A Study of Advertising Effect for Consisitency between Endorser and Brand in Micro-movies

• Main Authors: Yi-Huan Lin, 林怡寰
• Other Authors: 李月華
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/85618335584232110893

碩士 === 淡江大學 === 企業管理學系碩士班 === 101 === Micro-movies surveys brand concept or properties of product that use techniques of making movies, including an endorser and stories, to attempt to make customers interested in Micro-movies and know the brand. Making Micro-movies is similar to making movies; however, movies are part of product-placement form, while Micro-movies are part of advertising. Micro-movies use stories to let customers blend into the plot of a play and pay attention to brand or products. The previous research mainly focuses on the type of advertising, but doesn’t include Micro-movies. Nowadays, Micro-movie is one kind of the popular mass media. The research of Micro-movies mainly focuses on how much the advertising effect is affected by the consistency between endorser and brand. We select students of Tamkang University who have seen the Micro-movies on Youtube to be the samples of this study, and we use paper questionnaires and online Google surveys to get the data that this study needs. We explore advertising effect by the consistency between endorser and brand; and Micro-movie’s advertising effect by the associative networks in symbolic brands, and symbolic and function brand concept. The number of valid samples is 323. The result shows that the advertising effect in Micro-movies will be affected by the consistency between brand concept and endorser image, and the consistency between brand personality and endorser personality. If endorser and brand was inconsistent, customers wouldn’t transform endorser image and endorser personality to brand; moreover, customers wouldn’t have correct brand recognition and brand recall. Since the limit of Micro-movies, even if associative networks intrigue the perception message intensity of customers, it doesn’t necessarily represent correct brand recognition and brand recall can be enhanced. The result of this study can provide suggestions for marketing staffs who engage in the brand promotion.