做

為歸因的來源。

(二) Lichtenstein and Bearden (1989): 依據歸因理論以及經濟學的效用理論為基礎進

行研究，發現一個持續性在進行價格促銷的品牌，會讓消費者認為原來的產品

52

外部價格不具有意義，轉而參考折扣的價格；或是該品牌在許多激烈競爭的品

牌市場中，當其他的品牌進行價格促銷時，也會讓消費者認為原來的產品外部

價格不具有意義，轉而參考折扣的價格。Lichtenstein (1989)等人說明消費者對於

價格促銷的產品促銷歸因，作者說明了三種消費者針對品牌促銷的歸因：

A. 產品相關：例如廠商會價格促銷是因為新產品的推出或是存貨。

B. 環境相關：例如廠商會價格促銷是因為市場競爭激烈。

C. 個人相關：例如廠商會價格促銷是因為吸引新的消費者。

而研究結果顯示，消費者對於產品相關的歸因會導致較低的品牌權益，環境相關的

歸因則無影響，個人相關的歸因則有較高的品牌權益。

2.2 促銷活動對品牌及購買意願的影響

促銷後的再購率下降是否因較低的品牌評價引起，學者仍有不同看法。Dodson

（1978）等人在其研究結果中發現促銷的產品其再購率會下降，他們應用自我知覺

理論，以麵粉及人造奶油為實驗產品，且使用整體再購率來驗證其假設。他們認為

促銷產品或品牌會有較低的品牌評價，乃因消費者係受促銷活動的誘因刺激而進行

購買行為，並非產品本身品質的影響，因此促銷後的再購率下降是顯然的。

Davis（1992）等人對其提出的假設促銷對品牌評價有負面影響進行實證研究，

其研究對象為大學生，且以校園中的雜貨店為實驗環境，操弄3 個品牌及4 個品類

（罐裝生麵團、止痛劑、牙膏、牙刷），並直接衡量價格促銷對品牌評價的效果，

衡量的問項包括3個要素:情感、認知及行為意圖。其研究結果發現「促銷會提升消

費者對產品的購買率，對品牌評價不會有負面影響」。他們的推論是因為在雜貨店

購物屬於低涉入的選擇，促銷活動在購買當時將會強烈影響消費者購買，但促銷後

消費者很快的就會淡忘促銷內容，因而不會有負面的品牌評價。

Raghubir and Corfman（1999）針對價格促銷對產品（或服務）使用前的品牌評

價進行實證研究，實驗的產品為服務業（牙醫、健身房、共同基金），他們主張當

消費者對於一個促銷品牌或新品牌未曾有過購買經驗時，若這些消費者接觸到價格

促銷訊息，即使在未使用該產品前，將會把該促銷品牌視為較低品質的產品。其研

究結果發現「價格促銷對於產品在使用前的品牌評價有負面影響」，且特別適用於

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新產品上市及已上市產品推廣至新的消費族群的促銷。

所以由以上文獻可看出，過去的學者對於廠商的價格促銷活動是否會影響到該品

牌的品牌權益或是購買意願有分歧的看法。因此，本研究目的想從MP3的品牌來探

討價格促銷對於該品牌權益以及購買意願的影響。

2.3 品牌權益相關理論

當1980 年代出現品牌權益（Brand Equity）的名詞後，在行銷學界及實務界中，

漸漸熱衷討論該議題，美國行銷科學學會在1991 年的調查中指出，該學會會員在當

年的行銷管理研討議題上以品牌權益為首要（Aaker，1991）。品牌權益的評價可從

製造商、通路商或消費者的觀點來衡量，本研究因涉及消費者的購買態度，因此擬

從消費者基礎的觀點來探討品牌權益的定義、構面及衡量方法。

2.3.1 品牌權益的定義

品牌權益是由品牌及權益兩個名詞結合而成，何謂品牌？根據美國行銷學會

（AMA）的定義，品牌是一個名稱、名詞、標記、符號、設計或以上項目總合，用

來辨識廠商間的產品或服務，進而與競爭者產品有所差異；品牌是對一個實體標的

物的心理解釋，品牌是抽象化的，品牌是隨著產品而存在（Kim，1990）。權益這

個名詞源自於會計上資產負債表的科目。在會計財務報表上，權益的計算為資產減

負債，權益代表著淨資產價值，當然把品牌加上權益成為單一名詞時，此時品牌權

益就有財務及行銷上的不同觀點。美國行銷科學學會（MSI）在1988 年的研討會中

提出品牌權益的定義，品牌權益為一個聯想的集合，且是該品牌的顧客、通路商、

母公司的一部分行為，有品牌商品將比無品牌商品創造更大的銷售量或利潤，並給

該品牌帶來較競爭者強而持久的差異化優勢。由於品牌權益一直未有明確及共同定

義，而行銷人員經常將產品、品牌、品牌權益、品牌形象及品牌個性等名詞交互使

用（Tauber，1988；Kim，1990），因此，有必要對品牌權益的定義進行描述說明。

以下將分別探討學者從行銷觀點對品牌權益的看法：

1. Tauber（1988）：認為品牌權益是由品牌的市場定位及品牌延伸的潛力所決

定，而使得一個企業的價值會超過實體資產價值。他認為一家公司若想要跨足新的

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品類事業，有兩種方法可選擇：一為購入新種類的品牌；一為將既有品牌進行延伸。

