What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution
What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution
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哪些因素影响明星代言的效果？
DOI：
10.1080/13527266.2017.1367955
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发表时间：
2018
影响因子：
--
通讯作者：
Namhyun Um
中科院分区：
文献类型：
--
作者：
Namhyun Um
摘要本研究以一致性理论、认同理论和归因理论为基础，探讨名人代言的效果。该研究提出，名人代言的有效性可能受到以下三个因素的影响：名人代言人与被代言品牌/产品之间的一致性，对名人代言人的认同，以及消费者的归因风格（即，内部与外部）。为了验证所提出的假设，本研究采用2 × 2 × 2被试间析因设计。共有317名大学生参加了这项研究，以换取课程学分。研究结果显示，一致性、认同感与消费者的归因型态，确实会影响消费者对广告、品牌或购买意愿的态度。研究还发现，一致性（低一致性和高一致性）与归因风格（内部归因和外部归因）之间存在一定的关系。理论和实践的影响进行了讨论。
ABSTRACT This study draws upon congruence theory, identification theory, and attribution theory as a means of examining how celebrity endorsement works. The study proposes that the effectiveness of celebrity endorsement may be influenced by the following three factors: congruence between a celebrity endorser and endorsed brand/product, identification with a celebrity endorser, and consumers’ attribution styles (i.e., internal vs. external). To test the proposed hypotheses, the study employs a 2 × 2 × 2 between-subject factorial design. A total of 317 college students participated in the study in return for course credits. The study findings suggest that congruence, identification, and consumers’ attribution styles indeed have impacts on consumers’ attitude toward ad, brand, or purchase intention. The study also finds that there is a relationship between congruence (low vs. high congruence) and attribution styles (internal vs. external). Theoretical and practical implications are discussed.