品牌研究Issue(3)：43-50,8.
名人组合代言理论框架与前沿研究述评
Theoretical Frame of Celebrity Portfolio Endorsement and Summary of Advanced Research
摘要
Abstract
Celebrity endorsement has been one of the common means of marketing for many enterprises.Through celebrity endorsements, corporate products can quickly be known to consumers, so as to enhance influence of the brand.Through studying numbers of related literature,we found that celebrity endorsement research generally focuses on the concept and how to affect the en⁃dorsement effect.But celebrity portfolio endorsement, as a new promotion mode at present market⁃ing, there is few of researching articles.In this paper, based on the study of the classic litera⁃ture in the field of celebrity endorsement,makes some useful sort of the theory of celebrity en⁃dorsement effect in recent years.Including of multi-brand portfolio endorsement and multi-celebri⁃ty portfolio endorsement.In the meanwhile, summary of the research topics, research trends and other aspects of celebrity endorsement.To provide a new perspective and direction to the research of celebrity endorsement.关键词
名人代言/组合代言/品牌组合/名人组合Key words
Celebrity endorsement/Portfolio endorsement/Brand portfolio/Celebrity portfolio分类
管理科学引用本文复制引用
何浏,彭金英,吴洪应..名人组合代言理论框架与前沿研究述评[J].品牌研究,2016,(3):43-50,8.基金项目
国家自然科学基金项目名人代言中的组合效应研究--基于拟社会互动关系视角 （）
