“一”人代言的魅力：品牌代言人数如何影响消费者的品牌态度

有的品牌仅邀请一位名人代言, 而有的品牌由多位名人代言, 那么一人代言还是多人代言会更有效?为了回答该问题, 研究基于形象转移视角和单人积极偏差, 深入探究了品牌代言人数因素(一位代言人vs.多位代言人)对品牌态度的影响机制和边界条件。研究发现：相比品牌多人代言, 品牌单人代言使消费者的品牌态度更高。原因在于消费者与一位(vs.多位)品牌代言人的自我-品牌联结更紧密, 进而促进品牌态度。该品牌代言人效应仅局限于象征型产品, 而对于非身份象征型产品, 品牌单人代言(vs.品牌多人代言)对品牌态度无显著差异。此外, 当多位品牌代言人为一个团体时, 品牌代言人数效应将被逆转, 即品牌多人代言(vs.品牌单人代言)对品牌态度的影响更高。     

The Situational Impact of Brand Image Beliefs

This study experimentally examines some situational influences on the formation and consequences of two brand image beliefs, pertaining to fun and sophistication (classiness). It tests McCracken's (1986) meaning transfer mechanisms and establishes that nonverbalized personality associations of celebrity endorsers on these dimensions can indeed reinforce equivalent consumer beliefs about a brand's fun and classiness benefits. However, this occurs only if a social consumption context is evoked, and only if the brand image beliefs are appropriate to the consumer schema for the product category involved. Moreover, under these facilitating conditions, such ad‐created brand image beliefs have an impact only on brand purchase intentions and not on brand attitudes. Results have implications for the growing literature on different types of brand imagery associations, as well as for future research on the processing of nonverbal stimuli, the measurement of nonfunctional brand beliefs, and consumer inference processes.     

Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation

This research aims to explore the impacts of ad metaphors and goal orientation on the relationship between brand commitment and attitudes toward the competitor brands. Results show that prevention‐focused consumers with high brand commitment do not exhibit differentially favorable attitudes toward the competitor brands, regardless of ad metaphors. In contrast, prevention‐focused consumers with low brand commitment exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads. Moreover, promotion‐focused consumers exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads, regardless of brand commitment.     

国别属性重要吗？代言人与广告效果关系研究的新视角

随着全球市场的形成, 一些中国企业开始选取外国明星作为产品的代言人, 目的是希望借外籍代言人提升品牌的吸引力, 获得消费者的喜爱与购买。与此同时, 一些跨国企业也开始使用中国明星为其产品代言, 以期通过“本土化”加强消费者对品牌的认同, 从而最终接受这一品牌。然而, 这种做法是否令消费者认可和接受, 其广告效果到底如何还是未知数。从目前来看, 这一作法既缺乏理论论证也缺乏实践的检验。根据代言人匹配假说, 作者认为代言人国别属性与产品国别色彩的一致性对广告效果也具有重要的影响。通过3(中、外、无国别特色产品)×2(功能性产品、享乐性产品)×2(中、外代言人)的实验设计, 验证了代言人与产品国别一致性作为调节变量对代言人特征与广告效果关系具有正向的影响, 即当代言人国别属性与产品国别色彩一致时, 广告效果明显优于不一致的情形。对于中国特色产品, 中国代言人的广告效果更好, 而对于外国文化色彩以及无国别色彩的产品, 外国代言人的广告效果要明显高于中国代言人。     

品牌熟悉对广告过程中品牌态度改变的影响

文章通过分析广告前后被试者品牌态度的变化,研究了在不同的广告态度和信息相关度条件下被试者品牌熟悉程度对品牌态度变化的影响。结果显示品牌熟悉程度对品牌态度变化的调节作用并非单向的,而是与广告态度和信息相关度交互产生作用的。当被试者不熟悉品牌且有正面的广告态度时或当被试者不熟悉品牌且信息相关度较低时广告才能产生说服效果,进而使被试者的品牌态度发生改变。     

