虚拟代言人对品牌资产的影响研究：品牌体验的中介作用及消费者个人特征和产品特征的调节作用

发布时间：2018-04-06 03:39

本文选题：虚拟代言人　切入点：品牌资产　出处：《武汉大学》2013年博士论文

【摘要】：在市场竞争环境日益激烈的情况下,有效提升品牌资产成为企业面临的一项具有挑战性的工作。科特勒和凯勒(2006)提出,品牌资产可以通过消费者的次级联想产生,如原产地、代言人和运动/文化事件等。在这些来源中,代言人被大量用来提升企业或产品的品牌形象。一个合适的代言人能够利用其自身的知名度和专业性吸引消费者的注意力,成功的为企业和品牌创造价值。然而,近年来,采用现实生活中的真人明星为品牌代言常常会给企业带来意想不到的风险,很多企业开始在广告促销中采用虚拟代言人。因此,如何通过品牌虚拟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。本研究在现有文献的基础上,选取虚拟代言人的可爱度、专业性和相关性等特征作为研究的自变量,并将因变量品牌资产分为品牌忠诚度、感知质量和品牌知名度/联想三个维度。为了探究品牌虚拟代言人特征对品牌资产的影响机制,本研究引入品牌体验作为中介变量,并将品牌体验划分为感官体验、情感体验、认知体验和关联体验四种。通过偏最小二乘法(Partial Least Squares,简称PLS)对品牌体验的中介作用进行检验。研究结果表明：(1)虚拟代言人的可爱度、专业性和相关性对品牌资产的三个维度都具有显著影响；(2)虚拟代言人的可爱度、专业性和相关性对四种品牌体验都具有显著影响；(1)四种品牌体验对品牌资产的三个维度都具有显著影响。说明四种品牌体验在虚拟代言人特征与品牌资产各维度之间的中介作用显著,即,虚拟代言人通过品牌体验影响品牌资产。消费者对虚拟代言人特征的感知可能会受到消费者个人特征和产品特征的影响。因此,本文验证了消费者个人特征(包括性别、年龄和怀旧倾向)和产品特征(包括卷入度、实用性和享乐性)对虚拟代言人特征与品牌资产之间关系的调节作用。实证结果显示：(1)消费者的年龄对虚拟代言人特征与品牌资产之间的关系不具有调节作用；(2)消费者的性别和怀旧倾向对虚拟代言人特征与品牌资产之间的部分关系存在调节作用；(1)产品的卷入度、实用性和享乐性对虚拟代言人特征与品牌资产之间的部分关系存在调节作用。基于上述研究结论,我们对企业应该如何选择、设计和管理品牌虚拟代言人提出了建议,并进一步说明了本研究的不足及未来研究方向。
[Abstract]:In the increasingly competitive market environment, the effective promotion of brand equity has become a challenging task for enterprises.Kotler and Keller 2006) suggest that brand equity can be generated through consumers' secondary associations, such as origin, endorsements and sporting / cultural events.In these sources, spokesmen are widely used to enhance the brand image of enterprises or products.A suitable spokesman can use its own popularity and professionalism to attract the attention of consumers and successfully create value for enterprises and brands.However, in recent years, using real life stars as brand endorsements often brings unexpected risks to enterprises. Many enterprises begin to use virtual spokesmen in advertising promotion.Therefore, how to promote brand equity through brand virtual spokesman has become a focus of academic and business circles.Based on the existing literature, this study selects the characteristics of virtual spokesperson such as loveliness, professionalism and relevance as independent variables, and divides dependent variable brand equity into brand loyalty.Perceived quality and brand awareness / association three dimensions.In order to explore the influence mechanism of brand virtual spokesperson characteristics on brand equity, this study introduces brand experience as an intermediary variable, and divides brand experience into sensory experience, emotional experience, cognitive experience and associated experience.Partial Least Squares (PLS) is used to test the intermediary function of brand experience.The results show that the loveliness, professionalism and correlation of virtual spokesmen have significant influence on the loveliness of virtual spokesmen.Professionalism and correlation have a significant impact on the four brand experiences. 1) four brand experiences have a significant impact on the three dimensions of brand equity.It shows that the four brand experiences play a significant role in mediating between the characteristics of virtual spokesmen and the dimensions of brand equity, that is, virtual spokesmen influence brand equity through brand experience.Consumers' perception of virtual spokesperson features may be influenced by consumers' personal characteristics and product features.Therefore, this paper verifies the role of consumer personal characteristics (including gender, age and nostalgia) and product characteristics (including involvement, practicability and hedonism) in regulating the relationship between virtual spokesperson characteristics and brand equity.The empirical results show that the age of consumers does not regulate the relationship between the characteristics of virtual spokesmen and brand equity. 2) gender and nostalgia of consumers have a partial relationship between the characteristics of virtual spokesmen and brand equity.There is a regulatory effect on the degree of involvement of the product,Practicability and hedonism have a moderating effect on the relationship between the characteristics of virtual spokesman and brand equity.Based on the above conclusions, we put forward some suggestions on how to choose, design and manage brand virtual spokesperson, and further explain the shortcomings of this study and the future research direction.
【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F713.56;F224

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