[雙語翻譯]明星代言外文翻譯--名人代言對游客感知企業(yè)形象、企業(yè)信譽(yù)和企業(yè)忠誠度的影響（英文）

1、InternationalJournalofHospitalityManagement37 (2014) 131–145ContentslistsavailableatScienceDirectInternationalJournalofHospitalityManagementjournalhomepage:www.elsevier.com/locate/ijhosmanEffectofcelebrityendorsementonto

2、urists’perceptionofcorporate image,corporatecredibilityandcorporateloyaltySamuelSeongseopKim a,?, JinsooLee a, BrucePrideaux ba SchoolofHotelLordandPutrevu,2009).Celebri-tiesareadirectproductofthevaluesofthesocietytheyl

3、ivein,theimportancethatsocietyplacesonsportsandentertainment,thepervasivepowerofthemediatoinfluencepublicopinionandtheneedsofthemarketingindustry.Thereisstrongevidenceofaconnectionbetweenthelevelofrecognitionaccordedtoas

4、pecificcelebrityandthoseelementsofsocietythatthecelebrityrepresents(Leeetal.,2008;HsiehandChang,2005;vanderVeen,2008).Thesellingpowerofcelebrities,andtheirworthtothefirm,productorservicetheyendorse,isafunctionofthelevelo

5、fappealtheyhavetospecificmarkets.Becauseconsumersidentifywithcelebritiesonmanylevels,marketershaveanopportunitytolinkconsumerstoproductqualityand/orcorporatereputa-tionthroughcelebrityendorsement(EnglisandSolomon,1996;Pe

6、ttyandD’Rozario,2009)andgainleverageinspecificmarkets(WeeandMing,2003)byconveyingproductimagerytoconsumers(Erdogan,1999).Asaresult,celebrityhasbeenutilizedasapro-motionaltoolbyprivateandpublicorganizationstoachievetheirg

7、oals.? Correspondingauthor.Tel.:+85234002318;fax:+85223629362.E-mailaddresses:sam.kim@polyu.edu.hk,sskim@sejong.ac.kr(S.S.Kim),Jinsoo.lee@polyu.edu.hk(J.Lee),Bruce.prideaux@jcu.edu.au(B.Prideaux).Giventhattourismservices

8、dependonemotionalorhedo-nicvalues,celebrityendorsementhasemergedasamethodofstimulatingtheinterestsoftouriststhroughthepromiseofservicequality.Inadditioncelebrityendorsementmayhelpdis-pelhesitationaboutthepurchaseoftouris

9、mrelatedservices.Agrowingnumberofstudieshavefocusedoncelebrityendorse-mentinrelationtotourismdestinations(Glover,2009;Leeetal.,2008;vanderVeen,2008;vanderVeenandSong,2010),travelagents(Changetal.,2005;HsiehandChang,2005;

10、Linetal.,2008;Wangetal.,2002),therestaurantindustry(Kimetal.,2013;Magninietal.,2010),andthehotelindustry(HersteinandMitki,2008;Magninietal.,2008;StephensandFaranda,1993).Mostofthesestudieshavefocusedonidentifyingcustomer

11、responsestotheuseofcelebrityinadvertisementbrochures.However,theeffectsofcelebrityendorsementinahospitalitycontexthaveyettobeexploredindetail.Todevelopagreaterunderstandingofhowcelebratoryendorsementcanassistthehospitali

12、tyindustrythispaperinvestigatestheuseofcelebra-toryendorsementbyLotta,amajorKoreanhotelbrandintheJapaneseinboundmarket.TheLottaHotelgrouphasusedthreeKoreancelebritiesforhotelpromotion.TheJapanesemarketwasselectedonthebas

13、isthatitisKorea’slargestinboundmarket.Specifically,theresearchexaminesJapanesetourists’perceptionofcorporateimage,corporatecredibility,andcorporateloyaltyinrelationtothehotelwheretheychosetostaywhilevisitingSouthKorea.Th

14、eaimofthisstudywastoidentifytheeffectofcelebrityendorsementonperceptionsofcorporateimage,corporatecred-ibility,andcorporateloyaltyinthehospitalitysector.Specificresearchobjectiveswereto:0278-4319/$–seefrontmatter ©2

