Download ebc.ie.nthu.edu.tw

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.
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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.