名人代言研究的热点、前沿与分析框架——基于Web of Science核心合集文献的计量分析
|
摘要
经过多年发展,国外名人代言领域的研究硕果累累。然而,国内外尚未有学者以文献计量的方法对名人代言研究进行梳理。运用Bicomb 2.0、Citespace V、Ucinet 6.0和SPSS 22.0软件,对Web of Science核心合集中关于名人代言的372篇文献进行了文献计量分析,系统梳理了名人代言领域的研究热点,具体表现在名人代言人属性、名人代言人类型、名人代言人负面信息、公共管理与公众健康、社交网络、广告心理效果和品牌传播效果七个方面。基于研究热点,构建了名人代言研究的分析框架。最后,展望了名人代言领域的未来研究方向。
After years of development, the research on the field of celebrity endorsements abroad has been fruitful. However, scholars at home and abroad have not combed the study of celebrity endorsements by means of bibliometrics. By employing such softwares as Bicomb 2.0, Citespace V,Ucinet 6.0 and SPSS 22.0, this paper conducts a bibliometric analysis of 372 articles on celebrity endorsements in the core collection of Web of Science. It systematically combs the research hotspots in the field of celebrity endorsements, which are reflected specifically in the seven aspects, such as the attributes of the celebrity spokespersons, the types of celebrity spokespersons, the negative information of the celebrity spokespersons, the public management and public health, the social networks, the advertising psychology effects and the brand communication effects. Based on the research hotspots, an analytical framework for celebrity endorsement research is constructed. Finally, it provides an outlook of the future research direction in the field of celebrity endorsement.
After years of development, the research on the field of celebrity endorsements abroad has been fruitful. However, scholars at home and abroad have not combed the study of celebrity endorsements by means of bibliometrics. By employing such softwares as Bicomb 2.0, Citespace V,Ucinet 6.0 and SPSS 22.0, this paper conducts a bibliometric analysis of 372 articles on celebrity endorsements in the core collection of Web of Science. It systematically combs the research hotspots in the field of celebrity endorsements, which are reflected specifically in the seven aspects, such as the attributes of the celebrity spokespersons, the types of celebrity spokespersons, the negative information of the celebrity spokespersons, the public management and public health, the social networks, the advertising psychology effects and the brand communication effects. Based on the research hotspots, an analytical framework for celebrity endorsement research is constructed. Finally, it provides an outlook of the future research direction in the field of celebrity endorsement.
引文
[1]Stafford M. R., Day S. E.. A Contingency Approach:The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions[J]. Journal of Advertising, 2002, 31(2):17-35.
[2]Thomson M.. Human Brands:Investigating Antecedents to Consumers’Strong Attachments to Celebrities[J]. Journal of Marketing, 2006, 70(3):104-119.
[3]Amos C., Holmes G., Strutton D.. Exploring the Relationship between Celebrity Endorser Effects and Advertising Effectiveness:A Quantitative Synthesis of Effect Size[J]. International Journal of Advertising, 2008, 27(2):209-234.
[4]Lee W. N.. Lessons from the Rich and Famous:A Cross-Cultural Comparison of Celebrity Endorsement in Advertising[J].Journal of Advertising, 2005, 34(2):85-98.
[5]Biswas D., Biswas A., Das N.. The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions:The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation[J]. Journal of Advertising, 2006, 35(2):17-31.
[6]Batra R., Homer P. M.. The Situational Impact of Brand Image Beliefs[J]. Journal of Consumer Psychology, 2004, 14(3):318-30.
[7]Chen C.. Science Mapping:A Systematic Review of the Literature[J]. Journal of Data and Information Science, 2017, 2(2):1-40.
[8]Donohue J. C.. Understanding Scientific Literatures:A Bibliometric Approach[J]. Information Storage&Retrieval, 1973,10(11):420-421.
[9]Schlecht C.. Celebrities’Impact on Branding[R]. Center on Global Brand Leadership:Columbia Business School,2003:1-13.
