代言人吸引力、感知匹配性对品牌延伸的影响

文章基于双重路径的说服理论,采用2×2×2实验检验不同卷入度下代言人吸引力、感知匹配性对消费者品牌延伸评价过程的影响。研究结果表明,代言人吸引力对消费者品牌延伸评价具有显著的正向影响,且该影响不受卷入度调节;感知匹配性对消费者品牌延伸评价具有显著的正向影响,其影响受卷入度调节,高卷入度下,感知匹配性影响更强;代言人吸引力与感知匹配性之间不存在显著的交互作用。可见,品牌延伸是企业利用已有品牌优势推出新产品的一种重要方式,选择知名度高的代言人是企业提升品牌延伸效果的有效策略;企业通过操控消费者接触延伸产品时的卷入度,可有效提升品牌延伸的接受程度;企业在进行品牌延伸决策时,应充分考虑延伸产品与母品牌的匹配性。     

调节匹配和产品卷入度对广告说服的影响

本研究探讨了产品卷入度和调节匹配理论在广告说服中的作用,实验采用2(匹配度:调节匹配、调节不匹配)×2(产品卷入度:高、低)组间设计。因变量为《广告说服力量表》。结果表明,匹配度的主效应显著;产品卷入度主效应显著;匹配度和产品卷入度的交互作用显著;进一步简单效应分析发现,只有在低产品卷入度条件下,调节匹配组和调节不匹配组之间的差异显著。这表明,产品卷入度对广告说服中调节匹配效应具有一定的调节作用。     

品牌虚拟代言人的特征对品牌资产的影响研究——消费者年龄和性别的调节作用

以成人儿童化现象为切入点,研究品牌虚拟代言人对不同年龄和性别的消费者的影响。研究发现,消费者感知虚拟代言人的特征(可爱度、专业性和相关性)对品牌资产(品牌忠诚度、感知质量和品牌知名度/联想)有显著正向影响;消费者的年龄对虚拟代言人特征与品牌资产之间的部分关系具有调节作用;消费者的性别对虚拟代言人特征与品牌资产之间的关系不具有调节作用。具体而言,与年轻者相比,年长者对品牌的忠诚度、感知质量、品牌的知名度和联想的判断更容易受到虚拟代言人的相关性的影响。对于不同性别的消费者,品牌虚拟代言人的特征对于提升品牌资产均有显著的正向影响。     

Z时代虚拟偶像广告代言效果影响因素研究

随着互联网的快速发展,虚拟偶像代言人应运而生。其拥有的独特魅力,能强化消费者对品牌的认同感,进而轻易拉近消费者与商品的距离。在品牌竞争日益激烈的今天,品牌越发重视虚拟代言人策略,期望提高品牌声誉和产品销量。本文以Z时代群体的视角,通过文献分析法和问卷调研法,探究虚拟偶像广告代言效果影响因素,并针对结果提出相应建议。     

《反向：品牌美学》

在营销学的理论里,产品差异化是企业运用最多的。 反向需求定位,让消费者在感性体验上产生差异化,具有不可替代性；反向感受沟通,满足了消费者的审美需求有效实现品牌价值：反向理解说服，以无形价值来打动消费者的内心世界，建构高品牌忠诚度，反向解构渴望，让产品产生品牌资产溢价，让产品增加丰厚利润。     

品牌模仿类型对消费者决策的影响:基于认知需求与消费者知识的调节视角

本文引入消费者个体认知需求和消费者知识水平两种个体认知特征变量,通过三个实验设计检验了两者对不同类型模仿品牌与消费者选择决策发挥的调节作用。方差分析显示,相对于主题模仿品牌,低认知需求水平和低知识水平的消费者对特征模仿品牌具有更高的品牌评价及购买意愿,而品牌模仿类型对高认知需求水平和高知识水平消费者的决策没有显著影响。此外,认知需求与知识水平对品牌模仿类型效果的发挥具有交互作用。     

