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品牌作为一种资产,最重要的本质在于它与消费者的关系,而其也是品牌代言价值评价的基础。因此,要进行有说服力的代言人价值因素的评价探讨,需要考虑其中的消费者属性。总体来说,品牌代言的功能和影响可以分为经济和社会功能,并且这两种属性都是由消费者赋予的,即消费者决定了品牌代言人价值构成中的经济性因素和社会性因素。另外需要指出的是,代言人的经济性和社会性影响是否可以如企业所想的那样部分转移到产品或服务品牌上,关键是看二者是否具有良好的结合点,即代言人和品牌的气质匹配度。只有气质匹配度良好,才能实现二者的平衡,达到互补。综上,我们总结了影响代言人价构成的三大要素性指标,即经济性因素指标、社会性因素指标和气质匹配度指标。
The most important essence of a brand as an asset lies in its relationship with consumers, which is also the basis for the evaluation of brand endorsement value. Therefore, it is necessary to consider the consumers’ attributes in order to evaluate and discuss the persuasive spokesperson’s value. In general, the function and influence of brand endorsement can be divided into economic and social functions, and both of these attributes are endowed by consumers. That is, consumers determine the economic and social factors in the value proposition of brand endorsers. Also need to point out that the spokesman’s economic and social impact can be as part of the enterprise as they want to shift to the product or service brand, the key is to see whether the two have a good combination of the spokesman and brand temperament match degree. Only good temperament match, in order to achieve the balance between the two, to complement each other. To sum up, we summarize the three major factorial indicators that influence the formation of endorsement price, namely economic factor indicators, social factor indicators and temperament match index.