Title page for etd-0810115-153930


[Back to Results | New Search]

URN etd-0810115-153930
Author Shih-Ting Kao
Author's Email Address No Public.
Statistics This thesis had been viewed 5581 times. Download 23 times.
Department Business Management
Year 2015
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Kawaii Works?
Impacts of Brand-Customer Relationship and Message Tone on Advertising Effects of Spokes-Character
Date of Defense 2015-08-12
Page Count 124
Keyword
  • non-human spokes-character
  • brand-customer relationship
  • regulatory fit theory
  • message tone
  • Abstract More and more brands want to create their own spokes-characters. Compared with
    endorsers, spokes-characters can be fully controlled by marketers and are considered as
    less risky in brand strategy. Previous research shows that a cute face is perceived as
    more trustworthy than a mature face, and thus, is more likely to induce agreement with
    the message. Based on the previous research of the cuteness effects, we develop hypotheses
    of how different spokes-character trait, brand-customer relationship and
    message tone affect advertising effectiveness.
    The present study uses experimental design to investigate the effects of the trait
    of spokes-character (cute vs. mature), brand-customer relationship (communal vs. exchange)
    and message tone (assertive vs. nonassertive). A 2x2x2 factorial design is
    conducted. Eight different scenarios are established and advertising effects are measured
    through three dependent measure: attitude to the advertising, brand attitude, and
    purchase intention.
    The result can be explained through regulatory fit theory. When a spokes-character
    is cute, there is an interaction between brand-customer relationship and message
    tone. When consumers perceive the brand-customer relationship as exchange, an assertive
    message used in advertising is more effective than a non-assertive one. When
    consumer perceived the brand-customer relationship as communal, opposite results are
    obtained. When a spokes-character is mature and consumers perceive the brand-customer
    relationship as exchange, a non-assertive message used in advertising is more
    effective than an assertive one. However, there is no difference between assertive and
    nonassertive message when consumers consider the brand-customer relationship as
    communal
    Advisory Committee
  • Yu-Chi Wu - chair
  • Hsiao-Ching Lee - co-chair
  • Chun-Tuan (Debbie) Chang - advisor
  • Files
  • etd-0810115-153930.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2015-09-10

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys