The Influence Of Perceived Attachment Between Celebrity Endorser & Cosmetic Brand To Female Millennials Brand Attitudes

Celebrity endorsers have a unique position in the field of advertising.A lot of literature on advertising content and advertising effectiveness fully demonstrates that celebrity endorsements have a positive impact on consumer attitudes and buying intentions.Many scholars believe that celebrity endorsements can make advertising information credible,they also suggested that consumer acceptance of advertising information is influenced by the degree of similarity between consumers and spokespersons,consumer familiarity and preferences to the endorsers(Mc Guire,1985;Miciak & Shanklin,1994).They believe the appeal of the spokesperson to consumers also affects the effectiveness of advertising information(Kamins,1990;Ohanian,1991).However,in the practice of advertising,more practitioners pay attention to the match between the spokespersons,target audience and the brands,which means the matching hypothesis.The matching hypothesis suggests that the higher the degree of fit between the celebrity image and the brand,the more convincing the ad is(Kahle & Homer,1985;Kamins,1990;Till & Busler,1998).The previous study about the matching hypothesis did not produce a consistent result as to what factors influenced the degree of the match between the celebrity endorser and the product/brand.Based on the above research,the source effect model and the matching hypothesis failed to fully explain the important factors concerning celebrity endorsement.In order to combine the influencing factors of previous studies,Saldanha et al.(2018)proposed a celebrity-brand connection degree based on the previous literature,the attachment,and considered this variable would be affected by the attractiveness and credibility of celebrity endorsers.The attachment,as a key intermediate variable,can change the attitude of consumers to the endorsement and the brand.According to the research mentioned above,the main content of this paper is to explore what factors affecting consumers' advertising attitudes and brand attitudes,the mechanism of this influence,and whether the attachment can play a role as an intermediate variable.Since the source credibility model and the source attraction model interact with each other,the factors affecting credibility and attractiveness overlap with each other.At the same time,the matching hypothesis cannot exist without the source factor model.Therefore,according to the previous literature and the trend of marketing strategy,this paper selects the most basic factors of source credibility,source attraction and matching degree---the consumers' familiarity with celebrity endorsers,degree of affection,perceived true support and perceived fit of celebrity-brand---as endogenous variables.The purpose of this paper is to verify that these fundamental factors influence the consumer's advertising attitude through the celebrity-brand attachment,which in turn affects the consumer's brand attitude.The research object of this paper is young women born between 1980 and 2000.They were born in the era of rapid development of information technology and network technology.Their interaction with celebrities more frequently allows them to more clearly feel whether celebrities truly support the brands they endorse.After data collection and analysis,this paper demonstrates that consumers' preference,familiarity,perceived consistency,and perceived true support of celebrity spokespersons will affect consumers' advertising attitudes through the celebrity-brand attachment.Meanwhile,consumer involvement will make an adjustment between advertising attitudes and brand attitudes.The first part of this paper is an introduction.In this part,the research background,the research purpose and research route of this paper will be introduced.The previous research on celebrity endorsement will be briefly introduced.The second part of the paper summarizes the theoretical concepts and theoretical models related to the research of this article based on the previous research on celebrity endorsements,so as to make the route of this article more clearly.The third part of this article will review the previous research literature on celebrity endorsements.Based on these studies and previous theories,the author presents her own assumptions and conceptual models.In order to verify this research model,the fourth part will issue and collect questionnaires for the new generation of consumers and the fifth part will analyze the statistical results based on the processing of the fourth part of the survey data,and verify whether the previous hypotheses are valid.On the basis of these studies and surveys,the conclusions summarize the shortcomings of the innovations of this research,and based on the research,the paper prospects the theoretical research in the future and makes some suggestion on Celebrity endorsement practices.According to the statistical results of this article,brands should pay attention to the popularity of endorsers when choosing their own spokespersons.The external image of celebrities must also fit with the brand.When consumers increase the perception of celebrity's real support to the brand,the perceived connection will also be improved,this will attract potential consumers.However,it should be noted that although consumers may like the advertisements of a certain brand,they do not necessarily purchase the brand,which is related to the degree of consumer involvement.When consumers think that the brand is not related to themselves,they may not have a positive attitude and good evaluation of the brand just due to an advertisement.