基于感知的品牌丑闻对明星代言人评价的影响

The Perceived Evaluation Effects of Brand Scandals on the Star Spokesperson

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。

The ever-increasing brand scandals not only damage the images of the products, but also undermine the interests of the star spokespersons and the advertising agencies. This research probes into the perceived evaluation effects of brand scandals on the star spokespersons by means of two experiments. It shows that the brand scandal will damage the image of the product and have negative spillover effects on the star spokespersons; the negative spillover effects vary according to the types of the brand scandals. The negative spillover effect of the brand scandal in terms of abilities is greater than that of the scandal in terms of moral value under the context of slight fault of star spokespersons; there is no difference in the negative spillover effect under the context of tremendous fault of star spokespersons. The results are important to the brand protection and management as well as the endorsement management.