[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（節(jié)選）

1、3400 英文單詞， 英文單詞，19500 英文字符，中文 英文字符，中文 5600 字文獻(xiàn)出處： 文獻(xiàn)出處：Kim SeongSeop Kim, S. S. S, Jinsoo L, Prideaux B. Effect of celebrity endorsement on tourists' perception of corporate image, corporate credibility and corporate

2、 loyalty.[J]. International Journal of Hospitality Management, 2014, 37:131-145.Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyaltySamuel Seongseop Kim,

3、 Jinsoo Lee, Bruce PrideauxAbstractThis study explores the effectiveness of using Korean celebrities to endorse a Korean hotel in the Japanese market. Specifically, Japanese tourists’ perception of the hotel’s corporate

4、image and corporate credibility were tested along with corporate loyalty. This study found that trust in celebrity endorsers by consumers is transferable to perceptions of image of the hotel, its credibility and loyalty

5、to the hotel. Structural equation modeling was used to explain difference in the relationships between constructs that identified the effectiveness of each celebrity. One important finding was that specific celebrity end

6、orsers may not appeal to the entire target market and for this reason more than one endorser may be required to promote a product.Keywords: Celebrity ;Corporate image; Corporate credibility; Corporate loyalty ; Endorseme

7、nt ; Japanese tourist; Structural equation modeling1. IntroductionCelebrities, defined by Young and Pinsky (2006, p. 464) as ‘. . . individuals who have achieved a significant level of fame that makes them well known in

8、society’ have emerged as a powerful force in 21st Century life and occupy a pivotal position in contemporary culture (Koernig and Boyd, 2009; Lord and Putrevu, 2009). Celebrities are a direct product of the values of the

9、 society they live in, the importance that society places on sports and entertainment, the pervasive power of the media to influence public opinion and the needs of the marketing industry. There is strong evidence of a c

10、onnection between the level of recognition accorded to a specific celebrity and those elements of society that the celebrity represents (Lee et al., 2008; Hsieh and Chang, 2005; van der Veen, 2008).The selling power of c

11、elebrities, and their worth to the firm, product or service they endorse, is a function of the level of appeal they have to specific markets. Because consumers identify with celebrities on many levels, marketers have an

12、 opportunity to link consumers to product quality and/or corporate reputation through celebrity endorsement (Englis and Solomon, 1996; Petty and D’Rozario, 2009) and gain leverage in specific markets (Wee and Ming, 2003

13、) by conveying product imagery to consumers (Erdogan, 1999). As a result, celebrity has been utilized as a pro- motional tool by private and public organizations to achieve their goals.Given that tourism services depend

14、on emotional or hedonic values, celebrity endorsement has emerged as a method of stimulating the interests of tourists through the promise of service quality. In addition celebrity endorsement may help dispel hesitation

15、 about the purchase of tourism related services. A growing number of studies have focused on celebrity endorsement in relation to tourism destinations (Glover, 2009; Lee et al., 2008; van der Veen, 2008; van der Veen and

16、 Song, 2010), travel agents (Chang et al., 2005; Hsieh and Chang, 2005; Lin et al., 2008; Wang et al., 2002), the restaurant industry (Kim et al., 2013; Magnini et al., 2010), and the hotel industry (Herstein and Mit

17、ki, 2008; Magnini et al., 2008; Stephens and Faranda, 1993).Most of these studies have focused on identifying customer responses to the use of celebrity tourists was an effective endorser.To understand the functions of c

18、elebrity endorsement in the hospitality industry it is first necessary to identify the attributes that an effective celebrity endorser should possess. Research into this issue has identified a core group of symbolic dime

19、nsions that determine the level of customer belief in celebrity endorsement including trustworthiness, expertise, personality, appearance, private life management, attractiveness, competency, relationship, likeability, f

20、amiliarity, identification (Amos et al., 2008; Han and Ki, 2010; Ketchen et al., 2008; Lord and Putrevu, 2009; Magnini et al., 2008, 2010; Ohanian, 1990, 1991; Till and Busler, 2000).In relation to celebrity attributes a

21、 number of researchers have identified trustworthiness, expertise, and attractiveness as the most important attributes of celebrity endorsers (Amos et al., 2008; Dholakia and Sternthal, 1977; Han and Ki, 2010; Lord and P

22、utrevu, 2009; Magnini et al., 2008; Ohanian, 1990, 1991; Till and Busler, 2000). Trustworthiness refers to the degree to which the audi- ence perceives that the celebrity is able to convey a sense of integrity, honesty,

23、and believability through the medium of advertising (Tripp et al., 1994).The second celebrity attribute is expertise, defined as the extent to which an individual’s skill or experience, knowledge, or expert- ness is soug

24、ht by others to assist in decision making (Amos et al., 2008; Magnini et al., 2008; Lord and Putrevu, 2009). Expertise is associated with competency, qualification, expertness, expert ability, mastery, and authoritativen

25、ess (Han and Ki, 2010; Ketchen et al., 2008; Magnini et al., 2010). The third attribute is attractiveness defined as the sum of a celebrity’s physical appearance, dress and accessories, beauty, elegance, sexual appeal, m

26、anners, and etiquette (Amos et al., 2008; Gakhal and Senior, 2008; Han and Ki, 2010; Lord and Putrevu, 2009; Magnini et al., 2010). In summary, previous research has found that physical features or images derived from th

27、e celebrity may be transferred to the product or company they endorse and as a consequence, affect corporate image or corporate credibility.2.2. Corporate imageCorporate image is the sum of the public’s beliefs, ideas, a

28、nd impressions of an organization (Bos, 2007). Thus, corporate image represents the unique and individual personality of a company that differentiates it from its competitors. Effective corporate image should also stimul

29、ate interest among customers, generates brand equity, and finally encourages sales (Amini et al., 2012; Kanibir and Nart, 2009). Corporate image is shaped by a company’s actions as well as by factors that have a direct o

30、r indirect impact on public opinion, such as media, labor unions, social organizations, industrial associations, and other entities (Blishak, 2007).Customers’ perceptions of corporate image are formulated by their respon

31、se to a range of multifaceted tangible and intangible interactions with the corporation on a number of levels (Flavian et al., 2004). Tangible aspects include name, interior, exterior, products/services, displayed ambien

32、ces, and cyber communication vehicles. Intangible aspects include credibility, impression of quality, tradition, corporate philosophy, staff education, organization and service culture. Corporate image also reflects the

33、needs or expectations of a diverse range of stakeholders who are directly or indirectly associated with the company (Lemmink et al., 2003). As a consequence, corporate image may have different meanings based on the perce

34、ptions of stakeholders that include stockholders, board members, employees, suppliers, channel members, customers, and the community.Because diverse factors affect how corporate image is perceived by stakeholders, most s