碩士 / 世新大學 / 公共關係暨廣告學研究所(含碩專班) / 98 / Many famous enterprises have devoted virtual figure to distinguish their products and services. Therefore, the report attempts to research from different aspects such as virtual figure’s character to realize whether virtual figure can affect corporate image. Pukii is the main virtual figure mentioned in the report.
The survey was through the Internet. After receiving 414 effective questionnaires, the author did SPSS statistical analyses to prove the research hypotheses. Besides, the report provides some qualitative researches. Based on comments from industry experts by deep interview, the report can contrast the qualitative and quantitative results.The conclusions are:
1. Spokes-character’s favorability and credibility can affect aconsumer’s advertising attitude.
2. Likeablity of Spokes-character has three dimensions: personifikation, appearance, humour, and credibility of Spokes-character of Spokes-character also has three dimensions: relevancy, expertise, nostalgia.All of them can affect aconsumer’s advertising attitude.
3. Consumer’s advertising attitude could affect corporate brand image. The effect is also reflected by consumers’ feedback.
4. Consumer’s advertising attitude could affect functional image, symbolic image and experiential image in corporate brand image.
5. Separate consumers’ brand experience do not affect consumers’ advertisement attitude and effects of brand image.
Based on empirical results with qualitative research, the report provides several ways to utilize spokes-character and suggestions to promote the brand image for the bank.
| Identifer | oai:union.ndltd.org:TW/098SHU05471024 |
| Date | January 2010 |
| Creators | Yuchia Huang, 黃郁嘉 |
| Contributors | YiXiang chen, 陳一香 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 138 |
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