資源描述：
《明星代言在廣告中的說(shuō)服力研究以及明星代言人理想契合選擇模型的建立》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、萬(wàn)方數(shù)據(jù)ShanghaiInternationalStudiesUniversityASTUDYOFPERSUASIVENESSONCELEBRITYENDORSEDADVERTISINGANDESTABLISHMENTOF“IDEALMATCH-UP”MODELFORCELEBRITYENDORSERSELECTIONAThesisSubmittedtotheGraduateSchoolandSchoolofInternationalFinanceandTradeinPartialFulfillmentofRe
2、quirementsforDegreeofMasterofEconomicsByFangLinUnderSupervisionofProfessorQinYueDecember20141萬(wàn)方數(shù)據(jù)萬(wàn)方數(shù)據(jù)AcknowledgementsThisthesiswouldnothavebeenpossiblewithoutthehelp,supportandguidanceofmanypeople.Iwouldliketotakethisopportunitytoexpressmysinceregratitudetoea
3、chofthem.Firstly,IwouldliketoexpressmysinceregratitudetomydearsupervisorProfessorQinYueforherinsight,guidanceandpatience.Shealwayskindlypointsoutsomemistakesaswellasflawstomeduringmydraftingthepaperratherthanmandate,whichmakesmefeelateaseandcomfortabletorevis
4、emypapermoreefficiently.Meanwhile,IamalsogratefultoProfessorYangJingkuan,JiangYanqing,ZenRong,GuLixing.IlearnedalotfromthemduringmystudyinSISU.Iowemythankstomyfellowclassmatesandroommateswhohavegivenmegreatencouragementandhappinessduringmystudyandthesiswritin
5、g.Finally,Iwanttothankmyparentsfortheirloveandsupport,whichareasstrongasever.2萬(wàn)方數(shù)據(jù)摘要隨著商品市場(chǎng)產(chǎn)品的多樣化和競(jìng)爭(zhēng)的日益激烈化，賣家推廣新產(chǎn)品和促銷老產(chǎn)品的方式以及買家接觸、了解這些產(chǎn)品的方式也變得更加層出不窮。其中，聘請(qǐng)明星作為產(chǎn)品的廣告代言人這一方式也變得愈加司空見(jiàn)慣。因此，如何挑選一位相比較而言最合適的明星代言人成為企業(yè)面臨的又一問(wèn)題。本文首先在文獻(xiàn)綜述部分回顧了幾個(gè)典型的明星代言人選擇模型。然后利用說(shuō)服力理論中的認(rèn)知反應(yīng)模
6、型，從心理學(xué)角度分析了明星代言人之所以能夠起到說(shuō)服目標(biāo)顧客產(chǎn)生購(gòu)買動(dòng)機(jī)的理由。接著，在結(jié)合文獻(xiàn)綜述中述及的代言人選擇模型基礎(chǔ)上，介紹羅伯特的影響力模型，從而確定影響代言人說(shuō)服力大小的因素。最后，得出本文期望構(gòu)建的全新的明星代言人選擇模型，期望在企業(yè)選擇明星代言人的實(shí)踐活動(dòng)中起到一定的指導(dǎo)作用。關(guān)鍵詞：明星代言人選擇說(shuō)服力影響力因素3萬(wàn)方數(shù)據(jù)AbstractAswiththepaceofproductdiversificationandcompetitionintensificationincommoditymar
7、ket,thewaysforsellerstointroducenewproductsandpromoteexistedproducts,forbuyerstogettoknowthoseproductshavealsobeenmuchmorevariousthaneverbefore.Amongall,invitingcelebritiestobeproductendorsershasbecomeoneofthemostpopularways.Therefore,howtoselectacomparativel
8、ymostsuitablecelebrityendorserbecomesanewissuemanycompaniesandadvertisingagencieshavetodealwith.Inthispaper,theauthorfirstlyreviewsseveraltypicalcelebrityselectionmodels.Andonthebasisofth
