品牌代言人可信度对品牌忠诚的影响研究——以品牌信任为中介  

Brand Endorser Credibility's Impact on Brand Loyalty Study——Taking Brand Trust as an Intermediary

作　　者：顾春梅[1] 张伟[1] 

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018

出　　处：《江苏商论》2012年第10期61-64,共4页Jiangsu Commercial Forum

摘　　要：本研究针对品牌推广中广泛使用代言人这一现象,以代言人可信度为切入点,以消费者品牌信任为中介变量,实证研究了品牌代言人可信度对消费者品牌忠诚的影响,结果发现:(1)品牌代言人作为消费者评价品牌的外在线索,其是否可信,会显著影响消费者对品牌的信任;(2)品牌信任作为消费者与品牌关系的核心对品牌忠诚存在显著正相关;(3)品牌代言人可信度对品牌忠诚的直接影响显著;(4)品牌信任在代言人可信度对品牌忠诚影响中存在中介作用。This study aimed at the phenomenon of brand endorser＇s widely usedin brand promotion,using the brand endorser credibility as the breakthrough point,the brand trust as mediator variable,empirical studied the influence of the brand endorser credibility to consumer brand loyalty,findings show that：（1） Brand endorser as the external clues of consumer evaluation brand,who whether credible will influence on consumer brand trust signifi-cant;（2） Brand trust as the core of the consumers and brand＇s relationship which exists significant positive influ-ence on the brand loyalty of consumer;（3） Brand endorse credibility has a significantly affect to brand loyalty di-rectly;（4） Brand trust has a mediating role between the brand endorser credibility and brand loyalty.

关 键 词：品牌代言人可信度 品牌信任 品牌忠诚 

分 类 号：F713.3[经济管理—产业经济]