Research On Effects Of The Brand Endorser On Consumers’ Purchasing Intention

With the development of China’s market economy, in order to enhance the brand andcorporate reputation and competitiveness, and stand out in a number of competitors, Manycompanies have spent huge amounts of money to hire brand endorser. Brand endorser as animportant mode of marketing transmission, have occupied fairly high proportion incommercial advertising in domestic and overseas. As brand endorser strategy graduallymatured, the business community has become concerned about the role of brand endorser andthe problems encountered in practice increasingly.Based on the background, this paper, making the brand endorser as a starting point,explores the path that brand endorser impact on consumer purchase intention from theperspective of brand relationships. By combing the relevant literature review of brandendorser, the brand relationship and purchase intention. Build a conceptual model of therelationship among brand endorser credibility(fame, relevance to the product and reliability）、the brand equity (brand trust, brand emotion, symbolic value） and consumer purchaseintentions, then proposed theoretical assumptions and developed scales. Using data from238samples drawn and resorting to structural equation modeling, the present study has arrived atthe following conclusions: The brand endorser credibility’s three dimensions are positivelyassociated with brand trust; fame and relevance to the product are positively associated withbrand emotion and symbolic value; reliability is not positively associated with brand emotionand symbolic value; The brand equity’s three dimensions are positively associated withconsumer purchase intentions.Finally, according to empirical study results, this paper provides some advice for thecompanies who adopt the following brand endorser marketing strategy:1.Selecting a brandendorser must consider the endorser’s fame first, but donot have blind faith in its reputation.2. Paying attention to the correlation between endorser and product.3. Assessing theendorser’s symbolic value adequately.4. Building strong brand relationships by bringendorser into play fully.