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    題名: 廣告代言人對品牌形象活化影響之研究 : 以阿瘦皮鞋為例
    其他題名: The influence of advertising spokesperson on brand image revitalization : an example of domestic brand "A.S.O"
    作者: 連佳盈;Lien, Chia-ying
    貢獻者: 淡江大學國際商學碩士在職專班
    黃哲盛
    關鍵詞: 廣告代言人;品牌;品牌形象;品牌活化;advertising spokesman;Brand;Brand Image;Brand Revitalization
    日期: 2011
    上傳時間: 2011-12-28 17:53:42 (UTC+8)
    摘要: 『廣告代言人』是廣告中經常運用的模式之一,因為可藉由代言人的示範來展演產品所要呈現的賣點或功能,促進廣告效果的達成。

    本研究針對阿瘦皮鞋透過更換品牌代言人之品牌活化運動進行成效評估,透過質化研究—焦點群體訪談法了解公司內部員工及消費者對更換各階段代言人後對其品牌形象之觀感。

    經由訪談結果得知:內部員工與外部消費者對於四種廣告代言人品牌形象活化認知大致相符,分別為董事長時期的穩重、實在的台灣企業,四大名模時期的具有時尚感,郭雪芙時期的廣告調性活潑成功吸引年輕消費者、隋棠時期將質感帶入提升品牌形象,故本研究得知,透過更換代言人成功的為阿瘦皮鞋帶來年輕、時尚的品牌形象,而其朗朗上口的Slogan『You A.S.O beautiful』,讓人印象深刻,強化其品牌印象。一個成功的品牌形象及產品品質皆能提高其品牌價值
    "Endorsers" is frequently used mode of advertising in one voice as a model to be performances by the product''s selling point to be present or function, and promote the achievement of advertising effectiveness.

    This study by replacing the brand ambassador of the brand activation campaign for effectiveness evaluation through qualitative research - focus group interviews to understand the internal staff and consumer advocate replacement after each stage of its brand image perception.

    Through interviews that: internal staff and external customers for all four ads for the brand image of the activation of knowledge broadly in line with, respectively, chairman of the stable period, it is the Taiwanese company, four times a supermodel fashion sense, Kuo Hsueh Fu-time ad successful in attracting the young and lively tone of consumers, Sonia period will enhance the brand image into texture. The results from this study show that by replacing a successful advocate for the A thin leather bring the young and fashionable brand image, and its catchy Slogan "You A.S.O beautiful", impressive, and strengthen its brand image. A successful brand image and product quality have encountered to improve its brand value.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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