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《明星代言在廣告中的說服力研究以及明星代言人理想契合選擇模型的建立》由會員上傳分享，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。
1、萬方數(shù)據(jù)ShanghaiInternationalStudiesUniversityASTUDYOFPERSUASIVENESSONCELEBRITYENDORSEDADVERTISINGANDESTABLISHMENTOF“IDEALMATCH-UP”MODELFORCELEBRITYENDORSERSELECTIONAThesisSubmittedtotheGraduateSchoolandSchoolofInternationalFinanceandTradeinPartialFulfillmentofRe
2、quirementsforDegreeofMasterofEconomicsByFangLinUnderSupervisionofProfessorQinYueDecember20141萬方數(shù)據(jù)萬方數(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.2萬方數(shù)據(jù)摘要隨著商品市場產(chǎn)品的多樣化和競爭的日益激烈化，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)面臨的又一問題。本文首先在文獻(xiàn)綜述部分回顧了幾個典型的明星代言人選擇模型。然后利用說服力理論中的認(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服目標(biāo)顧客產(chǎn)生購買動機(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)踐活動中起到一定的指導(dǎo)作用。關(guān)鍵詞：明星代言人選擇說服力影響力因素3萬方數(shù)據(jù)AbstractAswiththepaceofproductdiversificationandcompetitionintensificationincommoditymar
7、ket,thewaysforsellerstointroducenewproductsandpromoteexistedproducts,forbuyerstogettoknowthoseproductshavealsobeenmuchmorevariousthaneverbefore.Amongall,invitingcelebritiestobeproductendorsershasbecomeoneofthemostpopularways.Therefore,howtoselectacomparativel
8、ymostsuitablecelebrityendorserbecomesanewissuemanycompaniesandadvertisingagencieshavetodealwith.Inthispaper,theauthorfirstlyreviewsseveraltypicalcelebrityselectionmodels.Andonthebasisofth
