企业家代言的互利效应与风险防范  

The Mutual Benefit Effect and Risk Prevention of Entrepreneur Endorsement

作　　者：刘传红[1] 宋玉书[2] 

机构地区：[1]中国地质大学艺术与传媒学院,湖北武汉430074 [2]辽宁大学新闻与传播学院,辽宁沈阳110136

出　　处：《新闻大学》2016年第2期86-92,150-151,共7页Journalism Research

基　　金：国家社会科学基金项目"环保类虚假广告的危害及其监管有效性研究"(11BXW039);辽宁省社会科学规划基金项目"传统文化在广告中的传播与应用研究"(L14BXW002)阶段性成果

摘　　要：企业家代言是以企业家的声誉为产品品牌做荐证,利用企业家的形象塑造产品品牌形象,借助企业家的影响力进行的品牌宣传。它具有高于明星代言的社会认同度,不仅能够产生良好的品牌推广绩效,而且有利于提升企业家个人品牌价值,多维度展示企业家形象。但企业家和企业也应防范代言的风险,将风险防范纳入企业家声誉管理体系,并通过积极参与公益性传播活动,彰显企业家践行社会责任的文化自觉,为企业家和企业积累声誉资本。Entrepreneur endorsement is one of advertisting endorsements which makes use of the reputation, images and influences of the entrepreneurs to endorse the brands of products. Since entrepreneur endorsement gets higher social identity than celebrity endorsement, it not only leads to better brand promotion but also enhances the brand value of individual entrepreneurs and displays their images from multi-dimensions. However, the risk of entrepreneur endorsement should be guarded against and put into the entrepreneurs' reputation management system. Entrepreneurs should take an active part in communication activities in public interest and highlight their social responsibilities as to accumulate more reputation capital.

关 键 词：企业家代言 代言荐证 互利效应 风险防范 公益传播 

分 类 号：F713.82[经济管理—广告]