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| 论代言人推荐式广告如何影响消费者态度 | |
| 引用本文： | 刘丁己,余嘉明,张家麟. 论代言人推荐式广告如何影响消费者态度[J]. 商业研究, 2006, 308(7): 204-206 |
| 作者姓名： | 刘丁己 余嘉明 张家麟 |
| 作者单位： | 1. 澳门科技大学,行政与管理学院,澳门 2. 北京大学,光华管理学院,北京,100871 3. 北京大学,科学技术哲学研究所,北京,100871 |
| 摘 要： | 在日常生活中,常看到许多广告运用具有专家、真实产品的使用团体,或用明星为产品代言,这种利用代言人的推荐式广告手法,是期望能对消费者提供专家性、比较性或象征性,来达到品牌知名度提升,使产品表现出差异化形象,促使消费者的人格特质与品牌形象间产生连结效果,甚至产生行为规范性的影响,于是有越来越多的学者和市场营销人员将注意力放在广告中使用的代言人(Spokesperson)或推荐人(Endorser)上,并为其提出理论基础。 |
| 关 键 词： | 推荐式广告 代言人 平衡理论 归因理论 涉入程度 |
| 文章编号： | 1001-148X(2006)07-0204-03 |
| 收稿时间： | 2005-03-03 |
| 修稿时间： | 2005-03-03 |
The Impact of Endorsing Advertisement on Customer Attitude |
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| LIU Ding-ji,YU Jia-ming,ZHANG Jia-lin. The Impact of Endorsing Advertisement on Customer Attitude[J]. Commercial Research, 2006, 308(7): 204-206 | |
| Authors: | LIU Ding-ji YU Jia-ming ZHANG Jia-lin |
| Affiliation: | 1. School of Administration and Management, Macao University of Science and Technology , Macao , China ; 2. Guanghua School of Management, Beijing University, Beijing 100871, China ; 3. Science. and Technology Philosophy Research Institute, Beijing Uninversity , Beefing 100871, China |
| Abstract: | In the daily life it can be seen more and more advertisements with endorsers employing the celebrities,experts,and customers themselves.This is an effective strategy to boost the awareness of brands,demonstrate the unique image of products,associate the customer characteristic with brand image,and even change customer behaviors.This attracts more researchers and marketers to focuse on the issues of endorsers and endorsing advertisement. |
| Keywords: | endorsing advertisement endorser balance theory attribution theory involvement |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ | |