From The Perspective Of Product Value The Impact Of Negative Image Of Brand Spokesperson On Consumer Behavior

Brand endorsements have great value and also carry certain risks.Many companies hire celebrities to be their brand spokespersons,but in recent years,negative images of brand spokespersons have emerged,and coupled with the fact that this is in an era of rapid information dissemination,there is little hiding place for negative images of spokespersons,which makes it difficult to turn the high cost of endorsement into high revenue.Based on the characteristics of negative images of brand endorsers and consumers’ perceptions of negative images,this paper divides the negative images of brand endorsers into two aspects and analyzes its influence on consumer behavior.The degree of their influence is compared.Based on this,the influence of the negative image of celebrity endorsers on consumer behavior was studied using the SOR stimulus response,equilibrium and meaning transfer methods with product value and consumer brand commitment as intermediate variables.First,SOR stimulus response theory,equilibrium theory,meaning migration theory,product value theory,celebrity spokesperson,negative image of brand spokesperson,product value,and brand commitment to consumers were systematically sorted out.To consolidate the theoretical foundation of this study.Secondly,on this basis,a theoretical model of the issue to be explored in this paper is established and some research hypotheses are given through the dissection of the influencing factors.Then,a questionnaire was designed and distributed using the scale proposed by well-known experts at home and abroad,and it was collected.Finally,using SPSS26.0 software,descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis,regression analysis and moderating effect analysis were conducted on the recovered valid questionnaire data,and the research hypotheses were tested on the basis of the analysis results.The main conclusions of this thesis are: negative images of brand endorsers have a negative impact on consumer behavior;unethical behaviors of brand endorsers have a negative impact on consumer behavior;illegal behaviors of brand endorsers have a greater impact on consumer behavior to a greater extent;product value and consumer brand commitment have a negative effect on the negative images of brand endorsers on consumer behavior The product value and consumer brand promise have a positive moderating effect on the negative impact of negative images of brand endorsers on consumer behavior.Based on this,three recommendations are made:(1)select brand spokespersons carefully,conduct pre-market research on them,conduct "due diligence" on the celebrity spokespersons to be hired,assess their risks,and set ethical restraint clauses in the endorsement contracts;(2)in case of unexpected situations,do a good job of crisis public relations immediately;(3)it is necessary to clearly understand the importance of your s product value and the importance of customers’ brand promise,and if something bad happens,to solve it from these two aspects,so as to minimize their losses.And do a good job of long-term and short-term crisis PR.