Effects Of Film Image Of Spokesman On Customer's Brand Attitude

Nowadays,celebrity endorsement is an effective way for enterprises to improve their brand competitiveness and popularity in modern marketing,it would help enterprises to stand out from industries.Different brand spokesman produces different effects on consumer's brand attitude.The research about the effects of spokesman had got big achievement.However,most of the theory about the image of spokesman,mainly comes from the changing attitudes from consumers after the negative impact from spokesman.The study of differences between different spokesman of film image is deficient.This article inferred that the film image of spokesman and advertising appeal affect consumer's brand attitude,based on the literature research of the basic concept of spokesman?credibility problem ?the mechanism of spokesman on consumer and brand attitude,and then build a research model by film image as independent variables,brand attitude as dependent variable,advertising appeal as interactive variable,credibility as mediator variable,product involvement as moderator variable and popularity as control variable,to study the effects of the film image on consumer's brand attitude,and put forward a new way to divide the type of advertising appeals,filled the blank of related theory of spokesman advertisement.We had made two experiments in this article,the first one was a double factors experiment:2(film image of spokesman:positiveegative)�2(advertising appeal:awareness\quality).The second one was a three factors experiment:2(film image of spokesman:positiveegative)�2(advertising appeal:awareness\quality)�2(product involvement:high\low),to prove the research model.The data of two experiments showed that film image and advertising appeal had interaction on consumer's brand attitude,and reliability played a mediator role on it;product involvement moderated the effects between film image and advertising appeal to consumer's brand attitude.When the product involvement was high,the consumer's brand attitude produced by negative film image was equal to that of positive film image if the advertisement focused on awareness appeal;but the consumer's brand attitude produced by positive film image was better than that of negative film image if the advertisement based on quality appeal.When the product involvement was low,the consumer's brand attitude produced by positive film image was better than that of negative film image either way of advertising appeal.This article has three innovative points as followed:(1)It compared the different brand attitude produced by spokesmen of different film images using different advertising appeal,revealed the use situation of negative film image spokesmen,which was a supplement to the existing research and provided more choices for enterprises to find spokesmen in reality.(2)This article provided new classification of advertising appeals: "awareness appeal" and "quality appeal" based on the original theory of advertising appeal,which provided reference for further research on advertising theory.(3)This research model used product involvement as moderator variable,and explored the effects of product involvement on consumer's brand attitude,which enriched the related theories in the research of spokesman.Based on the results of this study,we put forward effective marketing suggestions for enterprises to choose brand spokesmen.