文献类型：期刊文献

中文题名：基于构建品牌图景的代言人选择模式研究

英文题名：Spokesperson Choosing Mode Research based on Brand Picture Building

作者：田启涛[1]

第一作者：田启涛

机构：[1]河南财经学院工商管理学院

第一机构：河南财经政法大学工商管理学院

年份：2008

卷号：23

期号：3

起止页码：26-29

中文期刊名：河南工程学院学报：社会科学版

语种：中文

中文关键词：品牌图景;代言人;营销传播;品牌契约

外文关键词：brand picture ; spokesperson ; marketing communication ; brand lease

摘要：在这个广告泛滥的环境下,品牌代言人因其"名人效应"以及使品牌更加个性化和人性化等特征成为深受企业欢迎的营销传播手段。面对各行各业的众多名人,企业在选择代言人时应该以构建品牌图景(B rand P icture)为导向,以改善营销传播效果为目标,通过代言人和消费者之间的相关性以及代言人和品牌之间的拟合度来改善品牌代言人的传播效果。
In the environment of advertising overflow, brand spokesperson, who can make brand individuation and humanness, has become an important means of marketing communication. However, how to choose a suitable spokesperson among many celebrities？ A scientific and standardized decision -making process is aiming at building a brand picture and improving communicate effect, taking the relevance between the brand spokesperson and target consumers, the propriety between brand spokesperson and brand picture as criteria to be used to assess and select the brand spokesperson.