以配適假說探討代言人與贊助事件一致性以及贊助商與贊助事件一致性之廣告效果－－企業贊助公益活動為例

An Investigation of Ways in which Advertising Effectiveness is Influenced by Consistency between Events and Corporate Sponsors and Endorsers Based on Match-up Hypothesis

過去多數的贊助研究多以體育活動為研究對象，而忽略對其他贊助活動的探討。針對公益活動探討者為數不多，所獲研究結果也與針對體育活動探討者不同。根據天下雜誌的報導，企業贊助公益活動有其重要性。過去研究發現贊助事件與贊助商之間的一致性程度愈高，贊助效果愈佳。然而，也有部分學者支持贊助商與贊助事件之間保有適度不一致能產生較佳的贊助效果。故本研究目的之一即針對企業贊助公益活動探討贊助商與贊助事件之間的一致性對廣告效果之影響。此外，代言人是贊助活動和消費者之間重要的媒介，過去研究發現在廣告中產品和代言人之間存在著適切性，廣告效果較好。再者，一個贊助活動的宣傳少不了代言人，然而卻少有贊助的文獻一併探討代言人的運用，因此，本研究乃運用配適假說，針對企業贊助公益活動，以實驗法探討贊助商與贊助事件一致性以及代言人與贊助事件一致性對廣告效果之影響。共有2×2=4組的因子設計。研究結果發現當企業贊助慈善事件時，贊助商與贊助事件一致性對廣告效果有顯著的影響，且贊助商與贊助事件一致時所獲致之品牌態度與購買意願較贊助商與贊助事件不一致時為高。而代言人與贊助事件一致性則對廣告效果無顯著之影響。

Most past research about sponsorship has focused on sports activities, but has neglected to investigate corporate philanthropy. The research which does exist suggests that the effects of corporate philanthropy and sports activities differ. Common Wealth Magazine reports that corporate philanthropy is very important for business. Research into the effects resulting from consistency between sponsors and events is inconsistent: some studies suggest that the greater the consistency, the greater the effect. Others suggest that a moderate level of inconsistency between sponsor and event has a better effect. Thus, one of the main purposes of this study is to focus on corporate philanthropy and to investigate the effects of consistency between sponsors and the events they sponsor. In addition, endorsers play a very important role in sponsorship to consumers, and the literature shows that the fitness between endorsers and the products they endorse causes better ad effectiveness. Consequently endorsers are also included in this study. The research uses a 2×2 experimental design and focuses on corporate philanthropy to investigate the impact on advertisement produced by consistency between events and their endorsers and sponsors, based on a match up hypothesis. The results show that the consistency between the sponsor and the event has a significant impact on ad effectiveness, and the attitude toward brand and purchase intent are significantly higher when the sponsor and the event are consistent than when the sponsor and the event are inconsistent.