利用模糊遗忘效应选择有效名人代言策略的决策:跨文化研究

IF 1.1 Q4 BUSINESS
Karan Patel, Francicso-Javier Arroyo-Cañada, Jaime Gil-Lafuente
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引用次数: 0

摘要

本研究的主要目的是开发模型来说明名人代言对消费者购买意愿的影响,同时考虑到文化的重要维度:个人主义(西班牙)与集体主义(印度)。本研究利用模糊遗忘效应理论的分析模型,构建了影响两种不同文化中名人代言消费者购买意愿的有效参数选择决策模型。这些模型提供了对名人代言随时间和消费者决策过程不同阶段的影响的见解。本研究的贡献将有助于营销人员为不同文化的名人代言选择合适的名人参数,这将对品牌产生长期的有益影响。这项研究还将为品牌经理起草一个框架,可以被公司采用,以提高盈利能力。本文将遗忘效应理论应用于营销领域的因果分析。本文的主要贡献在于,它允许在决策过程中考虑第二代效应,这一效应最初可能被决策者忽视,从而降低了与决策相关的风险。JEL代码:M31, co2
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Decision-making in Choosing an Effective Celebrity Endorsement Strategy Using Fuzzy Forgotten Effects: A Cross-cultural Study
The main purpose of this study is to develop models that illustrate the impact of celebrity endorsement on consumer purchase intention, taking into consideration the important dimension of culture: individualism (Spain) versus collectivism (India). The study utilises the analytical model of the fuzzy forgotten effects theory to build a model for decision-making in choosing an effective parameter that affects consumer purchase intentions with respect to celebrity endorsement across two distinct cultures. These models provide insights into the impact of celebrity endorsement over time and across different stages of the consumer decision-making process. The contributions of this research will help marketers to select appropriate celebrity parameters for celebrity endorsements across varied cultures, which would be fruitful for the brand in the long term. This research will also draft a framework for branding managers that can be adopted by companies to increase profitability. This paper applies the theory of forgotten effects with the analysis of cause and effect in the field of marketing. The main contribution of this article is that it allows the second-generation effects to be considered during the decision-making process, which could go unnoticed by decision-makers at first, thereby reducing the risks associated with decision-making. JEL Codes: M31, C02
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来源期刊
CiteScore
2.50
自引率
23.10%
发文量
37
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