2. Kim（1990）：認為品牌所具有的潛在能量，可藉由喚起注意品牌者的思考、

感想、感覺以及聯想的一個特殊組合，進而影響注意該品牌者的購買行為。經由品

牌的潛力，可持續地影響購買行為，讓注意品牌者能使他們的購買行為常規化，因

而可穩固現有產品的需求或擴張他們的購買行為來創造對新產品的需求。

3. Keller（1993）：從消費者的觀點來定義品牌權益。認為消費者對一個品牌的

行銷活動有所反應，而產生品牌知識的差異化效果。當消費者熟悉一個品牌而且在

記憶中對該品牌擁有喜愛的、強烈的、獨特的品牌聯想時，即為以個別消費者為基

礎的品牌權益。品牌權益的定義中包含三個重要的概念：

(1)差異化效果：消費者在相同的行銷活動下，對於有品牌及虛構品牌或無品牌

的產品會有差異化反應。

(2)品牌知識：由品牌知名度及品牌形象兩要素構成

(3)消費者對行銷活動的反應：係指消費者對行銷組合活動的認知、偏好及行

為。一個品牌具有良好的顧客回應及正面的顧客基礎品牌權益時，將可提升公

司的收益、降低成本及創造更多的利潤。

4. Park and Srinivasan（1994）：認為品牌權益來自於個別消費者的整體品牌偏好

與依據消費者客觀的衡量產品屬性後，所得到的多重屬性品牌偏好之間的差異。

2.3.2 品牌權益來源及構面

Aaker（1991）認為創造品牌權益的來源為五項品牌權益資產（品牌忠誠度、品

牌知名度、知覺品質、品牌聯想、其他專屬品牌資產），其中最重要的兩項資產為

知覺品質及品牌聯想。這些品牌權益資產皆可為企業及顧客帶來價值，下圖2-1為

Aaker衡量品牌權益資產的架構圖，並針對各項品牌權益資產進行說明：

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圖2-1 衡量品牌權益資產之架構圖

1. 品牌忠誠度（brand loyalty）：當既有顧客對品牌感到滿意或喜愛時，廠商花

費在保留現有顧客的支出將較開發新客戶的支出來得少，因此品牌忠誠度所創造的

價值主要在降低廠商行銷成本，成為產生利潤的來源。顧客基礎的品牌忠誠度可防

禦競爭者行銷活動的攻擊，競爭廠商將行銷資源花在吸引他牌的忠誠消費者上，所

得到的效果總是不彰，畢竟具忠誠度的顧客往往會建立口碑而影響他人購買。此外，

較高的品牌忠誠度也代表廠商對通路有較強的槓桿關係。注重品牌忠誠度通常是管

理品牌權益的一個有效方式，而顧客滿意度及重覆購買行為經常視為衡量強勢品牌

的指標，強化行銷活動的計劃將有助於打造品牌強度。

2. 品牌知名度（brand awareness）：當消費者在認識品牌時，品牌知名度可提供

一品牌的熟悉感及實體和承諾的信號；而在回憶品牌時，品牌知名度可藉由影響消

費者對品牌的考慮及挑選，而進一步左右消費者選擇品牌。消費者在進行購買決策

時，通常會選擇熟悉及具有品牌知名度的商品。

3. 知覺品質（perceived quality）：消費者會對一個品牌的整體品質有知覺的聯

想，而知覺品質提供給消費者的價值包括提供購買理由、差異化的品牌、吸引通路

成員興趣、成為產品延伸的基礎、支持較高的售價，因為支援較高的售價而獲得的

品牌權益資產

消費者知覺品牌知名度

品牌忠誠度

消費者行為

知覺品質

其他專屬品

牌資產

品牌聯想

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價格溢酬，可增加廠商利潤及提供再投資該品牌的資源。知覺品質可直接的影響購

