The Impact Of Spokescharacters’ Likeability And Nostalgic On Brand Loyalty

With more and more serious product homogeneity, product advertising information overload, and consumers’ increasingly sophisticated, the current consumption gradually into consumer brands, consumer experience era. In order to promote the brand better known by consumers, most businesses choose endorser for publicity for the brand propaganda, in order to aid the stars of the "halo effect", the rapid expansion of business and product awareness, stimulate social effects, thereby narrowing with consumers distance and get the trust of consumers. However, the star in the endorsement process for the enterprise will be a lot of problems, such as a star appeared in a number of brand endorsements, celebrity image and brand image does not match, the star itself suffered negative news and other issues, and sometimes these crises will have a huge negative impact business. In view of this crisis, companies have begun to try a "newer" spokesperson form -spokescharacters.In this paper,we chose the combination of theoretical research and empirical research, first on the basis of analyzing the previous research, Induces comprehensive theoretical model of the virtual spokesperson, brand experience and brand loyalty. To study the spokescharacters of likeability and nostalgia of the impact on brand loyalty, and verifying the intermediary role of the brand experience. In addition, this study also explores the role of gender and occupational status adjustment between the spokescharacters and brand loyalty. Through the statistical analysis software of SPSS and AMOS to analysis survey data, The analysis showed that:Spokescharacters’s likeability and nostalgic has a significant positive impact on the brand loyalty; Likeability and nostalgia have a significant positive effect on attitude loyalty and behavioral loyalty, and the attitude loyalty played a partial mediating role in likeability and nostalgia of the impact of behavioral loyalty; Likeability and nostalgic have significant influence on the four dimensions of brand experience The four dimensions of brand experience for attitude loyalty have a significant positive effect, In likeability to loyalty studies, Sensory experiences and emotional experience has a significant positive impact on behavior loyalty, but cognitive experience and relationship experience have no direct positive impact on behavioral loyalty, all impact behavioral loyalty through attitude loyalty; In the nostalgic impact on loyalty research, Only sensory experience significantly direct affect behavioral loyalty, The other three dimensions of brand experience of direct effect behavioral loyalty is not obvious, all impact behavioral loyalty through attitude loyalty;Sensory experience, emotional experience and cognitive experience played a mediating role in the influence of likeability and nostalgic to attitude loyalty and behavioral loyalty, but relate experience not played a partial mediating role on the influence of likeability to behavioral loyalty, played a partial mediating role on the influence of nostalgia to behavioral loyalty. The study also found that, Sex does not regulate on the role of likeability and nostalgia to brand loyalty, The employment status plays a regulatory role in the impact of nostalgic to the brand loyalty, No regulatory role in influencing of Likeability on brand loyalty.The results of this study is to a certain extent enriches the existing brand research theory, also provide some inspiration for business marketing. But because of the limitation of research experience, This study on feature selection, the segmentation and object choice also has certain limitation, the future can continue research in these areas.