名人推荐者道德声誉对名人广告效果的影响
THE EFFECT OF MORALITY REPUTATION ON EVALUATIONS TO CELEBRITY ENDORSER AND ENDORSEMENT
查看参考文献28篇
|
文摘
|
多数有关名人广告的研究,以信息源可信性模型、信息源吸引力模型、匹配假设和意义迁移模型为理论基础,关注的主要是:名人的可信性、吸引力和名人-产品形象一致性.且在西方消费者中进行.本研究探索在中国文化背景下,消费者对名人广告评价的影响因素.发现一个名为"道德声誉"的因子,影响对名人推荐者及所做广告和所推荐产品的评价.该因子通过"可信赖性"的中介作用对广告态度产生影响.道德规范在中国消费者社会化过程中被认同和内化是该因子存在和产生作用的原因. |
|
其他语种文摘
|
Most researches on celebrity endorsement are based on the Source Credibility Model, Source Attractiveness Model, Match-Up Hypothesis and Meaning Transfer Model and concentrated on the endorser's credibility (including expertise and trustworthiness) , attractiveness and congruence. In the investigation of Chinese consumers ' evaluation on celebrity endorsement of the present study, a new factor named as " morality reputation" was found. The influence of this factor on the effectiveness of endorsement was also examined and this influence was mediated by trustworthiness. Identification and internalization can he used to explain why and how the factor has the effect. |
|
来源
|
心理学报
,2005,37(3):382-389 【核心库】
|
|
关键词
|
名人广告
;
名人推荐者
;
道德声誉
|
|
地址
|
1.
深圳大学管理学院, 广东, 深圳, 518000
2.
中国科学院心理研究所, 北京, 100101
|
|
语种
|
中文 |
|
ISSN
|
0439-755X |
|
学科
|
社会科学总论 |
|
文献收藏号
|
CSCD:1959773
|
参考文献 共
28
共2页
|
|
1.
傅慧芬. 名人广告面面观.
国际广告,1993,2:25-28
|
CSCD被引
1
次
|
|
|
|
|
2.
McCracken G. Who is the celebrity endorser? Cultural foundations of the endorsement process.
Journal of Consumer Research,1989:310-321
|
CSCD被引
11
次
|
|
|
|
|
3.
Atkin C. Effectiveness of celebrity endorsers.
Journal of Advertising,1983,23:57-61
|
CSCD被引
1
次
|
|
|
|
|
4.
Kamins M A. Celebrity and noncelebrity advertising in a two-sided context.
Journal of Advertising Research,1989:34-42
|
CSCD被引
2
次
|
|
|
|
|
5.
Ohanian R. The impact of celebrity spokespersons perceived image on consumer intention to purchase.
Journal of Advertising Research,1991:46-54
|
CSCD被引
2
次
|
|
|
|
|
6.
Hovland C I. The influence of source credibility on communication effectiveness.
Public Opinion Quarterly,1952,15:635-650
|
CSCD被引
1
次
|
|
|
|
|
7.
Kamen J M. C.
Journal of Advertising Research,1975,6:17-24
|
CSCD被引
1
次
|
|
|
|
|
8.
McGuire W. Attitudes and attitude change.
Handbook of Social Psychology,1985:233-346
|
CSCD被引
1
次
|
|
|
|
|
9.
Baker M J. The impact of physically attractive models on advertising evaluations.
Journal of Marketing Research,1977,14:538-555
|
CSCD被引
9
次
|
|
|
|
|
10.
Kahle L R. A social adaptation perspective.
Journal of Consumer Research,1985,11(1):954-961
|
CSCD被引
7
次
|
|
|
|
|
11.
Kelman H C. Process of opinion change.
Public Opinion Quarterly,1961,25:57-78
|
CSCD被引
7
次
|
|
|
|
|
12.
Kamins M A. When beauty may only be skin-deep.
Journal of Advertising,1990,19(1):4-13
|
CSCD被引
10
次
|
|
|
|
|
13.
Misra S. An assessment of recall and affect.
Journal of Business Research,1990,21(2):159-173
|
CSCD被引
3
次
|
|
|
|
|
14.
Walker M. Do you get what you pay for?.
Journal of Services Marketing,1992,6(4):35-42
|
CSCD被引
1
次
|
|
|
|
|
15.
Ohanian R. Construction and validation of a scale to measure celebrity endorser's perceived expertise.
Journal of Advertising,1990,19:39-52
|
CSCD被引
15
次
|
|
|
|
|
16.
Rossiter J R. Advertising communications & promotion management.
Advertising communications & promotion management,1997
|
CSCD被引
2
次
|
|
|
|
|
17.
Kevin G. Dead celebrity are resurrected as pitchmen.
Wall Street Journal,1994,7:B1-B2
|
CSCD被引
1
次
|
|
|
|
|
18.
Callcott. A content analysis of animation and animated spokes-characters in television commercials.
Journal of Advertising,1994,23(4):1-12
|
CSCD被引
1
次
|
|
|
|
|
19.
Funk C L. An experimental test of the role of candidate traits.
Political Behavior,1996,18(1):1-24
|
CSCD被引
1
次
|
|
|
|
|
20.
Till B. The case of negative celebrity information.
Journal of Advertising,1998,27:67-82
|
CSCD被引
1
次
|
|
|
|
|
了解气象卫星更多信息，请访问