名人/产品匹配性及名人负面信息对代言效果的影响研究
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摘要
名人代言已经成为一种非常普遍的营销沟通策略。如何提升名人代言效果与防止产生负面代言效果是理论界与实践界普遍关心的重要问题。许多企业已经意识到名人代言决策中应考虑选择与其产品相匹配的代言人。然而,由于各方面的情况限制,他们不一定能够找到与其产品完全匹配的名人作为合作对象。在这种情况下,企业将如何做出更有利的决策?而且,中国市场上各类名人负面信息频繁出现于媒体中。这些名人负面信息对其代言品牌将产生怎样的影响?此外,在中国市场上还有许多上市公司也已经广泛采用名人代言策略。对于这些上市公司而言,名人代言合约的公布是否产生正面的股市绩效?名人/产品匹配性及其他因素对代言经济效果产生什么样的影响?名人负面信息会对合作公司的股市绩效带来什么样的影响?鉴于这些问题的重要性,论文考察了名人/产品匹配性与名人负面信息对代言效果的影响。本文结论对于名人代言研究领域的进一步发展和深入具有一定的理论价值,而且也将为企业名人代言相关决策的制定提供参考基础和指导。
首先,本文考察了名人/产品匹配性对代言心理效果的影响。在名人代言研究领域中,以往关于匹配假设的文献主要关注名人/产品匹配性对代言效果的影响,未曾结合不同细分市场的消费者特征深入分析。本文通过实验研究再次证实了匹配效应,即当名人与其代言产品专业匹配时,相比专业不匹配时,名人代言在品牌态度、购买意图等指标上被评价更有利。结果也表明,消费者思维方式对名人/产品匹配性感知及代言心理效果产生差异性的影响,即当名人代言与其专业不相关的产品时,整体思维的消费者比分析思维的消费者表现出更有利的匹配性感知、品牌态度与购买意图；当名人代言与其专业相关的产品时,整体思维的消费者与分析思维的消费者表现出相似的匹配性感知、品牌态度与购买意图。
其次,本文探析了名人负面信息对代言心理效果的影响。以往文献分别从联想学习、责任归属、国家文化、情感认知等不同视角研究该议题。本文首次基于搜寻匹配视角,综合名人代言人形象、负面信息类型与之前的态度确定性三个因素,全面探析名人负面信息的影响机制。结果表明,在消费者对名人的态度确定性较低的情况下,对于能力型名人,相比对于道德型名人,能力型负面信息导致更大的名人态度改变及品牌态度改变；对于道德型名人,相比对于能力型名人,道德型负面信息导致更大的名人态度改变及品牌态度改变；对于能力兼道德型名人,相比对于能力型名人,能力型负面信息导致更小的名人态度改变及品牌态度改变；对于能力兼道德型名人,相比对于道德型名人,道德型负面信息导致更小的名人态度改变及品牌态度改变。结果还表明,在消费者对名人的态度确定性较高的情况下,对于能力型名人,相比对于道德型名人,道德型负面信息导致更大的名人态度改变及品牌态度改变；对于道德型名人,相比对于能力型名人,能力型负面信息导致更大的名人态度改变及品牌态度改变；对于能力兼道德型名人,相比对于道德型名人,能力型负面信息导致更小的名人态度改变及品牌态度改变；相比对于能力型名人,能力型负面信息导致的名人态度改变及品牌态度改变无差异；对于能力兼道德型名人,相比对于能力型名人,道德型负面信息导致更小的名人态度改变及品牌态度改变；相比对于道德型名人,道德型负面信息导致的名人态度改变及品牌态度改变无差异。
其三,本文基于中国股票市场评估了名人／产品匹配性及其负面信息对代言经济效果的影响。以往名人代言领域的大多数研究是基于名人代言的心理效果展开的,较少关注经济效果的衡量的研究。特别是在中国市场名人代言的经济效果的分析方面还未见研究涉及。本研究首次基于中国股票市场,采用事件研究方法分别考察名人代言公布与名人负面信息对合作公司股市绩效的影响。结果表明,名人代言公布对合作公司股市绩效未产生显著的正面影响；而且,上市公司名人代言公布的股市异常收益与名人／产品匹配性呈现出显著的正相关关系,高技术公司名人代言策略比其他行业的上市公司的股市异常收益明显更低,以演员为代言人比其他职业的代言人所产生的股市绩效回报更低,上市公司市净率较高的上市公司采用名人代言策略所获得的股市异常收益更高。结果也表明,当名人代言人与合作公司联系强度较高时,名人负面信息会导致合作公司产生短期负面的股市异常收益；而且,名人代言人负面信息的股市异常收益与联系强度呈现显著的负相关关系。
Celebrity endorsements have been becoming a very popular strategy in marketing communication. How to improve endorsing effectiveness of celebrity and prevent negative endorsing effectiveness are the important questions that both theorital scholars and practical managers are concerned with. Many enterprises have realized that they should consider the match-up between endorser and product. However, due to the limit of all aspects of the situation, they cannot always cooperate with celebrities that are fit with their products. In this situation, how can enterprises make more favorable decisions? Furthermore, kinds of negative information about celebrity frequently emerge in media of China market.How will endorsed products be affected by these negative information? In addition, many listed companies in China have also taken celebrity endorsement as marketing strategy widely. For these companies, will contract of celebrity endorsement cause positive performance in equity market? How will endorsing effectiveness of economic be impacted by celebrity/product fit and other factors? In view of the importance of these questions, the article investigates the impact of celebrity/product fit and negative information about celebrity. The conclusions of article have certain theoretical values for the further development and thorough study, and provide reference basises and guidances for celebrity endorsement decisions of enterprises.
