The Influence Of The Type Of Spokesperson On Brand Attitude In The Reversal Endorsement Of Beauty Makeup

The consumption upgrade makes the consumption of people at present stage appear fashionable and personalized.The rise and expansion of the demand for beauty consumption is the embodiment of consumption upgrading.In order to further stimulate the beauty consumption of female groups,the use of male stars to reverse the endorsement of female beauty products has become an effective way of publicity.It is worth noting that the male stars used in the current retro-advertising advertisements are all high-profile male stars.Some of these high-profile male stars are regarded as “glamour male gods” with both value and strength,while others Being criticized as a “flowing niche” depending on face.Then,in the reverse advertising endorsement advertisement,how does the spokesperson's face value and strength affect the endorsement effect? This is the problem that this study wants to reveal.This study starts from the division of idols,power stars and power idols in real life.Using interviews and 3*2 control experiment method to explore whether the spokesperson's face value and strength level will affect people's brand attitude and how.The study found that: Different types of spokespersons have significant differences on consumers' brand awareness and brand emotions,and the difference is not affected by the types of products spokespersons endorse;When different male stars endorse the same cosmetics,consumers have significant differences in brand awareness,brand emotions,behavioral intentions of the brand,and the difference is not affected by the types of products spokespersons endorse.The three levels of consumers' brand attitude(brand awareness,brand emotion and behavior intention)have no significant difference between male stars of different strength who endorse the same cosmetics.In addition,the study also found that under different types of spokespersons,face value,strength level,consumer perceived professionalism and perceived reliability also have certain differences,and under different consumers perceived professionalism,perceived reliability,consumer brand attitude also has significant differences.