体育明星代言人角色模型对广告效果影响的Meta分析

发布时间：2024-12-10 00:51

摘要

名人代言能够促进广告效果在学术界已经达成了共识,但针对体育明星代言人广告效果的研究较少,且研究结果的说服力还有待增强,体育明星代言人角色模型的构成也没有统一标准。在研究国内外文献的基础上,使用meta分析的方法,验证了体育明星代言人角色模型对广告效果影响的整体效应,结果表明存在显著的正相关(r=0.425),体育明星代言人的吸引力、可靠性、专业性、匹配性均对广告效果有着显著影响。此外,还进行了文献的异质性检验,探讨了可能存在的影响体育明星代言人与广告效果关系的测量因素和情景因素等控制变量,发现中介变量、文化因素、样本因素显著地影响它们之间的关系。

Abstract

That celebrity endorsement can promote advertising effectiveness has reached a consensus in academia.But studies on the advertising effectiveness of the sports celebrity endorsers are few, and these studies' persuasion should be enhanced.In this article, we analyzed the researches literature at home and abroad using the meta-analysis and verified the holistic effect on sports celebrity endorsers' role model for the influence of the advertisement.The results show significant positive correlation (r=0.425).The appeals, reliability, professional and matching of sports celebrity endorsers all have a significant impact on the advertising effect.In addition, the paper has carried a heterogeneity test on the literature in order to explore the control variables such as measurement factors, situational factors which possibly existed between the influence of the sports celebrity endorsers and advertising effectiveness.Results show that the moderator variables, cultural factors and sample factors have significantly affected their relationship.

关键词

体育明星 /角色模型 /广告效果 /Meta分析{{custom_keyword}} /

Key words

sports celebrity endorser /role model /advertising effect /meta analysis{{custom_keyword}} /

孙文树, 杨剑, 季浏.体育明星代言人角色模型对广告效果影响的Meta分析. 沈阳体育学院学报. 2015, 34(2): 47-54

SUN Wenshu, YANG Jian, JI Liu.Meta-analysis of Role Model of Sports Celebrity Endorsers on Advertising Effect. Journal of Shenyang Sport University. 2015, 34(2): 47-54

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