Research On The Effects Of Brand Spokesperson Credibility On Customer's Brand Attitude For Mobile Phone

With the rapid development of mobile communication technology,mobile phones have become a necessity of people's lives.At the same time,the mobile phone market is fiercely competitive,and all brands of mobile phone have adopted many marketing strategies.Brand spokespersons as an important means to improve brand attitudes,many mobile phone manufacturers are rushing to invite celebrity endorsements,and some brands have achieved significant marketing effects.So how do these brand spokespersons change consumers' impressions and attitudes for mobile phone brands? This is worth thinking and exploring.Based on combing the relevant literature,taking mobile phone brand as the research object,brand image as the intermediary variable,and self-construal as the adjustment variable,this paper analyses the influence of the spokespersons of mobile phone brand on brand attitude of consumers and constructs theoretical models and puts forward relevant assumptions.Designing indicators of variable and forming questionnaires,organizing survey data,using SPSS24.0 statistical software to perform sample descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis and regression analysis,to test hypotheses and influence mechanism model of the spokesperson on brand attitudes.The empirical results show that:(1)The credibility of the brand spokesperson and its three dimensions of reputation and reputation,product relevance,and trustworthiness all have a positive and significant impact on brand attitudes.Reputation and reputation's influence on the brand attitudes is the greatest,and the degree of reliability has the least influence on brand attitudes.The influence of product associations on brand attitudes is in the middle.(2)The brand image plays a partial intermediary role between the credibility of the spokesperson and the brand attitude,the intermediary effect accounts for 30% and the direct effect accounts for about 70%.(3)Self-construal plays a moderating role between the credibility of the spokesperson and the brand attitude.The dependent self-construal positively regulates the relationship between the credibility of the spokesperson and the brand attitude,independent self-construal negatively regulates the relationship between the credibility of the spokesperson and brand attitude.(4)In the moderated mediation model,the direct impact and the mediation effect of image are moderated by the self-construction.The research conclusions of this paper provide useful ideas and suggestions for mobile phone brand manufacturers to develop spokesperson marketing strategies,enhance brand attitudes,and gain competitive advantage.