An Empirical Study On The Influence Of Celebrity Credibility On Brand Equity

For a long time,celebrity endorsements have been widely used by brands,especially as Internet technology continues to mature.Consumers can learn about brand spokespersons through different media,watch the advertisements they endorse,and online and offline.Discuss with others about the brand itself,brand products and services,and brand ambassadors.The celebrity assets of the spokesperson are also considered to be bound to the assets of the enterprise,which also puts forward higher requirements for the company to choose the spokesperson,because the characteristics of the spokesperson will directly affect consumers’ related perceptions of the brand,including brand attitude and brand credibility.,due to the popularity of smartphones and other products,spokespersons have become more ubiquitous than in the past,which also requires companies to choose a celebrity with a high level of credibility.In the above background,this paper reviews the relevant research on celebrity credibility,brand equity,brand attitude and brand credibility,reviews the previous related research,and finds the shortcomings of the research,and takes these shortcomings as the starting point of the research.Based on the information source credibility model theory,information source attractiveness model theory,meaning transfer model theory and signaling theory,this paper constructs a model about the credibility of celebrity,brand attitudes,and brand credibility.The research model of the relationship between brand equity and brand equity,in which the independent variable is the credibility of the spokesperson,the dependent variable is the brand equity,the mediator variable is the brand attitude and brand credibility,and combined with the literature analysis,the corresponding research hypotheses are put forward,and the questionnaires are collected.The data required for empirical analysis is analyzed through SPSS 26.0 and Smart PLS 3.0 software,and the modeling method is PLS-SEM,so as to study the influence of celebrity credibility on brand equity under different paths,so as to verify the hypothesis.In order to put forward countermeasures and suggestions in the future,put forward the corresponding data basis.Through empirical research,it is found that celebrity credibility and its various dimensions have a positive impact on brand attitude,brand credibility and brand equity,while brand attitude and brand credibility have a positive impact on brand equity.Brand attitude and brand credibility play a partial intermediary role in the influence of celebrity credibility on brand equity.The intermediary effect of "is stronger,and brand attitude can positively affect brand credibility.In the path"celebrity credibility → brand attitude → brand credibility → brand equity",brand attitude and brand credibility constitute a chain intermediary effect.Finally,based on the results of the empirical analysis,this study puts forward corresponding opinions on enterprises and spokespersons,reviews the research process,analyzes the shortcomings of the research,and looks forward to future research.