名人代言中的组合效应研究—基于拟社会互动关系视角

In brand marketing it has become a common tactic that firms invest significant money to align their brands or products with celebrity endorser. In the endorsement advertising of brands or products by celebrities it has become an irreversible trend that either some celebrities become endorser for several brands or a specific brand is endorsed by different spokesperson,some have achieved good results,but,others are market unrewarding.Questions which often confuse practitioners and researchers of marketing are as follows: how dilution or enhancement effects would happen to the multiple brands endorsed by a celebrity or the multiple celebrities who endorse one brand together? etc.Existing research indicates that celebrity endorsement portfolio has the effect of dilution (multiple brands portfolio) or enhancement (multiple celebrities portfolio) monotonically, however, this study infers that the effect of celebrity endorsement portfolio is nonlinear and adjustable based on a new theoretical perspective of para-social interaction relationship from the social psychology. By a series of consumers experiments, in which the consumer subjects are given different portfolioes of celebrity endorsement as the clues of stimulations (multi-brand endorsement, exclusive endorsement, multi-celebrity endorsement), this study aims to test its machanism process of impact assessment on the celebrity endorsement portfolioes. Firstly, this study verifies the portfolio scales effects of the celebrity endorsement and its application boundary of theory; Secondly, it focuses on how the different characteristics of the endorsement brand portfolio (similarity of brands) or endorsement celebrity portfolio (match-up of celebrities) affect consumers perception evaluation of the celebrity endorsement portfolio empirically; Finally, it tests the impact of adjustment mechanism on the celebrity endorsement portfolio in terms of how the consumers perception evaluation of endorsement portfolio or of its characteristics(similarity, match-up) moderated by individual consumers' characteristics(celebrity worship, consumer involvement).This study brings a new perspective of celebrity endorsement to explore the different effects of the multiple brands or multiple celebrities endorsement by a celebrity or a brand , revises or advances the theory of celebrity endorsement portfolio effect, deepens theoretical research about celebrity endorsement, and provids strategic marketing theory and practice on how to choose fit brands to do multiple brands portfolio endorsement for celebrity or its advertising agence and how to choose appropriate celebrities or stars scientifically and effectively as the image spokesperson for companies of brand as well.

与现有研究认为名人组合代言具有单调递减（多品牌）或递增（多名人）效应不同，本项目试图从社会心理学拟社会互动关系（粉丝Fans、名人崇拜、社会一致性等）视角入手，在前人和申请者前期探索性研究基础上，推断出名人组合代言效应是非线性和可调节的。通过系列消费者实验，让消费者接受不同的名人代言组合刺激线索（品牌组合、名人组合、独家），检验其对消费者的代言评价影响；验证名人代言组合规模效应及其理论边界；实证检验名人代言组合特征（品牌组合相似性、名人组合匹配度）对代言组合规模效应的影响；测试消费者个体特质（名人崇拜、消费者涉入）对名人组合代言影响的调节机制。本研究的理论贡献在于检验名人代言组合规模的影响效应；解构名人代言组合特征对组合代言影响的因素；揭示消费者深层个体特质对名人组合代言影响的调节机制；实践上，本研究将为企业（品牌商、名人或广告商）科学有效地选择恰当的名人或品牌进行组合代言，提供战略借鉴。

在广告实践中，一位名人同时为多个品牌代言，或者多位名人同时为某一品牌“联合代言”等这类组合代言现象，已经非常普遍。然而，通过对现有文献的深入研究后发现，理论界对名人组合代言效果的研究结论存在一些争议。有研究认为名人多品牌代言具有稀释效应，即代言的品牌数量越多，消费者的感知态度评价就越低（Tripp,1994），也有持相反观点的研究(Nam–Hyun Um, 2008)。在多名人组合代言情境中，究竟增加代言人的规模会带来什么样的影响？同样存在不同的观点（Tripp 1990 vs Nam-Hyun Um2008）。那么是独家代言好？还是代言品牌多多益善？亦或是代言人越多越好？有必要进行比较深入地探讨两类组合代言形式各自的影响因素、作用条件边界及其影响机制问题。. 本项目主要研究了名人代言组合的两种常见形式（代言多品牌组合VS多名人代言组合）及其影响效应机制问题的分析。我们的一项前期研究结论发现，消费者对名人多品牌/产品组合代言的影响评价并非呈简单的线性关系，而是随着名人代言品牌规模的逐渐增大先提升，然后下降，大致成倒“U”型曲线状态（何浏和王海忠等2010, 2011）。同时还发现，品牌组合相似性特征对消费者感知评价有强化效应，代言组合相似性和代言规模对消费者的代言评价影响具有交互作用;消费者对品牌组合代言评价的影响还受到名人崇拜水平的调节（何浏2013，何浏，王海忠2014）。最近的一项重要会议研究报告发现，在多名人组合代言情形下，代言人组合规模对消费者的组合代言感知评价有影响；名人组合代言规模对消费者的感知评价同样也呈现出倒“U”型非线性影响。消费者的名人组合形象匹配度感知对名人组合代言规模的评价影响有调节作用，消费者涉入度对上述多名人组合规模及组合特征的代言评价影响具有再调节作用（何浏，吴洪应等2016）。项目进展中还发现了一些更为有趣的组合代言新形式（何浏，吴洪应等2014）。. 本项目研究成果为名人代言广告领域的理论创新贡献了新知，同时为各类企业如何进行科学的品牌代言活动提供了有益借鉴。