探索精神领袖作为名人企业创始人和品牌代言人的作用

IF 3.6 3区 管理学 Q2 BUSINESS
Piyush Sharma, Deepak Sardana, N. Gupta, D. Arli
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引用次数: 5

摘要

目的通过考察感知价值在规范社区压力和感知品牌可信度对购买意愿影响中的中介作用,探讨精神领袖作为名人企业创始人和品牌代言人的作用。设计/方法论/方法作者从印度的两项研究中收集了数据,一项是针对受欢迎的名人企业创始人代言的快速消费品品牌的城市消费者(N=307),另一项是农村消费者(N=206)。作者使用偏最小二乘结构方程建模(PLS-SEM)方法和SmartPLS软件测试了我们的所有假设。发现感知价值中介了规范社区压力和感知品牌信誉对名人企业创始人代言品牌购买意愿的正向影响,这些中介效应对城市(相对于农村)消费者更强。研究局限性/含义印度消费者的研究结果可能无法推广到其他具有不同文化和社会经济条件的新兴市场。实际意义这项研究将帮助国际营销人员了解当地参与者使用的独特品牌和营销策略,以了解如何在新兴市场成功瞄准城市和农村消费者。独创性/价值本文通过探索精神领袖作为名人企业创始人和品牌代言人的作用,扩展了名人代言文献,这在文化和宗教多样性较高的新兴市场(如印度和印度尼西亚)是一种日益增长的趋势。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring the role of spiritual leaders as celebrity business founders and brand endorsers
PurposeThis paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention.Design/methodology/approachThe authors collected data from two studies in India, one with urban (N = 307) and another with rural (N = 206) consumers of fast moving consumer goods brands being endorsed by popular celebrity business founders. The authors tested all our hypotheses using partial least squares structural equation modeling (PLS-SEM) approach with SmartPLS software.FindingsPerceived value mediates the positive impact of normative community pressure and perceived brand credibility on purchase intention for the brands endorsed by celebrity business founders, and these mediating effects are stronger for urban (vs rural) consumers.Research limitations/implicationsThe results from Indian consumers may not be generalizable to other emerging markets with diverse cultural and socio-economic conditions.Practical implicationsThis research would help international marketers understand the unique branding and marketing strategies used by local players to learn how to successfully target both urban and rural consumers in the emerging markets.Originality/valueThis paper extends the celebrity endorsement literature by exploring the role of spiritual leaders as celebrity business founders and brand endorsers, a growing trend in the emerging markets with high cultural and religious diversity (e.g. India and Indonesia).
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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