15、013 Elsevier Ltd. All rights reserved.http://dx.doi.org/10.1016/j.ijhm.2013.11.003S.S.Kimetal./InternationalJournalofHospitalityManagement37 (2014) 131–145 133basedonitsknowledge,expertise,andtrustworthiness.Moststud-ies

16、thathaveattemptedtomeasurecorporatecredibilityhaveusedonedimensionusingitemssuchas“expertise”,“trustwor-thiness”,“reputation”,“reliability”,“favorability”,“pleasantness”,“convincement”or“confidence”(CarrieandSejung,2005;

17、GoldbergandHartwick,1990;LaffertyandGoldsmith,1999,2004).Cor-poratecredibilityisconsideredtobeidenticalwithcelebritycredibilitywhencelebrityendorsementisappliedincorporateadvertisement(CarlsonandDonavan,2008;Goldsmitheta

18、l.,2000).Corporatecredibilitycontributestobuildingbrandloyaltyforitsproductsorservicesandfinallyleadstoenhancedsales(Ewin,1993;LaffertyandGoldsmith,2004).Incontrast,alackofpositivecorporatecredibilitymayresultinafailuret

19、oachieveanincreaseindemand,brandpreferenceoreffectiveadvertisement(CarrieandSejung,2005;Ketchenetal.,2008).Asaresult,asuccessfulchoiceofcelebrityendorsementwillstrengthenthebrandimageandthenreinforcecorporatecredibilitya

20、ndfinallygenerateanincreaseincorporateloyalty.2.4.CorporateloyaltyLoyaltytoacompanyisapositiveemotionalattachmentandemotionalreactionwhichiscreatedduringrepeatedtransactionswithacompanyanditsproductsandservices(Ewin,1993

21、,pp.388–389).Creatingcorporateloyaltyisanunderpinningstrategyforanycompanythatseekstoincreaseprofitabilitythroughseek-ingloyaltyfromcustomersandcompanyemployees(Ewin,1993,p.389).Inthisstudy,Japanesetouristscanbeviewedass

22、takeholdersincludingcustomers,employees,shareholdersorsupportersoftheLotteinternationalconglomerate.Toenhancecorporateloyalty,acompanymustbeabletooffertheconsumersomethingthattheyfeelisworthwhile.Onceapotentialcustomerex

23、pressesinterestthecompanymustbeabletofollowthroughwithexcellenceorcosteffectivenesstodrawtheconsumertothebranddependingonhowitfitstheirneedsorwants.Corporateloyaltyisreinforcedbycorporatecredibilitywhenthecompanyprovides

24、goodproductsorservices(Ewin,1993;LaffertyandGoldsmith,2004).Inaddition,itisalsopromotedbyadver-tisingusingcelebrityendorsement(Aminietal.,2012;DeanandBiswas,2001;Goldsmithetal.,2000;Kimetal.,2013).Asaresult,enhancedloyal

25、tythroughcorporatecredibilityoradvertisingisreflectedthroughintentiontopurchaseorrepurchase,recommen-dationstoothers,positiveword-of-mouth,willingnesstopaymoreandareductionincomplaints(KimandKim,2004;Ohanian,1991).2.5.Mo

26、deratingimpactsoftypeofcelebrityAcelebrityischaracterizedasapersonwhohasattributessuchastrustworthiness,attractiveness,andexpertise(Amosetal.,2008;DholakiaandSternthal,1977;HanandKi,2010;LordandPutrevu,2009;Magninietal.,

27、2008;Ohanian,1990,1991;TillandBusler,2000).Thustheeffectivenessofadvertisingincapturingtheconsumers’mindislikelytodifferbasedonthecharacteroftheendorserused.Forexample,becauseKoreanmalemoviestarssuchas‘BaeYoung-Joon’or‘J

28、angGun-Sook’areperceivedashav-inganattractiveappearance,andasoftandelegantimage,theyarepopularwithJapanesefemalefans.However,theirimageislikelytobedifferentfromthoseofothercelebrities.ClintEastwood,arenownedHollywoodstar

29、,isdescribedaswild,trustworthymanofvalor,acowboyandabravegunmanratherthananattractiveorhandsomefigure.Hischaracterevokesasenseoftrustworthinesstomovieviewersorconsumers.Asaresult,eventhoughboththeKoreanactorsandClintEast

