ABSTRACT

This paper investigates if celebrity endorsement offsets the negative effect low prices have on quality perceptions. This research highlights the interactive effect between celebrity endorsement and pricing on purchases (Study 1) and shows that celebrity endorsers’ level of expertise improves perceptions of low-priced offerings and increase purchases. Study 2 finds the mediated effect of price on purchase intentions via quality perceptions is moderated by endorser type such that a celebrity improves the quality perceptions of low-priced products. Study 3 shows price-quality perceptions mediate the effect of price on purchase intentions. Results suggest celebrity endorsements are effective in promoting low-priced offerings.

摘要

本文调查名人代言是否抵消了低价对质量认知的负面影响。这项研究强调了名人代言和购买定价之间的交互作用（研究 1），并表明名人代言人的专业水平提高了对低价产品的认知并增加了购买量。研究 2 发现，价格通过质量感知对购买意愿的中介效应受到代言人类型的调节，因此名人提高了低价产品的质量感知。研究 3 表明价格质量感知在价格对购买意愿的影响中起到中介作用。结果表明，名人代言在推广低价产品方面是有效的。