Do Ambassadors Need a Relationship with the Brand or Product? The Study based on the Opinion of a Focus Group

Bendegúz Richárd Nyikos
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Abstract

Celebrity endorsement has been commonly used by marketing professionals for a very long time. Well-known characters can efficiently increase the number and value of the sales and extend the company market share. Celebrities can also affect the decision making process of the customer, the buying behaviour and also the cognitive functions. Cognition and attitudes are significant in the marketing process: with the display of celebrities potential customers may realize that they want to be similar with the person they see in the commercial, therefore the products they purchase can help them in the pursuit of their goals and additionally, also increases their self-confidence. There is no doubt that celebrities are powerful tools, the question is whether there must a sort of a relationship between the product and the endorser or it is only required to show a favourable image in order to create cognitive dissonance and eventually, to increase the sales. In the pursuit of answers, both secondary and primary researches had been concluded in order to find out how effective celebrity endorsement is when brands are aiming to psychologically influence consumer behaviour.
大使需要与品牌或产品建立关系吗?这项研究是基于焦点小组的意见
很长一段时间以来,名人代言一直是营销专业人士常用的一种方式。知名人物可以有效地增加销售的数量和价值,扩大公司的市场份额。名人还可以影响顾客的决策过程、购买行为和认知功能。认知和态度在营销过程中很重要:随着名人的出现,潜在客户可能会意识到他们想要与他们在广告中看到的人相似,因此他们购买的产品可以帮助他们追求自己的目标,此外,也增加了他们的自信心。毫无疑问,名人是强大的工具,问题是产品和代言人之间是否一定存在某种关系,还是仅仅需要展示一个有利的形象,以创造认知失调,最终增加销量。在寻求答案的过程中,为了找出当品牌旨在从心理上影响消费者行为时,名人代言的效果如何,已经进行了二级和一级研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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