買決策及品牌忠誠度，特別在消費者未受誘因刺激或無法進行詳細的分析時。

4. 品牌聯想（brand associations）：品牌聯想或稱作品牌形象（ brand image ），

或許是品牌權益中最可被接受的概念，品牌名稱的價值通常是基於與品牌名稱連結

的特殊聯想，而產生品牌聯想的事物包括產品屬性、顧客利益、使用方式、使用者、

生活型態、產品類別、競爭者和國家。品牌聯想可協助消費者處理或回憶資訊，可

成為產品差異化及產品延伸的基礎，並提供消費者一個購買的理由及引發正面的感

覺。假如一個品牌能賦予良好的產品屬性定位，競爭者將很難發揮攻擊力量，因此

對競爭者而言，品牌聯想會成為一個競爭障礙。

5. 其他專屬品牌資產（other proprietary brand assets）：包括專利、商標、通路關

係，這些其他資產若能防止競爭者侵蝕公司的顧客基礎及顧客忠誠度，將使品牌資

產的價值極大化。這些資產的功能有不同的形式可用，例如商標可防止競爭者使用

類似名稱、符號或包裝來混淆消費者；專利可防止競爭者直接競爭；而一個品牌過

去在通路上的良好績效，對於配銷通路將具有控制力量。

Aaker（1991）指出品牌權益可透過三種方式為顧客提供價值：（1）品牌權益

資產可協助顧客解釋、處理、儲存、回憶有關產品或品牌的大量資訊；（2）品牌權

益資產也會影響顧客在購買決策的決心；（3）特別是知覺品質及品牌聯想兩項資產，

藉由提升個別消費者在使用產品的滿意度對顧客提供價值。

Aaker（1991）也指出品牌權益可透過六種方式為廠商提供價值：（1）品牌權

益可提升行銷計劃的效率及效能（2）品牌知名度、知覺品質及品牌聯想可增加顧客

滿意度及提供購買理由，進而強化品牌忠誠度（3）品牌權益可訂定較高售價且減少

對促銷活動的依賴，而提升企業的獲利（4）品牌權益可經由品牌延伸提供企業成長

的平台（5）品牌權益也可使企業在配銷通路中掌握優勢，與通路維持槓桿（leverage）

關係（6）品牌權益可帶給企業明顯的優勢，即形成競爭障礙，防止消費者轉換品牌

購買競爭者產品。

因此從Aaker 的觀點可知品牌權益可為顧客及公司帶來價值，而品牌權益所產

生的顧客價值可作為創造公司價值的基礎。在品牌權益五項資產中，品牌忠誠度將

會受到其他主要的品牌權益構面（品牌知名度、知覺品質、品牌聯想、其他專屬品

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牌）所影響，因此品牌忠誠度可作為品牌權益的重要基礎，而且獨立於其他的品牌

權益構面。

2.3.3 品牌權益的衡量

Kim（1990）提出品牌權益的衡量可透過下述方法：

1. 品牌的廣泛性（extensiveness）：被品牌喚起而具有思想、感情或感覺的總人

數。

2. 品牌的綜合性（comprehensiveness）：被品牌喚起而具有思想、感情或感覺

的一般性能力。

3. 品牌的強烈性（intensiveness）：被品牌喚起而具有思想、感情或感覺的強度。

Mahajan, Rao and Srivastava（1991）使用品牌的潛在價值做為即將購併之公司衡

量品牌權益的指標；另外一個財務上的衡量品牌權益指標(只應用在新產品上市時）

是建立在品牌替代或建立新品牌所需的財源上。

Ourusoff（1993）所提出的品牌評價方法是美國Financial Word 雜誌每年在評鑑

全球品牌價值時，最廣為宣揚的方法之一，他提出的公式是根據品牌強度來計算與

品牌相關的淨利，然後再指定一個倍數。而品牌強度的衡量指標為下列七項之組合：

領導地位（leadership）、穩定性（stability）、貿易環境（trade envirunment）、國際

化程度（internationality）、未來方向（ongoing direction）、傳播支援（communication

support）、法律保護（legal protection）。

Kamakura and Russell（1993）使用洗衣粉產業的掃瞄器資料來探討三個品牌權益

的衡量價值，第一個衡量是知覺價值（perceived value），係指無法被價格及促銷解

釋的品牌價值；第二個衡量是品牌支配比率（branddominance ratio），係指提供品牌

在價格競爭能力上一個客觀的價值；第三個衡量是無形價值（intangible value），係

指知覺的品牌效用減去客觀的效用衡量而得。

Cobb-Walgren, Ruble and Donthu（1995）從消費者的觀點及比較不同品牌的權益

分數來獲得相對性衡量結果。該研究中使用兩種不同的產品或服務的品類（旅館及

清潔劑）及各選出兩個品牌作相對比較，調查樣本分成兩個群體，衡量品牌權益的

知覺構面為品牌知名度、品牌聯想、知覺品質。該研究使用問卷調查方式取得分析

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資料，應用聯合分析方法來衡量品牌權益對消費者偏好有何影響，最後再使用複回

