3、选择体育名人代言要避免可信任度的负面效应。

毕业论文关键字：名人效应     名人代言     品牌形象     

Contents

Abstract ii

摘  要 iv

Contents v

1 Introduction 1

1.1 Background 1

1.1.1 Celebrity charm is more important in enterprises as a way of marketing 1

1.1.2 Enterprises increase brand awareness 1

1.1.3 The application of celebrity charm has blindness and lack of theoretical basis. 2

1.2 Purpose and meaning 2

1.2.1 Research content 2

1.2.2 Research purpose 3

1.2.3 Research meaning 3

2 Literature review 3

2.1 Celebrity charm 3

2.1.1 The definition of celebrity charm 3

2.1.2 The current research status of celebrity 3

2.2 Celebrity endorsement 4

2.2.1 The definition of celebrity endorsement 4

2.2.2 Related research of celebrity endorsement and brand 4

2.3 Sport marketing 5

3 Methodology 5

3.1 literature data method 6

3.2 Questionnaire survey 6

4 Results and discussion 6

4.1 Effect of perceived quality, brand personality and organization image on brand image 6

4.1.1 Perceived quality 7

4.1.2 Brand personality 7

4.1.3 Organization image 8

4.2 The influence of celebrity charm on perceived quality of Nike 8

4.3 Influence of celebrity charm on brand personality of Nike 9

4.4 Influence of celebrity charm on organization image of Nike 9

4.5 Influence of celebrity charm on brand image of Nike 10

5 Conclusion 10

5.1 Celebrity endorsement should attach great importance to image compatibility 10

5.2 Celebrity endorsement should combine the specific contents of the brand image ..11

5.2.1 Celebrity endorsement should consider perceived quality 11

5.2.2 Celebrity endorsement should consider brand personality 11

5.2.3 Celebrity endorsement should consider organization image 12

5.3 Celebrity endorsement should avoid the negative effect of dependability 12

5.4 Innovations and limitation 13

5.4.1 Innovations 13

5.4.2 Limitations 14

Bibliography 15

Appendix