Brand Ambassador Credibility Traits Influence Perceived Quality To Consumers - Involved In Regulation Of Products And Product Knowledge

With the development of fierce global competition, more and more enterprisesbegin to pay attention to the connotation of the brand and brand personality. At thesame time, the brand spokespersons develop rapidly and become an importantmarketing tool. The correct use of spokesperson success can make the brand or productenter the market quickly and cause the attention of consumer. But at the same time, weshould pay attention to the big risk of using the spokesperson. In recent years, therehave been many huge losses to the enterprise because of the unreasonablespokesperson selection or star of negative news. Therefore, what kind of qualities ofspokesperson is the most conducive to the development of brand and product?Especially in recent years, with the importance of improving the quality of product,consumers of the enterprise competition strategy also gradually shift to the quality ofthe competition strategy, then, how to achieve this differentiation competitive strategyby brand spokesperson? All of these become the enterprises urgently need to solve theproblem. However, compared with the practice of competitive brand spokesperson, thetheoretical research of brand spokesperson still has many gaps.This article embarks from the perspective of the credibility of the brandspokesman, According to the information source credibility model, the “S-O-R” model,the "Quality signal theory" and other related theory, combing the logical relationshipbetween the variables and build brand ambassador a conceptual model of the influenceon perceived quality. At the same time, the introduction of products involved indegrees and product knowledge as a moderator variable, quality brand ambassador forperception effect is verified in the process of adjustment. This paper, from credibilityperspective will brand spokesperson from famous reputation, product association andtrustworthiness decompose, and three elements will perceive quality from twoelements of product quality and brand reputation of deconstruction. In the process ofresearch, this paper adopts the method of questionnaire to collect related data; In theprocess of data analysis, this paper, by using linear regression analysis to verify theeffect of SPSS17.0process, using the grouping of stepwise regression analysis toverify the role of variable regulation process. Through the research, this paper gets thefollowing conclusion:(1) The credibility of the brand spokesman has significant positive influence on the quality of consumer perception. Specifically, in the famous reputation, productassociation and trustworthiness three traits, products related to perceived quality of thestrongest, followed by trustworthiness, the last is the famous reputation.(2) The brand products association spokesperson credibility and trustworthiness ofpositive influence significantly the quality of the products and the famous reputation ofpositive influence on the quality of the products significantly.(3) The brand spokesperson credibility famous reputation, product association andtrustworthiness has a positive effect on brand reputation are, associated the strongestinfluence on brand reputation and products.(4) The brand ambassador of trustworthiness stronger effects on perceived qualitywhen the products involved in a lower degree; and the brand spokesman productsassociated with a stronger influence on perceived quality when the products involvedin a higher degree.(5) The brand ambassador products associated stronger effects on perceivedquality when consumers have the lower product knowledge; the brand ambassador oftrustworthiness stronger effects on perceived quality when consumers have the higherproduct knowledge.