The Effect Of Spokespersons' Personal Signature On Consumer Perceived Product Quality

Personal signature has been widely used in economic and social life,and is often given great significance.In real life,we often see the personal signature of the spokesperson in the advertisement picture.In addition,we can also find that some brand logos with the signature as element.Will these personal signatures have a positive marketing impact? In order to explore the above questions,the content of this paper is as follows.Firstly,this paper determines the research framework and theoretical basis through literature review.Using the cue theory,this paper inferred that personal signature can inspire others to have a stronger sense of trust.Combined with the marketing scenario,the personal signature of the spokesperson can be widely used as an external clue to positively affect the perceived product quality of consumers.In addition,this paper discusses the boundary conditions under which personal signature plays an active role from different angles.Secondly,in order to verify the hypothesis,four scenario experiments were designed.Study 1 and 2 are trust games,and the results prove that personal signature has a positive influence on obtaining trust of others and a positive moderating effect of signature legibility.Study 3 and 4 to explore the influence of spokesperson personal signature,the results show that personal signature is beneficial to enhance customer perceived quality,spokesperson credibility play an intermediary role,and the positive effect of personal signature of is not significant for famous spokesperson,dominant product quality and consumer with high levels of product knowledge.Finally,this paper summarizes the theoretical significance and management significance of the research,and puts forward the research limitations and future prospects.In a word,this paper not only enriches the relevant research on personal signature,but also provides a new marketing cue for the research on improving the perceived credibility of spokespersons and the perceived product quality of consumers.