名人间人际关系框架对消费者品牌态度的影响机制研究

The Influence of Interpersonal Relationship Framework between Celebrities on Consumer's Brand Attitudes

研究基于心理学中的归因理论,提出并验证了一个名人间人际关系框架影响消费者品牌态度的有调节的中介模型。在多位名人同时代言情境下,对应推断中介了冲突型关系(vs.友好型关系)对消费者品牌态度的影响,为多名人代言策略下品牌代言人选择引入了名人关系这一参考维度,并提出品牌应该根据媒体有关名人关系的报道适时调整营销实践。

Based on the Attribution Theory,the study proposes and verifies a moderated mediation model about the influence of the interpersonal relationship frame between celebrities on consumer's brand attitudes through correspondent inferences and endorsement timing.In the context of simultaneous multiple celebrity endorsement,consumer's correspondent inferences mediate the impact of conflicting relationship(vs.friendly relationship)on consumer's brand attitudes.The study extends the contextual connotation of the classic Congruence Theory,provides a theoretical explanation for the necessity to introduce celebrity interpersonal relationship as a reference dimension in the selection of celebrity endorsers under the multi-celebrity endorsement strategy,and suggests that brands should adjust their marketing practices according to media's reports on endorsers'interpersonal relationship.