Packaging of healthy and unhealthy food products for children and parents: The relative influence of licensed characters and brand names

• Using a sample of 43 7–8‐year olds and their parents, we examined the extent to which children's judgments about food products are influenced by the same factors as their parents'. The factors manipulated were healthiness of product, brand name familiarity, and use of licensed cartoon characters (children) or celebrity endorsers (parents). Brand name familiarity was a more important factor than familiar cartoon characters or celebrity endorsers on food product evaluations. Parents and girls but not boys rated healthy products higher than unhealthy ones (e.g., breakfast cereal vs. pastries). However, parents placed greater weight on healthiness when choosing products for themselves than when choosing for their children. Discussion focuses on the promotion of healthy eating habits in children.

Copyright © 2010 John Wiley & Sons, Ltd.     

The impact of banners on digital television: the role of program interactivity and product involvement

In a sample of 281 respondents, the effect of a noninteractive and a medium-interactive television program on recall and brand attitudes for low- and high-involvement products advertised in banners during these programs was investigated. Medium-interactive programs resulted in less product and brand recall and recognition of brands in embedded banner advertisements, but generated more positive brand attitudes than noninteractive programs. These effects were more outspoken for a high-involvement product than for a low-involvement product. The impact of perceived program interactivity on brand attitude is fully mediated program valence and involvement for low-involvement products, but not for high-involvement products, for which perceived program interactivity had a direct impact on brand attitude.     

Consideration Set Overvaluation: When Impossibly Favorable Ratings of a Set of Brands Are Observed

Consumers often focus on the characteristics of one brand and consider insufficiently the characteristics of other brands. Singular evaluation processes often result in judgments of a focal brand that are more extreme than warranted. This research investigates the extent to which this extremity effect generalizes to a consideration set consisting of multiple brands. Three experiments show that a set of favorably regarded brands is perceived as more favorable than would be possible if the salience manipulation had no effect. In Experiment 1, participants overestimated the likelihood that the best brand in the market was included in the presented set. In Experiment 2, the average rank assigned to the brands in the presented set was inflated. Extreme judgments were observed regardless of whether the focal set of brands was offered by a specialty store with a high‐quality reputation or by a general merchandise store with a low‐quality reputation. In Experiment 3, extreme intentions to buy now from the focal store were reduced when a comparative (vs. singular) judgment task was performed, but only when the need for cognitive closure was low as opposed to high. The results suggest that singular evaluation processes lead to consideration set overvaluation regardless of which particular favorably regarded brands happen to be included in the set.     

How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands

The influence of celebrity spokespersons has largely been examined using source models from the communication literature that feature explicit persuasive messages. Alternatively, theorizing by McCracken (1989) offers a more comprehensive explanation based on meaning transfer. Our research elaborates McCracken's model by investigating a cognitive process underlying meaning transfer. Evaluative conditioning procedures are used as the tool to expose this process. To assess celebrity influence as it may operate in the marketplace, well-known brands and well-known celebrities are featured. The results support, at the individual level, McCracken's theoretical axiom concerning meaning transfer from celebrity affiliate to brand.     

The Role of Brand Familiarity in Internal Reference Price Formation: An Accessibility-Diagnosticity Perspective

Very little research focused on the process by which internal reference prices are formed and used by consumers making price judgments. The accessibility-diagnosticity model is proposed as a parsimonious theoretical framework that resolves some conflicts in prior research and provides a foundation for future research on internal reference prices. This model is used to evaluate the role of brand familiarity and involvement on the formation and use of internal reference price standards. Empirical results show that (1) involvement is a better predictor of confidence in internal reference prices than brand familiarity, and (2) in forming internal reference price estimates, the offering price is discounted more for unfamiliar brands than familiar brands, but only when involvement is low. When involvement is high, the effect of brand familiarity on reference price estimates disappears. Implications for future research on internal reference price effects and for promotion practice are discussed.     

