• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Management research review >Effect of celebrity endorsement on telecommunication companies' reputation The moderating role of celebrity characteristics
【24h】

Effect of celebrity endorsement on telecommunication companies' reputation The moderating role of celebrity characteristics

机译：名人代言对电信公司声誉的影响名人特征的调节作用

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - The study aims to assess the moderating role of celebrity characteristics in the relationship between celebrity endorsement and telecommunication companies' reputation. Design/methodology/approach - Analysis of results was based on 700 customers in the telecommunication sector. Confirmatory factor analysis was conducted to check for validity and reliability of the observed items. A hierarchical regression model was estimated to test the various hypotheses set for the study. Findings - The study finds that celebrity endorsement in itself had no significant effect on the reputation of telecommunication companies. Celebrity attractiveness, likeability and trustworthiness had a direct effect (positive) on the reputation of telecommunication companies and positively moderated the effect of celebrity endorsement on telecommunication company reputation. Celebrity expertise had no direct effect on telecommunication company reputation but positively moderated the effect of celebrity endorsement and telecommunication company reputation. Research limitations/implications - This study was purely quantitative. Future study could consider a mixed approach and include senior management members of the telecom firms for an in-depth interview. Practical implications - In signing on celebrities as brand ambassadors, management must pay particular attention to celebrity attractiveness, likeability and trustworthiness. This would be more rewarding to the firms. Originality/value - The study adds to the little empirical knowledge available on celebrity endorsement in sub-Saharan Africa and telecommunication sector in particular.
机译：目的-该研究旨在评估名人特征在名人代言与电信公司声誉之间的关系中的调节作用。设计/方法/方法-结果分析基于电信领域的700个客户。进行验证性因素分析以检查所观察项目的有效性和可靠性。估计了等级回归模型以检验为研究设定的各种假设。调查结果-研究发现，明星代言本身对电信公司的声誉没有重大影响。名人的吸引力，可喜性和可信赖性对电信公司的声誉产生直接影响（正），并积极缓解了名人代言对电信公司声誉的影响。名人专长对电信公司的声誉没有直接影响，但积极地减轻了名人代言和电信公司声誉的影响。研究的局限性/意义-这项研究纯粹是定量的。未来的研究可能会考虑采用混合方法，并邀请电信公司的高级管理人员进行深入采访。实际意义-在招募名人担任品牌大使时，管理层必须特别注意名人的吸引力，可喜性和可信赖性。这将对公司带来更大的回报。原创性/价值-该研究增加了关于撒哈拉以南非洲地区特别是电信部门对明星代言的现有经验知识。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号