品牌虚拟代言人特征对类社会互动关系形成影响

从营销学视角和类社会互动理论出发,本研究对品牌虚拟代言人特征与类社会互动关系形成之间的关系进行研究。通过实证研究发现:一是品牌虚拟代言人各特征(可爱性、专业性、相关性)对消费者与品牌间类社会互动关系形成均有显著影响;二是成人玩兴在品牌虚拟代言人的可爱性特征和相关性特征与类社会互动关系形成之间存在调节效应。

国别属性重要吗? 代言人与广告效果关系研究的新视角

随着全球市场的形成,一些中国企业开始选取外国明星作为产品的代言人,目的是希望借外籍代言人提升品牌的吸引力,获得消费者的喜爱与购买。与此同时,一些跨国企业也开始使用中国明星为其产品代言,以期通过"本土化"加强消费者对品牌的认同,从而最终接受这一品牌。然而,这种做法是否令消费者认可和接受,其广告效果到底如何还是未知数。从目前来看,这一作法既缺乏理论论证也缺乏实践的检验。根据代言人匹配假说,作者认为代言人国别属性与产品国别色彩的一致性对广告效果也具有重要的影响。通过3(中、外、无国别特色产品)×2(功能性产品、享乐性产品)×2(中、外代言人)的实验设计,验证了代言人与产品国别一致性作为调节变量对代言人特征与广告效果关系具有正向的影响,即当代言人国别属性与产品国别色彩一致时,广告效果明显优于不一致的情形。对于中国特色产品,中国代言人的广告效果更好,而对于外国文化色彩以及无国别色彩的产品,外国代言人的广告效果要明显高于中国代言人。

A Comparative Study on Korean and Myanmar Personal Pronouns

The purpose of this paper is to examine the similarities and differences between pronouns in Korean and Myanmar. In other words, we try to help Korean and Myanmar learners to study personal pronouns by comparing the personal pronouns between the two languages. Personal pronouns are used in Myanmar as “pronouns referring to people” as in Korean. The two languages are divided into first person, second person, and third person pronoun. However, looking at functions and usage, there seem to be many differences between the two languages. For example, in the case of Myanmar language, personal pronouns are different according to gender and personal pronouns are used differently for general people and monks. Myanmar also uses the personal pronouns differently depending on colloquial and written language. In the case of Korean language, there is no big difference between the sexes in different languages but there is difference between the people and monks in terms of Myanmar language. However, Korean people have difficulties in learning personal pronouns because their usage differs according to their status and social status. Therefore, in order to solve this problem, it is meaningful to identify commonalities and differences between languages by comparing characteristics and use of personal pronouns between the two languages.