| 广告代言人对品牌的影响-以索尼数码相机为例 |
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| 引用本文： | 连鸿励,张辉.广告代言人对品牌的影响-以索尼数码相机为例[J].北京广播学院学报,2014(4):47-51. |
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| 作者姓名： | 连鸿励 张辉 |
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| 作者单位： | 中国传媒大学理工学部,北京100024 |
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| 摘 要： | 通过观察索尼数码相机近年来的发展状况，基于典型调查数据，寻找它的最佳明星代言人。首先确立了26位明星候选人；然后通过建立数学模型，对这26位明星候选人进行了因子分析和聚类分析；最后通过理论分析，得出索尼数码相机的最佳代言人情况。
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| 关 键 词： | 索尼数码相机 明星代言人 因子分析 聚类分析 |
Advertising Spokesperson＇ s Influence on the Brand- SONY Digital Camera for Example |
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| LIAN Hong-li,ZHANG Hui.Advertising Spokesperson＇ s Influence on the Brand- SONY Digital Camera for Example[J].Journal of Beijing Broadcasting Institute(Science and Technology),2014(4):47-51. |
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| Authors: | LIAN Hong-li ZHANG Hui |
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| Institution: | ( Faculty of Science and Techonology, Communication University of China, Beijing 100024) |
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| Abstract: | By observing the SONY digital camera development condition in recent years,based on typical survey data, to find the best celebrity spokesperson. First of all, established the 26 star candidates; Through the establishment of mathematical model, then the factor analysis and cluster analysis for the 26 star candidates; Finally through the theory analysis, obtain the best representative of the SONY digital camera. |
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| Keywords: | SONY digital camera celebrity endorsers factor analysis cluster analysis |
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