A Study on the Influence of Star Effect and Fan Economy on Commercial Brands from the Perspective of New Economy

Qianhui Kong
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Abstract

This article studies the new economy and celebrity effect, as well as the fan economy, also known as the entertainment economy. Fans have developed a mentality of following celebrities due to their own reasons and external influences, and a series of problems have also emerged. Offline activities promote short-term economic benefits, enhance the economic benefits of offline event venues, while satisfying the psychology of fans and promoting the profit development of brokerage companies. Brokerage companies often produce products related to artists themselves to satisfy fans and earn profits. The relationship between brand management and celebrity effect is becoming increasingly close. The influence of celebrity effect is increasing, and celebrity endorsement has become a common means of brand promotion. Positive effects can even help brands enhance visibility, but celebrity endorsements still have negative effects, and using celebrity endorsements requires bearing the negative impact of the artist. Brands that overly focus on celebrity effects may gain short-term benefits but may lose long-term development.
新经济视角下明星效应和粉丝经济对商业品牌的影响研究
本文研究的是新经济和名人效应,以及粉丝经济,也称娱乐经济。粉丝由于自身原因和外界影响,形成了追随明星的心理,同时也出现了一系列问题。线下活动促进了短期经济效益,提升了线下活动场所的经济效益,同时满足了粉丝的心理,促进了经纪公司的利润发展。经纪公司为了满足粉丝心理,赚取利润,往往会生产与艺人本身相关的产品。品牌经营与名人效应的关系日趋紧密。明星效应的影响力越来越大,明星代言已经成为品牌推广的常用手段。正面效应甚至可以帮助品牌提升知名度,但明星代言仍然存在负面效应,利用明星代言需要承担艺人的负面影响。过度注重明星效应的品牌可能会获得短期利益,但可能会失去长期发展。
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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