名人代言广告效果影响因素综述

作为一种重要的营销策略和宣传手段,名人代言广告被很多企业寄予厚望,但名人的推荐并不是成功的保证。近三十多年来,国内外学者对名人代言广告进行了深入研究,提出了信源模式理论、匹配理论等多种解释,从名人、产品、受众三方面提取了影响名人代言广告效果的诸多因素,在丰富和拓展了广告心理学研究的同时,也对企业营销实践发挥了重要指导作用。

Review on the factors of the effects of celebrity advertising

Celebrity advertising is an important marketing strategy and publicity approach,for which a great number of enterprises have high expectations.However,celebrities’ recommendation is not a guarantee of success.During the recent 30 years,researchers from home and abroad have studied deeply on celebrity advertising.Various explanations,such as source model theory and match-up theory,are proposed which extract many factors affecting effects of celebrity advertising from 3 aspects-celebrity,product and customer.They not only enrich and broaden the study of advertising psychology,but also produce direct effect to enterprise’ marketing practice.