- 上一篇：英文论文资生堂化妆品消费者购买动机
- 下一篇：德语论文《名誉》现代社会人的生存困境
Abstract The application of celebrity charm is wider, especially in today’s market environment. Enterprises have gradually realized the significance and importance of brand for them with the development of enterprises and the increasing of competition. However, the application of celebrity charm has blindness and lack of theoretical basis. This paper starts with the marketing of Nike basketball shoes, research how Nike use celebrity charm to establish brand image and analyze the way celebrity charm affect consumer buying behavior. The purpose of this paper is to provide effective suggestion for domestic enterprises when they promote their products in application of celebrity charm.42290
Most researches about celebrity charm are applications in tourism and advertising. They analyze the present status of celebrity endorsements in celebrity charm, commercial value, risk aversion and how the local government uses he celebrity charm to build local characteristics in tourism and attract tourists around, and analyze the theoretical basis of the celebrity charm from consumer's psychological mechanism, also point out some unreasonable places in the application of celebrity charm in domestic enterprises and try to explain the reasons from various angles. On the basis of previous research, this paper will establish the relationship between the application of celebrity charm on the marketing of Nike basketball shoes and the brand image of Nike. It uses empirical methods to quantify, further expanding and deepening the research in this field. This paper will solve the following problems:
1) Whether celebrity charm affects the brand image of Nike on the marketing activities?
2) If it does, how does celebrity affect the brand image?
According to the analysis on research result, the suggestions on the application of celebrity charm for enterprises are followed:
1) Celebrity endorsement should attach great importance to image compatibility.
2) Celebrity endorsement should combine the specific contents of the brand image.
3) Celebrity endorsement should avoid the negative effect of dependability.
Key word: celebrity charm celebrity endorsement brad image
摘要名人效应的运用已经越来越广泛，尤其是在如今激烈的市场大环境下，名人效应已经成为诸多企业营销策略中的不二选择。随着国内企业的发展和竞争的不断加大，企业逐渐意识到品牌对于企业的意义和重要性，但在名人效应的运用上存在盲目性，理论支持欠缺。为此本文从耐克公司篮球鞋的营销入手，研究耐克公司在其篮球鞋的营销活动中，是如何运用其名人效应塑造品牌形象的，从市场角度来分析其营销中名人效应从哪些方面影响消费者的行为，旨在为国内的体育用品企业甚至其他企业运用名人效应推广产品时提供参考。
回顾前人对名人效应的研究，大多数是广告学和旅游业中名人效应的运用，重点分析了名人效应中明星代言的现状，商业价值，风险规避以及地方政府在旅游业中如何运用名人效应打造地方特色，吸引各地游客，并从消费者的心理机制分析了名人效应的理论依据，同时指出了国内名人效应运用不合理的地方，并从多个角度分析了原因，在前人研究的基础上，本文通过分析品牌形象的三个方面，建立与名人效应之间的关系，并用实证的方法进行量化，进一步深入对名人效应与品牌形象之间关系的研究。并尝试解决以下问题：
1、在耐克篮球鞋的营销中，名人代言是否会影响耐克品牌形象？
2、如果有，又是如何影响的？
本论文通过对研究结果的分析，在企业运用名人效应进行营销活动时，给出建议如下：
1、选择名人代言时要注意与品牌形象匹配；
2、选择体育名人代言要结合品牌形象的具体内容；