Research On The Effect Of Clothing Brand Spokesperson On Brand Recognition

After years of development, brand spokesperson strategy has been an important means ofbranding in garment industry. However, the spokesman strategy was a double-edged sword,which not only could enhance the fame and the benefits of the enterprise, but also could bringrisks such as the damage of brand vitality and competitiveness. Therefore, only after theclothing enterprises understood thoroughly about the effect of brand spokesperson on consumerbrand recognition, did the enterprises communicate well with consumers.Usually, the studies about the clothing brand spokesperson mainly divided in to threeaspects: to discuss the spokesperson selection, application strategies and risk managementmethods from perspective of marketing communication; second, to discuss the choice ofspokesperson form the view of case analysis; to discuss the relationship between spokespersonand brands, consumers and the advertising information using the combination of theoretical andempirical. While, the study about the relationship between the brand spokesperson andcustomer brand recognition was rare few. This paper mainly discusses the influence of clothingbrand spokesperson on brand recognition from the perspective of empirical and enriches thetheory of the clothing brand spokesperson. It is helpful for the clothing enterprises to choose theright brand spokesperson and to shape the brand image.The research status of the clothing brand spokesperson and brand recognition wasexplained theoretically in this paper. And the appropriate model and hypothesis were putforward on the basis of the former research. In the model, the clothing brand spokesperson wasstudied from four dimensions of consistency, reputation, reliability and attractiveness, and thecustomer brand recognition was studied from two dimensions of the brand awareness and thebrand image. And then the scale and questionnaire were designed according to the model. The conclusions were abstained as follows:1. The four dimensions of consistency, reputation, reliability and attractiveness are theimportant indicators for the clothing enterprises to select brand spokesperson. The consistencyis the premise and the foundation to measure spokesperson effect, which is the link for customerto have a association between brand spokesperson and brand. On the premise of consistency, theenterprise using brand spokesperson with high-profile, high attractiveness and good reliabilitycan have its practical significance.2. The dimensions of brand spokesperson have different effects on different aspects ofbrand recognition. Considered from the aspects of brand awareness, the three dimensions ofconsistency, reputation and reliability have significant influence. While, the effects ofspokesperson on brand image is consistency, reputation, reliability and attractiveness orderly.Therefore, clothing enterprise should consider whether is necessary to choose aspokesperson or not according to its situation. The clothing enterprise should select brandspokesperson with good consistency, reputation, reliability and attractiveness according to thecustomer brand recognition, and combine with other marketing methods to achieve the bestpromotion effect.