當代言人形象與代言產品訴求表現不一致時，產品聯名如何影響消費者對品牌的態度

Abstract

當今品牌在做行銷時，時常使用代言人來增加品牌的曝光，並吸引目標客群的眼光，甚至現在同個品牌也會同時有品牌代言人、品牌大使、品牌好友、聯名等等，藉由不同的名稱包裝增加新鮮感。而現今自媒體蓬勃發展的環境下，人人都能成為網路紅人或是關鍵意見領袖（Key Opinion Leader，KOL），這也使得品牌合作的對象不限於傳統認知中電視上的藝人，網路社交媒體上的網紅、KOL也都能為品牌代言。且目前Z世代的族群因生長於數位化的環境之下，更常接觸到品牌廣告、代言、業配的資訊，所以在處理和解讀代言資訊的知識背景也可能與過去不同。學生曾有過品牌透過自身喜愛的藝人進行代言時，反而對品牌出現負面態度的經驗。然而，根據Balance Theory（Heider, 1946）的理論，當我未知或不熟悉的品牌經由我喜愛的藝人代言，我對於品牌應該也要相對應產生正面的態度，卻發現並非如此。在經過作者的觀察、體驗與歸納整理後，消費者所關注的重要評量標準（i.e., true merit）、品牌訴求和代言人形象三者間的關係，影響了目標顧客在產品聯名前後的態度改變方向。所以本研究利用實驗設計的方式，期望找出當中造成不同態度形成的關鍵因子，也能藉此幫助品牌避免錯誤使用代言人，適得其反。In today's marketing landscape, brands often use endorsers to increase brand exposure and attract the attention of their target audience. Even within the same brand, there may be various roles such as brand endorsers, brand ambassadors, brand friends, and collaborations, all packaged with different names to provide a sense of novelty. With the flourishing of self-media in the current environment, anyone can become an internet celebrity or a Key Opinion Leader (KOL), expanding the scope of potential brand collaborators beyond traditional celebrities seen on television to internet influencers and KOLs on social media platforms. Additionally, the rise of Generation Z, who have grown up in a digital environment, means they are more exposed to brand advertisements, endorsements, and sponsored content. This might lead to differences in how they process and interpret endorsement information compared to the past.According to Balance Theory (Heider, 1946), when an unfamiliar or unknown brand is endorsed by a beloved celebrity, one would expect a positive attitude towards the brand. However, in my personal experience, I thought that it is not always the case. Therefore, I tried to figure out through my observations, experiences, and deductions, I found that the relationship between consumers’ true merit, brand appeals, and the image of the endorser affects the direction of attitude changes among target consumers before and after a product collaboration. As a result, this study employs experimental design to identify key factors that contribute to the formation of different attitudes and aims to assist brands in avoiding an inappropriate endorser marketing.