品牌代言人对消费者信任的影响 -市场营销专业

摘要

品牌代言人在现代市场营销中扮演着重要角色，其对消费者信任的影响成为学术界关注的焦点。本研究旨在探讨品牌代言人如何影响消费者信任，基于社会认同理论和晕轮效应理论构建研究框架，通过问卷调查法收集数据，以300位年龄在18至45岁之间的消费者为样本，采用结构方程模型进行数据分析。研究发现，品牌代言人的知名度、美誉度和匹配度均对消费者信任产生显著正向影响，其中美誉度的影响最为突出；此外，代言人的道德形象对消费者信任具有调节作用，当代言人具有良好道德形象时，上述三种因素对消费者信任的促进作用更为明显。这一结论不仅丰富了品牌代言人与消费者信任关系的研究成果，还为企业选择代言人提供了理论依据，创新之处在于将道德形象纳入研究范畴，揭示了其在二者关系中的重要作用，有助于企业更全面地评估代言人价值，从而制定更有效的营销策略，提升品牌形象和市场竞争力。

关键词：品牌代言人消费者信任美誉度

Abstract

Brand endorsers play a crucial role in modern marketing, and their impact on consumer trust has become a focal point of academic research. This study aims to investigate how brand endorsers influence consumer trust, constructing a research fr amework based on social identity theory and the halo effect theory. Data were collected through a questionnaire survey targeting 300 consumers aged between 18 and 45, and structural equation modeling was employed for data analysis. The findings reveal that the celebrity endorser's fame, reputation, and fit all have significant positive effects on consumer trust, with reputation exerting the most pronounced influence. Additionally, the moral image of the endorser moderates this relationship; when endorsers possess a good moral image, the aforementioned three factors exhibit a more pronounced positive impact on consumer trust. This conclusion not only enriches the body of research on the relationship between brand endorsers and consumer trust but also provides theoretical guidance for companies in selecting endorsers. The innovation lies in incorporating moral image into the research scope, uncovering its critical role in this relationship, which aids enterprises in comprehensively evaluating endorser value, thereby formulating more effective marketing strategies to enhance brand image and market competitiveness.

Keyword:Brand Endorser Consumer Trust Reputation

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法概述 2

2品牌代言人信任机制分析 2

2.1代言人形象与品牌关联 2

2.2消费者心理预期形成 3

2.3信任传递的心理过程 3

3影响消费者信任的关键因素 4

3.1代言人的公众形象 4

3.2代言内容的真实性 4