名人代言如何助力区域品牌增“色”提“质”——基于地缘关系的视角  

How Celebrity Endorsement Enhances the Quality of Regional Brand by Adding Colorfulness:From the Perspective of Geo-Relationship

作　　者：黎建新[1] 李晨 易腾麒 LI Jianxin;LI Chen;YI Tengqi(School of Economics and Management,Changsha University of Science&Technology,Changsha 410015,China;School of Information Engineering and Business,Changsha Vocational and Technical College,Changsha 410217,China)

机构地区：[1]长沙理工大学经济与管理学院,湖南长沙410015 [2]长沙职业技术学院信息工程与商务学院,湖南长沙410217

出　　处：《商业经济与管理》2024年第11期5-16,共12页Journal of Business Economics

基　　金：国家自然科学基金面上项目“员工个人品牌创建与公司品牌绩效”(71772018);国家自然科学基金面上项目“形象的反差如何让传统品牌重拾魅力”(71972016);教育部人文社会科学研究规划基金项目“区域品牌命名的双元素匹配策略及其二重效应研究”(24YJA630038)。

摘　　要：名人代言是我国目前常见的区域品牌化策略之一,但代言策略如何助力区域品牌增“色”提“质”,现有文献缺乏研究。基于中国本土地缘文化和关系理论,文章通过三个情境实验,探索代言人地缘关系特征对区域品牌质量感知的影响。研究发现,代言人地缘关系的交往性维度是区域品牌提“质”的关键,先赋性维度仅仅在交往低时才发挥作用;在代言人地缘关系对区域品牌质量感知的影响中,地域特色感知(“特色”)和品牌本真性(“本色”)起到顺序中介效应;当名人产品匹配低时,代言人地缘关系的高交往更有助于提升区域品牌质量感知。研究成果对推动区域品牌建设具有重要启示。Celebrity endorsement is one of the common regional branding strategies in China today.However,there is a lack of research in the existing literature on how regional brands can enhance their brand quality by adding colorfulness with the help of celebrity endorsement.Based on the indigenous Chinese geo-culture and the“guanxi”theory,this article examines the influence of endorser geo-relationship on perceived quality of regional brand through three contextual experiments.The findings show that the interaction dimension of endorser geo-relationship is a determinant of perceived quality,whereas the ascribed dimension only comes into play when the interaction is low.This paper also verifies the sequential mediation effect between the perceived localness(“special color”)and brand authenticity(“true color”).And it is also found that high interaction is more helpful in enhancing the brand perceived quality when the celebrity-product match is low.All these findings provide important insights into the promotion of regional branding.

关 键 词：地缘关系 名人代言 区域品牌 地域特色感知 品牌本真性 

分 类 号：F713.50[经济管理—市场营销]