品牌组合代言溢出效应研究——名人崇拜的调节作用  

The Spillover Effect of Multiple Brands Endorsement Portfolio by Celebrities ——Moderation of Celebrity Worship

作　　者：何浏[1,2] 王海忠[2] 

机构地区：[1]五邑大学经济管理学院,广东江门529020 [2]中山大学管理学院,广东广州510275

出　　处：《商业经济与管理》2014年第4期67-75,共9页Journal of Business Economics

基　　金：国家自然科学基金面上项目"名人代言中的组合效应研究--基于拟社会互动关系视角"(71272243);国家自然科学基金面上项目(71172164);教育部人文社会科学研究规划基金"名人代言组合溢出效应研究"(12YJA630038)

摘　　要：文章采用心理学实验法,基于拟社会互动关系视角的研究发现:不同水平的名人崇拜对名人多品牌组合代言的消费者评价有正向影响;名人崇拜对品牌代言组合的消费者影响有调节作用,即高崇拜消费者对品牌代言组合的消费者影响不敏感,且保持在一个相对稳定的较高水平;而低崇拜消费者对品牌代言组合的消费者影响大致成倒"U"型曲线结构。文章开拓性地将"名人崇拜"这一社会心理现象与市场中的消费者行为联系起来,揭示了名人崇拜对多品牌组合代言效应的调节作用,为名人多品牌组合代言活动提供了理论依据与实践指导。Based on the perspective of Para-Social Interaction Relationship, using the method of experiment, this paper finds that different celebrity worship levels have positive effect on consumers＇ perception evaluation of endorsements portfolio： The consumers with a high celebrity worship level tend to give a higher evaluation of brand portfolio endorsements than the consumers with a lower celebrity worship level do. Meanwhile, the celebrity worship has a moderating effect on the consumers＇ perception evaluation of brand portfolio endorsed by a celebrity： the high celebrity worship consumer pays little attention to evaluation effects of the brands endorsements portfolio, and keeps on a relatively higher level; otherwise, under the low celebrity worship condition, consumers＇ perception evaluation of brand endorsement portfolio shows an inverted ＂U＂ shape relationship. This study innovatively tries to link the celebrity worship of social psychology and consumer behavior, reveals the moderation effect on the consumers＇ perception evaluation of brand endorsement portfolio, and provides the theoretical basis and practical guidance for the celebrity multi-brand endorsement portfolio.

关 键 词：多品牌代言 代言组合 拟社会互动 名人崇拜 

分 类 号：F713.50[经济管理—市场营销]