虚拟代言人对品牌资产的影响研究：品牌体验的中介作用及消费者个人特征和产品特征的调节作用
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摘要
在市场竞争环境日益激烈的情况下,有效提升品牌资产成为企业面临的一项具有挑战性的工作。科特勒和凯勒(2006)提出,品牌资产可以通过消费者的次级联想产生,如原产地、代言人和运动/文化事件等。在这些来源中,代言人被大量用来提升企业或产品的品牌形象。一个合适的代言人能够利用其自身的知名度和专业性吸引消费者的注意力,成功的为企业和品牌创造价值。然而,近年来,采用现实生活中的真人明星为品牌代言常常会给企业带来意想不到的风险,很多企业开始在广告促销中采用虚拟代言人。因此,如何通过品牌虚拟代言人提升品牌资产成为了学术界和企业界关注的一个焦点。
本研究在现有文献的基础上,选取虚拟代言人的可爱度、专业性和相关性等特征作为研究的自变量,并将因变量品牌资产分为品牌忠诚度、感知质量和品牌知名度/联想三个维度。为了探究品牌虚拟代言人特征对品牌资产的影响机制,本研究引入品牌体验作为中介变量,并将品牌体验划分为感官体验、情感体验、认知体验和关联体验四种。通过偏最小二乘法(Partial Least Squares,简称PLS)对品牌体验的中介作用进行检验。研究结果表明：(1)虚拟代言人的可爱度、专业性和相关性对品牌资产的三个维度都具有显著影响；(2)虚拟代言人的可爱度、专业性和相关性对四种品牌体验都具有显著影响；(1)四种品牌体验对品牌资产的三个维度都具有显著影响。说明四种品牌体验在虚拟代言人特征与品牌资产各维度之间的中介作用显著,即,虚拟代言人通过品牌体验影响品牌资产。
消费者对虚拟代言人特征的感知可能会受到消费者个人特征和产品特征的影响。因此,本文验证了消费者个人特征(包括性别、年龄和怀旧倾向)和产品特征(包括卷入度、实用性和享乐性)对虚拟代言人特征与品牌资产之间关系的调节作用。实证结果显示：(1)消费者的年龄对虚拟代言人特征与品牌资产之间的关系不具有调节作用；(2)消费者的性别和怀旧倾向对虚拟代言人特征与品牌资产之间的部分关系存在调节作用；(1)产品的卷入度、实用性和享乐性对虚拟代言人特征与品牌资产之间的部分关系存在调节作用。
基于上述研究结论,我们对企业应该如何选择、设计和管理品牌虚拟代言人提出了建议,并进一步说明了本研究的不足及未来研究方向。
In today's keenly competitive market, promoting brand equity is a challenging task. Kotler and Keller (2006) point out that brand equity can be created by leveraging secondary associations, such as the country of origin, endorsers and sporting/cultural events. Among these sources, the spokesperson has been used to enhance brand image frequently. An appropriate spokesperson could attract the attention of consumers and create value for business or brand with his or her popularity and expertise. However, a celebrity endorsement may bring about unexpected risks, many businesses have turned to animated spokes-characters for advertising promotions. Therefore, how to promote brand equity through spokes-characters has become a focus of academic and the business community.
Based on previous studies, we take the qualities of spokes-characters as independent variable, such as likability, expertise, and relevancy. We measure brand equity through loyalty, perceived quality, and brand awareness/association. In order to explore the mechanism between spokes-characters and brand equity, brand experience is introduced as a mediator, and we divide it into sense experience, feel experience, think experience and relate experience. Partial Least Squares is adopted to check the the mediation of brand experience.The empirical results reveal that:(1) The likability, expertise, and relevancy of spokes-characters affect brand loyalty, perceived quality, and brand awareness/association significantly, respectively.(2) The likability, expertise, and relevancy of spokes-characters affect sense experience, feel experience, think experience and relate experience significantly, respectively.(3) Sense experience, feel experience, think experience and relate experience affect brand loyalty, perceived quality, and brand awareness/association significantly, respectively. That is to say, all brand experiences exert the mediated effect on the relationship between the likability, expertise, and relevancy of spokes-characters and brand equity.
Consumers'perception of the qualities of spokes-characters is influenced by the characteristics of consumers and products. Therefore, we check the moderating effects of characteristics of consumers (such as gender, age and nostalgic proneness) and products (such as involvement, hedonic and utilitarian) on the relationships between the qualities of spokes-characters and brand equity. Through applying ANOVA, we confirmed that:(1) The relationships between the qualities of spokes-characters and brand equity is not moderated by consumer's age.(2) Some of the relationships between the qualities of spokes-characters and brand equity is moderated by consumer's gender and nostalgic proneness.(3) Some of the relationships between the qualities of spokes-characters and brand equity is moderated by the involvement, hedonic and utilitarian of product.
