广告代言人对消费者的品牌认知影响研究
发布时间：2018-10-24 22:53
【摘要】：21世纪是品牌竞争的时代,品牌竞争是一场认知之战,而不是产品之战。要想取得这场战争的胜利,必须掌管消费者心智中的认知,即在消费者的心智中建立品牌。在这样的经济环境中,许多企业选用广告代言人进行广告宣传提高品牌认知。在广告代言人的选择上,企业成功和失败并存。 品牌认知是品牌资产的重要组成部分。然而通过文献研究发现,在品牌资产的相关研究中,对品牌认知进行独立探讨的研究还很少,同时广告代言人的理论缺乏实证研究。因而,本文将通过实证研究探讨广告代言人对消费者品牌认知的影响。 首先本文从理论上阐释广告代言人、品牌认知的相关概念和研究现状,在前人研究理论和模型的基础上提出本研究的模型及假设。广告代言人从代言人的受众认知和代言双方的匹配程度两个维度进行研究。消费者品牌认知的过程通过品牌资产的逐级建立来实现。因而确定品牌认知的四个要素：品牌知名度、品牌美誉度、品牌联想度及品牌忠诚度。 进而,根据模型及假设进行量表及问卷的设计,并运用SPSS17.0软件对收集的数据进行相关分析及回归分析,得出广告代言人对消费者品牌认知影响的结论。 最后,结合本研究结论,为企业选择广告代言人提出营销建议。
[Abstract]:The 21st century is the era of brand competition, brand competition is a cognitive war, not the war of products. In order to win the war, we must control the cognition of the consumer's mind, that is, build brand in the consumer's mind. In such an economic environment, many enterprises choose advertising spokesmen to promote brand awareness. On the choice of advertisement spokesman, enterprise success and failure coexist. Brand recognition is an important part of brand equity. However, through the literature research, in the related research of brand equity, there are few independent research on brand cognition, and the theory of advertising spokesman is lack of empirical research. Therefore, this paper will explore the impact of advertising spokesmen on consumer brand awareness through empirical research. Firstly, this paper theoretically explains the concepts and research status of advertising spokesman, brand cognition, and puts forward the model and hypothesis of this study based on the previous research theories and models. The advertising spokesman is studied from two dimensions: the audience cognition of the spokesman and the matching degree of the endorser. The process of consumer brand cognition is realized by building brand equity step by step. Therefore, four elements of brand recognition are determined: brand awareness, brand reputation, brand association and brand loyalty. Then, according to the model and hypothesis, the scale and questionnaire are designed, and the correlation analysis and regression analysis of the collected data are carried out by using SPSS17.0 software, and the conclusion is drawn that the advertising spokesman has an impact on consumer brand cognition. Finally, combined with the conclusion of this study, marketing suggestions are put forward for enterprises to select advertising spokesmen.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F273.2
本文编号：2292809
[Abstract]:The 21st century is the era of brand competition, brand competition is a cognitive war, not the war of products. In order to win the war, we must control the cognition of the consumer's mind, that is, build brand in the consumer's mind. In such an economic environment, many enterprises choose advertising spokesmen to promote brand awareness. On the choice of advertisement spokesman, enterprise success and failure coexist. Brand recognition is an important part of brand equity. However, through the literature research, in the related research of brand equity, there are few independent research on brand cognition, and the theory of advertising spokesman is lack of empirical research. Therefore, this paper will explore the impact of advertising spokesmen on consumer brand awareness through empirical research. Firstly, this paper theoretically explains the concepts and research status of advertising spokesman, brand cognition, and puts forward the model and hypothesis of this study based on the previous research theories and models. The advertising spokesman is studied from two dimensions: the audience cognition of the spokesman and the matching degree of the endorser. The process of consumer brand cognition is realized by building brand equity step by step. Therefore, four elements of brand recognition are determined: brand awareness, brand reputation, brand association and brand loyalty. Then, according to the model and hypothesis, the scale and questionnaire are designed, and the correlation analysis and regression analysis of the collected data are carried out by using SPSS17.0 software, and the conclusion is drawn that the advertising spokesman has an impact on consumer brand cognition. Finally, combined with the conclusion of this study, marketing suggestions are put forward for enterprises to select advertising spokesmen.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F273.2
【参考文献】
相关期刊论文 前1条
1 温华;广告代言人现象的社会心理透视[J];江汉大学学报(人文社会科学版);2002年03期
相关博士学位论文 前1条
1 刘凡;基于公众利益的广告监管模型及其策略研究[D];华中科技大学;2006年
相关硕士学位论文 前2条
1 凌卓;基于信息源可信性模型的名人广告效果影响因素研究[D];浙江大学;2008年
2 姚斯亮;广告与包装匹配对品牌认知的影响[D];西北师范大学;2007年
，本文编号：2292809
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2292809.html
