Celebrity Endorsements and Brand Personality
Celebrity Endorsements and Brand Personality
复制标题
名人代言和品牌个性
DOI：
10.2139/ssrn.2124619
复制
发表时间：
2009
期刊：
影响因子：
--
通讯作者：
Y. Moorthi
中科院分区：
文献类型：
--
作者：
Subhadip Roy;Y. Moorthi
名人代言是市场营销中一个高度研究的领域。它植根于心理学和沟通的来源可信度（Hovland和韦斯，1952年; McCroskey和Young，1981年），自70年代早期研究以来，它已经走过了很长的路（Friedman，et al.，1976; Kamen et al.，1975年）。研究人员深入研究了名人代言的各种问题，如名人的来源可信度，名人品牌一致性和意义转移模型（麦克拉肯，1989）。品牌个性的研究相对较新。Aaker和Fournier（1995）、Aaker（1997）和Ourgee（1998）的研究引起了人们的兴趣，最终导致Aaker（1997）构建了品牌个性量表。然而，即使在一致性研究中，也没有研究者探讨名人人格对品牌人格的影响。在本文中，我们试图解决的问题，名人个性影响品牌个性。基于实证研究，我们试图找出是否存在相同的人格维度的名人和品牌代言分别。接着，我们试图了解名人人格是否具有品牌人格效应。这项研究因其新奇的思想而被认为会引起研究兴趣。
Celebrity endorsement is a highly researched field in marketing. Having its roots in psychology and the source credibility of communication (Hovland and Weiss, 1952; McCroskey and Young, 1981) it has come up a long way since the early research was done in the seventies (Friedman, et aI., 1976; Kamen et aI., 1975). Researchers have delved into various issues of celebrity endorsements such as source credibility of the celebrity, celebrity-brand congruence and meaning transfer model (McCracken, 1989). Research in Brand Personality is relatively new. The works of Aaker and Fournier (1995), Aaker (1997) and Ourgee (1998) initiated the interest which ultimately resulted in the construction of a Brand Personality Scale by Aaker (1997). However, researchers have not looked into the issue of Celebrity Personality affecting the Brand Personality even in congruence studies. In this paper we try to address the issue of celebrity personality affecting brand personality. Based on an empirical study, we try to find out whether the same personality dimensions exist for the celebrity and the brand endorsed respectively. Following which we have tried to see whether celebrity personality has an effect of brand personality. The study is supposed to generate research interest because of its novelty of idea.
影响因子：
7.2
作者：
Grant Mccracken
通讯作者：
Grant Mccracken
麦格劳·希尔
DOI：
--
发表时间：
2008
期刊：
影响因子：
--
作者：
K. Rinsaka;K. Shibata and T. Dohi;K.Nakade and M.Hiraiwa;H. Okamura;K. Rinsaka;S.-H. Shu and T. Dohi (eds.)
通讯作者：
S.-H. Shu and T. Dohi (eds.)