| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 106 === This study took brand and endorser as research objects in case of the new type of endorser, YouTuber, and foreign cosmetic brand. This thesis approached the influence that brand personality congruence between brand and endorser caused to endorsement effect by using “Text Mining and Sentiment Analysis Tool”, which is backed by Aaker’s Brand Personality Dimensions.
Research first used web crawler to collect data, followed by sentiment analysis, and finally compared the brand personality congruence of three YouTuber (Catie, Charlie and Mii) and Giorgio Armani with endorsement effect. The results show that the brand personality congruence between Catie and Giorgio Armani is high, and the endorsement effect is also better; on the other side, the brand personality congruence between Charlie and Giorgio Armani is low, and the endorsement effect is also poor.
Then the hypothesis of “Higher brand personality congruence between cosmetic brand and YouTuber, better of the endorsement effect.” has been validated, and this study can help corporate to choose appropriate endorser.
|
|---|