Firstly, the article exames the impact of celebrity/product fit on endorsing effctiveness of psychology. In the research area of celebrity endorsement, previous documents about match-up hypothese mainly focus on the impact of celebrity/product fit on endorsing effectivess, without deep analysis conbined with consumer characteristics in different segment markets. The article reconfirms the match-up effect by experiment studies, that is celebrity endorsements are evaluated more favorably in brand attitude and purchasing intention when celebrity and endorsed product are fit in expertise dimention than not fit. Results also show that, thinking style of consumer will have different impatct on perceived fit between celebrity and product and endorsing effctiveness of psychology. That is, when celebrity endorses the unfit products in expertise dimension, holistic thinkers show more favorable perceived fit, brand attitude and purchasing intention than analysis thinkers. And when celebrity endorses the fit products in expertise dimension, holistic thinkers show similar perceived fit, brand attitude and purchasing intention than analysis thinkers.
Secondly, the article investigates the impact of negative information about celebrity endorser on endorsing effctiveness of psychology. Previous studies have done a lot of researches from different prospectives, including associated learning, responsibility attribution, country's culture and affection cognition. Based on prospective of search-allignment for the first time, the article analyzes the impacting mechanism of celebrity's negative information comprehensively, with synthesizing celebrity images, types of negative information and attitude certainty. Results show that when prior attitude certainty of consumer is low, for competence-image celebrity, compared to morality-image celebrity, negative competence information could lead to more attitude revision toward both celebrity and brand; for morality-image celebrity, compared to competence-image celebrity, negative morality information could lead to more attitude revision toward both celebrity and brand; for dual-image celebrity, compared to competence-image celebrity, negative competence information could lead to less attitude revision toward both celebrity and brand; for dual-image celebrity, compared to morality-image celebrity, negative morality information could lead to less attitude revision toward both celebrity and brand. Results also show that when prior attitude certainty of consumer is high, for competence-image celebrity, compared to morality-image celebrity, negative morality information could lead to more attitude revision toward both celebrity and brand; for morality-image celebrity, compared to competence-image celebrity, negative competence information could lead to more attitude revision toward both celebrity and brand; for dual-image celebrity, negative competence information could lead to less attitude revision toward both celebrity and brand compared to morality-image celebrity, and lead to the similar attitude revision toward both celebrity and brand compared to competence-image celebrity; for dual-image celebrity, negative morality information could lead to less attitude revision toward both celebrity and brand compared to competence-image celebrity, and lead to the similar attitude revision toward both celebrity and brand compared to morality-image celebrity.
