The Interactive Effect of Endorser Type and Brand Concept on Consumer Attitude

Abstract

Abstract: With the development of social media, the types of endorsers are becoming more and more abundant, and the development of virtual influencers has brought a new choice to enterprises. However, how to choose between real endorsers and virtual endorsers has become a critical problem for enterprises. This study explored the applicable situations of virtual endorsers based on the Processing Fluency Theory. We conducted two experiments to show (1) the interaction between brand concept and the types of celebrity endorsers on the purchase intention, which is when consumers faced with the open brand concept, the choice of virtual celebrity endorsers makes them have higher purchase intention; When consumers face conservative brand concept, choosing real celebrity endorsers will make them have higher purchase intention; (2) processing fluency plays a mediating role in this interaction.

Key words: virtual endorser, real endorser, brand concept, consumer attitude, processing fluency

CLC Number:

F274
F713.55

LI Ke-yi, JIN Fei. The Interactive Effect of Endorser Type and Brand Concept on Consumer Attitude[J]. Journal of Guizhou University of Finance and Economics, 2022(05): 83-91.

References

[1] 张红霞,刘雪楠.广告代言人参与度研究:深层代言还是浅层代言[J].心理学报,2010(5):587~598.
[2] McCracken G. Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process[J]. Journal of Consumer Research, 1989, 16(3): 310~321.
[3] 王雪芳,张红霞,陈振杰.合作还是冲突？组合代言中代言人关系类型对广告效果的影响[J].心理学报,2017(10):1344~1356.
[4] Mowen J C, Brown S W. On Explaining and Predicting the Effectiveness of Celebrity Endorsers[J]. ACR North American Advances, 1980, 8(4):437~444.
[5] Friedman H H, Friedman L. Endorser Effectiveness by Product Type[J]. Journal of Advertising Research, 1979: 63~71.
[6] Freiden J B. Advertising Spokesperson Effects-An Examination of Endorser Type and Gender on Two audiences[J]. Journal of Advertising Research, 1984, 24(5): 33~41.
[7] 彭博,晁钢令.品牌代言人对品牌的作用及选择研究[J].现代管理科学,2011(12):17~19.
[8] Aaker J. The Negative Attraction Effect? A Study of the Attraction Effect Under Judgment and Choice[J]. ACR North American Advances, 1991,18(1):462~469.
[9] 张宁.虚拟代言人对品牌资产的影响研究:品牌体验的中介作用及消费者个人特征和产品特征的调节作用[D]. 武汉大学,2013.
[10] 于钦密.新媒体广告中虚拟代言形象的塑造[D]. 武汉纺织大学, 2011.
[11] 常颖.名人代言影响品牌资产的机制研究[D]. 天津财经大学, 2015.
[12] 姜凌,冯源.独特化需求对虚拟代言人说服效果影响研究[J].商业经济与管理,2020(6):66~77.
[13] Brown S M. Let's Get Virtual: Measuring Virtual Influencer's Endorser Effectiveness[D].2020. Available electronically from https: //hdl.handle.net/1969.1/192198.
[14] Wirtz J, Patterson P G, Kunz W H, et al. Brave New World: Service Robots in the Frontline[J]. Journal of Service Management, 2018,29(5):907~931.
[15] Guthrie S E. Faces in the clouds: A New Theory of Religion[M]. Oxford University Press, 1995.
[16] 郑培娟.品牌虚拟代言人特征对广告效果的影响研究[D]. 华侨大学, 2015.
[17] 刘晔.名人代言对服装品牌塑造与效应分析[J].艺术科技,2015(2):193.
[18] 赖俊明.基于消费者认知的不同类型品牌代言人适用性研究[J].商业研究,2016(1):156~166.
[19] 李丹.代言人与品牌个性匹配、卷入度、暴露频次对品牌态度的影响研究[D]. 湖南师范大学, 2010.
[20] 龙成志.基于综合视角的品牌形象维度结构研究[J].广东商学院学报,2013(3):4~12.
[21] Keller K L,Swaminathan V. Strategic Brand Management : Building, Measuring, and Managing Brand Equity[M].London: Pearson, 2019.
[22] 宋永高,水常青.国内消费者对本国品牌的态度及其改变的可能性研究[J].南开管理评论,2004(2):41~45.
[23] 关辉,董大海.中国本土品牌形象对感知质量-顾客满意-品牌忠诚影响机制的实证研究——基于消费者视角[J].管理学报,2008(4):583~590.
[24] 杨一翁,孙国辉.国家、公司和产品品牌形象对消费者态度与购买倾向的作用机制——基于运动品牌的数据[J].经济管理,2013(1):99-109.
[25] Torelli C J, Özsomer A, Carvalho S W, et al. Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between Values Matter[J]. Journal of Marketing, 2012, 76(4): 92~108.
[26] Monga A B, John D R. What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation[J]. Journal of Marketing, 2010, 74(3): 80~92.
[27] Schwartz S H, Boehnke K. Evaluating the Structure of Human Values with Confirmatory Factor Analysis[J]. Journal of Research in Personality, 2004, 38(3): 230~255.
[28] Oppenheimer D M. The Secret Life of Fluency[J]. Trends in Cognitive Sciences, 2008, 12(6): 237~241.
[29] 孙晓强.品牌代言人对品牌资产的影响研究——基于品牌联想品牌关系视角[D]. 复旦大学, 2008.
[30] Cesario J, Grant H, Higgins E T. Regulatory Fit and Persuasion: Transfer from "Feeling Right"[J]. Journal of Personality and Social Psychology, 2004, 86(3): 388~404.
[31] Zeithaml V A. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence[J]. Journal of Marketing, 1988, 52(3): 2~22.
[32] Meyvis T, Goldsmith K, Dhar R. The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality[J]. Journal of Marketing Research, 2012, 49(2): 206~217.
[33] Lachowicz M J, Preacher K J, Kelley K. A Novel Measure of Effect Size for Mediation Analysis[J]. Psychological Methods, 2018, 23(2): 244~261.
[34] 靳菲,朱华伟.消费者的权力感与冲动购买[J].心理学报,2016(7):880~890.