![](http://journal.psych.ac.cn/xlxb/images/email.png)
1 中南财经政法大学工商管理学院, 武汉 430073
2 武汉理工大学管理学院, 武汉 430070
3 暨南大学管理学院, 广州 510632
收稿日期:
2019-02-27出版日期:
2020-03-25发布日期:
2020-01-18通讯作者:
张逸石E-mail:yszhang@whut.edu.cn基金资助:
* 国家自然科学基金(71802192);国家自然科学基金(71702066);国家自然科学基金(71772077);教育部人文社科基金资助(18YJC630137)The magic of one person: The effect of the number of endorsers on brand attitude
RAN Yaxuan1, LIU Jiani1, ZHANG Yishi2(![](http://journal.psych.ac.cn/xlxb/images/email.png)
1 School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China
2 School of Management, Wuhan University of Technology, Wuhan 430070, China
3 School of Management, Jinan University, Guangzhou 510632, China
Received:
2019-02-27Online:
2020-03-25Published:
2020-01-18Contact:
ZHANG Yishi E-mail:yszhang@whut.edu.cn摘要/Abstract
摘要: 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。
图/表 7
表1预实验描述性数据结果
品牌 | 风格专一性 | 风格多元性 | 适合某一类人 | 适合不同的人 | 代表人格数量 |
---|---|---|---|---|---|
TP Shop (五人) | 3.75 (1.25) | 5.00 (1.33) | 4.13 (1.29) | 5.68 (0.94) | 4.96 (1.21) |
Caring More (两人) | 2.83 (1.07) | 5.13 (0.92) | 4.42 (1.35) | 5.02 (1.19) | 5.32 (0.95) |
J. Estina (单人) | 4.66 (1.37) | 3.45 (1.31) | 5.13 (1.08) | 3.79 (1.36) | 3.53 (1.23) |
TeWise (单人) | 5.66 (1.04) | 2.75 (1.16) | 5.96 (1.00) | 3.15 (1.34) | 2.47 (1.28) |
表1预实验描述性数据结果
品牌 | 风格专一性 | 风格多元性 | 适合某一类人 | 适合不同的人 | 代表人格数量 |
---|---|---|---|---|---|
TP Shop (五人) | 3.75 (1.25) | 5.00 (1.33) | 4.13 (1.29) | 5.68 (0.94) | 4.96 (1.21) |
Caring More (两人) | 2.83 (1.07) | 5.13 (0.92) | 4.42 (1.35) | 5.02 (1.19) | 5.32 (0.95) |
J. Estina (单人) | 4.66 (1.37) | 3.45 (1.31) | 5.13 (1.08) | 3.79 (1.36) | 3.53 (1.23) |
TeWise (单人) | 5.66 (1.04) | 2.75 (1.16) | 5.96 (1.00) | 3.15 (1.34) | 2.47 (1.28) |
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_2.png)
图1实验1实验材料1 (1 实验材料依次为一人A、一人B、一人C、三人。)
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_2.png)
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_3.png)
图2Bootstrapping中介分析 注:路径系数后的ns表示p > 0.05, ***表示p < 0.001。
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_3.png)
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_4.png)
图3实验2实验材料
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_4.png)
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_5.png)
图4实验2流程示意图4 (4 多人代言组中4张广告图随机呈现。)
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_5.png)
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_6.png)
图5品牌代言人数与先验自我-品牌联结的交互作用
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_6.png)
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_7.png)
图6实验3实验材料…
![](http://journal.psych.ac.cn/xlxb/fileup/0439-755X/FIGURE/2020-52-3/Images/0439-755X-52-3-371/img_7.png)
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