歸分析來衡量品牌權益對購買者的購買意圖有何影響。

2.4 廣告代言人相關理論及對購買意願之影響

2.4.1廣告代言人類型、效益相關理論

(一) 廣告代言人類型：

Freiden(1984)曾經提出廣告代言人有以下四種類型

A. 名人(Celebrity) ：指的是公眾人物或是知名人士，廠商希望透過此類人物的知

名度或是魅力使其代言的產品能引起消費者的注意，並刺激消費。

B. 企業高階經理人(CEO) ：是一種專業人士，因為CEO能夠掌握市場動脈，了解

企業內部運作情況，因此廠商期望這樣的代言人物能夠增加該品牌的可信度，

增加消費者的購買意願。

C. 專家(Expert) ：在某些專業領域的專業人士，使消費者深信購買該品牌是屬於

正確無誤的判斷。

D. 典型消費者(Typical Consumer) ：是一般大眾型的代言人，此類代言人因為身分

類似於一般消費者，由其代言能夠讓消費者感到貼近，並因為該代言人的現身

說法，更能讓消費者相信其購買經驗而增加購買意願。

由上述分類可得知，代言人的角色是希望消費者能基於愛屋及烏的移情作用來

增加購買意願，並透過知名人士代言更能增加品牌知名度及銷售量。

(二) 代言人效益研究理論：

過去學者有許多對廣告代言人效益的相關研究，透過表2-1可以看到其廣告代言

人理論以及研究的結果如下：

表2-1代言人效益理論

學者時間理論及研究發現

Freidman & Freidman 1979 增加顧客對資訊的回憶

Petty , Cacioppo &

Schumann

1983 增加消費者對於品牌名稱的辨別

影響消費者對於購買低涉入產品的

態度

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Kamins et al. 1989 增加廣告的可信度

使消費者對品牌產生正面態度

McCracken 1989 為品牌創造出個性

Bower & Landreth 2001 具有高知名度或魅力的代言人，消費

者會對該品牌產生較高的信任感

資料來源：整理自蔡淑妹(2002)

從以上相關理論或發現可看出廣告代言人的效益研究以及如何影響消費者的心

理作用，並促使廠商透過這樣的研究或發現，以各種形式的廣告代言人做為廣告操

弄的方式來吸引消費者購買。

2.4.2廣告代言人可信度來源

廣告代言人的效益以及影響來自於可信度，可信度來源在過去有許多學者提出

過，來源包括了「喜好度」、「可靠度」、「吸引力」、「專業性」等等，Belch(1998)

也認為廣告訴求是要吸引消費者的注意，並影響她們對品牌的態度和情感，藉此刺

激消費者的購買意願。而Kotler(1991)也指出廣告訴求是明確地表達出某種利益、激

勵、認同或是理由。所以廣告代言人的可信度來源是影響廣告訴求的關鍵因素之一。

因此本研究整理廣告代言人可信度來源的構面如下表2-2：

表2-2 廣告代言人可信度來源

學者時間可信度來源

McCracken 1966 權威性(Authoritativeness)

特徵(Character)

Bower and Phillip 1967 能力(Competence)

可靠性(Trustworthiness)

Whitehead 1968 能力(Competence)


活動力(Dynamism)

客觀性(Objectivity)

Berlo, Lemert and 1969 活動力(Dynamism)

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Mertz 資格(Qualification)

安全(Safety)

Kelman and

Hovland

1970 可靠性(Trustworthiness)

專業性(Expertness)

喜好度(Likeability)

AppIbaum and

Anatol

1972 專業性(Expertness)


活動力(Dynamism)

客觀性(Objectivity)

Simpson and Kahler 1980 專業性(Expertness)

活動力(Dynamism)

可靠性(Believability)

社交性(Sociability)

Wynn 1987 專業性(Expertness)

活動力(Dynamism)

可靠性(Believability)

Ohanian 1991 吸引力(Attractiveness)


專業性(Expertness)

資料來源：整理自吳健宗(2001) ，陳敏郎(2001)

我們由以上表可看出各家學者對於衡量廣告代言人的構面不盡相同，而專業性

(Expertness)與可靠性(Trustworthiness)一直是被各家學者討論的來源因素。而本研究以

Ohanian(1991)所提出的專業性(Expertness)、可靠性(Trustworthiness)及吸引力

(Attractiveness)三大構面來做為代言人可信度的衡量構面，並且分別論述如下：

A. 可靠性(Trustworthiness)：指消費者認為廣告代言人具備有誠實、正直等特性的

程度，使消費者能從廣告代言人可靠性中對該品牌產生信心。

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B. 專業性(Expertness)：指廣告代言人專業性是扮演溝通者的角色，具有論證產品

