中国品牌植入好莱坞电影的溢出效应  

The Spillover Effect of Product Placement of Chinese Brands in Hollywood Movie

作　　者：李亮[1] 王平[2,3] 宋思根[2] 

机构地区：[1]山西财经大学工商管理学院,太原030031 [2]安徽财经大学工商管理学院,安徽蚌埠233030 [3]复旦大学管理学院,上海200433

出　　处：《商业研究》2017年第5期17-22,共6页Commercial Research

基　　金：国家社科基金重点项目"植入要素组合的受众记忆及其激活路径研究";项目编号:15AGL010;国家自然科学基金青年项目"消费者生成广告与企业广告的协同效应及形成机制研究";项目编号:71302142

摘　　要：目前越来越多的国内品牌希望借助植入好莱坞电影提升产品的形象和认可。通过以国家形象的溢出效应作为解释机理构建相应的理论模型,分析中国品牌植入好莱坞电影的溢出效应,发现国家形象正向影响认知失调、负向影响情节关联度,认知失调负向影响品牌态度,情节关联度对品牌态度有正向影响;认知失调与情节关联度起到了中介作用,认知失调显著大于情节关联度产生的影响;消费者民族中心主义显著调节了认知失调对于品牌态度的影响,但对情节关联度与品牌态度关系的调节却不显著。因此,相关企业在选择好莱坞电影植入广告时最好是具有"洋化"的品牌名称,并努力做到深度植入,通过辨识影片目标观众特征以选择适合的品牌沟通方式。At present, more and more domestic brands hope to improve their product image and acceptance by placing in Hollywood movies. With the spillover effect of country image as the explanation mechanism, this paper constructs corresponding theory model to analyze the spillover effect of product placement of Chinese brands in Hollywood movie, finding that country image affects cognitive dissonance positively and affects plot connection negatively, cognitive dissonance af- fects brand attitude negatively, while plot connection affects brand attitude positively; cognitive dissonance and plot connection play a mediating role, and the impact of cognitive dissonance is significantly greater than that of plot connection ; consumer ethnocentrism significantly adjusts the effect of cognitive dissonance on brand attitude, but not for the relationship between plot connection and brand attitude. Therefore, when related enterprises choose Hollywood movie for product placement, they＇d better choose ＂foreign branding＂ brand name, strive to have a deep product placement, and choose the suitable brand communication by identifying the characteristics of target audience of films.

关 键 词：国家形象 溢出效应 植入式广告 消费者民族中心主义 中国品牌 

分 类 号：F713.55[经济管理—市场营销]