基于感知的品牌丑闻对明星代言人评价的影响

被引：9

作者：

何浏 ^{[1
,2
]}

王海忠 ^{[1
]}

机构：

[1] 中山大学管理学院

[2] 五邑大学经济管理学院

来源：

商业经济与管理 | 2010年 / 03期

关键词：

品牌丑闻; 代言情境; 丑闻类型; 负面溢出;

D O I：

10.14134/j.cnki.cn33-1336/f.2010.03.009

中图分类号：

F273.2 [产品管理];

学科分类号：

摘要：

层出不穷的品牌负面信息,既伤害了品牌的形象评价,也对品牌代言明星及广告代理服务业的利益带来损害。文章通过两个实验,研究考察了品牌发生丑闻后对代言明星的负面影响。结果发现:品牌丑闻对品牌形象的评价确实造成很大危害,同时也给代言明星带来负面影响;品牌丑闻的负面影响,依丑闻类型不同而异,同时与代言合同签订时的具体情境有关;能力型品牌丑闻的负面影响溢出比道德型的要强,但仅表现在代言人低过失代言情境下,在高过失情境下无差异。研究结果对品牌维护管理、广告代言管理等有重要的理论与实践借鉴意义。

引用

页码：72 / 79

页数：8

共 11 条

[1]

Human Brands: Investigating Antecedents to Consumers' Strong Attachments to Celebrities[J] . Matthew Thomson.Journal of Marketing . 2006 (3)

[2] Consumer response to a firm's endorser (dis)association decisions [J].

Louie, TA ;

Obermiller, C .

JOURNAL OF ADVERTISING, 2002, 31 (04) :41-52

[3]

The Effects of Extensions on the Family Brand Name: An Accessibility‐Diagnosticity Perspective[J] . Rohini Ahluwalia,Zeynep Gürhan‐Canli.Journal of Consumer Research . 2000 (3)

[4]

Consumer Response to Negative Publicity: The Moderating Role of Commitment[J] . Rohini Ahluwalia,Robert E. Burnkrant,H. Rao Unnava.Journal of Marketing Research . 2000 (2)

[5]

Endorsers in Advertising: The Case of Negative Celebrity Information[J] . BrianD. Till,TerenceA. Shimp.Journal of Advertising . 1998 (1)

[6] THE EFFECTS OF MULTIPLE PRODUCT ENDORSEMENTS BY CELEBRITIES ON CONSUMERS ATTITUDES AND INTENTIONS [J].

TRIPP, C ;

JENSEN, TD ;

CARLSON, L .

JOURNAL OF CONSUMER RESEARCH, 1994, 20 (04) :535-547

[7]

Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?[J] . Journal of Marketing . 1993 (3)

[8]

Effects of information content and evaluative extremity on positivity and negativity biases .2 Wojciszke B,Brycz H,Borkenau P. Journal of Personality and Social Psychology . 1993

[9]

The Impact of Celebrity Spokesper-sons’Perceived Image on Consumers’Intention to Purchase .2 Roobina Ohanian. Journal ofAdvertising Research . 1991

[10]

An Attributional Analysis of Reactions to Stigmas .2 RAYMOND P PERRY,JAMIE MAGNUSSON. Journal of Personality and Social Psychology . 1988

← 1 2 →