企业家代言对品牌态度的影响研究

北京理工大学珠海学院 2020 届本科生毕业论文企业家代言对品牌态度的影响研究——以品牌信任为中介企业家代言对品牌态度的影响研究——以品牌信任为中介摘 要品牌代言是企业进行信息传播，企业形象打造的一种方式。而品牌代言一般是由明星代言和企业家代言这两种方式构成的。本研究主要以企业家代言这个角度去研究其与消费者品牌态度的关系。本文将通过研究企业家代言、品牌信任及品牌态度三者之间的相互关系，了解消费者品牌态度的影响机制，为企业家通过塑造自身形象影响消费者品牌态度的方式提供建议。本研究收集有效问卷 354 份，利用 SPSS17.0 对数据进行分析可得以下结论： 1、企业家代言知名度和一致性与品牌信任呈近似线性关系，企业家代言的知名度越高则消费者的品牌态度越积极。2、企业家代言专业性和一致性与品牌态度呈近似线性关系。企业家代言知名度能通过正向影响品牌信任进而达到正向影响品牌态度的目的。3、品牌信任与品牌态度呈近似线性关系。4、品牌信任在企业家代言与品牌态度之间起部分中介作用。关键词：企业家代言；品牌信任；品牌态度1北京理工大学珠海学院 2020 届本科生毕业论文A study on the influence of entrepreneurs' spokesmen on brand attitude——Take brand trust as intermediaryAbstract Brand endorsement is a way of information dissemination and corporate image building. Brand endorsement is generally composed of star endorsement and entrepreneur endorsement. This study mainly studies the relationship between entrepreneur endorsement and consumer brand attitude.This paper will study the relationship among Entrepreneur endorsement, brand trust and brand attitude, understand the influence mechanism of consumer brand attitude, and provide suggestions for entrepreneurs to influence consumer brand attitude by shaping their own image.In this study, 354 valid questionnaires were collected and SPSS17.0 was used to analyze the data and the following conclusions were drawn:1. There is a linear relationship between the popularity and consistency of entrepreneurs' endorsement and brand trust. The...