Research On The Influence Of Entrepreneur Spokesperson's Credibility On Consumer's Brand Attitude

Since the 1980s,the practices and theories of branding movements around the world have gradually emerged and entered a stage of rapid development.In addition,the innovation of information technology has made new media become the main media form for people to obtain information.At the same time,with the development of the economy,consumers are ilcreasingly brand-conscious,in order to make the companyls brand more competitive in the brand competition and form a differentiated brand image,many companies spend a lot of money to invite spokespersons to promote the brand of the company.Nowadays consumers are experiencing aesthetic fatigue to stars,the business managers of the enterprise appear more and more jBrequently in public.They publicize the products of the company by attending product launches or sending microblogs,etc.These activities can be regarded as entrepreneurs directly or indirectly for the company5s endorsement,their foreground behaviors will affect consumers how to evaluate entrepreneurs,which in turn affects the consumer,s brand attitude on corporate products.Compared with entrepreneurs' self-assertion practice activities,the theoretical researches lag behind.This article will study the influence of entrepreneurial self-assertion on consumer's^brand attitude from the perspective of the source theory based on the ELM model.I hope my study can enrich the endorsement theory.This paper summarizes the previous theories about brand spokespersons,credibility,involvement,foreground behaviors,brand attitudes,and takes the credibility characteristics of entrepreneur spokespersons(morality,professionalism,match-up,attractiveness)as an entry point to study the influence of entrepreneur spokesperson on consumer's brand attitudes,then based on the ELM model,the products involvement is used as a manipulated variable to study the influence of the credibility characteristics of entrepreneur spokesperson on consumer's brand attitude under different conditions of involvement,which is divided into cognitive brand attitude and emotional brand attitude.Then I collect data through questionnaires,and use SPSS to analyze the data,eventually I come to conclusions about the influence on consumer's brand attitude.First of all,the research shows a positive correlation between the credibility characteristics of entrepreneur spokesperson and consumer's brand attitude.Secondly,product involvement is a regulator in the credibility of entrepreneur spokesperson and consumer's brand attitude.Specifically,under the condition of high-product-involvement,the entrepreneurs match-up with the product and the professionalism have greater impacts on the consumer's brand attitude,and under the condition of low-product-imvolvement,the attractiveness of the entrepreneur spokesperson have a significant impact on the consumer's cognitive brand attitude and affective brand attitude.