The Study On The Impact Of Brand Ambassador To Brand Image And Brand Loyalty For Sports Goods

With the development of Chinese economy, brand management is becoming one of the topurgent needs of Chinese enterprises in transforming and upgrading. The brand spokesperson is aneffective strategic way to perform brand communication, which is a regular weapon for a maturebrand to establish its leading status and also a shortcut for new brands to achieve rapid growing anddevelop market. Using a brand spokesperson in marketing promotion activity can help the brand inrapidly raising public awareness and creating unique brand image, which is the key factor drivingthe brand equity. The establishment of high brand loyalty will enable enterprises to gain competitiveadvantage.Although enterprises pay more and more attention to practical application of brandspokesperson, their way in selecting a spokesman is still too simple. Most of them believe that aspokesman with great fame and wide public attention can definitely bring them with positive effectin their products and brand communication, without considering the connection between the overallimage of the spokesperson and brand personality seriously. Based on the theory of that brand imageimpacts brand loyalty, this paper discusses the related issues of brand loyalty from the perspectiveof brand spokesman.Previous studies on the brand spokesperson mainly concentrated on the status and thecommercial value of the spokesperson and the impact on purchase intention and brand attitude. Fewresearches studied how the spokesperson’s self-image and personality affect the brand image andbrand loyalty. Although many previous studies discussed how the dimensions of brand image affectthe brand loyalty, seldom did they discuss it in the perspective of the spokesperson.By reorganizing and analyzing the domestic and foreign studies and theories of brandspokesperson, this paper systematically reviewed the theories related to the brand spokesperson,brand image and brand loyalty, and discussed the relationship between them. On this basis, withchoosing the sporting industry and college students as the research object, this paper is going toexplore and solve the following problems:1. Whether or not the brand spokesperson’s credibility affects the brand image and, if yes, howmuch.2. Whether or not the brand spokesperson credibility on brand loyalty impacts and, if yes,how much.3. Whether or not Brand image serves as mediating role in the process of brandspokesperson credibility influences brand loyalty, if the answer of problem2is yes.Finally, this paper will give out some strategies on how to choose the brand spokesperson forenterprises to enhance brand image and brand loyalty, after concluding our research and analysis.