The Influence of the Match-up between Sponsor Events and Sponsors and the Correlations between Spokespersons and Sponsor Events on Ad Effectiveness
| Autor: | Chi-Ling Wu, 吳奇玲 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 The research uses the experiment method focusing on functional sponsor events and charitable sponsor events to investigate the impact on the advertisement effect by the consistency between the sponsor and the event and the consistency between the celebrity endorser and the event. Therefore, there are total 4 groups in the factor design which are two types of sponsors x 2 types of celebrity endorsers. Experiment one focuses on functional sponsored events. Result of the research shows that consistency between the sponsor and the event has a significant impact on the attitude toward the advertisement, attitude toward the brand and purchase willingness. Consistency between the celebrity endorser and the event has a significant impact on the attitude toward the advertisement while the consistency between the celebrity endorser and the event does not have any significant impact on the attitude toward the brand and purchase willingness. Both consistency between the sponsor and the event and consistency between the celebrity endorser and the event do not have any significant interaction on the attitude toward the advertisement, the attitude toward the brand and purchase willingness. Moreover, on the three aspects, the attitude toward the advertisement, attitude toward the brand and purchase willingness, it all shows that consistency between the sponsor and the event with consistency between the celebrity endorser and the event have the best effect, followed by consistency between the sponsor and the event with the inconsistency between the celebrity endorser and the event, inconsistency between the sponsor and the event with consistency between the celebrity endorser and the event, and inconsistency between the celebrity endorser and event with inconsistency between the sponsor and the event. Experiment two focuses on charity sponsor events. Result of the research shows that consistency between the sponsor and the event has a significant impact on the attitude toward the advertisement, the attitude toward the brand and purchase willingness. Consistency between the celebrity endorser and the event has a significant impact on the attitude toward the advertisement, the attitude toward the brand and purchase willingness while both the consistency between the sponsor and the event and the consistency between the celebrity endorser and event do not have significant interactional on the attitude toward the advertisement, the attitude toward the brand and purchase willingness. Moreover, on both the attitude toward the advertisement and the attitude toward the brand, it shows that the effect of using the consistency between the sponsor and event with the inconsistency between the celebrity endorser and the event is the best, followed by the inconsistency between the sponsor and the event with the inconsistency between the celebrity endorser and the event, consistency between the sponsor and the event with the consistency between the celebrity endorser and the event, and inconsistency between the sponsor and the event with the celebrity endorser and the event. On the aspect of purchase willingness, it shows the consistency between the sponsor and the even with the inconsistency between the celebrity endorser and the event has the best purchase wiliness, followed by the consistency between the sponsor and the event with the consistency between the celebrity and the event, inconsistency between the sponsor and the event with the inconsistency between the celebrity endorser and the event, inconsistency between the sponsor and the event with consistency between the celebrity endorser and the event. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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