“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

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冉雅璇¹, 刘佳妮¹, 张逸石²(

), 卫海英³

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(

), WEI Haiying³

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:2020-01-18
Contact: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)

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。)

图2Bootstrapping中介分析注：路径系数后的ns表示p > 0.05, ***表示p < 0.001。

图3实验2实验材料

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。)

图5品牌代言人数与先验自我-品牌联结的交互作用

图6实验3实验材料…

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