服装品牌代言人对消费者品牌关系质量的影响

Impact of clothing brand ambassador on the quality of consumer brand relationship

以代言人与服装品牌匹配度为研究视角,基于刺激-机体-反应理论,探究代言人与服装品牌个性匹配度对消费者品牌关系质量的影响机制。通过线上线下相结合的方式收集有效调研问卷460份,运用结构方程模型分析发现:代言人与服装品牌个性匹配度对消费者品牌关系质量有正向影响;消费者心理归因在影响过程中起中介作用;产品卷入度是代言人与服装品牌个性匹配度对消费者品牌关系质量产生影响的边界条件;研究成果对服装企业新媒体营销、品牌广告设计和品牌关系管理具有借鉴意义。

From the perspective of the matching degree between ambassador and clothing brands,the influence mechanism of clothing brand ambassador on consumer brand relationship quality was explored based on the stimulus-organic-response theory.460 valid questionnaires were collected through online and offline methods,and structural equation model was used to analyze the questionnaires.The results show that the matching degree of ambassador and brand personality have a positive impact on the quality of consumer-brand relationship,consumer psychological attribution plays a mediating role in the process of influence and product involvement is the boundary condition of the influence of personality matching between ambassadors and clothing brands on the quality of consumer brand relationship.The research results can be used for reference in new media marketing,brand advertising design and brand relationship management of clothing enterprises.