| Summary: | 碩士 === 靜宜大學 === 企業管理學系 === 104 === The purpose of the present study was to investigate the evaluation factors that influence cross-gender brand advertisements. Based on the findings of a literature review, “gendered of brand” and “gender of spokesperson” were identified as the most influential evaluation factors. Subsequently, spokesperson credibility and advertising effectiveness evaluations are affected by the congruity the two variables. The “gender of spokesperson” variable was manipulated, specifically androgynous, male, and female, to investigate whether consumers’ respond or behave differently to the advertisement scenarios established in the present study.
The research arguments and framework were established by referencing relevant literature. A questionnaire survey approach was used to collect data from respondents in Taichung who had basic knowledge of the target brand. The SPSS statistical software was employed to run a reliability analysis, T-test, and regression analysis on the collected data. A total of 240 questionnaires were administered; 235 valid questionnaires were recovered, for a valid recovery rate of 98%.
Findings showed that（1）“gendered of brand” and “gender of spokesperson” positively influence advertising effectiveness and（2）spokesperson credibility positively influenced advertising effectiveness. Finally, several suggestions were presented based on the research findings.
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