Research On The Impact Of Entrepreneurs Spokesperson On Consumers’ Brand Awareness

With the development of market economy, the brand competition is increasingly fierce competition between brands essence is to attract, maintain and retain customers war, the Battle of cognitive, rather than the product of the war. In chargeof brand awareness in the minds of customers, is the key to the war effort. Theface of the moment such a competitive environment, many companies do by the spokesperson of public advertising in order to raise brand awareness.As brand ambassador will produce a halo effect, and thus potential consumers and the public will have the brand ambassador endorsement of the brand to form a good impression, thereby strengthening the brand awareness of consumers. However, the image of the brand ambassador and not in accordance with the desired shape, which does not match the corporate image, and the spokesperson just out of economic interests, his sense of responsibility will not continue to maintain.So many companies gradually change the brand endorsement strategy, many entrepreneurs start to the front, they frequently appear in television, newspapers continueto appear in various types of advertising, public relations activities, more entrepreneurs are public awareness, understanding, so they became the spokesman for their own business, this is the so-called entrepreneurs spokesperson. The entrepreneurs spokesperson to change the target customers and the public on the evaluation ofthe corporate brand, so that the consumer brand cognitive behavioral affected. This article is based on the established brand equity point of view to study the relationship between entrepreneurs spokesperson and consumer brand awareness.First, this paper theoretically through the literature review describes the theoryand research status quo of the entrepreneurs spokesperson and brand awareness, then according to the results of previous studies as well as the specific characteristics of entrepreneurs spokesperson hypotheses and theoretical models. Measured from the point of view of consumer perception entrepreneurs spokesperson, to drawentrepreneurs spokesperson theoretical model review and sum up four dimensions:the visibility of the entrepreneur, the charm of the entrepreneur, professional entrepreneurs and entrepreneurs with product related sex. The brand awareness of cons umers in accordance with the process of cognitive psychological mechanism, whereby the brand awareness can be measured by four criteria: brand awareness, brandreputation, brand association and brand loyalty. And then through the form of a questionnaire survey to collect relevant data, and the data correlation and regressionanalysis by SPSS18.0, to draw entrepreneurs spokesperson cognitive impact on consumer brand conclusions of the study: entrepreneurs spokesperson overall consumer brand awareness has a significant impact, specific to each dimension, measurethe awareness of entrepreneurs spokesperson, personal charisma, brand awareness affect the larger of the two variables in the regression analysis of the four groupswhich were first entered into the regression sequence, indicating the two the role ofthe class factor, matching and reputation factor into the regression analysis on thelist, with respect to the previous two types of factors in the regression analysiswhich was weaker than them. Finally, the paper recommends that companies should focus on strengthening the entrepreneurs spokesperson audience awareness, personal charm, expertise, and considering the connotation of the brand personality to the implementation of brand awareness.