品牌博弈——动感地带与新势力品牌比较研究

一、形象代言：高可信度VS低可信度 代言人在扩大品牌知名度方面有着得天独厚的优势。心理学家认为,信息传递者本身的人格因素会作为信息的一部分影响受众,进而影响受众对传播信息的认同。代言人身份各异,人格因素也千差万别,因此在品牌塑造过程中,选用代言人,要讲求技巧与策略，选准代言人。代言人的形式分为两种：高可信度与低可信度。高可信度代言人的功能在于它能够以极强的说服力与号召力来传播品牌的价值内涵。而低可信度型代言人则力求还原于生活现实，以平凡诉求的手法拉近与广大受众的心理距离，从而达到告知与说服的目的。“动感地带”无论从选择周杰伦还是潘玮柏加SHE的组合，都是看中了他们在年轻歌迷中的偶像作用．他们另类、特立独行．叛逆的姿态正与“动感地带”品牌的形象相符合。     

广告得失话代言

代言人给广告带来很多好处。做明星代言人广告我是有很多亲身感触的。我们公司致力于做代言人广告的创作，像中脉科技的企业形象广告，我们就联合了四大明星联袂出演（濮存昕、文兴宇、蒋雯丽、沈立）这在代言广告里是很少见的“大手笔”了。由于他们的形象一直很“正”，很有诚信，在观众那里也有说服力。另一个广告就是新近完成的蒙牛酸酸乳，张含韵代言的广告片。“超级女声”已经落幕了，但是和张含韵的合约还在继续，新的片子刚拍完。还有一个就是金立手机，是刘德华代言、冯小刚导演的。之所以热衷于做代言人广告有一个很重要的原因客户觉得对品牌树立和产品销售的支持，能比较迅速地树立品牌信任度。采用代言人广告的企业通常有两种：     

浅析情感诉求在广告心理学中的应用

情感诉求通过诉求消费心理需求的情感内容,如欢乐、情爱、幽默、怀旧等,去感染、说服消费者,进而让大众形成积极的品牌态度.本文试图对情感诉求在广告心理学中的应用策略做出相关探讨.     

品牌营销新法宝：赞助运动员担任品牌代言人

企业赞助已经成为市场营销的一种有效方法，而运动赞助是企业赞助中最常见且所占比例最多的方式。其中赞助运动员担任企业品牌代言人是国内外所共同认可的一种常见方式。本研究建议，企业可以考虑多采用赞助这种体育营销方式、在赞助运动赛事与体育组织的部分，建议投入较长时间持续赞助，赞助的效益才能成功浮现；而在采用赞助运动员担任品牌代言人战略的时候，要能够选择与该企业产品（服务）性质匹配度较高的代言人，并且运动员的代言人可信度必须比较高，对消费者才会比较有说服力，才能有效提升企业的品牌形象，促进消费者购买意愿。     

The role of art infusion in enhancing pro-environmental luxury brand advertising

Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertisement features an artwork (vs. no-artwork), consumers will perceive lower levels of incompatibility between luxury and sustainability, leading to a more favorable brand attitude toward the pro-environmental luxury brand. However, such differences will not occur among consumers evaluating an ordinary luxury brand. The findings of this research broaden the current body of knowledge related to the art infusion effect and provide important implications for marketers in their advertising strategy. Furthermore, these findings suggest that art infusion may be the solution to the dilemma facing sustainable luxury brands since luxury and sustainability are often perceived as incongruent concepts.     

Consumer motivation and luxury consumption: Testing moderating effects

Despite the growth of luxury markets during the last decade, luxury brand management is facing tremendous changes and challenges. In previous research, the focus has largely been on the appeal of luxury brands to represent status and prestige. However, this study argues that luxury consumption is highly individualistic and is a means through which consumers pursue personal goals.This research examines the influence of consumer goal attainment (extrinsic and intrinsic) on intention to purchase luxury products (explicitly versus subtly marked). Study 1 examines the moderating role of consumer need for uniqueness. Study 2 examines the moderating role of self-monitoring of expressive behaviour. This research resulted in three major findings. Firstly, this research shows that all respondents were more willing to buy a luxury product when it was subtly marked rather than explicitly marked. Secondly, extrinsically motivated respondents showed a greater preference for the luxury product, irrespective of signal type, than did intrinsically motivated respondents. Thirdly, for the intrinsically motivated respondents, Study 1 showed that individuals whose needs for uniqueness is high are predisposed to inconspicuous consumption. This effect was observed for respondents who were intrinsically motivated, but not for those who were extrinsically motivated. Study 2 demonstrated that low self-monitors were more disposed to inconspicuous consumption. Again, this effect was observed for respondents who were intrinsically motivated, but not for those who were extrinsically motivated. Theoretical and practical implications are discussed.     

