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光环效应下的品牌心理

The psychological effect of famous brand based on the halo effect

Psychology of China / 2020,2(6): 466-474  / 2020-06-01 2253 3241

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• Authors: 唐丹丹* 李庭庭
• Information:

  遵义师范学院教师教育学院，遵义

• Keywords:
  Halo effect; Brand effect; Star endorsement
  光环效应; 品牌效应; 明星代言
• Abstract: The publicity means to play a great role in the process of a kind of product becomes a brand, in which such a product is produced and known. As a bridge which communicates between the product and consumers, advertising generally is used to make the product become known. Thus, advertising plays a critical function in dissemination of a product. Merchant often uses the ways of celebrity endorsements to transmit the product information. Generally speaking, to quickly improve the popularity of the products, one of the best methods that the merchant may use is to employ pop stars as a spokesperson. As the pop stars may generally receive higher attention than other stars, the products that are endorsed by pop stars will also receive more attention. Thus, money is spent on the star endorsement. Based on the halo effect, the present paper will review the influence of star endorsement on the formation of a famous brand, and provide the basis for the enterprise in the processes of marketing and development. 一个产品要形成一个知名品牌，宣传手段在其中发挥了很大作用。作 为一个商品信息的传播者，广告是重要的宣传手段。一般而言，为了让自己的 产品快速引起人们的关注，商家会选择明星代言这一方式向公众传递产品信息。 光环效应在明星的选择上发挥了重要作用。正因如此，有些商家不惜重金请当 红明星为自己的产品代言，以提升自己的品牌形象，进而提高销售效益。本文 将从光环效应的视角出发，探讨选择明星作为代言人对品牌的形象产生的影响， 以便为企业的营销与发展提供依据。
• DOI: https://doi.org/10.35534/pc.0206032
• Cite: 唐丹丹，李庭庭．光环效应下的品牌心理［J］．中国心理学前沿，2020，2（6）：466-474．
  https://doi.org/10.35534/pc.0206032