An Empirical Research:Effects Of Matching Degree Between Endorsers And Brand Image On Purchase Intention

Along with the development of market economy,brand competition is more intense,and the competition between brand essence is to attract,maintain and keep the customer's war,the war of cognitive,rather than the product.The competition between enterprises today is the era of brand winner,brand as the soul of the enterprise,is the enterprise to build the core competitiveness of bedrock,play an irreplaceable role in market competition.Therefore,in recent years,the brand and brand research is becoming a hot issue of the academic and business.While the role of brand awareness in brand building with the increase of research and getting more and more attention.Brand spokesperson as an effective way to enterprise promotion brand,get the favour of a large number of enterprises.Brand ambassador ultimate goal still advertising is to influence consumers' attitude toward brand loyalty.Through to the influence of brand spokesperson advertising on consumer purchase intention,analysis and study,can draw brand spokesperson advertising according to play its role.In this way can better provide the basis for enterprises to choose the brand spokesman,at the same time in this era of two-way choice,also can choose to celebrity endorsement for what kind of enterprise and brand,provides some reference opinions.Only in the enterprise,choose the suitable celebrity brand spokesperson also choose the correct mode of enterprise,to achieve a win-win situation.This article through to the brand image spokesperson,brand relationship and purchase intention of literature review,build brand image spokesperson to three dimensions(famous reputation,product link,and trustworthiness),three dimensions of brand relationship(brand trust,brand feelings,symbolic value)and the relationship among consumers purchase intentionconceptual model,put forward the corresponding theoretical assumptions and development scale design questionnaire,using the method of structural equation model,the following conclusions: brand image spokesperson of three dimensions have significant positive effect on brand trust;Brand reputation and associated products are famous for emotional and symbolic value has significant positive effect;Trustworthiness of brand emotional and symbolic value did not significantly positive effect;Brand relationship of three dimensions have significant positive effect on consumer purchase intention.