Consumer's attitude to brand spokesperson: A perspective of balance theory

摘要

The spokesperson refers to the person who spreads information for firm's profit or nonprofit goals. Firm uses spokesperson to present its product or brand in order to enhance the reputation or consumer's purchase intention. It is very important to know how consumer's attitude to brand spokesperson. But most of the existing literatures study brand spokesperson in perspective of firms, not consumers. They focus on how to match spokesperson with brand, product and firm's image, while Balance effect claims that the consumer's attitude to spokesperson is also so important that it can change her or his attitude to brand. Our study analyzes the issue from consumer perspective and figures out that attractiveness, reliability and professiona are three main dimensions of the consumer's valuation for brand spokesperson. And we give managerial implement.