名人代言品牌规模与组合匹配度的效果研究  

An Empirical Study on Multiple Brands Endorsement and the Influence of Source Congruence

作　　者：祝晓彤 Zhu Xiaotong(Shandong University)

机构地区：[1]山东大学新闻传播学院,山东济南250100

出　　处：《新闻与传播评论》2024年第3期115-128,共14页Journalism & Communication Review

基　　金：山东省社科规划青年项目(22DXWJ03)。

摘　　要：近年来,中国市场上品牌商跟风聘请当红名人代言已成为屡见不鲜的营销实践现实。然而,名人多品牌代言的效果研究至今仍然存在证据上的不足,该代言策略是否有效一直备受争议。尤其,从超高代言规模这一变量来看,其与多品牌代言研究既有的“稀释效应”(代言越多,效果越差)背道而驰;从代言品牌属性这一变量来看,与匹配假说(名人与品牌的匹配度越强,代言效果越好)也存在相悖之处。为回应这一问题,研究采用实验法,探讨名人代言品牌规模、名人-品牌组合匹配度两个因素对代言效果(广告态度、品牌态度与购买意愿)的影响。研究一考察名人代言品牌规模对被测量品牌代言效果的影响。出于将自变量水平最大程度贴合现实,以及引入广告重复刺激因素两方面考虑,研究一将名人代言的品牌规模设置为(1、4、8、12)四组。结果显示:名人代言的品牌规模对于代言效果具有显著影响,随着代言品牌规模增大,广告态度、品牌态度与购买意愿三个维度的代言效果,均呈现一种U形曲线变化趋势。具体而言,效果在左侧极值有一个高峰;随着规模的初步增大,效果下降;然而当代言规模增大到超高程度时,效果反而回升,在右侧极值又达到高峰状态。研究二考察名人-品牌组合匹配度对被测量品牌代言效果的影响,共分为3(代言品牌组合规模:2、4、8)×2(组合匹配度:高、低)6个实验组。结果显示:第一,相较于低匹配度代言组合,被测量品牌置于高匹配度代言组合中时,在广告态度、品牌态度与购买意愿三个维度都取得更好的代言效果;第二,重复验证了研究一所得出的U形效果曲线。就理论意义而言,第一,研究将广告重复刺激因素引入名人多品牌代言研究,指出重复刺激效应达到超高程度时,其所产生的好感便开始克服名人多品牌代言的负面影响(即稀释效应)。第二,研究将In recent years,the trend of brands hiring popular celebrities as endorsers has become increasingly prevalent in the Chinese market.However,the effectiveness of multi-brand endorsements by celebrities remains a subject of debate,with insufficient empirical evidence to support its efficacy.This controversy is further fueled by two key variables:celebrity endorsement scale and celebrity-brand congruence.The existing“dilution effect”hypothesis suggests that the more endorsements a celebrity undertakes,the less effective each endorsement becomes.This hypothesis runs counter to the observed phenomenon of super-high en-dorsement scales in the Chinese market.Additionally,the match-up hypothesis posits that a stronger match between a celebrity and a brand leads to a more effective endorsement.However,this hypothesis is also challenged by the observation that celebrities often endorse brands that are not well-aligned with their image or expertise.This study employs an experimental approach to investigate the influence of celebrity endorsement number and source congruence on endorsement effectiveness.The findings reveal a U-shaped curve relationship between the number of endorsed brands and endorsement effectiveness(advertising attitude,brand attitude and purchase intention).This contradicts the existing notion of a simple“dilution effect”which suggests that endorsement effectiveness can actually improve once celebrities reach a certain endorsement threshold.Furthermore,experiment two demonstrates a positive influence of celebrity-brand congruence on endorsement effectiveness.Consumers hold a more positive evaluation when a celebrity endorses brands with high congruence.The study makes significant contributions to both theory and practice in the area of multibrand endorsements.Theoretically,it introduces the concept of advertising repetition stimulation and extends the match-up hypothesis to multi-brand endorsements,providing valuable insights into the complex dynamics of celebrity endorsements.Practically,it highl

关 键 词：品牌传播 组合代言 代言规模 广告重复刺激 匹配度 

分 类 号：F713.8[经济管理—广告]