的專業程度，使其廣告能夠說服消費者購買該產品，例如知名醫生代言醫藥產

品。

C. 吸引力(Attractiveness)：指消費者認為該廣告代言人對於產品或是服務具有吸引

力。

至於代言人吸引力對於消費者是否有正面的效益，過去的文獻研究發現結果並

沒有一致性。Patzer (1983)研究指出具有吸引力的廣告模特兒能夠使消費者對於廣告

有正面的偏好態度，以及較強的購買意願。Kamins (1989)的適配性假設(Match-up

Hypothesis)研究結果指出，代言人和產品具有高適配度(fit)時，能使品牌有較高的品

牌態度以及使消費者有較高的購買意願。但是Friedman and Linda (1979)證實高知名度

的代言人會因為產品的種類不同而有所差異。

2.4.3廣告代言人與品牌權益之關係

Keller (1993)從消費者知覺的觀點來衡量品牌權益，認為消費者對一個品牌的行銷

活動有所反應，而產生「品牌知識」的差異化效果。Keller認為品牌知識是由「品牌

知名度」和「品牌形象」兩大構面所組成。而過去學者經常使用「品牌態度」來預

測消費者的購買意願或衡量品牌權益，Kotler (2000)認為「品牌態度」指一個人針對

於某些客體(objective)或觀念，存有喜歡或是不喜歡的評價、情緒和動作的傾向。所

以，「品牌態度」會直接或間接的影響消費者購買意願的決策，甚至影響到消費者

的品牌忠誠度。

從過去的學者研究可以發現，不論是「品牌知名度」或是「品牌態度」等品牌權

益的衡量變數，都可以使用曝光效果(Exposure Effect)來增加消費者對該品牌的評

價。Zajonc and Markus (1982)指出曝光效果(Exposure Effect)是指當某一個特定行銷物

件重覆曝光所產生的效果。如果行銷物件受到高度曝光，就能使大眾對於該物件有

越多的正面態度。後來的研究Anand (1988)也證實曝光效果是改變偏好和態度的重要

因素。Laroche (1996)亦驗證了曝光效果對於「品牌知識」、「品牌態度」、「品牌

熟悉度」以及購買意願和信心的影響，其結果如下：

A. 消費者對於某一品牌的態度和該品牌的熟悉度有正面的相關。

B. 消費者對於某一品牌的態度和該品牌的知識信心有正面的相關。

62

C. 消費者的品牌知識信心和其購買意願有正面的相關。

D. 消費者的購買意願和該品牌態度有正面的相關。

因此，我們可以從上述的文獻中發現，廣告代言人是一種在電視或平面媒體中經

常出現的客體，而代言的產品就是行銷的物件，藉由電視或平面媒體的平台來強化

產品和代言人的曝光效果，促使消費者能增加對該品牌的態度、知識或是信心。因

此能夠刺激購買意願，提升銷售量。若是代言人與產品品牌的「適配度」(match-up)

高，更能為該品牌加分。

63

第三章研究方法經過第一章研究動機及研究目的描述及第二章相關文獻探討後，本章將進一步

提出本研究的觀念性架構、研究假設及各研究變數的操作型定義與衡量方法，並說

明問卷設計、資料收集方式，最後說明資料分析方法。

圖3-1本研究架構

3.2 研究假設

根據第二章的文獻探討，並參考研究目的及研究架構後，擬提出以下

的研究假進行實證：

假設1：

H1：價格促銷和品牌權益呈正向關係。

假設2：

H1：廣告代言人和品牌權益呈正向關係。

假設3：

H1：價格促銷和消費者購買意願呈正向關係。

假設4：

H1：廣告代言人和消費者購買意願呈正向關係。

假設5：

H1：品牌權益和消費者購買意願呈正向關係。

購買意願品牌權益

廣告代言人

價格促銷

64

3.3 研究變數的操作型定義與衡量

本研究的研究變數有：價格促銷、廣告代言人可信度來源、品牌權益、購買意

願，茲將研究變數的定義與衡量方法，說明如下：

3.3.1 價格促銷

本研究參考Aaker(1996)和Quelch(1989)對促銷分類的方式，將價格促銷分為四

種：立即/降低售價；立即/增加價值；延緩/降低售價；延緩/ 增加價值等。其衡量

構面與操作型定義如下表3-1：

表3-1 價格促銷衡量構面及操作型定義

價格促銷構面操作型定義

立即/降低售價價格直接反映在商品單價上，消費者可以直接得到商

品降價的訊息。

立即/增加價值消費者先使用後付款的優惠方式，讓消費者能在心理

上感受到購買的價值。

延緩/降低售價間接的價格促銷，當消費者累積購買到某一程度的金

額，使其享有現金回饋的優惠。

延緩/增加價值商品的售後服務。

資料來源: Aaker(1996)，Quelch(1989)

構面的衡量使用李克特（Likert）七點尺度進行計分，分為「非常不同意」、

「不同意」、「稍微不同意」、「無意見」、「稍微同意」、「同意」、「非常同

意」七類，依序給予1、2、3、4、5、6、7 分，分數愈高表示消費者對該價格促銷

方式的評價愈好

3.3.2 品牌權益

品牌權益的衡量題項係參考Lassar, Mittal and Sharma（1995）研究中衡量顧客

基礎的品牌權益所發展的量表，共有17 題問項。其操作性定義與五大衡量變數如下

表3-2：

65

表3-2 品牌權益衡量構面及操作型定義

品牌權益構面操作型定義

認知表現(perceived

performance)

