Record Details
Record ID
assca:185
Title
The impact of celebrity-product gender incongruity on female consumers' brand evaluation = 廣告代言名人與產品性別不一致對女性消費者品牌評價的影響
Type of Work
Final Year Project/Work
Collection
A&SS Creative Arts Student Works
Contributor
Chung, Wai Han 鍾蔚嫻 (creator)
School / Unit
School of Arts and Social Sciences (A&SS) 
Department
Department of Creative Arts
Program
Bachelor of Arts with Honours in Creative Advertising and Media Design
Date
2023
Abstract
男性名人代言女性產品是廿一世紀冒起的行銷策略。以往的研究多集中在名人可信度 (credibility) 及可愛度 (likeability) 與廣告成效的關係，鮮有探討名人性別與產品性別一致性對廣告成效的影響。本研究旨在探討男性名人代言女性產品（例如男藝人代言女性衞生用品）對女性消費者評價品牌的影響，為宣傳人員選擇女性品牌代言人的策略，提供有用的參考。
Type of Resource
Image
Language
English
Physical Description
This work includes 3 image files.
Keywords
stereotypes (social psychology) in advertising; sex role; consumer behavior; advertising
Access Eligibility
Public Access
Permanent Link
Object Details
Record ID
assca:187
Title
The impact of celebrity-product gender incongruity on female consumers' brand evaluation = 廣告代言名人與產品性別不一致對女性消費者品牌評價的影響 - image2
Collection
A&SS Creative Arts Student Works
Physical Description
1 image file.
Access Eligibility
Public Access
Permanent Link