When pride meets envy: Is social superiority portrayal in luxury advertising perceived as prestige or arrogance?

This paper draws on the theoretical underpinnings of envy and pride in examining the effectiveness of social superiority portrayal in luxury advertising. Across two studies, benign (malicious) envy led consumers to perceive social superiority portrayal as an expression of authentic (hubristic) pride and, in turn, increased (reduced) luxury perception and positive brand attitude. These findings were replicated for both dispositional (Study 1 and 2) and state feeling of envy (Study 2), regardless of whether envy was self‐reported or manipulated. These findings were found to be consistent in a comparison between luxury and premium brands. Taken together, this paper is the first to examine: (a) consumer responses toward social superiority portrayal in luxury advertising, (b) the interactive effect of envy and pride perceptions on luxury perception and brand attitude, and (c) the effectiveness of using social superiority portrayal as an advertising strategy for luxury and premium brands.     

The moderating influence of brand status and source confirmation on third-party endorsement effects in advertising

Two studies were conducted to examine the effect that perceived brand status has on consumers’responses to source confirmation of third-party advertising endorsements. In Study 1, a 2 (ad exposure with opportunity to confirm the source of the endorsement vs ad exposure with no opportunity to confirm) by 2 (topdog brand vs underdog brand) factorial design was used to examine hypothesised effects on message believability and brand attitude. Results indicated that, for underdog brands, augmenting advertising strategies with publicity pieces (source confirmation) is an effective approach in enhancing advertising message believability and producing more favourable brand attitudes. On the other hand, this ad strategy was not shown to have similar added benefits for the topdog brand. Study 2 further examined these interactive effects, finding that, in an underdog brand condition, individuals reported higher levels of involvement with a publicity piece than with an advertisement. An opposite effect (i.e. greater ad involvement than publicity piece involvement) was observed for individuals in the topdog brand condition. Theoretical and managerial implications of the findings are discussed, and future research directions are offered.     

Beyond Seeing McDonald's Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and Brands

Given the significant increase in the number of ethnic consumers, firms attempt to utilize various marketing communication strategies and tactics to promote their brands to these ethnically diverse groups. Similarly, many marketers are striving for brand crossovers by introducing ethnic offerings to new audiences. This research focuses on one such ethnic marketing communication strategy—the use of accented spokespersons. Building on a prosodic theory of accent, we propose that certain prosodic features (i.e., intonation) connote associations of sincerity and trustworthiness and thus affect brand sincerity perceptions. The current research also demonstrates that the effect of intonation depends on the degree of congruity between product ethnicity and a spokesperson's accent. Our results reveal that when these variables are congruent, consumers rely on the cues that are consistent with the advertising appeals. Thus, when a message uses a sincerity appeal, falling (versus rising) intonation leads to greater attributions of brand sincerity, whereas when a message uses a competence appeal, rising (versus falling) intonation triggers higher perceptions of brand sincerity. In the condition of incongruity, consumers aim to resolve the incongruity and rely on cues that connote the trustworthiness of a message (i.e., falling intonation). Theoretical and managerial implications conclude the article.     

Embodied Product Perception: Effects of Verticality Cues in Advertising and Packaging Design on Consumer Impressions and Price Expectations

As consumers increasingly turn to luxury brands and associated benefits, brand managers face the question how to convey luxury perceptions via marketing communications such as packaging and advertising design. Inspired by theories addressing embodied cognition and symbolic meaning portrayal, this paper argues that visual cues inspiring verticality perceptions (i.e., camera angle and advertising background orientation) affect luxury perceptions and, consequently, consumer evaluations and price expectations. Across three experiments, verticality cues fostered perceptions of product luxury but differentially affected price expectations and purchase considerations depending on product type. Moreover, findings show that effects of vertical orientation are more pronounced for participants high on sociable dominance. Implications of these findings for visual brand management are discussed.     