把產品的所有實質功能包含在內，所以亦包括認知

品質在內。

社會形象(social image)

除了消費者自身對品牌的信念外，亦包括對其所屬社

會群體對此品牌的態度與認知。

認知價值(perceived value)

消費者對於所獲利益相較於成本的知覺。

可信賴感(trustworthiness)

消費者對該品牌產品預期與實際表現是否相同的認

知。

品牌認同

(identification/attachment)

指消費者對該品牌產生強烈的依戀與認同感。

資料來源: Lassar, Mittal and Sharma（1995）



意」七類，依序給予1、2、3、4、5、6、7 分，分數愈高表示消費者對該品牌的評

價愈好。而將個別品牌權益構面的各題項分數加總，即為該構面的品牌權益水準，

分數愈高表示該品牌權益構面水準愈高；再將五個品牌權益構面的分數加總，即為

該品牌整體品牌權益水準，分數愈高表示品牌權益水準愈高。

3.3.3 廣告代言人可信度來源

本研究使用Ohanian(1991)所提出的三個衡量變數「專業性」、「可靠性」、

「吸引力」來衡量，其操作型定義與衡量變數如表3-3所示：

66

表3-3 廣告代言人衡量構面及操作型定義

廣告代言人衡量構面操作型定義

專業性即代言人具有論證產品的專業知識程度。

可靠性即消費者認定代言人所具備的誠實、正直等特性的程

度。

吸引力即消費者認為代言人對於產品或是服務具有引起消費

者目光的程度。

資料來源: Ohanian(1991)



意」七類，依序給予1、2、3、4、5、6、7 分，分數愈高表示消費者對該品牌的廣

告代言人評價愈好。

3.3.4 購買意願

購買意願係指消費者企圖購買產品的可能性(Dodd et al.，1991)，衡量題項只針

對消費者購買的意願設計二題，其中包含是否有購買的意願，分為「同意」、「不

同意」依序給予1、0分，以及購買的機率分為「0%」、「0%~30%以下」、「30%~70%」、

「70%以上」，依序給予1、2、3 、4分，分數愈高表示消費者對該品牌的購買意願

愈高。

3.4 問卷設計

本研究主要在探討價格促銷、廣告代言人對於品牌權益及購買意願間的關聯，

為了可衡量品牌權益水準，需選擇某一特定產品為研究商品。選定MP3音樂播放器

的原因為該產品類別屬消費性電子商品，在日常生活使用頻率相當高且主要消費族

群為年輕人，因此進行抽樣調查時，受測樣本對本研究產品的熟悉度及品牌認知程

度高，將有助於問卷的填寫，因此調查對象將以學生及年輕上班族為主。

67

3.5 抽樣設計

1. 本研究進行實證產品為MP3。本研究品牌的選定係參考雅虎資訊公司在其購物

網站上所標示出MP3品牌的其中14種，以供問卷填達者選擇。

2. 抽樣對象為學生及上班族，礙於時間及成本考量，採取便利抽樣法，且選定大

台北地區的高中職、大專、研究所等在學學生及年輕上班族為主要調查樣本，

以進行問卷填寫。

3.6 資料分析方法

1. 信度分析：應用本研究使用AMOS 4.0統計軟體，用最大概似法(Maximum Likelihood)求算出個別項目信度。

2. 結構方程模式（Structural Equation Modeling，SEM）分析：用來驗證理論模式與觀

察資料的適配程度，參數估計方法採用最大概似法（Maximum Likelihood Method）。

68

第四章資料分析

4.1 樣本資料

本研究採用問卷發放的方式，共回收300份問卷，其中有效之問卷為228份，

有效問卷回收率為76%。有效樣本之基本資料描述如表4-1所示：

表4-1 有效樣本之基本資料描述

人口統計項目人數百分比(%)

性別男 90 39.4

女 138 60.6

年齡 20歲以下 110 48.2

21~30歲 116 50.87

31~40歲 2 0.89

教育程度高中(職) 103 45.18

專科 10 4.39

大學 84 36.84

研究所以上 31 13.59

職業學生 189 82.89

商 21 9.21

自由業 8 3.51

其他 10 4.39

可支配所得 10,000以下 203 89.03

10,001~30,000 15 6.58

30,001~50,000 6 2.63

50,001~70,000 1 0.439

70,001~90,000 2 0.882

90,000以上 1 0.439

資料來源：本研究

4.2 構念信度檢驗

本研究使用AMOS 4.0統計軟體，求算出各別項目信度，其中除了「購買意願」

的項目信度值因為只有單獨一題問項(同意或是不同意)，無須測量其個別項目信

度，以及分期免利息的項目信度小於0.5之外，其餘個別項目信度皆大於0.5。其驗

證結果如表4-2所示:

