Research On The Relationship Among Brand Endorser Credibility, Customer’s Brand Attitude And Brand Loyalty

Along with our country’s market economic competition increasingly drastic, more and more enterprises begin to realize that as one of the core competitiveness of enterprises, brand is one thing that enterprises occupies the key factor of the advantageous position in the market, some enterprises which have strong brand can rely on its advantage of brand over competition on hand, in order to gain greater market shares and profits. Building a strong brand and enhancing the brand assets become the key to the development of enterprises. To enhance the brand assets mainly rely on sales promotion, public relationship maintenance, brand endorser and so on. Among them, using brand endorser for the brand endorsement or promotion of marketing, can effectively promote the formation of differentiated brand image, so as to enhance the attractiveness of the brand and reduce the brand competition. Therefore, many companies spend huge sums of money to hire spokesmen for the brand and product endorsements, in order to achieve visibility and enhance the competitiveness of its own brand purpose. As an important brand marketing strategy, brand endorser has become one of the most ways of domestic and foreign enterprises to use more. Therefore, the academic and business circles pay more and more attention to the influence and function about mechanism of brand endorser.Based on these, this paper firstly inspect and comb some literatures of brand endorser, brand attitude and brand loyalty, then brand endorser credibility will be divided into three dimensions: fame, related products and trust, brand attitude will be devided into three dimensions: brand awareness, brand emotion and purchase intention, brand loyalty is divided into two dimensions of attitude loyalty and behavior loyalty.Secondly, from the consumer’s point of view, this paper use brand endorser credibility as the breakthrough point, introduct consumer’s brand attitude as intermediary variables, use the consumer’s personal characteristics as moderating variables. According to the research logic " brand endorser credibility— brand attitude — brand loyalty", building conceptual model and putting forward the research hypothesis. At the same time, the paper chooses the world famous brand of sports goods brand Adidas as the target brand, uses questionnaire to get the data, and analyzes the data, draws the following conclusions:(1) Brand endorser credibility of each dimension has a positive impact on consumer’s brand attitude, and the reliability of brand endorser credibility is the most significant;(2) Brand endorser credibility of each dimension has a positive impact on consumer’s brand loyalty, and the reliability of brand endorser credibility is the most significant;(3) Consumer’s attitude of brand emotion and purchase intention dimension have positive effects on the various dimensions of brand loyalty, and consumer’s brand emotion is the most significant;(4) Consumer’s attitude of brand emotion and purchase intention dimension play an intermediary role between brand endorser credibility and brand loyalty;(5) There are significant differences of brand endorser credibility and brand loyalty for different gender and monthly income of the consumers, and the moderating role of male consumers and high income people is more significant.Then, according to the results of empirical research, the article puts forward the following several marketing suggestions: first, enterprises should pay more attention to the reliability of brand endorser when choosing a brand spokesperson; second, do not blindly believe in the reputation of brand endorser; third, consumer’s brand awareness is not the same as brand loyalty; fourth, enterprises should distinguish different consumers, and give full play to the role of brand spokesperson; fifth, enterprises should give full play to the role of brand spokesperson, improve consumer’s brand attitude, establish brand loyalty.At last, it expounds the deficiency of this paper, and prospects for the future research.