發(fā)布時間：2018-10-24 22:53

【摘要】：21世紀(jì)是品牌競爭的時代,品牌競爭是一場認(rèn)知之戰(zhàn),而不是產(chǎn)品之戰(zhàn)。要想取得這場戰(zhàn)爭的勝利,必須掌管消費(fèi)者心智中的認(rèn)知,即在消費(fèi)者的心智中建立品牌。在這樣的經(jīng)濟(jì)環(huán)境中,許多企業(yè)選用廣告代言人進(jìn)行廣告宣傳提高品牌認(rèn)知。在廣告代言人的選擇上,企業(yè)成功和失敗并存。 品牌認(rèn)知是品牌資產(chǎn)的重要組成部分。然而通過文獻(xiàn)研究發(fā)現(xiàn),在品牌資產(chǎn)的相關(guān)研究中,對品牌認(rèn)知進(jìn)行獨(dú)立探討的研究還很少,同時廣告代言人的理論缺乏實(shí)證研究。因而,本文將通過實(shí)證研究探討廣告代言人對消費(fèi)者品牌認(rèn)知的影響。 首先本文從理論上闡釋廣告代言人、品牌認(rèn)知的相關(guān)概念和研究現(xiàn)狀,在前人研究理論和模型的基礎(chǔ)上提出本研究的模型及假設(shè)。廣告代言人從代言人的受眾認(rèn)知和代言雙方的匹配程度兩個維度進(jìn)行研究。消費(fèi)者品牌認(rèn)知的過程通過品牌資產(chǎn)的逐級建立來實(shí)現(xiàn)。因而確定品牌認(rèn)知的四個要素：品牌知名度、品牌美譽(yù)度、品牌聯(lián)想度及品牌忠誠度。 進(jìn)而,根據(jù)模型及假設(shè)進(jìn)行量表及問卷的設(shè)計(jì),并運(yùn)用SPSS17.0軟件對收集的數(shù)據(jù)進(jìn)行相關(guān)分析及回歸分析,得出廣告代言人對消費(fèi)者品牌認(rèn)知影響的結(jié)論。 最后,結(jié)合本研究結(jié)論,為企業(yè)選擇廣告代言人提出營銷建議。
[Abstract]:The 21st century is the era of brand competition, brand competition is a cognitive war, not the war of products. In order to win the war, we must control the cognition of the consumer's mind, that is, build brand in the consumer's mind. In such an economic environment, many enterprises choose advertising spokesmen to promote brand awareness. On the choice of advertisement spokesman, enterprise success and failure coexist. Brand recognition is an important part of brand equity. However, through the literature research, in the related research of brand equity, there are few independent research on brand cognition, and the theory of advertising spokesman is lack of empirical research. Therefore, this paper will explore the impact of advertising spokesmen on consumer brand awareness through empirical research. Firstly, this paper theoretically explains the concepts and research status of advertising spokesman, brand cognition, and puts forward the model and hypothesis of this study based on the previous research theories and models. The advertising spokesman is studied from two dimensions: the audience cognition of the spokesman and the matching degree of the endorser. The process of consumer brand cognition is realized by building brand equity step by step. Therefore, four elements of brand recognition are determined: brand awareness, brand reputation, brand association and brand loyalty. Then, according to the model and hypothesis, the scale and questionnaire are designed, and the correlation analysis and regression analysis of the collected data are carried out by using SPSS17.0 software, and the conclusion is drawn that the advertising spokesman has an impact on consumer brand cognition. Finally, combined with the conclusion of this study, marketing suggestions are put forward for enterprises to select advertising spokesmen.
【學(xué)位授予單位】：天津財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F274;F273.2

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本文編號：2292809