企业家代言和明星代言对品牌资产影响比较研究
发布时间：2019-03-15 11:34
【摘要】：在物质生活日益丰富的今天,快速发展的市场经济下,同类别产品越来越多,企业之间的竞争不断加大。随着人们生活水平的日益提高,人们在对这些同类产品进行选择时更注重了品牌的选择,因此如何提高品牌资产便成了现如今企业重要的发展目标,而使用代言人进行品牌宣传也成为了提高品牌资产的重要手段。所以在一定程度上能否正确的选择合适的代言人直接影响品牌资产。当今市场上,企业大多选择明星作为品牌代言人,但是企业家代言人在近几年有所兴起,也有很多品牌通过企业家代言得到了很好的品牌宣传效果,品牌资产得到了提升。之前有学术界和企业界的专家学者做过如何通过代言人来提升品牌资产的研究,但是还没有人对企业家代言对的品牌资产的影响与明星代言对品牌资产影响的差异进行比较研究,本研究重点弥补了这一研究空白。本研究在现有的文献基础上,使用代言人的名声名望、产品关联性和可靠性作为代言人的特质的测量维度。我们选取品牌忠诚度、品牌质量感知和品牌知名度/联想作为品牌资产的测量维度。结合国内外研究成果确定相关测项,设计调查问卷。根据数据分析,对于均通过了效度和信度检验。通过SPSS软件对数据进行了均值分析、相关分析和回归分析。本研究主要得出以下几方面结论:消费者对企业家代言人产品关联性、可靠性的感受与对明星代言人产品关联性、可靠性的感受特存在显著差异;企业家代言品牌资产与明星代言品牌资产存在显著差异;企业家代言人的可靠性对于企业家代言品牌的忠诚度、质量感知、知名度的影响作用比明星代言人更显著;企业家代言人名声名望对品牌的忠诚度、质量感知的影响作用比明星代言人更显著。本论文同时把企业家代言和明星代言放在一起进行比较研究,直接得出诸多相比较的研究结果,更有实践意义,可以给企业在以后如何在企业家代言人和明星代言人中作出选择提供了重要的参考价值。
[Abstract]:With the rapid development of market economy, there are more and more products in the same category, and the competition between enterprises is increasing. With the increasing improvement of people's living standards, people pay more attention to the choice of brands when choosing these similar products, so how to improve brand equity has become an important development goal of enterprises nowadays. The use of spokesmen for brand promotion has also become an important means to improve brand equity. Therefore, to a certain extent, the right choice of the right spokesperson directly affects brand equity. In today's market, most enterprises choose stars as brand spokesmen, but entrepreneur spokesmen have emerged in recent years, and many brands have gained good brand publicity effect through entrepreneur endorsement, and brand equity has been promoted. In the past, experts and scholars from academia and the business community have done research on how to promote brand equity through spokesmen. However, no one has done a comparative study on the impact of entrepreneur endorsement on brand equity and the impact of star endorsement on brand equity. The focus of this study is to make up for this research gap. Based on the existing literature, this study uses the reputation of the spokesman, product relevance and reliability as the measurement dimensions of the characteristics of the spokesperson. We choose brand loyalty, brand quality perception and brand awareness / Lenovo as the measurement dimensions of brand equity. Combined with the domestic and foreign research results to determine the relevant test items, design a questionnaire. According to the data analysis, we have passed the validity and reliability test. The mean value analysis, correlation analysis and regression analysis of the data were carried out by SPSS software. The main conclusions of this study are as follows: (1) there are significant differences between consumers' feelings of product relevance to entrepreneurs' spokesmen, reliability and star spokesmen's products, especially their feelings of reliability; There are significant differences between entrepreneur endorsement brand equity and star endorsement brand equity, and the reliability of entrepreneur spokesman has more significant influence on entrepreneur endorsement brand loyalty, quality perception and popularity than star spokesperson. The impact of fame and fame on brand loyalty and quality perception is more significant than that of celebrity spokesmen. At the same time, this paper puts entrepreneur endorsement and star endorsement together for comparative research, and obtains many comparative research results directly, which has more practical significance. It can provide an important reference value for enterprises to choose between entrepreneurs' spokesmen and star spokesmen in the future.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2
[Abstract]:With the rapid development of market economy, there are more and more products in the same category, and the competition between enterprises is increasing. With the increasing improvement of people's living standards, people pay more attention to the choice of brands when choosing these similar products, so how to improve brand equity has become an important development goal of enterprises nowadays. The use of spokesmen for brand promotion has also become an important means to improve brand equity. Therefore, to a certain extent, the right choice of the right spokesperson directly affects brand equity. In today's market, most enterprises choose stars as brand spokesmen, but entrepreneur spokesmen have emerged in recent years, and many brands have gained good brand publicity effect through entrepreneur endorsement, and brand equity has been promoted. In the past, experts and scholars from academia and the business community have done research on how to promote brand equity through spokesmen. However, no one has done a comparative study on the impact of entrepreneur endorsement on brand equity and the impact of star endorsement on brand equity. The focus of this study is to make up for this research gap. Based on the existing literature, this study uses the reputation of the spokesman, product relevance and reliability as the measurement dimensions of the characteristics of the spokesperson. We choose brand loyalty, brand quality perception and brand awareness / Lenovo as the measurement dimensions of brand equity. Combined with the domestic and foreign research results to determine the relevant test items, design a questionnaire. According to the data analysis, we have passed the validity and reliability test. The mean value analysis, correlation analysis and regression analysis of the data were carried out by SPSS software. The main conclusions of this study are as follows: (1) there are significant differences between consumers' feelings of product relevance to entrepreneurs' spokesmen, reliability and star spokesmen's products, especially their feelings of reliability; There are significant differences between entrepreneur endorsement brand equity and star endorsement brand equity, and the reliability of entrepreneur spokesman has more significant influence on entrepreneur endorsement brand loyalty, quality perception and popularity than star spokesperson. The impact of fame and fame on brand loyalty and quality perception is more significant than that of celebrity spokesmen. At the same time, this paper puts entrepreneur endorsement and star endorsement together for comparative research, and obtains many comparative research results directly, which has more practical significance. It can provide an important reference value for enterprises to choose between entrepreneurs' spokesmen and star spokesmen in the future.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2
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