Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation
Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation
复制标题
代言人应该是动态的吗？代言人动态与品牌个性对消费者评价的交互作用
DOI：
10.1108/ejm-10-2018-0718
复制
发表时间：
2021
影响因子：
4.4
通讯作者：
Nan Zhou
中科院分区：
文献类型：
--
作者：
Ning Zhang;Liqin Yu;Alex S. L. Tsang;Nan Zhou
目的
本研究旨在探讨代言人人格动力（高与低）与品牌人格（真诚与胜任）对消费者评价的交互作用以及加工流畅性的中介作用。
设计/方法/方式
两个实验进行了测试的假设。研究一建立了诱发性代言人性格动力和品牌个性对品牌信任的交互作用，并考察了加工流畅性的中介作用。通过引入一个控制组，并使用购买意愿作为因变量，研究2进一步扩展了研究1的结果。
结果
研究一和研究二的结果表明，对于真诚品牌，高动态意象的代言人比控制组和低动态意象的代言人对消费者的评价显著更高。然而，对于有竞争力的品牌，低动态意象的代言人比控制组和高动态意象的代言人更有助于消费者的评价。此外，加工流畅性在诱发的代言人-角色动态性与品牌个性之间的交互作用对消费者评价的影响中起中介作用。
研究限制/影响
这些研究只考虑了一种方法，“冻结运动”，以唤起感知运动。需要使用其他方法进行进一步的研究，以便进行推广。
实际影响
在广告代言人形象设计中，动态意象的巧妙运用有助于广告商最大限度地发挥代言人形象对消费者评价的影响。
独创性/价值
品牌代言人的运动感知是品牌个性认知的重要组成部分。营销人员应考虑代言人性格动力与品牌个性之间的匹配如何影响消费者对品牌的评价。
Purpose
The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency.
Design/methodology/approach
Two experiments were conducted to test the hypotheses. Study 1 establishes the interaction effect between evoked spokes-character dynamism and brand personality on brand trust and examines the mediating role of processing fluency. By introducing a control group and using purchase intention as the dependent variable, Study 2 further extends the results of Study 1.
Findings
The results of Studies 1 and 2 show that for sincere brands, spokes-characters with high dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with low dynamic imagery. However, for competent brands, spokes-characters with low dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with high dynamic imagery. In addition, processing fluency mediates the interaction effect between evoked spokes-character dynamism and brand personality on consumers’ evaluation.
Research limitations/implications
The studies considered only one method, “frozen motion,” to evoke perceived movement. Further studies using other methods are needed to allow for generalization.
Practical implications
The discerning use of dynamic imagery in spokes-character design involving advertisements may aid marketers in maximizing spokes-characters’ effect on consumers’ evaluation.
Originality/value
The perceived movement of spokes-characters is integrated into the cognition of brand personality. Marketers should take into account how the match between spokes-character dynamism and brand personality may influence consumers’ evaluation of the brand.
影响因子：
7.6
作者：
P. Winkielman;J. Cacioppo
通讯作者：
P. Winkielman;J. Cacioppo
对代表性势头的概念影响。
DOI：
10.1037//0096-1523.22.4.839
发表时间：
1996
期刊：
Journal of experimental psychology. Human perception and performance
影响因子：
--
作者：
Reed,CL;Vinson,NG
通讯作者：
Vinson,NG