名人丑闻对代言企业绩效的影响研究

发布时间：2024-12-08 17:41

ZHANG Lei, LIN Jia-ye, WU Qiu-qin, WANG Xiao-yuan. Research of Negative Celebrity Information on Performance[J]. Journal of University of Electronic Science and Technology of China(SOCIAL SCIENCES EDITION), 2017, 19(3): 67-70. DOI: 10.14071/j.1008-8105(2017)03-0067-04

Citation: ZHANG Lei, LIN Jia-ye, WU Qiu-qin, WANG Xiao-yuan. Research of Negative Celebrity Information on Performance[J]. Journal of University of Electronic Science and Technology of China(SOCIAL SCIENCES EDITION), 2017, 19(3): 67-70. DOI: 10.14071/j.1008-8105(2017)03-0067-04

名人丑闻对代言企业绩效的影响研究

电子科技大学　成都　611731

厦门烟草工业有限责任公司　厦门　361000

四川师范大学　成都　610101

详细信息

作者简介:

张蕾（1980– ）男，博士，电子社科大学经济与管理学院讲师

林家晔（1987– ）男，厦门烟草工业有限责任公司供应部工作人员

吴秋琴（1980– ）女，博士，四川师范大学商学院副教授

王啸远（1987– ）男，电子科技大学经济与管理学院讲师

中图分类号: F715.54

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Research of Negative Celebrity Information on Performance

University of Electronic Science and Technology of China　Chengdu　611731　China

Xiamen Tobacco Industrial Co., LTD.　Xiamen　361000　China

Sichuan Normal University　Chengdu　610101　China

摘要

摘要: 研究基于国内股票市场，首次分析当企业聘请的代言人发生丑闻时，负面效应是否会转移到其代言的企业。通过事件研究法，探讨中国44个上市企业所聘请代言人被曝光丑闻后的绩效变化。研究发现中国企业代言人被曝光丑闻后其对代言企业的绩效没有显著的影响。这一结论对理解当前中国盛行的企业代言人策略有帮助，也对国内相关职能部门完善名人代言行业管理措施具有指导意义。

Abstract: This study investigates whether the negative effect of celebrity will be transferred to the endorsing brand. By using the event study method, through a sample of 44 Chinese listed companies whose endorsing celebrities had negative information, we test the cumulative abnormal return in different intervals. This study finds that, in the overall China market, celebrity negative information did not lead to significant cumulative abnormal return. This conclusion has good help to understand why it is so popular to use celebrity endorsement advertisements in China, and it is also helpful to develop the management policy for marketing advertising.

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表 1 代言人丑闻样本

丑闻大致内容代言企业事件日蒋雯丽被指乱伦广告上海家化2006/10/9唐国强脑血栓广告被点名批评平安保险2012/1/6唐国强脑血栓广告被点名批评哈药集团三金双黄连2012/1/6唐国强脑血栓广告被点名批评西王集团2012/1/6葛优涉嫌亿霖木业虚假宣传三元股份2008/1/28张韶涵和母亲反目，其母亲指其吸毒伊利股份2009/9/10孙红雷拍戏和小沈阳打架美尔雅2009/6/17张柏芝“艳照门”事件浪莎股份2008/8/8陈冠希“艳照门”事件浪莎股份2008/8/8郭晶晶穿“脏话”T恤出席活动贵州茅台2009/2/25张国立儿子吸毒九芝堂2012/1/31张国立儿子吸毒以岭药业2012/1/31张国立儿子吸毒长安汽车2014/8/1张国立儿子吸毒以岭药业2014/8/1王海起诉初元涉虚假宣传代言人张国立成被告九芝堂2009/7/30林志玲逃税案败诉孚日股份2010/10/7北京奥运刘翔因腿伤退赛杉杉股份2008/8/8北京奥运刘翔因腿伤退赛伊利股份2008/8/8北京奥运刘翔因腿伤退赛中国平安2008/8/8北京奥运刘翔因腿伤退赛交通银行2008/8/8陈建斌代言问题胶囊长安汽车2012/4/23孙红雷代言问题胶囊白云山Ａ2012/4/23孙红雷代言问题胶囊七匹狼2012/4/23张丰毅代言问题胶囊钱江摩托2012/4/23田亮超生康芝药业2012/4/11舒淇删微博事件索菲亚2012/3/26周杰伦携昆凌约会被跟拍与狗仔发生冲突美邦服饰2012/4/1媒体报道小S生3女儿后被老公抛弃中顺洁柔2012/4/18张娜拉被曝耍大牌罢演山下湖2012/4/11成龙挺菲门ST南风2010/8/26成龙挺菲门格力电器2010/8/26成龙诈捐门ST南风2010/9/3成龙诈捐门格力电器2010/9/3成龙代言的霸王洗发水深陷致癌疑云ST南风2010/7/14成龙代言的霸王洗发水深陷致癌疑云格力电器2010/7/14甄子丹戏霸事件东阿阿胶2012/5/15李代沫吸毒苏宁云商2014/3/18孙杨不训练太平洋保险2012/3/15孙杨不训练伊利股份2012/3/15孙杨无证驾驶太平洋保险2013/11/3孙杨无证驾驶伊利股份2013/11/3孙杨药检阳性太平洋保险2014/11/24孙杨药检阳性伊利股份2014/11/24黄晓明婚礼被指过分奢华苏宁云商2015/10/8

表 2 不同时间跨度的累计非正常收益(CAR)及其检测结果

事件窗CARP值事件窗CARP值事件窗CARP值0, 1–0.0050.3581, 2–0.00410.4092, 3–0.00210.430, 2–0.0060.3591, 3–0.00540.3462, 4–0.00160.390, 3–0.0070.3321, 4–0.00490.4662, 5–0.00260.600, 4–0.0070.4191, 5–0.00590.3842, 6–0.00540.870, 5–0.0080.351, 6–0.00870.2602, 7–0.00400.490, 6–0.0110.2611, 7–0.00730.4202, 8–0.00300.390, 7–0.0090.3771, 8–0.00630.4982, 9–0.00180.370, 8–0.0080.4471, 9–0.00810.4493, 4–0.00080.290, 9–0.0100.411, 10–0.00890.4503, 5–0.00180.510, 10–0.0110.4151, 11–0.00750.5093, 6–0.00460.890, 11–0.0090.4541, 12–0.00480.7133, 7–0.00330.440, 12–0.0070.6351, 13–0.00490.7513, 8–0.00220.320, 13–0.0070.6811, 14–0.00760.6173, 9–0.00400.510, 14–0.0100.5591, 15–0.00350.8353, 10–0.00480.460, 15–0.0060.761

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计量文章访问数: HTML全文浏览量: PDF下载量: 出版历程收稿日期: 2016-11-13 网络出版日期: 2017-06-07

名人丑闻对代言企业绩效的影响研究

名人丑闻对代言企业绩效的影响研究

Research of Negative Celebrity Information on Performance

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