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中文摘要：
本文借助奋斗者形象这一广泛存在于经济社会中的文化符号，探讨了奋斗者符号的营销价值及其作用机制。通过讲述体育明星林书豪在成长过程中克服困难的励志性传记故事，塑造其奋斗者形象，并采用理论假设与实验分析的方法加以检验研究，结果表明：一是在明星代言方面，奋斗者形象明星具有更好的代言效果，这种良好的代言效果是以消费者对奋斗者形象明星更高的认同为中介变量的。二是在提升产业的影响力方面，奋斗者形象明星的励志性与戏剧性，更能吸引消费者的注意力和促进消费者的口碑传播，提升明星代言行业的影响力。
英文摘要：
Through the underdog image which is prevalent in our culture and life, we analyze the mechanism and market- ing value of underdog symbol. This paper model the underdog image through telling the story that the sports star Jeremy Lin who overcame the difficulties during his process of growth, using the methods of experiment to test the hypothesis. Empirical analysis found that underdog image star can promote the effect of celebrity endorse and the consumer＇s identity for celebrity mediate the effect. The inspiration and dramatization of the underdog image star also can amplify the indus- try influence through catching the consumer~ attention and promoting word-of-mouth.
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