品牌代言人与品牌形象匹配度对消费者购买意向影响的实证研究

发布时间：2018-02-26 17:05

本文关键词： 品牌代言人品牌形象匹配度消费者购买意向影响　出处：《浙江工业大学》2016年硕士论文　论文类型：学位论文

【摘要】：市场经济的发展在日益走向成熟化,各个品牌之间为了扩大经营和发展,维护老顾客,吸引新顾客,之间的竞争也越来越激烈。对于一家企业来说,想要发展,提高竞争力的法宝就是品牌,品牌是企业的灵魂,是企业的核心竞争力,因此各个企业也都在不断地在自己的品牌上创新,使品牌以及有关品牌的相关研究成为近年来学术界和企业界的热点话题。另外,企业对于品牌的塑造多半在于观众对品牌的认知度。因此各个企业和专家对提升品牌认知度的研究越来越深入,也越来越得到人们的重视。作为当前各种推广品牌的营销方式中较为有效的一种,邀请名人作为品牌形象代言人这一做法受到了众多品牌的一致青睐。提高消费者对品牌的忠诚度,毫无疑问,这是企业邀请名人代言品牌广告的核心目的。企业可以通过分析品牌代言人的广告在消费者群体中的受欢迎程度和吸引力指标,进而得出该企业请的广告代言人是否能在提升品牌影响力中提供有利帮助的依据。同时,现在这个时代,选择的面非常的广,名人一般会选择什么样的广告进行代言也可以同过上面的分析的出可供参考的意见。企业想要在与名人代言合作中达到双赢的局面,一定要选对适合自己品牌的代言人,同时品牌代言人选择的企业的运营状态也必须是正确的,在未来有不断地上升空间。本文通过对品牌形象代言人、品牌的关系以及买家购买的意向的相关文献进行梳理和分析,构建出代言人—品牌匹配度和品牌关系的三维度分别是名气声望、产品关联,可信赖性和品牌信任、品牌情感、象征价值,并以此规划出代言人—品牌匹配度和品牌关系以及消费者购买意向这三者之间的关系的概念模型,通过上面得出的理论设计相关的问卷调查,通过结构方程模型的分析法进行研究并得出结论:其一,选择正确的代言人,其与品牌形象匹配的三维度对提高品牌的信任度有着正向的作用;其二,想要提高品牌的情感和象征价值,名气声望和产品关联是必不可少的;其三,可信赖性并不能提升品牌情性和象征价值;其四,品牌关系的三维度是可以提升消费者对品牌的购买意向的。以上结论部分推翻了前人的某些研究结果。
[Abstract]:The development of market economy is becoming more and more mature. In order to expand management and development, protect old customers and attract new customers, the competition between brands is becoming more and more fierce. For an enterprise, it wants to develop. The magic weapon to improve competitiveness is the brand. Brand is the soul of the enterprise and the core competitiveness of the enterprise. Therefore, each enterprise is constantly innovating in its own brand. Brand and brand related research has become a hot topic in academia and business circles in recent years. In addition, Most of the enterprise's brand shaping depends on the audience's recognition of the brand. Therefore, the research of various enterprises and experts on the promotion of brand awareness is becoming more and more in-depth. More and more attention has been paid to it. As one of the most effective marketing methods to promote brands, The practice of inviting celebrities to act as spokesmen for the brand image has been unanimously favored by many brands. There is no doubt that increasing consumer loyalty to the brand, This is the core purpose of companies inviting celebrities to endorse brand advertising. Companies can analyze the popularity and attractiveness of brand endorsements in consumer groups. And then get the basis of whether the advertising spokesman invited by the company can provide favorable help in enhancing brand influence. At the same time, in this era, the choice is very wide. Celebrities will generally choose what kind of advertising endorsement can also be consulted with the above analysis. If an enterprise wants to achieve a win-win situation in cooperation with celebrity endorsements, it must choose the appropriate spokesman for its own brand. At the same time, the operating state of the enterprise selected by the brand spokesman must also be correct, and there is room for continuous improvement in the future. This paper combs and analyzes the relevant literature on brand image spokesman, brand relationship and buyer's intention to buy. The three dimensional degree of mouth-brand matching degree and brand relationship are reputation, product relevance, trustworthiness and brand trust, brand emotion, symbolic value, etc. Based on this, the conceptual model of the relationship between mouth-brand matching degree, brand relationship and consumer purchase intention is designed, and the relevant questionnaire survey is obtained through the theoretical design above. Through the analysis of structural equation model, the conclusions are as follows: first, selecting the correct spokesman, the 3D degree of matching with the brand image has a positive effect on improving brand trust; second, To improve the emotional and symbolic value of the brand, fame, reputation and product connection are essential; third, trustworthiness does not enhance the brand sentiment and symbolic value. The three dimensional degree of brand relationship can enhance consumers' intention to buy brand. The above conclusion partly refutes some previous research results.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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