The magic of one person: The effect of the number of endorsers on brand attitude
The magic of one person: The effect of the number of endorsers on brand attitude
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DOI：
10.3724/sp.j.1041.2020.00371
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发表时间：
2020
影响因子：
1.5
通讯作者：
Liu Jiani;Zhang Yishi;Wei Haiying
中科院分区：
文献类型：
--
作者：
Liu Jiani;Zhang Yishi;Wei Haiying
研究发现，面对由一位名人代言的品牌，消费者的品牌态度比面对由多位名人代言的品牌更高。具体而言，与多个代言人相比，一个代言人可以增强消费者与品牌的联系感，从而提高品牌态度。对于非状态信号产品，一个背书人和多个背书人之间的相对差异将被衰减。同时，这些影响也有限制条件。当多个背书人是一个整体时，其中一个背书人的上级将被颠倒。这些发现为代言、人数和自我品牌联系提供了新的见解，同时表明公司在考虑适当的代言后必须仔细考虑名人的数量。
Our investigation suggests that consumer facing a brand endorsed by one celebrity have greater brand attitude than those facing a brand endorsed by multiple celebrities. Specifically, compared to multiple endorsers, one endorser can enhance consumers’ feeling of connecting with the brand, which in turn increase brand attitudes. For non-status-signaling products, the relative difference between one endorser and multiple endorsers would be attenuated. At the same time, there are qualifications on these effects. When multiple endorsers are a whole, the superior of one endorser would be reversed. These findings offer novel insights on endorsing, number of people, and self-brand connection, while suggesting that companies must carefully consider the number of celebrities in the wake of considering the appropriate endorsement.