The Study Of The Influence On Brand Ambassador Negative Information To Consumer Brand Attitude

With the development of market economy, more and more products are homogeneous, brands competition is increasing. Celebrity endorsements can not only improve consumer awareness of product, but also to stimulate consumer to imitate them and brings substantial economic returns. Now,celebrity endorsement has become popular in marketing. The celebrity endorsements brings tremendous value, However, the enterprises also have to bear the consequences of negative information on the brand ambassador due to consumer brand attitudes. Brand ambassador negative information includes violate emotional behavior and violate law behavior two variables. In this paper, by empirical analysis, developing a scale of violate emotional behavior of three dimensions and a scale of violate law behavior of two dimensions.By building a theoretical model, verifying the impact of negative information on the brand ambassador of consumer brand attitudes and validate that how the products involvement effects the relationship between them.The results showed that violate emotional behavior includes confusion, love missing and blasphemy national sentiment,and via ten factors to measure it. Becides,violate law behavior includes money and moral illegal, and via seven factors to measure it. violate emotional behavior and violate law behavior have a direct impact on consumer brand attitudes, and violate emotional behavior impacts greater than the other. Products involvement positive influences the relationship between the brand ambassador negative information and consumer brand attitudes.Brand ambassador negative information has a direct impact on consumer brand attitudes so that enterprises should focus on seleting no negative information celebrity as the brand ambassador. Companies should be timely processing crisis management when the brand ambassador appears negative information, especially violate emotional behavior,has to pay heavy attention to dealing with if it appears.Otherwise, when the consequences of brand ambassador negative information is very serious, and companies can not deal with it effectively, companies can reduce the consumer product involvement to get through the "special difficult time."...