The Impact Of Entrepreneur's Front-stage Behavior On Brand Awearness

In today's economic environment,the homogeneity of products is getting more and more serious.Brand becomes an important role if the company wants to win the competition.And entrepreneur is the best endorser for the brand.What the entrepreneur has said and done will affect the company`s brand image and will change the brand awareness of consumers.Entrepreneurs interact with consumers through their front stage behavior.And consumers know more about entrepreneurs through the entrepreneur`s front stage behavior.Therefore,entrepreneur`s front stage behavior can affect brand awareness profoundly.Based on the background above,this paper wants to explore the impact of entrepreneur`s front stage behavior on brand awareness.This paper constructs the model of this paper by reviewing of related theory and the existing literature.The method of data collection for this paper is questionnaire survey method.305 valid data has been collected in total.And we use SPSS 20.0 to analyze the collected data.The analysis results show that entrepreneur`s front stage behavior has a significant impact on the four dimensions of brand awareness: brand awareness,brand reputation,brand association and brand loyalty;consumers` entrepreneur attachment plays an mediating role in the relationship between entrepreneur`s front stage behavior and the four dimensions of brand awareness;the consumers` evaluation of the entrepreneurial image has a mediating role in the relationship between entrepreneur's front stage behavior and brand awareness & brand association,while between entrepreneur's front stage behavior and brand reputation &brand loyalty,the mediating effect is not significant.In the end,this paper discusses the results of hypothesis based on data analysis,and gives some suggestion on management based on the findings of this paper.It provides suggestions for entrepreneurs to participate in brand building and propaganda.And as for how to implement entrepreneur`s front stage behavior and how to establish a good corporate image,it also provides suggestion.