张少卿;陈金龙;赵明;

·         1:泉州师范学院陈守仁工商信息学院

·         2:浙江万里学院物流与电子商务学院

·         3:广东外语外贸大学南国商学院

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摘要(Abstract)：

CEO为本企业产品做广告代言的现象越来越多,但关于其代言效果的研究较少。根据来源模式理论(SMT)和归因理论,比较企业CEO与明星代言人在感知可靠性、感知专业性和吸引力三个方面的差异性,并进一步研究对感知可靠性产生作用的机制。实证研究发现:企业CEO比明星代言人具有更高的感知可靠性;代言人类型(CEO vs.明星)通过感知社会风险对感知可靠性产生影响;品牌知名度显著调节代言人类型对感知社会风险的关系。

关键词(KeyWords)： 代言人类型;感知社会风险;感知可靠性;感知专业性;品牌知名度

基金项目(Foundation): 浙江省社科规划“临港现代服务业与创意文化研究中心项目”(17YQDY05YB)

作者(Author): 张少卿;陈金龙;赵明;

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