牡丹江师范学院学报（哲学社会科学版）Issue(5)：21-30,10.
代言人类型对品牌依恋的影响研究
The Influence of Spokesperson Type on Brand Attachment
摘要
Abstract
To explore the application situation of different types of corporate spokespersons(virtual idol and celebrity endorsement combination VS celebrity endorsement),relevant variables were excavated based on text analysis,and the research was carried out through experiments.The results show that the combination of virtual idol and celebrity endorsement is more likely to improve consumers'brand attachment than a celebrity endorsement.Specifically,when product involvement is low,there is no significant difference between the two.When the product involvement degree is high,compared with celebrity endorsement,the combination of virtual idol and celebrity endorsement can significantly improve consumers'brand attachment.Trust plays an intermediary role in the above process.关键词
虚拟偶像与名人组合代言/名人代言/信任/品牌依恋Key words
virtual idol and celebrity group combination endorsement/celebrity endorsement/trust/brand attachment分类
管理科学引用本文复制引用
赵洁,韩倩..代言人类型对品牌依恋的影响研究[J].牡丹江师范学院学报（哲学社会科学版）,2023,(5):21-30,10.基金项目
安徽省哲学社科项目(AHSKY2021D15) （AHSKY2021D15）
