品牌代言人可信度对品牌关系质量的影响研究

发布时间：2018-01-24 21:11

本文关键词： 品牌代言人可信度品牌形象品牌关系品牌关系质量　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着全球化市场竞争的日益激烈,产品同质化现象越演越烈,在此背景下,如何凸显品牌个性,形成产品差异化成为企业生存的关键。实行区别化的品牌营销战略有助于塑造企业的品牌个性,形成品牌差异化。品牌代言人凭借强大的号召力与影响力成为企业实行区别化的品牌战略的重要方式之一,但品牌代言人使用不当也会给企业带来金钱或名誉上的损失,如何有效利用品牌代言人为企业增添品牌效应成为现今学术界和企业界共同关注的焦点。目前国内外对于品牌代言人的研究集中在品牌代言人的可信度、作用机制、消费者购买意愿以及品牌资产的影响上,可信度是评价品牌代言人代言效果与公众影响力的重要指标之一,但品牌代言人身上的哪些特质是对消费者购买意愿与品牌关系影响程度最大的,还有待进一步研究。本文将探讨品牌代言人可信度对品牌关系质量的影响,深入分析品牌代言人可信度对品牌关系质量的影响机制,同时探讨品牌形象在其中的中介作用。首先,借助文献分析法分析了品牌代言人可信度、品牌形象和品牌关系质量的概念、研究模型、作用机制及维度。其次,在文献综述的基础上,建立本文的研究模型,分别提出了整体层面和维度层面的研究假设。然后,通过问卷调查收集问卷,然后通过实证分析方法验证研究模型和研究假设。品牌代言人可信度与品牌形象、品牌形象与品牌关系质量之间分别呈正相关关系。而且品牌形象在品牌代言人与品牌关系质量中起到部分中介作用。本文在探讨了三个变量整体层面的相关关系后又进一步构建了品牌代言人、品牌形象与品牌关系质量维度结构方程模型。研究发现：品牌代言人可信度的产品关联和可信赖性维度对品牌关系质量的满意、信任、承诺维度呈正相关关系；产品关联、可信赖性分别与品牌形象呈正相关关系；品牌形象对品牌关系质量的三个维度有显著正向影响；品牌形象分别在品牌代言人可信度的产品关联、可信赖性维度与品牌关系质量的满意、信任和承诺维度中起到部分中介作用。然后针对本文的实证结果提出了针对性的营销建议。
[Abstract]:With the globalization and the increasingly fierce market competition, product homogenization phenomenon intensified, in this context, how to highlight the brand personality, the formation of product differentiation has become the key to the survival of an enterprise. The implementation of differentiated brand marketing strategy helps to shape the corporate brand personality, form brand differentiation with appeal and brand spokesperson. Powerful become an important way for enterprises to implement differentiated brand strategy, but the improper use of brand spokesperson will bring money or reputation losses to the enterprise, how to effectively use the brand spokesperson for the enterprise added brand has become the common focus of attention in the academic and business circles. At present, domestic and foreign Research on brand spokesperson concentration in the brand endorser credibility mechanism, consumer purchase intention and brand equity, credibility is the evaluation of brand endorsement One of the important indicators of endorsers effect and influence the public, but what qualities the brand spokesperson is on consumer purchase intention and brand relationship influence biggest, remains to be further studied. This paper will explore the brand endorser credibility on brand relationship quality influence, in-depth analysis of the impact mechanism of brand endorser credibility on brand relationship quality. At the same time to explore the mediating role of brand image. Firstly, the analysis of brand endorser credibility by means of literature analysis, the concept of brand image and brand relationship quality model, mechanism and dimension. Secondly, on the basis of literature review, this study established model, respectively put forward the hypothesis level and dimension. Then, collecting the questionnaire through the questionnaire survey, then through empirical analysis to verify the research model and research hypothesis generation brand. Other people's credibility and brand image, respectively, the positive correlation between brand image and brand relationship quality and brand image on brand spokesperson and brand relationship quality plays a mediating role. This paper discusses the relationship between the three variables and the overall level of further build brand spokesperson, brand image and brand relationship quality dimensions equation model. It is found that the product of brand endorser credibility and trustworthiness dimensions on brand relationship quality satisfaction, trust and commitment are positively related; product, reliable are related to brand image positively; have a significant positive effect on three dimensions of brand image, brand relationship quality; brand image. The product of brand endorser credibility, trustworthiness dimensions and brand relationship quality satisfaction, trust and commitment dimension Degree plays a part of the intermediary role. Then it proposes targeted marketing proposals for the empirical results of this paper.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

【参考文献】