中国品牌植入好莱坞电影的溢出效应

发布时间：2018-03-15 22:15

本文选题：国家形象　切入点：溢出效应　出处：《商业研究》2017年05期 　论文类型：期刊论文

【摘要】：目前越来越多的国内品牌希望借助植入好莱坞电影提升产品的形象和认可。通过以国家形象的溢出效应作为解释机理构建相应的理论模型,分析中国品牌植入好莱坞电影的溢出效应,发现国家形象正向影响认知失调、负向影响情节关联度,认知失调负向影响品牌态度,情节关联度对品牌态度有正向影响;认知失调与情节关联度起到了中介作用,认知失调显著大于情节关联度产生的影响;消费者民族中心主义显著调节了认知失调对于品牌态度的影响,但对情节关联度与品牌态度关系的调节却不显著。因此,相关企业在选择好莱坞电影植入广告时最好是具有"洋化"的品牌名称,并努力做到深度植入,通过辨识影片目标观众特征以选择适合的品牌沟通方式。
[Abstract]:At present, more and more domestic brands hope to promote the image and recognition of the product by means of Hollywood film implantation. By using the spillover effect of national image as the explanation mechanism, the corresponding theoretical model is constructed. By analyzing the spillover effect of Chinese brand implantation into Hollywood movies, it is found that the national image has positive influence on cognitive disorder, negative influence on plot correlation degree, cognitive imbalance negatively affects brand attitude, and plot correlation degree has positive influence on brand attitude. Cognitive disorder and plot correlation play an intermediary role, cognitive disorder is significantly greater than the impact of plot correlation, consumer ethnocentrism significantly regulates the impact of cognitive disorder on brand attitude. However, the adjustment of the relationship between plot correlation and brand attitude is not significant. Select the appropriate brand communication mode by identifying the target audience characteristics.
【作者单位】：山西财经大学工商管理学院;安徽财经大学工商管理学院;复旦大学管理学院;
【基金】：国家社科基金重点项目“植入要素组合的受众记忆及其激活路径研究”,项目编号:15AGL010 国家自然科学基金青年项目“消费者生成广告与企业广告的协同效应及形成机制研究”,项目编号:71302142
【分类号】：J943

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