摘要
现实形象IP和虚拟形象IP在品牌建设中有明显不同。现实形象IP强调真实性,通过实际存在和感官体验传递品牌信息,通过代言人、赞助等方式传播。虚拟形象IP则借助数字技术和虚拟环境,注重创意和互动性,通过游戏、社交媒体等与用户互动。现实形象IP稳定可靠,适合建立长期品牌形象;虚拟形象IP更吸引年轻消费者,具有创新性。调查显示,虚拟人物代言能够显著影响消费者购买决策,品牌形象在虚拟代言和消费者购买意愿间起到中介作用。
Real and virtual image intellectual properties(IP)exhibit distinct characteristics in brand building.Real image IP emphasizes authenticity,conveying brand information through actual existence and sensory experiences,and utilizes methods such as endorsements and sponsorships for dissemination.Virtual character IP,leveraging digital technologies and virtual environments,focuses on creativity and interactivity,engaging with users through games,social media,etc.Real image IP is stable and reliable,suitable for establishing a long-term brand image,while virtual image IP is more appealing to young consumers due to its innovative nature.Surveys indicate that virtual character endorsements can significantly influence consumer purchase decisions,and brand image plays an intermediary role between virtual endorsements and consumer purchase intentions.
作者
陈玲玲
Chen Lingling(Wenzhou-Kean University,Wenzhou,Zhejiang 325060)
出处
《中国商论》
2024年第1期100-105,共6页
China Journal of Commerce
