| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 100 === Many businesses use some lovely shape, with virtualization cartoon image of characters, to deepen consumers'' impression and convey the brand idea, expectations and competitors Segmentation, increase its brand recognition and competitiveness. Real star, celebrity spokesperson, but can‘t predict the risks and other missing as a result of the negative image ... enterprises tend to use the virtual image representative or a self-design of the exclusive representative of the corporate image of the doll for his own company marketing, in this in this study referred to as “Corporate Mascot.” The lack of domestic research for corporate mascot characteristics and interference variables brand attitude explore the corporate mascot characteristics, this study focuses on the corporate mascot features for ad attitude, brand attitude, ad attitude on brand attitude, and advertising attitude, brand attitude, purchase intention; and then explore the types of consumers, the endorsement fit, purchase decision moderating effect of involvement of the corporate mascot features affect brand attitude. Tainan, Taiwan, 480 consumers familiar with the of COCO birds COSMED drug store corporate mascot as test subjects. In this study, regression analysis showed that (1) corporate mascot characteristics (professional, descriptive) significant positive impact on ad attitudes and brand attitudes, (2) advertising attitude of a significant positive effect on brand attitude (3) advertising attitude, brand attitude of a significant positive effect on purchase intention, (4) when the tendency of the type of consumer emotional consumption, the corporate mascot of the unique nature of the impact of humor on consumer brand attitudes, the greater; when the type of consumer tendency to rational consumption auspicious material illustrative greater the impact on consumers ''brand attitude, (5) endorsements fit a higher degree of professional corporate mascot, descriptive greater the impact on consumers'' brand attitude (6) involved in purchasing decisionsdegree of higher, the corporate mascot unique, humor, the smaller the impact on consumers'' brand attitude; purchase decision involvement higher degree of professional corporate mascot, descriptive of consumer brand attitudes the impact of the greater. Finally, according to the empirical results of this study to make recomendations for future reference.
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