本研究旨在分析Nike在由Colin Kaepernick為廣告代言人的30周年紀念活動中取得成功的原因，Colin Kaepernick是美國橄欖球聯盟的一名球員，他拒絕在美國國歌期間下跪，並以此來抗議美國的警察暴力和種族不平等。研究問題是Nike的企業社會宣傳（CSA）戰略、代言人戰略和品牌形象是如何促進和積極影響30周年活動的成功。研究採用了概念性研究。基於這個框架，收集了網上資源和現有文獻。然後，作者利用這些資源分析與找到關聯，並且提供了個人意見和見解。研究發現，Nike對其CSA戰略的一貫做法和態度使其30周年紀念活動和廣告具有說服力。此外，Nike的代言人戰略側重於尋找符合其CSA和品牌形象的名人。他們成功的關鍵點在於這三種策略的出色協調，這使得他們的活動具有真實性和說服力。

The present research aims to analyze the reason for Nike’s success in their 30th-anniversary campaign starring Colin Kaepernick, a player of the National Football League who refused to knee during the American anthem and used it as a protest against the police brutality and racial inequality in the United States. The research questions are how Nike's Corporate Social Advocacy (CSA) strategy, spokesperson strategy, and brand image contributed to and positively influenced the success of Nike's 30th-anniversary campaign. The research adopts conceptual research. Based on this framework, online resources and existing literature were gathered. The author then used these resources to discover the connections and provided personal opinions and insights. The study found that Nike's consistent approach and attitude to their CSA strategy made their 30th-anniversary campaign and commercial persuasive. In addition, Nike's spokesperson strategy focused on finding celebrities that fit their CSA and brand image. The key point of their success was the excellent coordination of these three strategies, which made their campaigns authentic and persuasive.

論文審定書...i
中文摘要...ii
Abstract...iii
Chapter 1 Introduction...1
1.1 Background and Motivation...1
1.2 Research Purpose...2
Chapter 2 Literature Review...3
2.1 Corporate Social Advocacy (CSA)...3
2.2 Spokesperson...6
2.3 Brand Image...9
Chapter 3 Research Methodology...13
3.1 Conceptual Research...13
Chapter 4 Analysis...15
4.1 Introduction of Nike’s 30th-Anniversary Campaign...15
4.2 Nike’s 30th-anniversary campaign and their CSA strategy...19
4.3 Nike’s 30th-anniversary campaign and their spokesperson strategy...25
4.4 Nike’s 30th-anniversary campaign and their brand image...29
Chapter 5 Discussion and Suggestions...34
5.1 Implementation...34
5.2 Limitation...35
5.3 Conclusion...36
References...39

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