明星代言对消费者品牌认同始终奏效吗？

摘要

本文探讨了明星代言对消费者品牌认同的复杂影响机制。研究发现，明星代言并非始终有效，其效果受到性别刻板印象和代言人-产品匹配性两个关键因素制约。在性别刻板印象方面，消费者对代言人的接受度与产品的性别属性密切相关，男性消费者更易接受同性代言阳刚气质产品，女性消费者对美容产品的评价则显著受代言人外貌影响。近年来男明星代言女性产品的现象虽有成功案例，但研究表明反性别刻板印象广告需要偶像崇拜加持，且可能引发女性消费者的身份威胁感知。在匹配性方面，弗里德曼的匹配假说强调代言人与产品属性的契合度是决定广告效果的核心，高匹配度可提升消费者认同度23%-37%，而错位匹配则可能导致认同度下降12%-15%。文章建议企业应建立多维度匹配评估体系，精准平衡明星特质、产品属性与社会文化预期，实现明星代言人、品牌和消费者的价值共创。

Abstract

This article explores the complex mechanisms of celebrity endorsement's impact on consumer brand identification. Research finds that celebrity endorsement is not always effective, with its effectiveness constrained by two key factors: gender stereotypes and endorser-product fit. Regarding gender stereotypes, consumer acceptance of endorsers is closely related to products' gender attributes, with male consumers more likely to accept same-gender endorsement for masculine products, while female consumers' evaluation of beauty products is significantly influenced by endorsers' physical attractiveness. Although there have been successful cases of male celebrities endorsing female products in recent years, research shows that anti-gender stereotype advertising requires idol worship support and may trigger female consumers' perception of identity threat. In terms of fit, Friedman's match-up hypothesis emphasizes that the compatibility between endorser and product attributes is core to determining advertising effectiveness, with high fit improving consumer identification by 23%-37%, while mismatched endorsement may lead to a 12%-15% decline in identification. The article suggests that companies should establish multi-dimensional fit evaluation systems, precisely balance celebrity traits, product attributes, and social cultural expectations, and achieve value co-creation among celebrity endorsers, brands, and consumers.

寇艺霏.明星代言对消费者品牌认同始终奏效吗？[J]. 大众心理学, 2025, 32(6): 40-41

Kou Yifei.Does Celebrity Endorsement Always Work for Consumer Brand Identification?[J]. Popular Psychology, 2025, 32(6): 40-41

网址：明星代言对消费者品牌认同始终奏效吗？ https://m.mxgxt.com/news/view/1463744

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