英语原文共 28 页
作者：Ramendra Pratap Singh amp; Neelotpaul Banerjee
Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention
探讨名人崇拜对品牌态度，广告态度和购买意愿的影响
译者：营销1501龚铮
ABSTRACT The celebrity worship considered as an anomalous psychological behavior with major consequences on personality development of an individual is examined with the important constructs of marketing namely, brand attitude, advertisement attitude and purchase intention. The study is carried out with a sample size of 386 respondents. The model is tested using structure equation modeling where celebrity worship is studied by examining its three dimensions individually as well as in aggregate implementing an existing celebrity worship scale. The study reveals some interesting findings with celebrity worship having a direct positive relationship with advertisement attitude and purchase intentions, whereas brand attitude is found to be significantly negatively associated with celebrity worship. The future research scope for the study and its practical implications are discussed based on the findings of the study.
摘要：名人崇拜被认为是一种对个人人格发展产生重大影响的异常心理行为，其重要的营销结构即品牌态度，广告态度和购买意愿。该研究的样本量为386名受访者。该模型使用结构方程模型进行测试，其中通过单独检查其三个维度以及实现现有名人崇拜量表的聚合来研究名人崇拜。该研究揭示了一些有趣的名人崇拜发现与广告态度和购买意愿有直接的积极关系，而品牌态度被发现与名人崇拜显着负相关。基于该研究的结果，讨论了该研究的未来研究范围及其实际意义。
KEYWORDS Celebrity worship, marketing, structure equation modeling, India
关键词：名人崇拜，营销，结构方程模型，印度
Introduction and background
介绍和背景
In the current decade, the attention on Celebrities has become progressively common in entertainment culture (Boorstin, 2012; Gabler,2011; Turner,2010). The emblematic impulsive and subjective procedures (Planalp amp; Fitness, 1999) occurring in common individual collaboration shape the premise of the one-sided relationship amongst fans and celebrities (Alperstein, 1991). Rojek (2001) explains the features of the connection between celebrities and fans. According to Rojek, the connection is established on “meticulously mediated series of allurement”. At present, by no means, a celebrity can achieve mass attention without the support of cultural mediator. For many individuals, the affection in celebrities goes above the occasional attraction, and even enchantment, to compulsion. Stever (2009) de fined celebrity worshipers as a group of individuals with compulsive and obsessional attachment with their idols. Celebrity worshipers are the people who exhibit an extremely profound adoration and devotion for a celebrity (Raviv, Bar-Tal, Raviv, amp; Ben-Horin, 1996). It is a form of parasocial interplay in which a person becomes preoccupied with one or more celebrities (McCutcheon, Ashe, Houran, amp; Maltby, 2003).
在当前的十年中，对名人的关注在娱乐文化中逐渐普及（Boorstin，2012;Gabler，2011;Turner，2010）。在共同的个人合作中出现的象征性的冲动和主观程序（Planalp＆Fitness，1999）塑造了粉丝和名人之间片面关系的前提（Alperstein，1991）。Rojek（2001）解释了名人和粉丝之间联系的特征。根据Rojek的说法，这种联系建立在“精心调解的一系列调动”之上。目前，没有文化调解人的支持，名人绝不能获得大众关注。对于许多人来说，名人的喜爱超过了偶尔的吸引力，甚至是魅力，甚至是强迫。Stever（2009）将名人崇拜者定义为一群与他们的偶像有强迫性和强迫性依恋的人。名人崇拜者是对名人表现出极度崇拜和奉献的人（Raviv，Bar-Tal，Raviv和Ben-Horin，1996）。这是一种社会交往的形式，其中一个人专注于一个或多个名人（McCutcheon，Ashe，Houran，＆Maltby，2003）。
Giles (2000) illustrates celebrity and popularity of worshipping celebrity in the contemporary community as explicit results of information channels and publicity. There is a long history of research on the probable effects of media on viewersrsquo; or listenerrsquo;s attitude (Anderson amp; Bushman, 2002). The immoral conduct of some famous personalities is excused and reasoned away when identical conduct by a commoner would perhaps not easily be forgiven (Giles, 2000). The society now has turned out to be progressively more intrigued with the private existences of celebrities than any time in the recent history (Morton, 1997).
Giles（2000）展示了当代社区中崇拜名人的名人和受欢迎程度，作为信息渠道和宣传的明确结果。关于媒体对观众或听众态度的可能影响的研究历史悠久（Anderson＆Bushman，2002）。当一个平民的相同行为可能不容易被宽恕时，一些着名人士的不道德行为是可以原谅和推理的（Giles，2000）。现在社会对名人的私人生活越来越感兴趣，而不是近代史上的任何时候（Morton，1997）。
The subjective investigation of celebrity and fame has typically followed three patterns. To begin with, there is an enthusiasm in personality that separates esteemed individuals with compelling accomplishments or acumen from the common public (Albert, 1996; Simonton,1999). The second one is based on different investigations that have brought up how celebrity impacts public demeanours, for example, the consumer role (Till amp; Shimp, 1998; Tripp, Jensen, amp; Carlson, 1994). Finally, there exist emotional impacts of accomplishing stardom. The social dramas encompassing celebritiesrsquo; accounted for actions and life-experiences significantly influence some people, induced reaction running from somewhat unusual to the extremely obsessive. The individuals who are more emphatically appended to their most loved celebrities are probably going to score poorer on psychological measures of innovativeness, general facts, and analytical understanding (McCutcheon et al., 2003). The Study of celebrity worship proposes that the individual celebrities are at present represented as an epitome of social and physical standards (Giles amp; Maltby, 2004). Thus, famous personalities may symbolize conspicuous and exclusive social correlation and their physical appeal contributes to the direction of social-glorified norms. Media and social investigations of celebrities have offered a path for research in contemporary lsquo;lsquo;celebrity culturersquo;rsquo; (Giles, 2000; Rojek,2001; Turner, 2013; Turner, Bonner, amp; Marshall, 2000). Within this assemblage of tasks, it is feasible to perceive an accentuation on the effect of celebrity, in the context of endorsements, and on consumersrsquo; consumption behavior (Erdogan, 1999; Till amp; Shimp, 1998; Mathur, Mather, amp; Rangan,1997; Agrawal amp; Kamakura, 1995).
对名人和名人的主观调查通常遵循三种模式。首先，人格中充满了热情，将受尊敬的人与公众共同的成就或敏锐性区分开来（Albert，1996;Simonton，1999）。第二个是基于不同的调查，这些调查提出了名人如何影响公众贬低，例如，消费者角色（Till＆Shimp，1998;Tripp，Jensen，＆Carlson，1
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