Thirdly, the article assesses the impact of celebrity/product fit and negative information about celebrity endorser on economic effectiveness based on China's stock market. Most previous studies in celebrity endorsement areas center about psychology effectiveness, with neglect about economic effectiveness. Especially, no researchers pay attention to the economic effectiveness of celebrity endorsement in China market. By the method of event study, the article firstly investigates the impact of celebrity endorsement contract and negative information on performance of cooperation companies in China's stock market. Results show that announcements of celebrity endorsement have insignificant positive effect on stock market performance of cooperated company; furthermore, there are significant positive relationship between abnormal returns and celebrity/product fit; endorsements of high-technology industry products coincide with significant less abnormal returns than other industries. Results also show that when the strength of the associative link between the company and the celebrity is strong, celebrity's negative information will lead to negative short-term abnormal returns of cooperated companies; furthermore, abnormal returns in stock market of celebrity's negative information are negative related with strength of the associative link significantly.
首先,本文考察了名人/产品匹配性对代言心理效果的影响。在名人代言研究领域中,以往关于匹配假设的文献主要关注名人/产品匹配性对代言效果的影响,未曾结合不同细分市场的消费者特征深入分析。本文通过实验研究再次证实了匹配效应,即当名人与其代言产品专业匹配时,相比专业不匹配时,名人代言在品牌态度、购买意图等指标上被评价更有利。结果也表明,消费者思维方式对名人/产品匹配性感知及代言心理效果产生差异性的影响,即当名人代言与其专业不相关的产品时,整体思维的消费者比分析思维的消费者表现出更有利的匹配性感知、品牌态度与购买意图；当名人代言与其专业相关的产品时,整体思维的消费者与分析思维的消费者表现出相似的匹配性感知、品牌态度与购买意图。
其次,本文探析了名人负面信息对代言心理效果的影响。以往文献分别从联想学习、责任归属、国家文化、情感认知等不同视角研究该议题。本文首次基于搜寻匹配视角,综合名人代言人形象、负面信息类型与之前的态度确定性三个因素,全面探析名人负面信息的影响机制。结果表明,在消费者对名人的态度确定性较低的情况下,对于能力型名人,相比对于道德型名人,能力型负面信息导致更大的名人态度改变及品牌态度改变；对于道德型名人,相比对于能力型名人,道德型负面信息导致更大的名人态度改变及品牌态度改变；对于能力兼道德型名人,相比对于能力型名人,能力型负面信息导致更小的名人态度改变及品牌态度改变；对于能力兼道德型名人,相比对于道德型名人,道德型负面信息导致更小的名人态度改变及品牌态度改变。结果还表明,在消费者对名人的态度确定性较高的情况下,对于能力型名人,相比对于道德型名人,道德型负面信息导致更大的名人态度改变及品牌态度改变；对于道德型名人,相比对于能力型名人,能力型负面信息导致更大的名人态度改变及品牌态度改变；对于能力兼道德型名人,相比对于道德型名人,能力型负面信息导致更小的名人态度改变及品牌态度改变；相比对于能力型名人,能力型负面信息导致的名人态度改变及品牌态度改变无差异；对于能力兼道德型名人,相比对于能力型名人,道德型负面信息导致更小的名人态度改变及品牌态度改变；相比对于道德型名人,道德型负面信息导致的名人态度改变及品牌态度改变无差异。
其三,本文基于中国股票市场评估了名人／产品匹配性及其负面信息对代言经济效果的影响。以往名人代言领域的大多数研究是基于名人代言的心理效果展开的,较少关注经济效果的衡量的研究。特别是在中国市场名人代言的经济效果的分析方面还未见研究涉及。本研究首次基于中国股票市场,采用事件研究方法分别考察名人代言公布与名人负面信息对合作公司股市绩效的影响。结果表明,名人代言公布对合作公司股市绩效未产生显著的正面影响；而且,上市公司名人代言公布的股市异常收益与名人／产品匹配性呈现出显著的正相关关系,高技术公司名人代言策略比其他行业的上市公司的股市异常收益明显更低,以演员为代言人比其他职业的代言人所产生的股市绩效回报更低,上市公司市净率较高的上市公司采用名人代言策略所获得的股市异常收益更高。结果也表明,当名人代言人与合作公司联系强度较高时,名人负面信息会导致合作公司产生短期负面的股市异常收益；而且,名人代言人负面信息的股市异常收益与联系强度呈现显著的负相关关系。
Celebrity endorsements have been becoming a very popular strategy in marketing communication. How to improve endorsing effectiveness of celebrity and prevent negative endorsing effectiveness are the important questions that both theorital scholars and practical managers are concerned with. Many enterprises have realized that they should consider the match-up between endorser and product. However, due to the limit of all aspects of the situation, they cannot always cooperate with celebrities that are fit with their products. In this situation, how can enterprises make more favorable decisions? Furthermore, kinds of negative information about celebrity frequently emerge in media of China market.How will endorsed products be affected by these negative information? In addition, many listed companies in China have also taken celebrity endorsement as marketing strategy widely. For these companies, will contract of celebrity endorsement cause positive performance in equity market? How will endorsing effectiveness of economic be impacted by celebrity/product fit and other factors? In view of the importance of these questions, the article investigates the impact of celebrity/product fit and negative information about celebrity. The conclusions of article have certain theoretical values for the further development and thorough study, and provide reference basises and guidances for celebrity endorsement decisions of enterprises.
