以P-O-X平衡理論衡量年輕人對代言人特質、廣告態度與服飾屬性間的關係－以服飾品牌為例
摘要
Many advertisements use celebrity to promote their brand images and products as an effective strategy; however consumers might have different attitudes toward the variety celebrities and brands. In order to make the advertisement effective, the celebrity spokesman's image has to be consistent with the brand image. The researcher used the P-O-X balance theory to examine the relationships among spokesmen characteristics, product attributes of apparel, and consumers' attitudes toward the celebrity spokesmen in X and Y generations. The results are generalized as follows: (1) Celebrity spokesman characteristics had significantly positive correlations with consumers' attitudes toward the spokesman advertisements in both generations and brands. (2) Product attributes and consumers' attitudes toward the spokesman advertisements had significantly positive correlations in both generations and brands. (3) The characteristics of celebrity spokesman had significantly positive correlations with product attributes in both brands for X generation. However, for Y generation, there is a significantly positive relationship among spokesman characteristics.