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Student: Lee Kan-Wen Adviser: Charles V. Trappey • research background Stated from 2004, released the first HELLO KITTY premium gift, there are a crazy about character promotion. In 2005, 7 eleven introduced their own spokes-character open the trend is more obvious in Taiwan. • Definition of spokes-character: spokes-character is a character created in association with a product (Norris1984) people, animals, animated characters, objects, or the like that are used in advertising a brand and that come to be identified with the brand, in much the same way that a trademark is identified with a brand.(Phillips,1996) • Gender and spokes-character Spokes-characters ads target toward different gender presented in different appearance to get better effect. Gender of Spokes-characters can also be a factor to influence consumers’ attitude toward advertising effectiveness. • Likable spokes-characters (a) personality, (b) physical characteristics, (c) humor, and (d) consumer experience. • • • • • • • • H1: female consumers have more interest on spokes-characters than male consumers. →See if female consumers write more than male about the spokes-character. H2: female consumers are likely to have positive feeling toward the spokescharacter than male consumers. →See if female consumers write more positive than male about the spokescharacter. H3: Distinctive personality is the reason impresses consumer. →See if consumers often describe the spokes-character about their personality. H4: Cute is the reason impresses consumer. →See if consumers often describe the spokes-character about their cute appearance. H5: Humorous is the reason impresses consumer. →See if consumers often describe the spokes-character about their humor act. H6: Consumers form positive attitude toward the spokes-characters if the spokes-characters are believable. →See if consumers often describe the spokes-character about their trustworthy characteristic. • H7: Consumers have more positive attitude toward the spokes-characters if the spokes-character are convincing →See if consumers often describe the spokes-character about their professions. • H8: consumers who like the product/brand will have a more positive attitude toward the spokes-characters →See if consumers often describe the spokes-character about their previous experience related to their brand or product. • H9: Consumers are more likely to pay attention to the advertising if they like the spokes-character. →See if consumers often describe the spokes-character about their commercial contents. • H10: Consumers are more likely to have positive attitude toward the product/brand if they like the spokes-character. →See if consumers comment the brand that the spokes-characters represent in positive way. • H11: brands with spokes-character are more likely to be remembered than brands without spokes-character. • Critical Incident Technique (CIT) CIT is developed by Flanagan (1954), the critical incident technique is a qualitative method for researchers to investigate significant occurrences which consists of a set of procedures for collecting direct observations of human behavior in such a way as to facilitate their potential usefulness in solving practical problems and developing broad psychological principles. • Among the 74 responded questionnaires, there are 134 incidents found, 17 are negative, 117 are positive. There are total 39 spokes-characters mentioned in the responses.