不同消费者对品牌代言传播的多种反应关系研究
发布时间：2018-07-30 07:49
【摘要】：伴随着市场经济模式的根本改变,商业传播的方式、策略等也发生着质的变化。当然,最具冲击力的,应该是它对社会的消费文化、消费理念以及企业的经营理念、服务理念等社会层面和文化层面上的巨大影响。因此,如何通过不同类型的品牌代言人提升品牌资产成为了学术界和企业界关注的一个焦点。为此,通过对"90后"在校大学生进行调查,针对实证研究结论,最终提出适应"90后"在校大学生群体的品牌代言传播策略建议。
[Abstract]:Along with the fundamental change of market economy mode, the way of business communication and tactics also change qualitatively. Of course, the most powerful impact should be on the social consumption culture, consumption concept, business philosophy, service concept and other social and cultural levels of great influence. Therefore, how to promote brand equity through different types of brand spokesmen has become a focus of academic and business circles. Therefore, through the investigation of the post-90s college students and the conclusion of the empirical research, the author finally puts forward some suggestions on the brand endorsement communication strategy for the post-90s college students.
【作者单位】： 浙江农林大学暨阳学院;
【基金】：浙江省自然科学基金资助项目(LQ14G020018)
【分类号】：F273.2
[Abstract]:Along with the fundamental change of market economy mode, the way of business communication and tactics also change qualitatively. Of course, the most powerful impact should be on the social consumption culture, consumption concept, business philosophy, service concept and other social and cultural levels of great influence. Therefore, how to promote brand equity through different types of brand spokesmen has become a focus of academic and business circles. Therefore, through the investigation of the post-90s college students and the conclusion of the empirical research, the author finally puts forward some suggestions on the brand endorsement communication strategy for the post-90s college students.
【作者单位】： 浙江农林大学暨阳学院;
【基金】：浙江省自然科学基金资助项目(LQ14G020018)
【分类号】：F273.2
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4 华s，
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