经济与管理2024，Vol.38Issue(2)：58-67,10.
网红代言人温暖特质对品牌幸福感的影响
The Influence of Internet Celebrity Endorsers'Warmth on Brand Well-Being
摘要
Abstract
Based on the meaning transfer model,imitation theory,and motivational change theory,this study deeply explores the influ-ence mechanism and boundary of internet celebrity warmth on brand well-being.The results of three experiments show that internet ce-lebrity endorsers'warmth has a significant positive impact on brand well-being;empathy and customer citizenship behavior play a me-diating role in the positive impact of internet celebrity endorsers'warmth on brand well-being;empathy,customer citizenship behaviors play a chain mediating role together;social distance negatively moderates the influence of internet celebrity endorsers'warmth on empa-thy and the mediating role of empathy,as well as the chain mediating role of empathy and customer citizenship behavior.The conclu-sions of this study not only have important theoretical significance for deepening and improving the research on influencer endorsement,brand happiness,empathy,and customer citizenship behavior but also have important implications for enterprises to choose influencer spokespersons to help improve consumers'brand happiness.关键词
网红代言人/温暖特质/品牌幸福感/共情/顾客公民行为/社会距离Key words
internet celebrity/endorsers'warmth/brand well-being/empathy/customer citizenship behavior/social distance分类
管理科学引用本文复制引用
聂烜,许基南,沈鹏熠..网红代言人温暖特质对品牌幸福感的影响[J].经济与管理,2024,38(2):58-67,10.基金项目
国家社会科学基金项目(20BGL118) （20BGL118）
江西省社会科学基金项目(23GL46D) （23GL46D）
