The Study Of Brand Spokesperson Of Negative Information’s Impact On Brand Trust

With the continuous development of market economy, business competition intensified, brands have become the main way to introduce themselves to the public and improve the brand image. However, brand ambassador’s negative information is common. It will not only affect the brand spokeman, but also bring bad news to the brand.The negative information belongs to the stimulation of the objective environment. Perceived risk is consumer’s a psychological cognition of external stimulation. Brand trust is consumer’s reaction inside. There have been many researches about the relationship between perceived risk and brand trust. The research of brand ambassor’ negative information on brand trust has only just begun. This paper studies the relationship between the brand trust and brand ambassador negative information, with the customer perceived risk as the intermediary variable. The study will enrich the theory and probide reference for the later research. At the same time, this paper has posivive significance to improve the brand trust.The paper determined the framework and train on the basis of previous research literature and in-depth exploration. Through empirical research methods, data collected were statistically analyzed. Theoretical models and research hypotheses were validated in this study. The study found negative information of brand ambassador affect brand trust through perceived risk. Perceived risk played a part intermediary role in the relationship between number, credibility and brand trust. It played an intermediary role completely between strength and brand trust. That is, the brand ambassador negative information partly directly affects brand trust, partly through the role of customer perceived risk on brand trust. The model emphasizes the customer perception of risk as an intermediary role in the relationship between the negative information and brand trust. The study shows that the perceived risk is an important factor. Therefore, company should choose a reputable brand ambassador, establish an efficient way of information dissemination and establish a brand reputation, to reduce customer perceived risk, thus enhancing brand trust.