| Summary: | 碩士 === 崑山科技大學 === 視覺傳達設計研究所 === 98 === Nowadays, it is competition vehemence to the consumer market, the enterprise attention to the performance of brand image. Brand image is being used on marketing segmentation, and it also would make a good impression on consumers. The advertisement is an instrument that brand can communicate with consumers. It influences consumers’ attention to the product information and the massage which is conveyed by brand image. To all the advertising strategy, using an endorser has become a popular method in marketing. Taking the advantage of the celebrity''s high popularity and special image that made brand can contact with target consumers more easily.
The purpose of this study is to explore the consequence of brand identification from using the endorser’s image in the advertisement. The study try to build the "Brand Image Identification Model" from the literature analysis, and elucidate the brand image identification''s forming process. "Brand Image Identification Model" is used to analysis and comprehends the relation between the endorser, brand and consumers in the advertisement. According to the film psychology and the consumer psychology, the study tries to explore the endorser''s performance how to affect the consumer''s mind, and made consumers have identification on the brand image and the endorser''s image.
|
|---|
