The Impact of Spokesperson Geo-Relationship on the Effectiveness of Place Brand Cause-Related Endorsement Based on Confucianism’s Ethics for the Ordinary People
LI Jianxin，LI Chen，HE Hao，LIU Hongshen
Changsha University of Science & Technology, Changsha, China
Abstract：Based on the Confucian ethics of “benevolence (Ren)”, “righteousness (Yi)”, and “propriety (Li)”, this study investigates the influence of endorser geo-relationship between spokesperson and regional brands on the effectiveness of celebrity public welfare endorsements through three situational experiments. The results show that the interactive dimension of endorser geo-relationship is the primary determinant of behavioral intention, while the ascribed dimension only plays a role when the interactive dimension is weak. And in the influence of endorser geo-relationship on behavioral intention, the perception of “Qingyi” (affection and righteousness) plays a mediating role. Moreover, high interactivity of the endorser geo-relationship helps to enhance the endorsement effectiveness when the information focus is the celebrity.
黎建新，李晨，何昊，刘洪深. 儒家庶人伦理视角下代言人地缘关系对区域品牌公益代言效果的影响[J]. 管理学报, 2024, 21(11): 1593-.
LI Jianxin，LI Chen，HE Hao，LIU Hongshen. The Impact of Spokesperson Geo-Relationship on the Effectiveness of Place Brand Cause-Related Endorsement Based on Confucianism’s Ethics for the Ordinary People. Chinese Journal of Management, 2024, 21(11): 1593-.