30、woodhavesimilarqualitiesintermsoffametheirappealtoconsumersislikelytodifferentinrespecttohowtheconsumerrelatestothepersonalattributesofthespecificactor.Previousstudiesinthetourismandhospitalityliteraturehaveanalyzedtheef

31、fectivenessofadvertisingcampaignsbuiltondiffer-enttypesofcelebrityendorsement(Changetal.,2005;FriedmanandFriedman,1979;HsiehandChang,2005;Kimetal.,2013;Linetal.,2008;Stafford,1998;StephensandFaranda,1993;Wangetal.,2002;W

32、angandDoong,2010).InonestudyStephensandFaranda(1993)foundthatinhoteladvertising,afront-officeemployeewasamoreeffectiveendorserthaneitherahotelcus-tomerorhotelowner.AstudyofWangetal.(2002)foundthattheCEOofatravelagencyinT

33、aiwanwasamoreeffectiveendorserofthetravelagenciespackagetourbrochurethantourleaders.InotherresearchChangetal.(2005)foundthatanemployeeendorserwasmoreeffectiveinpromotingaboriginalvillagetourismthanotherendorsers.InaKorea

34、nexample,theownerofapopularrestaurantwasfoundtobeamoreeffectiveendorserthaneitherthecheforcustomersingeneratingpositiveattitudestowardtherestaurant(Kimetal.,2013).Inacomparisonoftheeffectivenessofmaleandfemaletourleaders

35、employedbyatravelagencybetween,femaletourleaderswereperceivedtobemoreeffectiveendorsersthanmaletourleaders(Linetal.,2008).Basedonthefindingsoftheliteratureitisapparentthatthecharacteristicsoftheendorser,celebrityorotherw

36、ise,isanimpor-tantelementintheabilityoftheendorsertoinfluencecorporateimage,corporatecredibility,andcorporateloyalty.Thus,theeffec-tivenessofcelebrityadvertisinginthehospitalityandtourismcontextislikelytobeinfluencedbyth

37、especificcharacteristicsoftheendorserusedinadvertisingcampaigns.3.ConceptualizationandhypothesesThefollowingdiscussionexaminestheseconceptsandbasedontheoutcomeoftheliteraturereviewanumberofhypothesesweredevelopedandteste

38、d.3.1.Therelationshipbetweencelebrityendorsement,corporateimage,corporatecredibilityandcorporateloyaltyBasedonpreviousstudies(Amosetal.,2008;Changetal.,2005;Kimetal.,2013;HanandKi,2010;LordandPutrevu,2009;Magninietal.,20

39、08;Ohanian,1990,1991;TillandBusler,2000;Wangetal.,2002),thisstudydefinesattributesofcelebrityastrustworthiness,attractiveness,andexpertise.Firstly,trustwor-thinessisanimportantattributeinhospitalitywheretheclientfrequent

40、lymakesabookingwithoutfirstseeingtheproductandforthisreasonreliesonthetruthfulnessofcompanymarketingcollat-eral,websites,word-of-mouth,advertisementorendorsementbyacelebrity(Gilchrist,2005;Ketchenetal.,2008;Linetal.,2008

41、;Trippetal.,1994).Accordingto‘match-uptheory’,advertisingusingacelebrityendorserinfluencesconsumerattitudesandtheirevalua-tionoftheassociationbetweenthecelebrityonthecompany.Thatis,celebrityendorsementthatpromotestrustwo

42、rthinessproducesthebest“fit”ingeneratingpositivecustomerviewsonthecom-pany’sapproachtosocialresponsibility,itsmarketingability,andprovidesassurancethatthecompanyisreliable(Kimetal.,2013;TillandBusler,2000).Kimetal.’s(201

43、3)studyoftheeffective-nessofarestaurantownerendorserincontributingtocustomersbeliefsthattherestaurantwasreliable,responsibleandcorporateethics-abidingsupportsthisview.Atthecorporateleveltrustwor-thycelebrityendorsersarea

44、neffectivemeansofcommunicatingpositivemessagestocustomersaboutthecompanyanditsprod-ucts,itscontributiontosocietyandcorporatecompetency(Finketal.,2012;WangandDoong,2010).Secondly,effectiveendorsementbyanattractivecelebrit