The Research Of The Effect Of Endorsers On Consumers' Brand Awareness

The 21st century is the era of brand competition. Brand competition is not a war of product. It is a war of consumers' awareness. If the company wants to win in the war, it must control the awareness in consumer's mind, and build the brand in the consumer's mind.In this economic environment, many companies use endorsers in advertisement to increase brand awareness. In the choice of endorser, success and failure exist simultaneously.Brand awareness is an important component of brand equity. But we found that there is little research about brand awareness separately in the research of brand equity by the literature research. And the theory of endorser is short of empirical research. So, in this report we will prove the effect of endorsers on consumers'brand awareness by empirical research.First, we will interpret the related concept and current situation of research of the endorser and brand awareness from theoretical view. And establish the model and make the hypothesis of our research based on the previous theory research. We will research the endorser from audience awareness and the matching of endorser and the brand. The process of consumer's brand awareness is completed by the establishment of brand equity step by step. So the essential factor of brand awareness is brand popularity/ brand reputation/brand association and brand loyalty.And then design the scale and the questionnaire according to the model and hypothesis. Analyze the collected data into correlation analysis and regression analysis by spssl7.0. Get the conclusion of the effect of endorsers on consumers'brand awareness.At last, make some marketing recommendations of choosing endorsers for the companies with the conclusion of this report.