机构地区: 五邑大学经济管理学院
出 处: 《品牌》 2016年第3期43-50,共8页
摘 要: 名人明星代言已是不少企业进行品牌营销的常用手段之一。通过名人明星代言,企业、产品或品牌能够迅速为消费者所知晓,从而有效提升品牌的影响力。我们通过对大量相关文献的研读后发现,名人代言领域的研究一般集中在名人代言的概念界定及名人代言人的特征等因素如何影响代言效果方面,而名人组合代言作为一种目前较为流行的新的品牌营销推广模式,相关研究并不多见。本文在对名人代言相关领域的经典文献进行研习的基础上,着重对作者近年来颇为关注的名人组合代言效应理论主题做一些有益的梳理,包括多品牌组合代言、多名人组合代言等方面,并对名人组合代言的研究主题、研究趋势等方面进行了必要的总结,以期给名人代言方面的相关理论研究提供新的视角和方向。 Celebrity endorsement has been one of the common means of marketing for many enterprises.Through celebrity endorsements, corporate products can quickly be known to consumers,so as to enhance influence of the brand.Through studying numbers of related literature,we found that celebrity endorsement research generally focuses on the concept and how to affect the endorsement effect.But celebrity portfolio endorsement, as a new promotion mode at present marketing, there is few of researching articles.In this paper, based on the study of the classic literature in the field of celebrity endorsement,makes some useful sort of the theory of celebrity endorsement effect in recent years.Including of multi-brand portfolio endorsement and multi-celebrity portfolio endorsement.In the meanwhile, summary of the research topics, research trends and other aspects of celebrity endorsement.To provide a new perspective and direction to the research of celebrity endorsement.