名人创业的营销风险探析

Teng Wei-chen, Wei Cang-Liang, Sui Yao-hua
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引用次数: 1

摘要

最近,明星们开始热情地开创自己的事业。虽然名人企业家认为他们的信誉会提高消费者对其企业产品的购买意愿,但本研究发现这种效果并不存在;购买意愿主要依赖于消费者对企业的品牌态度,而品牌态度又受到消费者感知到的名人与其企业的一致性的影响。因此,做名人企业家比做品牌代言人风险更大。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
An Exploration of Marketing Risks in Celebrity Business Ventures
Recently, celebrities have enthusiastically created their own business. Although celebrity entrepreneurs think that their credibility would enhance the customer's purchase intention toward the products of their business ventures, this study find that the effect does not exist; the purchase intention relies mainly on a customer's brand attitude toward the venture which is influenced by the customer's perceived congruence between a celebrity and her/his business. Being a celebrity entrepreneur is therefore riskier than being a brand endorser.
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