亚洲免费av电影一区二区三区,日韩爱爱视频,51精品视频一区二区三区,91视频爱爱,日韩欧美在线播放视频,中文字幕少妇AV,亚洲电影中文字幕,久久久久亚洲av成人网址,久久综合视频网站,国产在线不卡免费播放

        ?

        The Impact of Celebrity Endorsement in Chinese Fashion Market: in the Perspective of Source Credibility

        2020-08-02 10:50:43楊子瀅
        校園英語(yǔ)·上旬 2020年5期
        關(guān)鍵詞:北京師范大學(xué)分校簡(jiǎn)介

        【Abstract】Celebrity endorsement continues to receive interest from consumers and marketers in Chinese fashion market. This research aims to investigate the core factors influencing effective celebrity endorsements.

        【Key words】Celebrity Endorsement; Chinese Fashion Market; Source Credibility

        【作者簡(jiǎn)介】楊子瀅,北京師范大學(xué)珠海分校。

        1. Introduction

        In order to promote brands, endorsement is frequently used as an effective strategy. Nowadays, the most widely used types of endorsers are experts, typical customers, CEO and celebrities. Among them, celebrity endorsers are generally believed to have more positive and persuasive impact on brand selection, especially in a collectively cultural context like China.

        2. Literature review

        Fashion travels more widely and more quickly with the rapid development of globalization nowadays (Dickerson, 2003). Research and reflection about“Source credibility” consist of two generic types: Source attractive model and source credibility model. Attractiveness, expertise and trustworthiness are defined as the three essential dimensions of source credibility (Ohanian, 1990).

        3. Conceptual model and research hypotheses

        As credibility endorsement has three dimensions, this research proposes three hypotheses as follows:

        H1. The attractiveness of a celebrity endorser will positively and directly impact customers attitudes towards the endorsed brand.

        H2. The expertise of a celebrity endorser will positively and directly impact customers attitudes towards the endorsed brand.

        H3. The trustworthiness of a celebrity endorser will positively and directly impact customers attitudes towards the endorsed brand.

        4. Methodology

        An online self-administrated questionnaire survey is used for this research. All measurement scales follows relative literature reviews. Data collection lasts eighteen days and 370 questionnaires are collected finally. The characteristics of samples are stated as follows: 233 participants are male (63%) and 137 are female (37%). 59% of samples age is between 19 and 24 and 32% is between 25 and 34. 58% is college educated and 35% is postgraduate. IBM SPSS Statistics 22 (Statistical Package for the Social Sciences) is used for coding and analyzing the collected data.

        5. Discussion and result

        A multiple regression is for exploring the correlations between the three independent variables, namely source credibility factors (attractiveness, expertise and trustworthiness). The analysis results prove that attractiveness (β = -.012, p > .1) is not a strong predictor of the dependent variable. However, expertise (β = .194, p =.001) and trustworthiness (β = .182, p < .001) are strong predictors in this model. Among three variables, trustworthiness is found to have the largest beta coefficient ( β= .248), predicting that trustworthiness is making the strongest contribution to the source credibility. Hence, H1 is rejected but H2 and H3 are supported.

        6. Conclusion and suggestion

        This study aims to test three factors influencing the effectiveness of celebrity endorsements in Chinese fashion market. For source credibility, a finding is that compare to the perceived expertise of celebrity endorser, attractiveness and trustworthiness seem to have a minimal influence in the present source credibility study (Ohanian, 1991). A later research proves trustworthiness and expertise are more important than attractiveness.

        This paper proves that these two findings are not absolutely same when applied in Chinese fashion market. In this market, Attractiveness is not as important contributions as perceived expertise and trustworthiness for stimulating consumers buying decision. To brand managers, the trustworthiness of celebrities should be given priority when selecting the brand endorsers.

        References:

        [1]Dickerson, K. G. Inside the Fashion Business. 7th ed[J]. New Jersey: Pearson Education, 2003.

        猜你喜歡
        北京師范大學(xué)分校簡(jiǎn)介
        北京師范大學(xué)長(zhǎng)春附屬學(xué)校
        北京八中固安分校
        青年心理(2021年28期)2021-05-23 13:21:30
        黃埔軍校分校概覽
        黃埔(2020年4期)2020-08-13 03:24:30
        成都分校
        黃埔(2020年4期)2020-08-13 03:24:30
        北京師范大學(xué)數(shù)學(xué)系教授葛建全
        Moliere’s Sublimation of the Three Unities
        Research on Guidance Mechanism of Public Opinion in Colleges and Universities in Micro Era
        Book review on “Educating Elites”
        Hometown
        省實(shí)驗(yàn)分校簡(jiǎn)介
        自拍情爱视频在线观看| 精品久久人妻av中文字幕| 欧美不卡一区二区三区| 亚洲成av人片在www| 伊伊人成亚洲综合人网7777| 久久久久亚洲精品美女| 亚洲午夜精品国产一区二区三区 | 亚洲级αv无码毛片久久精品| 欧美一级视频精品观看| 久久久久久久久国内精品影视| 国产免费激情小视频在线观看| 久久偷拍国内亚洲青青草| 久久久精品国产亚洲av网麻豆 | 日本一卡二卡3卡四卡免费观影2022| 摸进她的内裤里疯狂揉她动图视频 | 精品一区二区三区a桃蜜| 丁香花五月六月综合激情| 亚洲精品中文字幕乱码三区| 男女性高爱潮免费观看| 揄拍成人国产精品视频| www.尤物视频.com| 一区二区三区蜜桃av| 国产精品情侣呻吟对白视频| 人妻 色综合网站| 日本免费一区尤物| av无码一区二区三| 亚洲中文字幕在线精品2021| 插上翅膀插上科学的翅膀飞| 国产精成人品| 亚洲第一看片| 国产日韩一区二区精品| 日本女优免费一区二区三区| 欧美成人国产精品高潮| 无码h黄动漫在线播放网站| 日本久久久久| 亚洲精品一区二区网站| 一本大道无码人妻精品专区| 日产精品久久久久久久性色| 国产亚洲精品性爱视频| 久久午夜一区二区三区| 午夜dy888国产精品影院|