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品牌形象代言人的要素分析 被引量:1

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摘要 品牌代言人是品牌在目标消费者中建立品牌联想、促进购买行为的重要手段。使用品牌代言人正是利用了人性中偶像崇拜的本能,可以产生引导作用。一个好的形象代言人不仅要有足够良好的形象和足够大的影响力,更关键的是要能与品牌性格完美契合。精心创意的广告是联系代言人和品牌的纽带。
作者 凌彬
出处 《新闻世界》 2013年第9期164-165,共2页 News World
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