摘要
选用代言人是企业塑造品牌形象的有效手段。长期以来,企业多选用真实明星作为品牌代言人。然而随着信息技术的发展,虚拟明星作为代言人新形式进入品牌代言领域。那么企业应该如何在两类代言人之间进行选择?本研究聚焦于企业推出新产品这个选用代言人的最普遍场景,探究不同产品创新类型——突破式创新产品和渐进式创新产品对品牌代言人选择的影响。基于加工流畅度理论和语义激活扩散理论,本研究提出并验证代言人类型与产品创新类型对消费者的品牌态度存在交互作用:虚拟明星代言人有助于提高消费者对突破式创新产品的购买意愿;真实明星代言人有助于提高消费者对渐进式创新产品的购买意愿;加工流畅度在上述交互作用中具有中介效应。
The choice of spokesperson is an effective approach for firms to establish their brand image. In the long run, firms employ celebrities as spokespersons. However, with the development of information technology, virtual celebrities enter this field as a new form. Then, how should firms make the choice between the real and virtual celebrities as brand spokespersons? This paper focuses on one universal context of firms choosing brand spokespersons for their new products, to explore different products’ innovation type-radical new products and incremental new products-on the choice of brand spokesperson.Based on the processing fluency theory and the semantic spreading activation theory, this paper explains how firms choose brand spokespersons for different types of new products. We propose that the image of brand spokesperson should match with the expected image of the new product so as to build a brand image. According to the semantic spreading activation theory, when the psychological semantics inspired by new products match the psychological semantics inspired by spokespersons, they lead to a high degree of matching of semantic associations, thus improving the fluency of consumers’ processing of brand information. Otherwise, it will reduce the processing fluency of consumers. Based on this, this paper puts forward that there is interaction between spokesperson types and product innovation types on consumers’ brand attitude, that is, virtual celebrity spokespersons help to improve consumers’ willingness to buy radical new products;real celebrity spokespersons help to improve consumers’ willingness to buy incremental new products;and processing fluency has a mediating effect in the above interaction.We conduct four experiments to test the above hypotheses. Experiment 1 aims to investigate the interactive impact of new product type and brand spokesperson on purchase intention for the new product. The results indicate that when a radical new product employs a virtual celebrity spokesperson, and when an increm
作者
朱华伟
苏羽
冯靖元
Zhu Huawei;Su Yu;Feng Jingyuan(Economics and Management School,Wuhan University)
出处
《南开管理评论》
CSSCI
北大核心
2022年第6期118-127,158,I0025,I0026,共13页
Nankai Business Review
基金
国家自然科学基金项目(71872138、72172109)
武汉大学自主科研项目(人文社会科学)
中央高校基本科研业务费专项资金项目资助
