代言人类型对品牌依恋的影响研究  

The Influence of Spokesperson Type on Brand Attachment

作　　者：赵洁[1] 韩倩 ZHAO Jie;HAN Qian(School of Business,Anhui University,Hefei,Anhui,230601)

机构地区：[1]安徽大学商学院,安徽合肥230601

出　　处：《牡丹江师范学院学报（社会科学版）》2023年第5期21-30,共10页Journal of Mudanjiang Normal University(Social Sciences Edition)

基　　金：安徽省哲学社科项目(AHSKY2021D15)。

摘　　要：探究企业不同类型代言人(虚拟偶像与名人组合代言VS名人代言)的适用情境,基于文本分析挖掘相关变量并通过实验展开研究。结果表明,虚拟偶像与名人组合代言比名人代言更容易提高消费者的品牌依恋。具体而言,当产品涉入度较低时,两者没有太大差异影响。而当产品涉入度较高时,相对于名人代言,虚拟偶像与名人组合代言可以显著提高消费者的品牌依恋。信任在上述过程中发挥部分中介效应。To explore the application situation of different types of corporate spokespersons(virtual idol and celebrity endorsement combination VS celebrity endorsement),relevant variables were excavated based on text analysis,and the research was carried out through experiments.The results show that the combination of virtual idol and celebrity endorsement is more likely to improve consumers'brand attachment than a celebrity endorsement.Specifically,when product involvement is low,there is no significant difference between the two.When the product involvement degree is high,compared with celebrity endorsement,the combination of virtual idol and celebrity endorsement can significantly improve consumers'brand attachment.Trust plays an intermediary role in the above process.

关 键 词：虚拟偶像与名人组合代言 名人代言 信任 品牌依恋 

分 类 号：F713.36[经济管理—产业经济]