本研究欲探討新型態的代言人類型所帶來的品牌效果，將音樂人分成音樂名人（Celebrity）與創作型音樂人（Songwriting influencers）兩種類型，以基模一致性、自我一致性、社會影響理論、情感轉移理論、分類理論、意義轉移理論、平衡理論等框架，初步探究品牌效果。 而本研究目的因涉及品牌年輕化，將研究對象鎖定為 Z 世代（20-25 歲），並採網路調查實驗法，實驗設計採組間單因子實驗設計，最終有效問卷共蒐集 598 份。最後研究分析結果顯示，當品牌使用創作型音樂代言人時，代言人與消費者個性一致性是重要的中介變項，而代言人態度比品牌年輕化有更 佳的中介效果。

 This study focuses on the branding effects of new sorts of endorsers, and divides artists into two types: celebrities and songwriting influencers. This paper utilizes schema congruence theory, self-consistency theory, social influence theory, affect transfer theory, categorization theory, meaning transfer theory, and balance theory to first explore brand endorsement effect. The study investigates how different types of endorsers influence brand attitudes in terms of perceptions and attitudes. The experiment uses a single-factor betweengroups design, with 598 valid questionnaires collected via an online survey experiment. The result shows that the consistency between the endorsers' and consumers' personalities is an important mediating variable when the brands adopt songwriting influencers as brand endorsers; furthermore, consumers’ attitude towards endorser exert their influence than brand rejuvenation.