名人代言对熟悉的奢侈品牌有利吗?从社会适应理论看问题

IF 4.2 Q2 BUSINESS
Sun-Young Park, Mark Yi-Cheon Yim
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引用次数: 11

摘要

摘要本研究从社会适应理论的角度,实证检验了知名品牌代言与非知名品牌代言的有效性。分别以女大学生(研究1)和普通女性消费者(研究2)为研究对象,进行了两个独立的2(名人与非名人)× 2(奢侈品与非奢侈品品牌)受试者间设计实验。结果表明,名人代言仅在广告态度上比非名人代言更有效,而在品牌奢华度、品牌态度和购买意愿上均不有效。结构方程模型确定了代言人和奢侈品牌广告之间一致性在产生品牌奢华性方面的重要性,并且更大的品牌奢华性并不保证广告中所展示产品的高估计价格。最后讨论了本文的理论贡献和现实意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory
Abstract From the perspective of social adaptation theory, this study empirically tests the effectiveness of celebrity endorsements of familiar luxury brands compared to that of noncelebrity endorsements. Two separate 2 (celebrity vs. non celebrity) × 2 (luxury vs. nonluxury brands) between-subjects-design experiments are conducted based on female college students (Study 1) and average female consumers (Study 2), respectively. The results show that celebrity endorsements are more effective than noncelebrity endorsements only in attitudes toward advertisements, but not in brand luxuriousness, brand attitudes, and purchase intention. A structural equation model identifies the significance of congruence between an endorser and an ad for luxury brand in generating brand luxuriousness and that greater brand luxuriousness does not warrant the high estimated price for the product featured in the ad. Theoretical contributions and practical implications are discussed at the end.
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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