Study On The Brand Spokesperson’s Credibility On Brand Relationship Quality

With the globalization of the increasingly fierce market competition, product homogeneity is intensified, under this background, how to highlight the brand personality, and built the product differentiation become the key of enterprise survival. Implement a differentiated brand marketing strategy is helpful for companies to built thier brand personality, brand spokesperson with strong appeal and influence will become one of the important ways to implement differentiated corporate brand strategy.But the brand spokesperson improper use will bring money or reputation losses. How to use the brand spokesperson effectively for the enterprise to add the brand effect is becomimg the common focus of today’s academic and business. Currently the researches of brand spokesperson are focused on the credibility of the brand spokesperson, mechanism of the actions, the consumers’ purchase intention and the impact of brand assets.Reliability is one of the important indexes to evaluate the influential effect of spokesperson and public endorsement of for the brand, but which features from the spokesperson influence the consumer purchase intention and brand relationships most remains to be further studied.This article will explore the impact of the credibility of the brand spokesperson to the brand relationship quality, thorough analyze the influence mechanism between credibility of the brand spokesperson and the brand relationship quality,and also discussed the intermediary function role of the brand image in that mechanism. First, use the literature analysis method to analyse the credibility of the brand spokesperson,brand image,concept of brand relationship quality, research models, mechanisms and dimensions. Second, based on the literature review, established a research model of this paper, and raise the research hypotheses from overall level and dimension level. Then, through collecting a questionnaire survey, verify the model and research hypotheses by the empirical analysis.The relationship between brand spokesperson credibility and brand image and between brand image and brand relationship quality is positive correlation for each. And the brand image plays an intermediary role between the brand spokesperson and the brand relationship quality. This paper explores the relationship on overall levels of the three variables and after further to use brand spokesperson, brand image and brand relationship quality to built the dimensions of structural equation modeling. The study found:brand spokesperson’s credibility and trustworthiness of the dimensions of the product is positive correlation to the brand relationship quality satisfaction, trust, commitment to dimension; products relation, trustworthiness are positive correlation to brand image for each; the brand image has a significant positive impact to the three dimensions of the brand relationship quality; The brand image plays a intermediary function role in products relation of spokesperson’s credibility, trustworthiness and brand relationship quality dimensions of satisfaction, trust and commitment dimensions. Then according to the empirical results of this paper,put forward the marketing advice.