Research On The Mechanism Of The Celebrity Endorsement Impact On Brand Equity

Celebrity endorsement is the most effective marketing strategy that current enterprise widely used. It is a common concern in the academic and practice area that how to use the effect of celebrity to enhance the enterprise’s brand equity. The unique characteristics of celebrity itself can effectively attract consumer’s attention, increase product charm and advertising effect. However, many enterprises have also noticed many problems that can’t be expected in the process of selection of celebrity endorsement. In this cases, how will the enterprise to choose the right spokesperson? Could brand equity be affected by the celebrity endorsement? In addition, the symbolic meanings that celebrity represented could transfer to brand, and what will the degree of impact on the formation of brand equity? In view of the above problems, this study explored the formation mechanism of celebrity effect brand equity. The conclusion of this study providing theoretical values for further study of celebrity endorsement and brand equity, and the beneficial references for choosing the spokesperson and brand equity management.Firstly, the relevant literatures were reviewed in this paper including meaning, theoretical model and mechanism of celebrity endorsement. Meanwhile, this paper summarized three key variables on the brand construction, brand association, brand attitude and brand equity, including connotation, dimensions and the theoretical model of each variable to collate. From the summarize we analyze the formulation of brand equity, and introduce the content and function mechanism of moderating role meaning transfer, to be prepared for the modeling construction.Secondly, according to the study of the home and abroad, this paper summarize the mutual relations deeply between the variables, and to construct the celebrity effect on brand equity mechanism model, and to explore the moderating role of meaning transfer in the model. Based on the research model this paper proposed hypothesis. A hand data collected through the questionnaire survey method, and carries on the empirical analysis by using SPSS and SmartPLS software. The conclusion shows that celebrity endorsement on brand association, brand attitude and brand equity has a positive impact on the celebrity endorsement; brand association plays an mediating role between celebrity endorsement and brand attitude. That illustrate brand association, brand attitude and brand asset is a complete system, celebrity endorsement can effectively form the final brand assets through this path. Moreover, meaning transfer could moderate the relationship between celebrity endorsement and brand association significantly, it means good transfer effect could enhance consumer brand association, to form an effective influence on brand attitude and even brand assets.Finally, according to the empirical results, this paper draws the theoretical significance and practical significance of this paper respectively from the academic angle and enterprise management angle, and put forward the shortcomings of the article and then about research direction.