69

表4-2 構念信度檢驗

構念衡量指標衡量問項項目信度

價格促銷

分期免利息

降價促銷

現金回饋

後續維修

3

3

3

3

0.3956

0.7551

0.7779

0.4802

品牌權益

認知表現

社會形象

認知價值

信賴感

品牌認同感

3

3

3

3

3

0.5836

0.6889

0.7123

0.7242

0.7482

廣告代言人

專業性

可靠性

吸引力

3

3

3

0.7208

0.7056

0.7413


4.3 整體模式配適度

本研究使用AMOS 4.0統計軟體，進行結構方程模型(SEM)分析，用最大概似法

(Maximum Likelihood)求算出各構念間的參數，進而了解其之間的關係，以驗證是否

支持本研究之假設，整體模式配適度的統計量可看出這整個模式的可接受度。

整體模式的配適度χ2 = 107.429；DF = 49；χ

2／DF =2.1924；p = 0.000；殘差均

方根 (RMR) = 0.043；平均近似值誤差平方根 (RMSEA) = 0.072；配適度指標 (GFI) =

0.928；調整後配適度指標 (AGFI) = 0.885；比較配適度指標 (CFI)= 0.971；標準配適

度指標 (NFI) = 0.949；表示此模式配適度相當好。最佳適配模式之適配度評鑑結果

彙總於表4-3。茲將路徑參數估計值及其顯著性檢驗結果整理於表4-4，本研究架構

之路徑關係結果如圖4-1所示:

70

表4-3 最佳適配模式之適配度評鑑結果摘要表

評鑑項目評鑑結果

一、模式之基本是配標準

(一) 是否沒有負的誤差變異？是

(二) 誤差變異是否均達顯著水準？是

二、整體模式之適配度(外在品質)

(一) 殘差均方根（Root Mean Square Residual, RMR）是

否小於0.08？

是，RMR=0.043

(二) 平均近似值誤差平方根（Root Mean Square Error of

Approximation, RMSEA）是否小於0.08？

是，RMSEA=0.072

(三) 配適度指標（Goodness of Fit Indices 適配度, GFI）

是否大於0.9？

是，GFI=0.928

(四) 調整後配適度指標（Adjusted Goodness of Fit Index,

AGFI）是否大於0.9？

否，AGFI=0.885

(五) 比較配適度指標（Comparative Fit Index, CFI）是否

大於0.9？

是，CFI=0.971

(六) 標準配適度指標（Normal Fit Index, NFI）是否大於

0.9？

是，NFI=0.949

評鑑項目評鑑結果

三、模式內在結構適配度(內在品質)

