关键词: 名人代言,品牌,广告心理效果,共词分析

Abstract: After years of development, the research on the field of celebrity endorsements abroad has been fruitful. However, scholars at home and abroad have not combed the study of celebrity endorsements by means of bibliometrics. By employing such softwares as Bicomb 2.0, Citespace V, Ucinet 6.0 and SPSS 22.0, this paper conducts a bibliometric analysis of 372 articles on celebrity endorsements in the core collection of Web of Science. It systematically combs the research hotspots in the field of celebrity endorsements, which are reflected specifically in the seven aspects, such as the attributes of the celebrity spokespersons, the types of celebrity spokespersons, the negative information of the celebrity spokespersons, the public management and public health, the social networks, the advertising psychology effects and the brand communication effects. Based on the research hotspots, an analytical framework for celebrity endorsement research is constructed. Finally, it provides an outlook of the future research direction in the field of celebrity endorsement.

Key words: celebrity endorsement; brand; advertising psychological effect; co-word analysis