[10]Ohanian R.. Construction and Validation of a Scale to Measure Celebrity Endorsers’Perceived Expertise, Trustworthiness, and Attractiveness[J]. Journal of Advertising, 1990, 19(3):39-52.
[11]Mc Guire W. J.. Attitudes and Attitude Change[M]//Lindzey G., Aronson E.. The Handbook of Social Psychology(3rd Ed.)New York:Random House, 1985,(2):233-346.
[12]Misra S., Beatty S. E.. Celebrity Spokesperson and Brand Congruence:An Assessment of Recall and Affect[J]. Journal of Business Research, 1990, 21(2):159-173.
[13]Eisend M., Langner T.. Immediate and Delayed Advertising Effects of Celebrity Endorsers’Attractiveness and Competence Fit[J]. International Journal of Advertising, 2010, 29(4):527-546.
[14]Mishra A. S., Roy S., Bailey A. A.. Exploring Brand Personality-Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context[J]. Psychology&Marketing, 2015, 32(12):1158-1174.
[15]Saldanha N., Mulye R., Rahman K.. Who Is the Attached Endorser? An Examination of the Attachment-Endorsement Spectrum[J]. Journal of Retailing and Consumer Services, 2018, 43:242-250.
[16]Jin S. A., Phua J.. Following Celebrities’Tweets about Brands:The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’Source Credibility Perception, Buying Intention, and Social Identification with Celebrities[J].Journal of Advertising, 2014, 43(2):181-195.
[17]Swami V., Chamorropremuzic T., Mastor K., Siran F. H.. Celebrity Worship among University Students in Malaysia:A Methodological Contribution to the Celebrity Attitude Scale[J]. European Psychologist, 2011, 16(4):334-342.
[18]Campbell M. C., Warren C.. A Risk of Meaning Transfer:Are Negative Associations More Likely to Transfer than Positive Associations?[J]. Social Influence, 2012, 7(3):172-192.
[19]Carrillat F. A., D’Astous A., Christianis H.. Guilty by Association:The Perils of Celebrity Endorsement for Endorsed Brands and Their Direct Competitors[J]. Psychology&Marketing, 2014, 31(11):1024-1039.
[20]S覿覿ksj覿rvi M., Hellén K., Balabanis G.. Sometimes a Celebrity Holding a Negative Public Image Is the Best Product Endorser[J]. European Journal of Marketing, 2016, 50(3/4):421-441.
[21]Dixon H., Scully M., Niven P., Kelly B., Chapman K., Donovan R., Martin J., Baur L. A., Crawford D., Wakefield M.. Effects of Nutrient Content Claims, Sports Celebrity Endorsements and Premium Offers on Pre-adolescent Children’s Food Preferences:Experimental Research[J]. Pediatric Obesity, 2014, 9(2):e47-e57.
[22]Shead N. W., Walsh K., Taylor A., Derevensky J. L., Gupta R.. Youth Gambling Prevention:Can Public Service Announcements Featuring Celebrity Spokespersons Be Effective?[J]. International Journal of Mental Health and Addiction, 2011,9(2):165-179.
[23]Hoffman S. J., Tan C.. Following Celebrities’Medical Advice:Meta-Narrative Analysis[J]. BMJ,2013, f7151-f7151.
[24]Um N. H.. Effectiveness of Celebrity Endorsement of a Political Candidate among Young Voters[J]. Social Behavior&Personality:An International Journal, 2017, 45(9):1425-1436.
[25]del Mar Garcia de los Salmones M., Dominguez R., Herrero A.. Communication Using Celebrities in the Non-Profit Sector[J]. International Journal of Advertising, 2013, 32(1):101-119.
[26]Chung S., Cho H.. Fostering Parasocial Relationships with Celebrities on Social Media:Implications for Celebrity Endorsement[J]. Psychology&Marketing, 2017, 34(4):481-495.
[27]Kim H. C., Jeong J. Y.. Effect of Celebrity Endorsement in Marketing of Musicals:Poster versus Social Networking Site[J]. Social Behavior&Personality:An International Journal, 2016, 44(8):1243-1253.
