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不同类型品牌代言人适用范围的研究——基于信源特质理论分析 被引量:4

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摘要 品牌代言人在对品牌进行宣传和形象塑造时,往往承担信源角色。基于信源信任度、相近度、吸引力等特质理论的回顾,对娱乐明星、体育名人、企业家、专家学者、政界名人、普通人、虚拟人等不同类型代言人进行信源特质的对比,结合经济成本、生命周期、代言人风险等约束性条件,对各类代言人适用范围做出研究。
作者 罗巍 王旭
出处 《新乡学院学报(社会科学版)》 2011年第2期67-69,共3页 Journal of Xinxiang Teachers College
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参考文献8

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