Repetition and agreement with opposing arguments: A delayed action effect

If exposure to two arguments supporting opposing conclusions establishes two memory traces that influence attitudes, repetition of one of the arguments should produce a delayed action effect. In a computer-controlled experiment, subjects read a large number of arguments about fictitious brands of consumer products from a T.V. screen. They rated each brand immediately after reading about it and again after spending 10 min reading messages about other brands. In the critical conditions of the experiment, two arguments were presented about each brand. One described a good quality of the product (e.g., excellent durability); the other described a bad quality (e.g., below-average efficiency). Subjects read one of the opposing arguments concerning each brand repeatedly and studied the repeated arguments for memory tests. As predicted, repetition and studying affected ratings on the delayed post-test, but not on the immediate post-test. Specifically, attitudes shifted over the delay toward agreement with the repeated arguments, supporting the idea that the persistence of attitudes depends on more than one memory trace.     

合作还是冲突?组合代言中代言人关系类型对广告效果的影响

在营销实践中,多位代言人同时出现在一则广告中的组合代言广告日益增多,却很少有研究关注。本文探究了组合代言中代言人关系类型(合作型组合代言vs.冲突型组合代言)对广告效果的影响。研究发现,相对于合作型组合代言,冲突型组合代言会产生更好的广告效果;这种作用是通过消费者感知到的广告生动性所中介的;消费者的情感强度可以调节这种作用,对于情感强度较高的消费者,冲突型组合代言能产生更好的广告效果,而对于情感强度较低的消费者没有显著影响;此外,代言人之间的差异程度也可以起到调节作用,即当消费者对组合代言中代言人们的评价相差较小时,冲突型组合代言能提升广告效果,当对代言人们的评价相差较大时,则没有显著的促进作用。文章还对这些发现的理论贡献、营销启示和未来研究方向进行了讨论。     

Facial width-to-height ratio and celebrity endorsements

This study hypothesized that the facial WHR of celebrity endorsers is associated with their endorsement income. Our sample consisted of the top 100 male and female celebrity endorsers (male = 50 and female = 50) in Seoul. The average annual total endorsement income of celebrity endorsers in 2012 was $1,691,924 for male endorsers and $1,684,474 for female endorsers. A statistical analysis demonstrated a significant negative correlation between celebrity endorsers’ facial WHR and their endorsement income in 2012 among male (r = −.390, p = .007, n = 47) but not among female (r = .166, p = . 248, n = 50) endorsers. Our findings imply that males with narrower faces are more popular among the media as well as among advertisers. Our study is the first to explore the relationship between physical features, such as facial WHR and monetary income in the entertainment industry.     

品牌负面事件的溢出效应及影响因素述评

文章通过对品牌负面事件溢出效应文献的系统梳理,提出了目前研究主要从品牌组合或品牌联盟内部、竞争品牌或品类、品牌原产国及该国其他品牌三个视角出发展开,并据此详细解读了基于这三种视角的溢出效应的影响因素。文章还进一步对溢出效应的产生机制以及应对策略相关文献加以述评,进而提出未来研究的发展方向。     

Patterns of buyer behavior and brand metrics in a “high loyalty” category: Liquor

This study examines behavioral brand loyalty in a category that, based on industry evidence, is expected to exhibit high loyalty: liquor (distilled spirits). The study aims to extend knowledge of the factors that underlie behavioral loyalty, including brand characteristics of price level and promotion incidence, and buyer characteristics of age and income. Drawing on theory and evidence relating to prospect theory, the “smart shopper” concept, as well as literature pertaining to age and loyalty, we develop a series of hypotheses and test them using extensive consumer panel purchasing data for US households. The analysis confirms that liquor is indeed a high loyalty category in the context of consumer goods, evidenced via high share of category requirements (SCR). The study also identifies that liquor brands follow the double jeopardy pattern, whereby larger-share brands enjoy somewhat higher loyalty, and that exceptions—brands with unusually high or low volume loyalty for their size—are related to high volume purchased per occasion. In turn, there is a strong negative association between brand price and high average volume purchased per occasion (i.e., cheaper brands are bought in larger quantity or volume than expensive ones). The study also finds that brands with a low price tend to be particularly attractive to low-income households, and that, in turn, low-income households exhibit higher brand loyalty. These new findings contribute to the literature on brand loyalty and the links between loyalty, brand characteristics, and demographics.     