Based on the conclusion of this study, author gives some recommendations about enterprises should how to choice, design and manage spokes-characters. At the last, the research limitations and future research directions was proposed.
本研究在现有文献的基础上,选取虚拟代言人的可爱度、专业性和相关性等特征作为研究的自变量,并将因变量品牌资产分为品牌忠诚度、感知质量和品牌知名度/联想三个维度。为了探究品牌虚拟代言人特征对品牌资产的影响机制,本研究引入品牌体验作为中介变量,并将品牌体验划分为感官体验、情感体验、认知体验和关联体验四种。通过偏最小二乘法(Partial Least Squares,简称PLS)对品牌体验的中介作用进行检验。研究结果表明：(1)虚拟代言人的可爱度、专业性和相关性对品牌资产的三个维度都具有显著影响；(2)虚拟代言人的可爱度、专业性和相关性对四种品牌体验都具有显著影响；(1)四种品牌体验对品牌资产的三个维度都具有显著影响。说明四种品牌体验在虚拟代言人特征与品牌资产各维度之间的中介作用显著,即,虚拟代言人通过品牌体验影响品牌资产。
消费者对虚拟代言人特征的感知可能会受到消费者个人特征和产品特征的影响。因此,本文验证了消费者个人特征(包括性别、年龄和怀旧倾向)和产品特征(包括卷入度、实用性和享乐性)对虚拟代言人特征与品牌资产之间关系的调节作用。实证结果显示：(1)消费者的年龄对虚拟代言人特征与品牌资产之间的关系不具有调节作用；(2)消费者的性别和怀旧倾向对虚拟代言人特征与品牌资产之间的部分关系存在调节作用；(1)产品的卷入度、实用性和享乐性对虚拟代言人特征与品牌资产之间的部分关系存在调节作用。
基于上述研究结论,我们对企业应该如何选择、设计和管理品牌虚拟代言人提出了建议,并进一步说明了本研究的不足及未来研究方向。
In today's keenly competitive market, promoting brand equity is a challenging task. Kotler and Keller (2006) point out that brand equity can be created by leveraging secondary associations, such as the country of origin, endorsers and sporting/cultural events. Among these sources, the spokesperson has been used to enhance brand image frequently. An appropriate spokesperson could attract the attention of consumers and create value for business or brand with his or her popularity and expertise. However, a celebrity endorsement may bring about unexpected risks, many businesses have turned to animated spokes-characters for advertising promotions. Therefore, how to promote brand equity through spokes-characters has become a focus of academic and the business community.
Based on previous studies, we take the qualities of spokes-characters as independent variable, such as likability, expertise, and relevancy. We measure brand equity through loyalty, perceived quality, and brand awareness/association. In order to explore the mechanism between spokes-characters and brand equity, brand experience is introduced as a mediator, and we divide it into sense experience, feel experience, think experience and relate experience. Partial Least Squares is adopted to check the the mediation of brand experience.The empirical results reveal that:(1) The likability, expertise, and relevancy of spokes-characters affect brand loyalty, perceived quality, and brand awareness/association significantly, respectively.(2) The likability, expertise, and relevancy of spokes-characters affect sense experience, feel experience, think experience and relate experience significantly, respectively.(3) Sense experience, feel experience, think experience and relate experience affect brand loyalty, perceived quality, and brand awareness/association significantly, respectively. That is to say, all brand experiences exert the mediated effect on the relationship between the likability, expertise, and relevancy of spokes-characters and brand equity.
Consumers'perception of the qualities of spokes-characters is influenced by the characteristics of consumers and products. Therefore, we check the moderating effects of characteristics of consumers (such as gender, age and nostalgic proneness) and products (such as involvement, hedonic and utilitarian) on the relationships between the qualities of spokes-characters and brand equity. Through applying ANOVA, we confirmed that:(1) The relationships between the qualities of spokes-characters and brand equity is not moderated by consumer's age.(2) Some of the relationships between the qualities of spokes-characters and brand equity is moderated by consumer's gender and nostalgic proneness.(3) Some of the relationships between the qualities of spokes-characters and brand equity is moderated by the involvement, hedonic and utilitarian of product.
Based on the conclusion of this study, author gives some recommendations about enterprises should how to choice, design and manage spokes-characters. At the last, the research limitations and future research directions was proposed.
引文
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