Warmth or competence: Brand anthropomorphism,social exclusion,and advertisement effectiveness

This paper examines how social exclusion moderates the role of brand anthropomorphism in advertisement effectiveness, its underlying mechanism, and its boundary conditions. Specifically, we propose that rejected (vs. ignored) consumers are more likely to purchase brands advertised as warm (vs. competent) through decreased (vs. increased) need for uniqueness. Additionally, product type moderates the effect of brand anthropomorphism, such that rejected (vs. ignored) consumers prefer warm (vs. competent) brands only for products with high safety levels; for less safe products, consumers tend to purchase competent brands, regardless of the state of their social exclusion. We empirically test this hypothesis across four studies that use different operationalizations of social exclusion. We conclude by discussing our contributions to the literature on brand anthropomorphism and social exclusion.     

Metaphor as Visual Thinking in Advertising and Its Effects: Focus on Brand Familiarity and Product Involvement

One of advertisers' favorite communication techniques is the visual metaphor. In fact, metaphor usage perennially increases in ad images. This study, which looks at consumers with varying levels of brand familiarity and product involvement, investigates how their attitudes and purchase intentions of are influenced by the persuasive effects of visual metaphors in various advertising conditions. The findings reveal that consumers' attitudes and purchase intentions are enhanced more by visual metaphor-based ads than nonmetaphor-based ads when the advertised product is in a low-involvement product category. Nonmetaphorical ads are found to have a more positive influence with high-involvement products than do metaphorical ads. The results show a significant three-way interaction effect. When the advertised product is in a low-involvement product category, visual metaphors lead to favorable brand evaluations and higher purchase intentions in the ads for a low-familiarity brand. However, nonmetaphors are more persuasive than visual metaphors only for the low familiarity brand in a high-involvement product category. Theoretical and practical implications are addressed in the discussion.     

Crafting Extraordinary Stories: Decoding Luxury Brand Communications

Advertising is central to creating brand meaning by endowing brands with symbolic values and embedding them within their broader sociocultural context. This study analyzes how the symbolic meaning of luxury brands is constructed in print advertisements. In particular, the study shows how brand communications of luxury brands systematically differ from those of premium and mass-market brands. Through a comparative analysis of thematic and formal characteristics of 208 print advertising campaigns consisting of about 1,700 individual ads from the primary advertising campaigns of four luxury brands, four premium brands, and four mass-market brands, this study identifies three distinguishing factors of luxury brand communication: enrichment, distancing, and abstraction. First, luxury brand advertising enriches the communication content by using more complex campaign templates that make more frequent use of symbolism, rhetorical structures, and storytelling. Second, luxury brand advertising systematically uses distancing techniques, such as temporal, spatial, social, and hypothetical distancing. Third, luxury brand ads use higher-level discourses that allow for different interpretations of brand advertisements. Therefore, this study provides insights into the construction of brand identity in the luxury field, as well as the broader sociocultural construction of luxury and the evolution of its core symbolic constituencies.     

基于感知的品牌丑闻对明星代言人评价的影响

层出不穷的品牌负面信息,既伤害了品牌的形象评价,也对品牌代言明星及广告代理服务业的利益带来损害.文章通过两个实验,研究考察了品牌发生丑闻后对代言明星的负面影响.结果发现:品牌丑闻对品牌形象的评价确实造成很大危害,同时也给代言明星带来负面影响;品牌丑闻的负面影响,依丑闻类型不同而异,同时与代言合同签订时的具体情境有关;能力型品牌丑闻的负面影响溢出比道德型的要强,但仅表现在代言人低过失代言情境下,在高过失情境下无差异.研究结果对品牌维护管理、广告代言管理等有重要的理论与实践借鉴意义.