本文關(guān)鍵詞： 品牌代言人可信度 品牌形象 品牌關(guān)系 品牌關(guān)系質(zhì)量　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著全球化市場競爭的日益激烈,產(chǎn)品同質(zhì)化現(xiàn)象越演越烈,在此背景下,如何凸顯品牌個性,形成產(chǎn)品差異化成為企業(yè)生存的關(guān)鍵。實行區(qū)別化的品牌營銷戰(zhàn)略有助于塑造企業(yè)的品牌個性,形成品牌差異化。品牌代言人憑借強(qiáng)大的號召力與影響力成為企業(yè)實行區(qū)別化的品牌戰(zhàn)略的重要方式之一,但品牌代言人使用不當(dāng)也會給企業(yè)帶來金錢或名譽(yù)上的損失,如何有效利用品牌代言人為企業(yè)增添品牌效應(yīng)成為現(xiàn)今學(xué)術(shù)界和企業(yè)界共同關(guān)注的焦點(diǎn)。目前國內(nèi)外對于品牌代言人的研究集中在品牌代言人的可信度、作用機(jī)制、消費(fèi)者購買意愿以及品牌資產(chǎn)的影響上,可信度是評價品牌代言人代言效果與公眾影響力的重要指標(biāo)之一,但品牌代言人身上的哪些特質(zhì)是對消費(fèi)者購買意愿與品牌關(guān)系影響程度最大的,還有待進(jìn)一步研究。本文將探討品牌代言人可信度對品牌關(guān)系質(zhì)量的影響,深入分析品牌代言人可信度對品牌關(guān)系質(zhì)量的影響機(jī)制,同時探討品牌形象在其中的中介作用。首先,借助文獻(xiàn)分析法分析了品牌代言人可信度、品牌形象和品牌關(guān)系質(zhì)量的概念、研究模型、作用機(jī)制及維度。其次,在文獻(xiàn)綜述的基礎(chǔ)上,建立本文的研究模型,分別提出了整體層面和維度層面的研究假設(shè)。然后,通過問卷調(diào)查收集問卷,然后通過實證分析方法驗證研究模型和研究假設(shè)。品牌代言人可信度與品牌形象、品牌形象與品牌關(guān)系質(zhì)量之間分別呈正相關(guān)關(guān)系。而且品牌形象在品牌代言人與品牌關(guān)系質(zhì)量中起到部分中介作用。本文在探討了三個變量整體層面的相關(guān)關(guān)系后又進(jìn)一步構(gòu)建了品牌代言人、品牌形象與品牌關(guān)系質(zhì)量維度結(jié)構(gòu)方程模型。研究發(fā)現(xiàn)：品牌代言人可信度的產(chǎn)品關(guān)聯(lián)和可信賴性維度對品牌關(guān)系質(zhì)量的滿意、信任、承諾維度呈正相關(guān)關(guān)系；產(chǎn)品關(guān)聯(lián)、可信賴性分別與品牌形象呈正相關(guān)關(guān)系；品牌形象對品牌關(guān)系質(zhì)量的三個維度有顯著正向影響；品牌形象分別在品牌代言人可信度的產(chǎn)品關(guān)聯(lián)、可信賴性維度與品牌關(guān)系質(zhì)量的滿意、信任和承諾維度中起到部分中介作用。然后針對本文的實證結(jié)果提出了針對性的營銷建議。
[Abstract]:With the globalization and the increasingly fierce market competition, product homogenization phenomenon intensified, in this context, how to highlight the brand personality, the formation of product differentiation has become the key to the survival of an enterprise. The implementation of differentiated brand marketing strategy helps to shape the corporate brand personality, form brand differentiation with appeal and brand spokesperson. Powerful become an important way for enterprises to implement differentiated brand strategy, but the improper use of brand spokesperson will bring money or reputation losses to the enterprise, how to effectively use the brand spokesperson for the enterprise added brand has become the common focus of attention in the academic and business circles. At present, domestic and foreign Research on brand spokesperson concentration in the brand endorser credibility mechanism, consumer purchase intention and brand equity, credibility is the evaluation of brand endorsement One of the important indicators of endorsers effect and influence the public, but what qualities the brand spokesperson is on consumer purchase intention and brand relationship influence biggest, remains to be further studied. This paper will explore the brand endorser credibility on brand relationship quality influence, in-depth analysis of the impact mechanism of brand endorser credibility on brand relationship quality. At the same time to explore the mediating role of brand image. Firstly, the analysis of brand endorser credibility by means of literature analysis, the concept of brand image and brand relationship quality model, mechanism and dimension. Secondly, on the basis of literature review, this study established model, respectively put forward the hypothesis level and dimension. Then, collecting the questionnaire through the questionnaire survey, then through empirical analysis to verify the research model and research hypothesis generation brand. Other people's credibility and brand image, respectively, the positive correlation between brand image and brand relationship quality and brand image on brand spokesperson and brand relationship quality plays a mediating role. This paper discusses the relationship between the three variables and the overall level of further build brand spokesperson, brand image and brand relationship quality dimensions equation model. It is found that the product of brand endorser credibility and trustworthiness dimensions on brand relationship quality satisfaction, trust and commitment are positively related; product, reliable are related to brand image positively; have a significant positive effect on three dimensions of brand image, brand relationship quality; brand image. The product of brand endorser credibility, trustworthiness dimensions and brand relationship quality satisfaction, trust and commitment dimension Degree plays a part of the intermediary role. Then it proposes targeted marketing proposals for the empirical results of this paper.

【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F273.2

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本文編號：1461029