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论文作者:www.51lunwen.org论文属性:学术文章 Scholarship Essay登出时间:2014-11-16编辑:Cinderella点击率:19781
论文字数:4576论文编号:org201411151746282631语种:英语 English地区:英国价格:免费论文
关键词:celebrity endorseradvertisement消费者名人代言广告
摘要:四分之一美国广告中使用名人代言。事实上,名人在代言中的作用最重要的不是增加盈利,而是一种意义的赋予过程。媒体为名人刻画了特定的社会角色形象,名人将其转移到商品和品牌身上。消费者的购物行为,一定程度上就是希望获得自己认同的价值意义。
Whenever a meta-analysis is conducted, source effects as well as interaction of those source effects with other substantive variables should be explored. This is important because the exploration invalidates one of the major criticisms associated with the technique. That criticism derives from the suggestion that meta-analyses are themselves limited because often only main effects are examined (Cooper & Hedges 1994). It is therefore important to include interaction effects as a potential moderator. If main effects and interaction effects significantly differ, researchers might reason that further exploration of celebrity endorser effectiveness is required in order to determine whether other moderators critically influence source effects (Wilson & Sherrell 1993). In pursuit of this objective, a fourth research question was examined:
Q4: How do interaction effects differ from main effects in celebrity endorsement source effects literature and what implications do these differences have for researchers?
Finally, as the existing literature associated with the effectiveness of celebrity endorsement is explored empirically, significant gaps in the literature that are not currently apparent may be revealed. The results of this meta-analysis should bring at least partial closure to what has been discovered in prior studies – in effect, tying extant findings together while providing a platform from which fruitful future research endeavours may be launched. The final research question driving this study was:
Q5: What potentially rewarding topic areas remain relatively under-explored in the current celebrity endorser literature?
CELEBRITY
ENDORSERS
A review of the literature revealed the following key predictors: (1) celebrity performance, (2) negative information, (3) celebrity credibility, (4) celebrity expertise, (5) celebrity trustworthiness, (6) celebrity attractiveness, (7) celebrity familiarity, (8) celebrity likeability, and (9) celebrity/product fit. Each predictor is examined below.
Celebrity Performance
In the context of this study, celebrity performance refers to the level of achievement a celebrity attains at any given time in their chosen profession. Performance could refer to the level of athletic performance, acting success, musical success, etc. of any given celebrity. This perceived level of performance may be enduring, as in the case of the Rolling Stones who have maintained a high level of rock and roll notoriety for decades, or fleeting, as in the case of one-hit-wonder Right-Said-Fred.
However, no guarantee exists that any celebrity can continuously produce 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。