|
|||||
|
|
| 广告代言人、品牌名称对中国消费者购买意愿的影响 | |
| 引用本文： | 黄光,范起凤,周延风. 广告代言人、品牌名称对中国消费者购买意愿的影响[J]. 北京邮电大学学报(社会科学版), 2008, 10(5) |
| 作者姓名： | 黄光 范起凤 周延风 |
| 作者单位： | 1. 广东商学院,财税学院,广东,广州,510320 2. 中国移动通信集闭公司汀苏有限公司,南京分公司,江苏,南京,210100 3. 中山大学,管理学院,广东,广州,510275 |
| 基金项目： | 国家自然科学基金 , 广东省自然科学基金 |
| 摘 要： | 为研究广告代言人及品牌名称对消费者晶牌念度、质量感知及购买意愿的影响,通过组问实验设计研究方法和拦截访问收集数据,考察了代言人和品牌的国别差异对中国消费者响应影响的差别.在自变量没计方面,将广告代言人不但区分为中国名人与中国非名人,还加入了美国名人这一水平;品牌名称方面则测试了中国品牌与两化品牌.操作变量检验证实消费者对实验刺激物均产生显著响应;研究结论发现品牌名称对三个因变量均有显著影响,而广告代言人仪对消费者品牌念度有显著影响;同时品牌名称与广告代言人对消费者品牌态度存在交互影响,美国名人与西化品牌对消费者的影响明显区别于其他影响方式.最后研究意义指出管理实践中应该采取何种代言人和品牌策略. |
| 关 键 词： | 广告代言人 品牌名称 品牌态度 质量感知 购买意愿 |
The effects of celebrity and brand origin on Chinese consumers' attitude towards purchase intention |
|
| HUANG Guang,FAN Qi-feng,ZHOU Yan-feng. The effects of celebrity and brand origin on Chinese consumers' attitude towards purchase intention[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2008, 10(5) | |
| Authors: | HUANG Guang FAN Qi-feng ZHOU Yan-feng |
| Affiliation: | HUANG Guang1,FAN Qi-feng2,ZHOU Yan-feng3(1.School of Taxation & Public Finance,Guangdong University of Business Studies,Guangzhou 510320,China,2.Nanjing Branch,China Mobile Inc.,Nanjing 210100,3.School of Business,Sun-Yatsen University,Guangzhou 510275,China) |
| Abstract: | The object of this study is to explore the effects of brand origin and celebrity on consumers' attitude toward the brand,product evaluation and purchase intention.This study collects data through the between subjects experiment research method and intercept interview.In the aspect of independence variables,we divided celebrity into three dimensions: American celebrity,Chinese celebrity and Chinese non-celebrity.As regards brand origin,we divided it into two dimensions: Chinese brand and Western brand.The re... |
| Keywords: | celebrity brand origin brand attitude quality perceptive purchase intention |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |