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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:19779
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。
Trustworthiness and expertise have each traditionally been associated with source credibility, with expertise generally identified as the more important dimension (Homer & Kahle 1990). But this quantitative synthesis revealed trustworthiness was the second most important predictive construct. Trustworthiness typically includes the items trustworthy, dependable, honest, reliable and sincere (Ohanian 1991). Moreover, in an advertising context, trustworthiness refers to the honesty, integrity and believability of a celebrity endorser (Erdogan 1999). Morgan and Hunt (1994, p. 23) conceptualised trust as 'confidence in an exchange partner's reliability and integrity'. These conceptualisations imply that the trustworthiness construct should proxy the confidence consumers have in the reliability and integrity of a given source. Celebrity trustworthiness certainly represents a critical issue for advertisers.
One viable, and managerially relevant, explanation for the significance of trustworthiness may ensue from the continuing shift in the emphasis of marketing practice away from a sales orientation and towards a customer relationship management orientation. Among the studies investigated in this meta-analysis, 75% were published between 1990 and 2005 – essentially the height of the CRM movement. In the emerging marketing environment, few should be surprised that celebrity endorser trustworthiness was revealed to play so important a role.
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