摘要
CEO为本企业产品做广告代言的现象越来越多,但关于其代言效果的研究较少。根据来源模式理论(SMT)和归因理论,比较企业CEO与明星代言人在感知可靠性、感知专业性和吸引力三个方面的差异性,并进一步研究对感知可靠性产生作用的机制。实证研究发现:企业CEO比明星代言人具有更高的感知可靠性;代言人类型(CEO vs.明星)通过感知社会风险对感知可靠性产生影响;品牌知名度显著调节代言人类型对感知社会风险的关系。
While CEO endorsement is becoming more and more common,there are few related researches. According to the information source theory and attribution theory,the differences in perceived reliability,perceived expertise and attractiveness are considered. Besides,in view of perceived reliability,the author further studies the mediating mechanism of its effect. The study shows that the effects of CEO and celebrity endorsement in perceived expertise and attractiveness are not significantly different,and through the perceived social risk,CEO endorsement has a higher perceived reliability than celebrity endorsement. Finally,the study also shows that the company’s brand awareness has a moderating effect on perceived social risk.
作者
张少卿
陈金龙
赵明
ZHANG Shaoqing;CHEN Jinlong;ZHAO Ming(TSL School of Business and Information Technology,Quanzhou Normal University,Quanzhou 362000, China;Logistics and E-Commerce College,Zhejiang Wanli University,Ningbo 361021,China;South China Business College,Guangdong University of Foreign Studies,Guangzhou 510545,China)
出处
《福建商学院学报》
2018年第2期37-44,共8页
Journal of Fujian Business University
基金
浙江省社科规划"临港现代服务业与创意文化研究中心项目"(17YQDY05YB)
关键词
代言人类型
感知社会风险
感知可靠性
感知专业性
品牌知名度
types of endorsement
perceived social risk
perceived reliability
perceived expertise
brand awareness
