The Empirical Study On The Brand Endorser's Influence To The Brand Choice Of The College Students

With the higher education expansion of China,the college consumer group becomes to be an ignored market segment because of its existing and future of consumer spending potential. At the same time, along with the continuous development of China's economy, the product homogeneity phenomenon is more and more serious. It is huge challenges for each merchant to make their brand products from numerous homogeneous products and win the customer's favor. It is the effective way to use brand endorser to solve these questions. On the other hand, because of the consumption characteristics and age characteristics of the college students, the brand endorser can help merchants hand occupy this market segment. Numerous businessman has also realize the important role of brand endorser and use the brand endorser. However, compared to practice of brand endorser, the theoretical research of brand endorse is in chaos. In this sense, the theory of development lags behind the practice.My paper research the brand endorser's influence to the college student market segment on the basis of theoretical study of the brand endorser domestic and foreign. This paper investigate from five aspects. They are the fame, the attraction, the professional, the believable and the consistency. The paper inquire the brand endorse of various elements of the three difference with customer response variables:brand preferences, customer purchase intention and brand choice. And do the correlation analysis and regression analysis. Then puts forward the research framework and theoretical modelThis paper uses the method of literature review, questionnaire and statistics analysis, etc. The paper collect data through questionnaire and analysis data by SPSS, using descriptive analysis, reliability analysis, validity analysis, factor analysis and correlation analysis, regression analysis method. With these method the paper establish the model.The paper is divided into 6 parts. The first part is introduction. In this part the paper expounds the problem to study and puts forward the theoretical significance of research and practical significance. The second is the study of literature review which mainly reviewed the relevant literature and documents. The third part is the research hypotheses and model, in this part the related assumptions and the model are put forward. The next part design the empirical study of relevant research scale. The fifth part of the paper is the empirical data analysis. The college consumers were investigated by random sampling method. The paper's assumptions and model were verified with relevant data,after analysis technology of data collected were analyzed. The last part of the paper gets the conclusion on the basis of the previous part. According to the conclusion, the paper gives the advices to the using of the brand endorser and provides valuable reference opinions in college students'segment market in using brand image spokesperson.. In this part of the study also points out the deficiency and future research direction with the expectations of giving the reference to the future research.