Firstly, the article exames the impact of celebrity/product fit on endorsing effctiveness of psychology. In the research area of celebrity endorsement, previous documents about match-up hypothese mainly focus on the impact of celebrity/product fit on endorsing effectivess, without deep analysis conbined with consumer characteristics in different segment markets. The article reconfirms the match-up effect by experiment studies, that is celebrity endorsements are evaluated more favorably in brand attitude and purchasing intention when celebrity and endorsed product are fit in expertise dimention than not fit. Results also show that, thinking style of consumer will have different impatct on perceived fit between celebrity and product and endorsing effctiveness of psychology. That is, when celebrity endorses the unfit products in expertise dimension, holistic thinkers show more favorable perceived fit, brand attitude and purchasing intention than analysis thinkers. And when celebrity endorses the fit products in expertise dimension, holistic thinkers show similar perceived fit, brand attitude and purchasing intention than analysis thinkers.
Secondly, the article investigates the impact of negative information about celebrity endorser on endorsing effctiveness of psychology. Previous studies have done a lot of researches from different prospectives, including associated learning, responsibility attribution, country's culture and affection cognition. Based on prospective of search-allignment for the first time, the article analyzes the impacting mechanism of celebrity's negative information comprehensively, with synthesizing celebrity images, types of negative information and attitude certainty. Results show that when prior attitude certainty of consumer is low, for competence-image celebrity, compared to morality-image celebrity, negative competence information could lead to more attitude revision toward both celebrity and brand; for morality-image celebrity, compared to competence-image celebrity, negative morality information could lead to more attitude revision toward both celebrity and brand; for dual-image celebrity, compared to competence-image celebrity, negative competence information could lead to less attitude revision toward both celebrity and brand; for dual-image celebrity, compared to morality-image celebrity, negative morality information could lead to less attitude revision toward both celebrity and brand. Results also show that when prior attitude certainty of consumer is high, for competence-image celebrity, compared to morality-image celebrity, negative morality information could lead to more attitude revision toward both celebrity and brand; for morality-image celebrity, compared to competence-image celebrity, negative competence information could lead to more attitude revision toward both celebrity and brand; for dual-image celebrity, negative competence information could lead to less attitude revision toward both celebrity and brand compared to morality-image celebrity, and lead to the similar attitude revision toward both celebrity and brand compared to competence-image celebrity; for dual-image celebrity, negative morality information could lead to less attitude revision toward both celebrity and brand compared to competence-image celebrity, and lead to the similar attitude revision toward both celebrity and brand compared to morality-image celebrity.
Thirdly, the article assesses the impact of celebrity/product fit and negative information about celebrity endorser on economic effectiveness based on China's stock market. Most previous studies in celebrity endorsement areas center about psychology effectiveness, with neglect about economic effectiveness. Especially, no researchers pay attention to the economic effectiveness of celebrity endorsement in China market. By the method of event study, the article firstly investigates the impact of celebrity endorsement contract and negative information on performance of cooperation companies in China's stock market. Results show that announcements of celebrity endorsement have insignificant positive effect on stock market performance of cooperated company; furthermore, there are significant positive relationship between abnormal returns and celebrity/product fit; endorsements of high-technology industry products coincide with significant less abnormal returns than other industries. Results also show that when the strength of the associative link between the company and the celebrity is strong, celebrity's negative information will lead to negative short-term abnormal returns of cooperated companies; furthermore, abnormal returns in stock market of celebrity's negative information are negative related with strength of the associative link significantly.
引文
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