(一) 個別項目的信度是否都在0.5以上？否

(二) 標準化殘差的絕對值是否都小於1.96？是


71

廣告代言人

價格促銷

品牌權益購買意願

圖4-1 研究架構路徑圖

表4-4 假設檢定結果

研究假設構念估計值臨界比率結果

H1 價格促銷→品牌權益 0.159 2.359 支持

H2 廣告代言人→品牌權益 0.767 9.139 支持

H3 價格促銷→購買意願 0.307 3.020 支持

H4 廣告代言人→購買意願 0.386 2.160 支持

H5 品牌權益→購買意願 0.400 2.277 支持


0.31

0.16

0.39

0.770.40

72

第五章結論與建議

5.1 研究結論

根據前章的實證分析結果以及過去的文獻回顧，本研究之研究結果發現，廣告

代言人對品牌權益具有顯著之正向關係。此結果與Kamins (1989)、Patzer (1983)等學

者的研究結果一致。顯示出具有吸引力的廣告代言人或是代言人，若和產品具有高

適配度(fit)時，能使品牌有較高的品牌態度而誘發消費者的購買意願。而廣告代言人

對於購買意願亦有顯著之正向關係。表示越具有吸引力的MP3廣告代言人越能刺激

消費者購買意願。因為MP3屬於成熟性的電子產品，消費者會以廣告代言人這樣的

產品外在線索，來做為購買意願的判斷標準。所以廣告代言人對於MP3這樣的高度

成熟性的消費電子產品具有一定的影響力，往往因為知名人物具有說服力，使得消

費者產生購買願。若從另一觀點來說，萬一廣告代言人代言的廣告不實，尤其會危

害到身心的產品，例如瘦身產品，誤導消費者，政府也應該針對代言人處以罰責，

以保障消費者權益。

再者，本研究從消費者知覺觀點來衡量品牌權益，而價格對於消費者具有正反

兩面的角色，所以過去學者研究價格促銷對於品牌權益的影響也具有正反兩面的結

果。分析結果發現價格促銷對MP3的品牌權益有正向顯著的關係。也就是廠商的價

格促銷可能會使消費者對於該MP3品牌有較低的品牌評價。根據過去學者研究價格

促銷對購買意願的影響亦無一致性的看法。而本研究的分析結果發現MP3廠商的價

格促銷對消費者的購買意願有正向的關係。當MP3品牌業者進行價格促銷時，有可

能使消費者產生不信任感，誤以為是庫存或是瑕疵品而降低購買意願。所以可以看

出價格促銷對於 MP3 的品牌評價以及購買意願是有相當的影響，畢竟 MP3 是屬於

精密型的電子產品，產品品牌也眾多，往往價格促銷的幅度過大會使消費者以為是

庫存品或是不良品。從以上的結果也可以看出本研究的另一個分析結果，品牌權益

對購買意願有正向的關係。這樣的分析說明了消費者對於MP3品牌評價高低，會直

接跟消費者的購買意願產生關聯性。也就是較高的MP3品牌評價有可能使消費者有

較高的購買意願。

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5.2 管理意涵與建議

根據本研究之分析結果，對 MP3 廠商或欲進入此成熟消費性電子產品領域之

經營者提供建議。

影響消費者購買 MP3 的因素很多，以本研究而言，廣告代言人對於購買 MP3

的消費者而言，比起價格促銷更能影響消費者對於MP3品牌的評價以及購買意願。

因此，我們可以得知消費者在選擇MP3此類的消費性電子商品時，價格促銷已經不

是主要的購買誘因了，消費者會因為MP3的廣告代言人的專業性、可靠性或是吸引

力選擇購買MP3。

其實類似MP3音樂播放器或是手機這樣日漸成熟性的科技產品，對於大部分的

年輕的消費族群來說，購買誘因已經不再是價格了，重要的是購買的感覺。感覺大

部分是來自於產品的外在線索，可能是廣告代言人的吸引力或是造型差異化等等因

素，會因為購買而充分表現自我或是引起同儕的注意。

再者，無論是廣告代言人或是價格促銷對於 MP3 的品牌評價也都有正面的關

係。而品牌評價也會影響消費者的購買意願。所以從本研究可以看出消費者在選擇

購買MP3這樣的成熟性商品時，像是品質服務這樣的產品的內在線索已經必要條件

了，消費者反而比較會以產品的外在線索當作購買的判斷基礎。

綜合以上所述，我們建議類似MP3此高成熟性的電子廠商除了必須要求良好品

質外，還可以透過產品的差異化，例如在外型或是功能上或是搭配適當的廣告代言

人來吸引消費者購買，一昧的價格促銷並非上策。尤其台灣的市場競爭激烈，再加

上台灣的競爭廠商都具有高度的模仿能力，大同小異的產品要能在市場上勝出，產

品的創新就顯得格外的重要，而廣告代言人是針對流行性較高的產品或和產品有高

度配適才有加分的效果。但是日前經常聽到藝人代言不實的醫藥用品而影響了消費

者的健康，也波及了藝人本身的形象，更有聽到藝人代言信用卡誤導消費者申請使

用，迫使財政部下令改正廣告內容，凡此種種都顯示出廠商在做產品行銷的同時，

必須秉持著道德良心，不實的產品就算降價幅度再高，代言人的魅力再強，哪怕僅

有發生一次瑕疵，都挽不回企業的信譽，這是值得廠商注意的地方

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5.3 研究限制

本研究囿於人力、物力及時間上的不足，在研究過程中所遭遇的困難與限制如

下：

(一) 本研究是以MP3做為研究的標的，廣告代言人與降價促銷對於品牌權益和購買

意願的影響，在不同的研究標的物下，應該存有不同程度的差異。所以應用本

研究的結果應該要視不同的標的物特性再推論。

(二) 本研究是以同質性較高的學生族群做為樣本，並採便利抽樣，若將結果推論到

其他族群的樣本時，外部效度會比較不足。

(三) 本研究以問卷發放的形式進行樣本之收集，回收之樣本發現有重複填寫、問項

漏填和全部以同一尺度回答問題(全填 4：無意見)等，因此，為使樣本資料具

可靠性，而花費許多時間在樣本資料的審核上，並因而產生許多無效樣本。

75

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VITA

Kai-Chieh Chan (詹凱捷) was born in Taichung , Taiwan, Republic of China, on October

22 ,1976, the son of Ming-Jung Chan (詹明忠) and Shu-Yuan Chen (陳淑媛). He graduated

from De-Yeh University . After receiving his Bachelor degree in 2002，he was admitted to the

Graduate School of Management of Tatung University in 2003 and graduated in July 2005.

Permanent Address：No.157-2, Dongci St., Dongshih Township, Taichung County 423,

Taiwan (R.O.C.)

永久地址：(423)台灣台中縣東勢鎮東崎街157號之 2

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