[28]Dwivedi A., Johnson L. W., Mcdonald R. E.. Celebrity Endorsement, Self-Brand Connection and Consumer-Based Brand Equity[J]. Journal of Product&Brand Management, 2015, 24(5):449-461.
[29]Bartz S., Molchanov A., Stork P. A.. When a Celebrity Endorser Is Disgraced:A Twenty-Five-Year Event Study[J].Marketing Letters, 2013, 24(2):131-141.
[30]Hoegele D., Schmidt S. L., Torgler B.. The Importance of Key Celebrity Characteristics for Customer Segmentation by Age and Gender:Does Beauty Matter in Professional Football?[J]. Review of Managerial Science, 2016, 10(3):601-627.
[31]Lee J. G., Thorson E.. The Impact of Celebrity-Product Incongruence on the Effectiveness of Product Endorsement[J].Journal of Advertising Research, 2008, 48(3):433-449.
[32]Winterich K. P., Gangwar M., Grewal R.. When Celebrities Count:Power Distance Beliefs and Celebrity Endorsements[J]. Journal of Marketing, 2018, 82(3):70-86.
[33]Brison N. T., Byon K. K., Baker T. A.. To Tweet or Not to Tweet:The Effects of Social Media Endorsements on Unfamiliar Sport Brands and Athlete Endorsers[J]. Innovation, 2016, 18(3):1-18.
[2]Thomson M.. Human Brands:Investigating Antecedents to Consumers’Strong Attachments to Celebrities[J]. Journal of Marketing, 2006, 70(3):104-119.
[3]Amos C., Holmes G., Strutton D.. Exploring the Relationship between Celebrity Endorser Effects and Advertising Effectiveness:A Quantitative Synthesis of Effect Size[J]. International Journal of Advertising, 2008, 27(2):209-234.
[4]Lee W. N.. Lessons from the Rich and Famous:A Cross-Cultural Comparison of Celebrity Endorsement in Advertising[J].Journal of Advertising, 2005, 34(2):85-98.
[5]Biswas D., Biswas A., Das N.. The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions:The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation[J]. Journal of Advertising, 2006, 35(2):17-31.
[6]Batra R., Homer P. M.. The Situational Impact of Brand Image Beliefs[J]. Journal of Consumer Psychology, 2004, 14(3):318-30.
[7]Chen C.. Science Mapping:A Systematic Review of the Literature[J]. Journal of Data and Information Science, 2017, 2(2):1-40.
[8]Donohue J. C.. Understanding Scientific Literatures:A Bibliometric Approach[J]. Information Storage&Retrieval, 1973,10(11):420-421.
[9]Schlecht C.. Celebrities’Impact on Branding[R]. Center on Global Brand Leadership:Columbia Business School,2003:1-13.
[10]Ohanian R.. Construction and Validation of a Scale to Measure Celebrity Endorsers’Perceived Expertise, Trustworthiness, and Attractiveness[J]. Journal of Advertising, 1990, 19(3):39-52.
[11]Mc Guire W. J.. Attitudes and Attitude Change[M]//Lindzey G., Aronson E.. The Handbook of Social Psychology(3rd Ed.)New York:Random House, 1985,(2):233-346.
[12]Misra S., Beatty S. E.. Celebrity Spokesperson and Brand Congruence:An Assessment of Recall and Affect[J]. Journal of Business Research, 1990, 21(2):159-173.
[13]Eisend M., Langner T.. Immediate and Delayed Advertising Effects of Celebrity Endorsers’Attractiveness and Competence Fit[J]. International Journal of Advertising, 2010, 29(4):527-546.
[14]Mishra A. S., Roy S., Bailey A. A.. Exploring Brand Personality-Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context[J]. Psychology&Marketing, 2015, 32(12):1158-1174.
[15]Saldanha N., Mulye R., Rahman K.. Who Is the Attached Endorser? An Examination of the Attachment-Endorsement Spectrum[J]. Journal of Retailing and Consumer Services, 2018, 43:242-250.
[16]Jin S. A., Phua J.. Following Celebrities’Tweets about Brands:The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’Source Credibility Perception, Buying Intention, and Social Identification with Celebrities[J].Journal of Advertising, 2014, 43(2):181-195.
