企業(yè)家代言和明星代言對品牌資產(chǎn)影響比較研究
發(fā)布時間：2019-03-15 11:34
【摘要】：在物質(zhì)生活日益豐富的今天,快速發(fā)展的市場經(jīng)濟(jì)下,同類別產(chǎn)品越來越多,企業(yè)之間的競爭不斷加大。隨著人們生活水平的日益提高,人們在對這些同類產(chǎn)品進(jìn)行選擇時更注重了品牌的選擇,因此如何提高品牌資產(chǎn)便成了現(xiàn)如今企業(yè)重要的發(fā)展目標(biāo),而使用代言人進(jìn)行品牌宣傳也成為了提高品牌資產(chǎn)的重要手段。所以在一定程度上能否正確的選擇合適的代言人直接影響品牌資產(chǎn)。當(dāng)今市場上,企業(yè)大多選擇明星作為品牌代言人,但是企業(yè)家代言人在近幾年有所興起,也有很多品牌通過企業(yè)家代言得到了很好的品牌宣傳效果,品牌資產(chǎn)得到了提升。之前有學(xué)術(shù)界和企業(yè)界的專家學(xué)者做過如何通過代言人來提升品牌資產(chǎn)的研究,但是還沒有人對企業(yè)家代言對的品牌資產(chǎn)的影響與明星代言對品牌資產(chǎn)影響的差異進(jìn)行比較研究,本研究重點彌補了這一研究空白。本研究在現(xiàn)有的文獻(xiàn)基礎(chǔ)上,使用代言人的名聲名望、產(chǎn)品關(guān)聯(lián)性和可靠性作為代言人的特質(zhì)的測量維度。我們選取品牌忠誠度、品牌質(zhì)量感知和品牌知名度/聯(lián)想作為品牌資產(chǎn)的測量維度。結(jié)合國內(nèi)外研究成果確定相關(guān)測項,設(shè)計調(diào)查問卷。根據(jù)數(shù)據(jù)分析,對于均通過了效度和信度檢驗。通過SPSS軟件對數(shù)據(jù)進(jìn)行了均值分析、相關(guān)分析和回歸分析。本研究主要得出以下幾方面結(jié)論:消費者對企業(yè)家代言人產(chǎn)品關(guān)聯(lián)性、可靠性的感受與對明星代言人產(chǎn)品關(guān)聯(lián)性、可靠性的感受特存在顯著差異;企業(yè)家代言品牌資產(chǎn)與明星代言品牌資產(chǎn)存在顯著差異;企業(yè)家代言人的可靠性對于企業(yè)家代言品牌的忠誠度、質(zhì)量感知、知名度的影響作用比明星代言人更顯著;企業(yè)家代言人名聲名望對品牌的忠誠度、質(zhì)量感知的影響作用比明星代言人更顯著。本論文同時把企業(yè)家代言和明星代言放在一起進(jìn)行比較研究,直接得出諸多相比較的研究結(jié)果,更有實踐意義,可以給企業(yè)在以后如何在企業(yè)家代言人和明星代言人中作出選擇提供了重要的參考價值。
[Abstract]:With the rapid development of market economy, there are more and more products in the same category, and the competition between enterprises is increasing. With the increasing improvement of people's living standards, people pay more attention to the choice of brands when choosing these similar products, so how to improve brand equity has become an important development goal of enterprises nowadays. The use of spokesmen for brand promotion has also become an important means to improve brand equity. Therefore, to a certain extent, the right choice of the right spokesperson directly affects brand equity. In today's market, most enterprises choose stars as brand spokesmen, but entrepreneur spokesmen have emerged in recent years, and many brands have gained good brand publicity effect through entrepreneur endorsement, and brand equity has been promoted. In the past, experts and scholars from academia and the business community have done research on how to promote brand equity through spokesmen. However, no one has done a comparative study on the impact of entrepreneur endorsement on brand equity and the impact of star endorsement on brand equity. The focus of this study is to make up for this research gap. Based on the existing literature, this study uses the reputation of the spokesman, product relevance and reliability as the measurement dimensions of the characteristics of the spokesperson. We choose brand loyalty, brand quality perception and brand awareness / Lenovo as the measurement dimensions of brand equity. Combined with the domestic and foreign research results to determine the relevant test items, design a questionnaire. According to the data analysis, we have passed the validity and reliability test. The mean value analysis, correlation analysis and regression analysis of the data were carried out by SPSS software. The main conclusions of this study are as follows: (1) there are significant differences between consumers' feelings of product relevance to entrepreneurs' spokesmen, reliability and star spokesmen's products, especially their feelings of reliability; There are significant differences between entrepreneur endorsement brand equity and star endorsement brand equity, and the reliability of entrepreneur spokesman has more significant influence on entrepreneur endorsement brand loyalty, quality perception and popularity than star spokesperson. The impact of fame and fame on brand loyalty and quality perception is more significant than that of celebrity spokesmen. At the same time, this paper puts entrepreneur endorsement and star endorsement together for comparative research, and obtains many comparative research results directly, which has more practical significance. It can provide an important reference value for enterprises to choose between entrepreneurs' spokesmen and star spokesmen in the future.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2
[Abstract]:With the rapid development of market economy, there are more and more products in the same category, and the competition between enterprises is increasing. With the increasing improvement of people's living standards, people pay more attention to the choice of brands when choosing these similar products, so how to improve brand equity has become an important development goal of enterprises nowadays. The use of spokesmen for brand promotion has also become an important means to improve brand equity. Therefore, to a certain extent, the right choice of the right spokesperson directly affects brand equity. In today's market, most enterprises choose stars as brand spokesmen, but entrepreneur spokesmen have emerged in recent years, and many brands have gained good brand publicity effect through entrepreneur endorsement, and brand equity has been promoted. In the past, experts and scholars from academia and the business community have done research on how to promote brand equity through spokesmen. However, no one has done a comparative study on the impact of entrepreneur endorsement on brand equity and the impact of star endorsement on brand equity. The focus of this study is to make up for this research gap. Based on the existing literature, this study uses the reputation of the spokesman, product relevance and reliability as the measurement dimensions of the characteristics of the spokesperson. We choose brand loyalty, brand quality perception and brand awareness / Lenovo as the measurement dimensions of brand equity. Combined with the domestic and foreign research results to determine the relevant test items, design a questionnaire. According to the data analysis, we have passed the validity and reliability test. The mean value analysis, correlation analysis and regression analysis of the data were carried out by SPSS software. The main conclusions of this study are as follows: (1) there are significant differences between consumers' feelings of product relevance to entrepreneurs' spokesmen, reliability and star spokesmen's products, especially their feelings of reliability; There are significant differences between entrepreneur endorsement brand equity and star endorsement brand equity, and the reliability of entrepreneur spokesman has more significant influence on entrepreneur endorsement brand loyalty, quality perception and popularity than star spokesperson. The impact of fame and fame on brand loyalty and quality perception is more significant than that of celebrity spokesmen. At the same time, this paper puts entrepreneur endorsement and star endorsement together for comparative research, and obtains many comparative research results directly, which has more practical significance. It can provide an important reference value for enterprises to choose between entrepreneurs' spokesmen and star spokesmen in the future.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2
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1 葉茂中;;明星代言廣告——為企業(yè)省錢[J];大市場(廣告導(dǎo)報);2005年12期
2 ;明星代言,正步走[J];廣告大觀(綜合版);2006年06期
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