How Star Spokesperson Scandal Influences Consumer Attitudes?

Enterprises to hire a celebrity spokesperson for the brand of propaganda is a common occurrence, theory profession in spokesperson’s positive impact of the brand have come to many conclusions; In turn, when the star scandal occurs, the negative publicity of the star will produce what kind of impact for their endorsement of the brand? Is star scandals of different nature the same attitude towards the brand endorsements? Which way does this influence act on? Does consumers’attribution on star scandals have different effects? Many research in this area is unclear.This research in the system arrangement on the basis of related literatures, makes full use of interviews, expert consultation method of the qualitative approach to constructing the model. According to the characteristics of Chinese culture, we put the star scandal is divided into "violations feeling" and "illegal" two kinds to inspect, and tried to find out the different effects of attribution tendency, the moral reputation and the consumer attitude; On the main line of how star scandal influences consumer attitudes, moral reputation is an intermediate variable; the attitude of consumers, including consumer attitude to star parties, the consumer’s attitude to the brand of the endorsement by the parties, the attitude of consumers on the other endorser to examine the spillover effects of the star scandal; In the relationship between star scandals and star parties’ moral reputation, consumers’ attribution tendencies for the star scandal and perceived social harm are the moderating variables; In the relationship between moral reputation and the brand attitude of scandal star endorsement, brand relationship quality between consumers and brands as an adjustment variable. In this study we collect first-hand material through the experiment, then use social statistics software SPSS17.0for quantitative analysis; Analysis related to validity analysis, reliability analysis, descriptive statistics, correlation analysis and regression analysis, variance analysis, hierarchical regression etc..The following is conclusions in this study:1. The influence of star scandal of "the violations feeling"and"illegal" on the attribution tendencies is significant differences;2. Consumers’ internal attribution tendency to star scandal is the stronger, the evaluation of scandal star’s moral reputation is the poorer;3. Consumers’ external attribution tendency to star scandal is the stronger, the relation between star scandal and the evaluation of moral reputation is the smaller; 4.Relative to the perceived social harm is weak, when the consumer perception of the social harm is strong, the impact of internal attribution to the moral reputation will be significantly enhanced;5. The evaluation of the scandal star’s moral reputation of the consumers is the worse, the attitude to star parties is worse;6. The evaluation of the scandal star’s moral reputation of the consumers is the worse, the attitude to the brand of star parties endorsement is worse.According to the conclusion of this study, it is concluded that the following enlightenment:First, when the star scandal happened, whether business or star should take measures to try to encourage consumers to external attribution to star scandal, which can lower a consumer’s evaluation of moral reputation for star, can also reduce the consumer bad attitude to stars and brand endorsements; Second, in order to minimize the adverse effects of the scandal on brand attitude, celebrities and companies should be timely and mass communication and eliminate misunderstanding, reduce consumers’ perceived social harm caused by the scandal.