隨著科技不斷的進步，企業的宣傳手法也日新月異，利用社群媒體、電視廣告或電子郵件與消費者進行互動，增加自家企業的品牌知名度與曝光度。而品牌形象在行銷中擁有很重要的地位，因為品牌代表著一間企業，結合企業本身的核心價值與文化，提供給消費者信念與承諾，而此信念與承諾經由消費者的感知與體驗後，形成主觀知覺的態度，反應於消費者對該企業的品牌形象，進一步影響消費者的購買意願。
除了品牌形象之外，代言人也是企業普遍使用的廣告行銷之一，透過代言人自身的風格、魅力與專業能力吸引消費者，運用消費者對代言人的喜好轉移至品牌上，說服消費者相信該品牌，進一步影響消費者購買意願。然而消費者於品牌形象與代言人兩者之間的態度上可能存在不確定之平衡關係，無法明確得知消費者的實際的購買意願，因此本研究欲了解當消費者心中對於品牌形象與代言人的喜好產生不平衡時，將會如何做出決策，故本研究旨在探討品牌形象(喜歡/不喜歡)與代言人(喜歡/不喜歡)之消費者族群，以林鳳營鮮乳與Panasonic電器產品為例，並運用產品知識與消費者賦權為中介變數，瞭解是否會增加或改善消費者的購買意願。
根據本研究結果顯示，品牌形象、代言人與兩項變數間的關係各自對於購買意願、產品知識與消費者賦權皆存在顯著影響，但在四種情境中，僅喜歡品牌形象不喜歡代言人之模型具有較佳的模型配適度。另外，迴歸分析中，此情境下的產品知識與消費者賦權對於購買意願的影響力不具有顯著性，因此，產品知識與消費者賦權於品牌形象與代言人之間不具有中介效果。但由於四種情境下，產品知識與消費者賦權對於購買意願間之影響力關係並無呈現一致性的變數影響力，說明在不同的實務情況下，中介變數在其中仍發揮不同的作用。因此，本研究認為企業推廣自身品牌活動時，釐清自身於市場的定位，並透過附加的知識傳達與賦權活動，促發消費者購買動機。

Brand image and Endorsers usually be the effective and popular way to market the company's brand. But the two variables have an unbalance condition in the consumer's minds. So that, the main purpose of this research is to explore the relationship between brand image and endorser’s attitudes towards consumer's purchase intention. In addition, using experimental design methods, four scenarios are designed to understand the mediation effect of product knowledge and consumer empowerment on consumers’ purchase intentions. As a result of this research, brand image and product knowledge have a positive influence on purchase intention, but product knowledge and consumer empowerment don’t have a mediation effect on consumers' purchase intention.

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