Did They Earn It? Observing Unearned Luxury Consumption Decreases Brand Attitude When Observers Value Fairness

People frequently observe others’ consumption, making inferences about both the consumer and the consumed brands. Although these observations are often beneficial for brands, this research demonstrates that observing luxury brand consumers whose consumption arose from unearned (vs. earned) financial resources reduces observers’ brand attitudes when observers place a high value on fairness. When fairness values are high, observers do not perceive luxury brand consumers who use unearned (vs. earned) consumption resources as prestigious, and in turn, lower prestige perceptions adversely affect observers’ brand evaluations for luxury brands. Consistent with our theorizing regarding the signaling of prestige, the joint effect of consumers’ consumption resources and observers’ fairness values on observers’ brand attitudes does not hold for nonluxury brands, which are not associated with prestige and thereby are not denigrated when the consumer is not perceived as prestigious. This research sheds light on the role of moral values in marketplace judgments of luxury consumption and brand attitude by considering the influence of consumption resources on observers’ judgments.     

品牌个性与消费者自我概念的一致性及其对品牌忠诚的影响

品牌个性与消费者自概念的一致性是指消费者在进行品牌选择时,倾向于选择那些品牌个性与其自我概念一致的品牌。品牌个性与自我概念的一致性对消费者的品牌忠诚具有积极的影响。许多研究都证实了这一点。本文主要对品牌个性与消费者自我概念的一致性对品牌偏好的影响做了简要的概述,对并对其未来研究方向进行了展望。     

Reconnecting with the past in social media: The moderating role of social influence in nostalgia marketing on Pinterest

Nostalgia marketing practices in social media help brands link consumers with happier times from the past. A randomized 2 (evoked nostalgia: high vs. low) × 2 (social influence: high vs. low) between‐subjects factorial design experiment was conducted to examine the effects of nostalgia and social influence on consumers' judgments in the brand management context of Pinterest boards. The results revealed the strong main effect of evoked nostalgia on consumers' attitudes toward the Pinterest board and the brand, purchase intention, willingness to pass along branded pins, and brand–consumer relationship quality. Furthermore, this study discovered the significant moderating role of social influence for all dependent measures. Strongly (vs. weakly) evoked nostalgia generated more favorable responses only when social influence was high. In contrast, there were no significant differences between strongly and weakly evoked nostalgia when social influence was low. Theoretical contributions to the nostalgia literature and managerial implications for social media marketing are discussed.     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。     

萌萌哒还是古灵精怪?奢侈品品牌可爱风格对消费者偏好的影响

奢侈品品牌热衷于使用可爱风格与消费者进行互动。本文以理想自我理论为基础,通过4个实验探索奢侈品品牌可爱风格类型对消费者偏好的影响机制和边界条件。实验1表明奢侈品品牌的可爱风格(婴儿图式/古灵精怪)会显著地影响消费者的品牌偏好,验证了主效应的因果链模型。实验2进一步明确了主效应的边界,结果表明品牌可爱风格对消费者偏好的影响只在奢侈品品牌的情境下才存在。实验3探索了自我监控水平对主效应的调节作用,发现对于低自我监控的个体,奢侈品品牌的可爱风格难以有效地影响品牌偏好。实验4分析了个体发展阶段对主效应的调节作用,结果表明对于成年期个体,古灵精怪可爱风格比婴儿图式可爱风格更能提高个体的奢侈品品牌偏好,对于童年期个体,婴儿图式可爱风格比古灵精怪可爱风格更易获得青睐。