How Celebrity Attribute Influences Advertising Effect In Luxury Brand Endorsement

In the21st century, the rising consumption enthusiasm of Chinese customersand growing luxury consumption share let China’s luxury market cause theattention of the world, more and more luxury brands formulate clear Chinadevelopment strategy, and increase investment in the Chinese market. In addition toopen stores continuously in the market, each high-level luxury brand also put in agreat deal of energy to develop the faithful followers, using advertisingspokesperson is spending a large amount of investment. In recent years, each biginternational luxury brands jumped out of the traditional strategy from consistentusing of Europe and the United States celebrity as the image spokesperson, andstarted to choose the Asian face as the spokesman of the luxury goods.Because the celebrity appeared in advertising represents the brand andenterprise’s public image, has the very high marketing value and goodcommunication effect. And when international luxury brands get in the Chinamarket, they can choose the Asian face, and can also choose to use foreign celebrityas spokesperson. But for luxury consumers, in the process of luxury goodsconsumption, how much effect will advertising spokesperson role cause? Would Chinese consumers like Asian face to appear in advertising? Will Chineseconsumers have different preference for luxury brands’ spokesperson?Main purpose of this article to study the characteristics of luxury spokespersonmainly focused on the nationality and gender differences of spokesman, then thepurchase intention due to the impact of spokesman on luxury brand attitude. Withdomestic male spokesperson Gao Yixiang, foreign male spokesman Sean Connery,domestic female spokesperson Du Juan, foreign female spokesperson AngelinaJulie as the research object. This study did an questionnaire both on the mainlandand Taiwan, and did comparison of preference between attitude to luxury brandimage spokesperson from the mainland and Taiwan local residents, explore Chineseconsumers’ preference in spokesperson characteristic on the general differences andlaw. The study found that: when select the luxury brand spokesperson in Chinamarket, Chinese male spokesperson is superior over the foreign male spokesperson,the foreign female spokesperson is better than Chinese female spokesperson,Chinese male spokesperson is better than Chinese female spokesperson, foreignfemale spokesperson are superior over the foreign male spokesperson.