Research On The Effect Of Brand Endorsers' Negative Information On Young Consumers' Purchasing Intention

As the fierce competition among the brands,some brands hire celebrities as spokesperson to arose purchasing intention.However,all kinds of celebrities' negative news take place now and then,damaging images of the endorsed brand and affecting the sales volume.This paper tries to study the influence of two negative news types on the purchase intention of the customers in the network age,and different degrees of impacts on four types of product category.Firstly,the study also used in-depth interviews to come up with the research questions.In addition,according to FCB model,I divided the product types into four categories.In this study,I use experimental method to find out the conclusion.The results of the experimental questionnaires and in-depth interviews show that:(1)after the negative news of brand spokespersons presented,the willingness of consumers to purchase will be significantly reduced.(2)What's more,the impacts of violation of the law is more serious than ethics.(3)The negative news of brand spokespersons has a greater impact on product categories with low involvement,and less impact on product categories with high involvement.According to the research findings,I suggest that brands should make certain risk assessments for the possibility of celebrities violating laws and ethics,especially the low-involvement product brand.