企业家代言的自我效应影响因素研究

The Self-Effect of Entrepreneur Endorses for Other Brands

以信息处理理论为基础,从品牌联合视角,探究企业家代言行为的自我效应。基于369份调查问卷的数据表明,企业家为他人企业代言具备以下4个前置变量会显著影响企业家自身企业品牌绩效:企业家形象与代言品牌形象关联性、企业家自身企业品牌与代言品牌关联性、企业家信息展示意外性和企业家自身企业与代言企业的品牌资产不对称性。消费者对企业家代言广告的态度是中介变量。

Based on Information Processing Theory,this study aims to investigate the Self-Effect taking place when the entrepreneur endorses the brand of other enterprises in terms of co-branding.The Self-Effect suggests that the brand performance can be enhanced if the entrepreneur chooses the suitable brands owned by others.Empirical results show that the practice of entrepreneur endorsing the brand of others will significantly have positive effects on their own brand performance and it depends on four antecedent variables,i.e.,the relevance between entrepreneur image and the endorsement of the brand image of others,the relevance between the endorsement brand and the entrepreneurial own brand,and the unexpected information displayed by the entrepreneur and the asymmetry of their brand equity.The attitude toward the advertisement endorsed by the entrepreneur is a mediator.