An Empirical Study On The Relationship Amond Brand Endorser, Brand Trust And Brand Loyalty

Accenture’s "2011china excellence enterprise performance report" pointed out that:after30years reform and opening policy’s temper and the test of the global financial crisis, China enterprise has been achieved remarkable progress, leaped onto a new level, but still lack of the brand influence. Accenture’s report suggest that, China enterprise should change ideas, build the "own brand" of the up value chain, to control the market really. Therefore, through all kinds of ways to create a high value and strong brand has become the key of our country to sustainable development. Brand endorser as the effective way of the enterprise to promotion the brand, got the favor of lots of enterprise. This paper based on this background, empirical researched the impact of brand endorser credibility to the band trust and brand loyalty, discussed the path of brand endorser credibility impact the consumer based brand equity from customers perception.This study from the customer cognitive perception, took the brand trust as mediator variable, followed the logical way of "brand endorser credibility-brand trust-brand loyalty", discussed the influence of the brand endorser credibility to the brand loyalty.After the related research, the conclusion of this study as follows: (1) Brand endorser credibility’s elements had the different influence to the brand trust. Brand endorser’s reputation has no impact to the brand reliability and integrity, but it will influence the brand benevolence; endorser’s reliability and products related has significantly positive influence to brand trust’s three dimensions, the reliability had the most significant influence.(2) Brand trust has significant influence on brand loyalty. Brand trust’s three dimensions:brand reliability, brand integrity and brand benevolence all has the influence on brand loyalty’s attitude loyalty and behavior loyalty, the reliability had the most significant influence.(3) Consumer’s attitude loyalty will impact the behavior loyalty.(4) Brand trust has a mediating role between the brand endorser credibility and brand loyalty. The existence of the brand trust, resulting the brand endorser credibility’s influence on brand loyalty.Finally, the study analyzed the conclusion, puts forward the corresponding management advice; summarized the limitations of the study and prospected the future research.