品牌代言人對(duì)品牌形象影響研究調(diào)查問卷

1. When you come into contact with a brand's endorser, how familiar are you usually with them? (當(dāng)你接觸到某品牌的代言人時(shí)，你對(duì)該代言人的熟悉程度通常是？) ( )

A. Completely unfamiliar (完全不認(rèn)識(shí))B. Heard the name but have no understanding (聽過名字但不了解)C. Know their performance/achievements in their respective field (了解其在所屬領(lǐng)域的表現(xiàn)/成就)D. Very familiar with their personal image and style (非常熟悉其個(gè)人形象與風(fēng)格)

2. How do you evaluate the fit between a brand's selected endorser and the brand's personality/image? (你如何評(píng)價(jià)品牌選擇的代言人與品牌個(gè)性/形象的契合度？) ( )

A. Completely mismatched (完全不匹配)B. Low degree of match (匹配度較低)C. Basically matched (基本匹配)D. Highly consistent (高度契合)

3. To what extent does an endorser affect your perception and favorability of the corresponding brand? (代言人在多大程度上影響你對(duì)對(duì)應(yīng)品牌的認(rèn)知與好感度？) ( )

A. Will significantly reduce favorability (會(huì)大幅降低好感)B. Will slightly reduce favorability (略有降低)C. No obvious impact (無明顯影響)D. Will slightly increase favorability (略有提升)E. Will significantly increase favorability (會(huì)大幅提升好感)

4. Will you take the initiative to pay attention to a brand's reputation and related information (such as new products, activities) because of its endorser? (你是否會(huì)因?yàn)槟称放频拇匀?，主?dòng)關(guān)注該品牌的口碑及相關(guān)信息（如新品、活動(dòng)）？) ( )

A. Definitely not (完全不會(huì))B. Probably not (不太會(huì))C. Occasionally (偶爾會(huì))D. Often (經(jīng)常會(huì))

5. Will the endorser's words and deeds (such as public expressions, professional presentations) enhance your trust in the brand's reputation? (代言人的言行（如公開表述、專業(yè)呈現(xiàn)）會(huì)增強(qiáng)你對(duì)品牌口碑的信任嗎？) ( )

A. Definitely not (完全不會(huì))B. Probably not (不太會(huì))C. No impact (無影響)D. Will increase trust to some extent (會(huì)增加一些信任)E. Significantly enhance trust (大幅提升信任度)

6. Which brand personality traits do you think an endorser can usually convey? (Multiple choices allowed) (你認(rèn)為代言人通常能傳遞品牌的哪些個(gè)性特質(zhì)？（可多選）) ( )

A. Young and trendy (年輕潮流)B. Professional and reliable (專業(yè)可靠)C. High-end texture (高端質(zhì)感)D. Approachable and down-to-earth (親民接地氣)E. Innovative and avant-garde (創(chuàng)新前衛(wèi))F. Others (Please specify) (其他（請(qǐng)補(bǔ)充）)

7. If a brand replaces its endorser, how will it affect your purchase intention and perception of the brand image? (若某品牌更換了代言人，會(huì)如何影響你的購買意愿及對(duì)品牌形象的認(rèn)知？) ( )

A. Significantly reduce purchase desire and worsen brand image perception (大幅降低購買欲，且品牌形象認(rèn)知變差)B. Slightly reduce purchase desire and slightly worsen brand image perception (略有降低購買欲，且品牌形象認(rèn)知略有變差)C. No impact on purchase desire and brand image perception (對(duì)購買欲和品牌形象認(rèn)知無影響)D. Slightly increase purchase desire and slightly improve brand image perception (略有提升購買欲，且品牌形象認(rèn)知略有變好)E. Significantly increase purchase desire and improve brand image perception (大幅提升購買欲，且品牌形象認(rèn)知變好)

8. Through which channels do you usually learn about a brand's endorser and the brand's associated information? (Multiple choices allowed) (你通常通過哪些渠道了解品牌的代言人及品牌的關(guān)聯(lián)信息？（可多選）) ( )

A. TV/video ads (電視/視頻廣告)B. Social media (platforms like Weibo, Douyin) (社交媒體（微博、抖音等平臺(tái)）)C. Brand offline stores/posters (品牌線下門店/海報(bào))D. Professional forums/industry events (專業(yè)論壇/行業(yè)活動(dòng))E. Friends/social circle sharing (朋友/社交圈分享)

9. Will you recommend a brand to others because you like its endorser, thus affecting the brand's word-of-mouth associations? (你是否會(huì)因?yàn)橄矚g某代言人，向他人推薦該品牌，進(jìn)而影響品牌的口碑關(guān)聯(lián)度？) ( )

A. Definitely not (完全不會(huì))B. Probably not (不太會(huì))C. Occasionally (偶爾會(huì))D. Often (經(jīng)常會(huì))

10. How helpful do you think an endorser is for a brand's visibility and reputation improvement? (你認(rèn)為代言人對(duì)品牌知名度及口碑提升的幫助程度如何？) ( )

A. No help at all (毫無幫助)B. Very little help (幫助很小)C. Somewhat helpful (有一定幫助)D. Very helpful (幫助很大)

11. If an endorser has negative news, how will it affect your opinion of the brand's image and reputation they endorse? (若代言人出現(xiàn)負(fù)面新聞，會(huì)如何影響你對(duì)其代言品牌的形象及口碑看法？) ( )

A. Definitely not (完全不會(huì))B. Slightly affected (略有影響)C. Greatly affected (will reduce attention to the brand) (影響較大（會(huì)減少對(duì)品牌的關(guān)注）)D. Completely abandon the brand and have a negative perception of its image (徹底放棄該品牌，且對(duì)其形象產(chǎn)生負(fù)面認(rèn)知)

12. Have you ever purchased a brand's product because of its endorser, which reflects the endorser's influence on your brand association behavior? (你是否曾因?yàn)榇匀?，購買過其代言品牌的產(chǎn)品，這一行為反映了代言人對(duì)你的品牌關(guān)聯(lián)行為的影響？) ( )

A. Never purchased (從未購買)B. Purchased once (購買過1次)C. Purchased 2-3 times (購買過2-3次)D. Purchased 4 or more times (購買過4次及以上)

13. The style of the brand's chosen endorser is consistent with my perception of the brand's personality. (品牌選擇的代言人風(fēng)格，與我對(duì)該品牌個(gè)性的認(rèn)知相符。)