本文關(guān)鍵詞： 品牌代言人 品牌形象匹配度 消費者購買意向 影響　出處：《浙江工業(yè)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：市場經(jīng)濟的發(fā)展在日益走向成熟化,各個品牌之間為了擴大經(jīng)營和發(fā)展,維護老顧客,吸引新顧客,之間的競爭也越來越激烈。對于一家企業(yè)來說,想要發(fā)展,提高競爭力的法寶就是品牌,品牌是企業(yè)的靈魂,是企業(yè)的核心競爭力,因此各個企業(yè)也都在不斷地在自己的品牌上創(chuàng)新,使品牌以及有關(guān)品牌的相關(guān)研究成為近年來學(xué)術(shù)界和企業(yè)界的熱點話題。另外,企業(yè)對于品牌的塑造多半在于觀眾對品牌的認(rèn)知度。因此各個企業(yè)和專家對提升品牌認(rèn)知度的研究越來越深入,也越來越得到人們的重視。作為當(dāng)前各種推廣品牌的營銷方式中較為有效的一種,邀請名人作為品牌形象代言人這一做法受到了眾多品牌的一致青睞。提高消費者對品牌的忠誠度,毫無疑問,這是企業(yè)邀請名人代言品牌廣告的核心目的。企業(yè)可以通過分析品牌代言人的廣告在消費者群體中的受歡迎程度和吸引力指標(biāo),進而得出該企業(yè)請的廣告代言人是否能在提升品牌影響力中提供有利幫助的依據(jù)。同時,現(xiàn)在這個時代,選擇的面非常的廣,名人一般會選擇什么樣的廣告進行代言也可以同過上面的分析的出可供參考的意見。企業(yè)想要在與名人代言合作中達(dá)到雙贏的局面,一定要選對適合自己品牌的代言人,同時品牌代言人選擇的企業(yè)的運營狀態(tài)也必須是正確的,在未來有不斷地上升空間。本文通過對品牌形象代言人、品牌的關(guān)系以及買家購買的意向的相關(guān)文獻進行梳理和分析,構(gòu)建出代言人—品牌匹配度和品牌關(guān)系的三維度分別是名氣聲望、產(chǎn)品關(guān)聯(lián),可信賴性和品牌信任、品牌情感、象征價值,并以此規(guī)劃出代言人—品牌匹配度和品牌關(guān)系以及消費者購買意向這三者之間的關(guān)系的概念模型,通過上面得出的理論設(shè)計相關(guān)的問卷調(diào)查,通過結(jié)構(gòu)方程模型的分析法進行研究并得出結(jié)論:其一,選擇正確的代言人,其與品牌形象匹配的三維度對提高品牌的信任度有著正向的作用;其二,想要提高品牌的情感和象征價值,名氣聲望和產(chǎn)品關(guān)聯(lián)是必不可少的;其三,可信賴性并不能提升品牌情性和象征價值;其四,品牌關(guān)系的三維度是可以提升消費者對品牌的購買意向的。以上結(jié)論部分推翻了前人的某些研究結(jié)果。
[Abstract]:The development of market economy is becoming more and more mature. In order to expand management and development, protect old customers and attract new customers, the competition between brands is becoming more and more fierce. For an enterprise, it wants to develop. The magic weapon to improve competitiveness is the brand. Brand is the soul of the enterprise and the core competitiveness of the enterprise. Therefore, each enterprise is constantly innovating in its own brand. Brand and brand related research has become a hot topic in academia and business circles in recent years. In addition, Most of the enterprise's brand shaping depends on the audience's recognition of the brand. Therefore, the research of various enterprises and experts on the promotion of brand awareness is becoming more and more in-depth. More and more attention has been paid to it. As one of the most effective marketing methods to promote brands, The practice of inviting celebrities to act as spokesmen for the brand image has been unanimously favored by many brands. There is no doubt that increasing consumer loyalty to the brand, This is the core purpose of companies inviting celebrities to endorse brand advertising. Companies can analyze the popularity and attractiveness of brand endorsements in consumer groups. And then get the basis of whether the advertising spokesman invited by the company can provide favorable help in enhancing brand influence. At the same time, in this era, the choice is very wide. Celebrities will generally choose what kind of advertising endorsement can also be consulted with the above analysis. If an enterprise wants to achieve a win-win situation in cooperation with celebrity endorsements, it must choose the appropriate spokesman for its own brand. At the same time, the operating state of the enterprise selected by the brand spokesman must also be correct, and there is room for continuous improvement in the future. This paper combs and analyzes the relevant literature on brand image spokesman, brand relationship and buyer's intention to buy. The three dimensional degree of mouth-brand matching degree and brand relationship are reputation, product relevance, trustworthiness and brand trust, brand emotion, symbolic value, etc. Based on this, the conceptual model of the relationship between mouth-brand matching degree, brand relationship and consumer purchase intention is designed, and the relevant questionnaire survey is obtained through the theoretical design above. Through the analysis of structural equation model, the conclusions are as follows: first, selecting the correct spokesman, the 3D degree of matching with the brand image has a positive effect on improving brand trust; second, To improve the emotional and symbolic value of the brand, fame, reputation and product connection are essential; third, trustworthiness does not enhance the brand sentiment and symbolic value. The three dimensional degree of brand relationship can enhance consumers' intention to buy brand. The above conclusion partly refutes some previous research results.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274

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