[17]Swami V., Chamorropremuzic T., Mastor K., Siran F. H.. Celebrity Worship among University Students in Malaysia:A Methodological Contribution to the Celebrity Attitude Scale[J]. European Psychologist, 2011, 16(4):334-342.
[18]Campbell M. C., Warren C.. A Risk of Meaning Transfer:Are Negative Associations More Likely to Transfer than Positive Associations?[J]. Social Influence, 2012, 7(3):172-192.
[19]Carrillat F. A., D’Astous A., Christianis H.. Guilty by Association:The Perils of Celebrity Endorsement for Endorsed Brands and Their Direct Competitors[J]. Psychology&Marketing, 2014, 31(11):1024-1039.
[20]S覿覿ksj覿rvi M., Hellén K., Balabanis G.. Sometimes a Celebrity Holding a Negative Public Image Is the Best Product Endorser[J]. European Journal of Marketing, 2016, 50(3/4):421-441.
[21]Dixon H., Scully M., Niven P., Kelly B., Chapman K., Donovan R., Martin J., Baur L. A., Crawford D., Wakefield M.. Effects of Nutrient Content Claims, Sports Celebrity Endorsements and Premium Offers on Pre-adolescent Children’s Food Preferences:Experimental Research[J]. Pediatric Obesity, 2014, 9(2):e47-e57.
[22]Shead N. W., Walsh K., Taylor A., Derevensky J. L., Gupta R.. Youth Gambling Prevention:Can Public Service Announcements Featuring Celebrity Spokespersons Be Effective?[J]. International Journal of Mental Health and Addiction, 2011,9(2):165-179.
[23]Hoffman S. J., Tan C.. Following Celebrities’Medical Advice:Meta-Narrative Analysis[J]. BMJ,2013, f7151-f7151.
[24]Um N. H.. Effectiveness of Celebrity Endorsement of a Political Candidate among Young Voters[J]. Social Behavior&Personality:An International Journal, 2017, 45(9):1425-1436.
[25]del Mar Garcia de los Salmones M., Dominguez R., Herrero A.. Communication Using Celebrities in the Non-Profit Sector[J]. International Journal of Advertising, 2013, 32(1):101-119.
[26]Chung S., Cho H.. Fostering Parasocial Relationships with Celebrities on Social Media:Implications for Celebrity Endorsement[J]. Psychology&Marketing, 2017, 34(4):481-495.
[27]Kim H. C., Jeong J. Y.. Effect of Celebrity Endorsement in Marketing of Musicals:Poster versus Social Networking Site[J]. Social Behavior&Personality:An International Journal, 2016, 44(8):1243-1253.
[28]Dwivedi A., Johnson L. W., Mcdonald R. E.. Celebrity Endorsement, Self-Brand Connection and Consumer-Based Brand Equity[J]. Journal of Product&Brand Management, 2015, 24(5):449-461.
[29]Bartz S., Molchanov A., Stork P. A.. When a Celebrity Endorser Is Disgraced:A Twenty-Five-Year Event Study[J].Marketing Letters, 2013, 24(2):131-141.
[30]Hoegele D., Schmidt S. L., Torgler B.. The Importance of Key Celebrity Characteristics for Customer Segmentation by Age and Gender:Does Beauty Matter in Professional Football?[J]. Review of Managerial Science, 2016, 10(3):601-627.
[31]Lee J. G., Thorson E.. The Impact of Celebrity-Product Incongruence on the Effectiveness of Product Endorsement[J].Journal of Advertising Research, 2008, 48(3):433-449.
[32]Winterich K. P., Gangwar M., Grewal R.. When Celebrities Count:Power Distance Beliefs and Celebrity Endorsements[J]. Journal of Marketing, 2018, 82(3):70-86.
[33]Brison N. T., Byon K. K., Baker T. A.. To Tweet or Not to Tweet:The Effects of Social Media Endorsements on Unfamiliar Sport Brands and Athlete Endorsers[J]. Innovation, 2016, 18(3):1-18.