基于品牌经济学的名人代言机制分析

本文在品牌经济学的框架下,分析了名人代言提高销量和价格的机制以及名人代言策略成功的条件。认为名人代言实际上是一种品牌联合策略,通过名人品牌与原产品品牌形成联合品牌而改变了品牌信用度,从而改变了消费者的选择成本,改变了消费者的需求函数从而改变了销量或价格。通过引入品牌契合系数构建联合品牌函数,分析了名人代言提高品牌信用度的条件。通过联合品牌信用函数分析,本文证明,只有当产品品牌和名人品牌的品牌信用、二者品类契合系数均达到一定水平时,名人代言策略才会成功,还证明了品类契合对于代言成败影响超过了名人本身的品牌信用度,选择名人代言的第一要素是品类契合度,第二才是名人品牌信用度。     

Exploratory Study of the Measurement Scales for the Perceived Image and Advertising Effectiveness of Celebrity Endorsers in a Tourism Context

This article presents an exploratory study of the scales used to measure the perceived image and advertising effectiveness of celebrity endorsers in a tourism context. The respondents are tourists from mainland China who were exposed to manipulated tourism destination advertisements. The results indicate that the dimension of trustworthiness is not as distinct as has been proposed, and the framework was modified accordingly. The revised model achieved an acceptable fit and is deemed appropriate for follow-up studies.     

Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements

ABSTRACT

Despite the vast literature on celebrity endorsements in advertising, research to date has not assessed whether and how celebrity-brand associations created via traditional endorsements or product placements compare to more natural associations that emerge from real-life celebrity images through social media. This experiment systematically compares the impact of different brand-celebrity associations on consumer perceptions of the celebrity's credibility and their responses to a new brand associated with that celebrity. The results reveal that, unlike more commercial brand associations, natural brand-celebrity associations can yield strong brand effects without eroding the celebrity's credibility. The findings are especially insightful given increasing numbers of natural brand-celebrity associations in social media.     

电视媒体在品牌传播中的背书效应分析——以中央电视台为例

本文将研究视角聚焦于电视媒体的背书效应,以中央电视台为例,力图通过分析消费者品牌偏好与媒介偏好之间的关系,探讨新营销传播图景之下传统大众媒体在广告主品牌传播活动中的角色与价值,以期为广告主更好地控制品牌信息、提高传播效率提供借鉴。     

票据伪造下的银行付款困境

由于我国针对票据伪造的法律制度缺陷的存在使得银行在票据业务处理中陷入困境，“究竞应否对载有伪造签章的票据予以付款”成为一大难题。考察现行针对票据伪造的法律制度，明确银行的付款审查责任，无疑成为银行规避或减少票据支付风险的首要前提。在比较大陆法系与英美法系相关票据制度的基础上，本文建议应完善我国票据立法，明确规定付款人的形式审查义务，在公平原则的基础上构建我国票据伪造风险负担制度。银行作为票据付款人，不应承担背书伪造的风险责任，只在原则上承担出票伪造的风险责任，并且允许存在例外。     

Celebrity fan involvement and destination perceptions

The purpose of this study was to investigate the extent to which people’s involvement with a celebrity affects their perceptions of tourism destinations (familiarity, image, and visitation intentions). An on-site survey was conducted in Japan to examine Japanese’ perceptions of Korea in relation to their involvement with Korean celebrities. The results corroborated several hypothesized relationships. Celebrity involvement positively affected familiarity and visitation intentions. The results also indicated destination images and familiarity were positively related to visitation intentions. This study furthers researchers’ understanding to an emerging form of tourism whose creation is based on the powerful impacts of mass media and popular culture in post-industrial societies.     

Investigating the Advertising Antecedents to and Consequences of Brand Experience

Brand experience may contribute more to promotional efficacy than concepts such as brand personality/associations/equity/value/attitudes. Yet, little is known about whether managed advertising efforts might evoke more desirable brand experiences and promotional outcomes as a consequence of consumers’ brand experiences. This study examines antecedents and consequences that may be associated with brand experiences. Attitude toward brand name, connectedness to celebrity endorser, message fit, and visual imaging were investigated as antecedents. Brand attitude and brand distinctiveness were examined as consequences. The resulting insights add managerial rigor to advertising processes that currently are often managed more by gut than by reason.     

Economic Rationality Meets Celebrity Urbanology: Exploring Edward Glaeser's City

This article presents a critique of the popular and public‐policy work of Harvard economist Edward Glaeser, which has been constructed at the nexus of neoclassical economic rationality and celebrity urbanology. Widely recognized as one of the world's leading urbanists, Glaeser has combined a high‐flying academic career with public‐policy engagement and extensive work as a newspaper columnist and media commentator, enabled by a longstanding affiliation with the Manhattan Institute, a leading conservative think tank. The critique is pointed, but seeks to exceed argumentum ad hominem by calling attention to sociopolitical and institutional factors that have facilitated the accelerated diffusion and enlarged dominion of this model (and mode) of microeconomically rationalized urbanism, including the production of new forms of intellectual marketing, the construction of colonizing variants of urban‐economic expertise, and the ongoing rearticulation and creeping consolidation of market‐centric policy norms. The article argues that a distinctive form of urban‐economic orthodoxy is under construction, based on a potent fusion of scientific reasoning and pop presentation, combining ideologically disciplined applications of neoclassical economics with dissemination in the register of the ‘freakonomics' franchise. Edward Glaeser's intellectual accomplishments have been significant, but the ‘Glaeser effect' is more than a story of individual scholarly endeavor, calling for more than a merely ‘internal' critique. Its conformity to Manhattan Institute principles testifies to a telling consistency of ideological purpose, contributing as it does to a sustained effort to rationalize and normalize lean and limited modes of neoliberal urban governance, fortified by microeconomic reason.     

论票据背书涂销

背书涂销是票据权利人将票据背书部分的背书人签名或其他记载事项予以涂抹或消除的行为。由于各种不同的原因会发生票据背书涂销的现象,为避免背书涂销之后对背书连续产生影响,论文具体分析背书涂销影响背书连续性的场合,并针对仅仅涂销被背书人名称这一特殊的背书涂销情形作了说明,并进一步阐述对背书连续的影响。     

我国奥运体育名人广告的演进及发展对策

体育名人广告是经济发展到一定程度的产物,在市场经济迅速发展的今天,体育名人广告以成为商家创造品牌效应,树立企业良好形象,并获得巨大商业利润的手段。本文采用文献资料法,从体育传媒的角度出发,阐述了从"乒乓外交"到"姚明时代"我国体育名人广告发展的历程及特征。