代言明星负面行为对品牌态度的影响研究——基于感知道德评价的视角

发布时间：2018-06-22 13:00

  本文选题：违情行为 + 违法行为　； 参考：《北京社会科学》2016年09期

【摘要】：明星负面行为层出不穷,需要研究代言明星违情和违法的负面行为对感知道德评价以及品牌态度的影响,为企业选择明星代言人的决策提供一定的理论指导。通过实验研究发现:第一,相比"违法行为",代言明星的"违情行为"会导致更低的感知道德评价;第二,社会公众对代言明星负面行为的感知归因会对感知道德评价产生显著影响;第三,对于实用品或享乐品,当对代言明星的感知道德评价下降时,都会危害代言产品的品牌态度。
[Abstract]:The negative behavior of star appears in endlessly, it is necessary to study the influence of the negative behavior of endorsing star and illegal behavior on perceived moral evaluation and brand attitude, and to provide certain theoretical guidance for enterprises to choose star spokesman. Through the experimental research, we find that: first, compared with "illegal behavior", endorsing star's "illegal behavior" will lead to lower perceived moral evaluation; second, The perceived attribution of the negative behavior of the endorsement star will have a significant impact on the perceived moral evaluation. Thirdly, for the utility or hedonic product, when the perceived moral evaluation of the endorsement star drops, it will harm the brand attitude of the endorsement product.
【作者单位】： 厦门大学管理学院;广东外语外贸大学南国商学院;
【分类号】：B82-05
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本文编号：2052914