In the face of fierce market competition and the rise of the "fan economy", it has become a common means for brands to hire celebrities to endorse products and carry out brand image building.
On the one hand, the good reputation of the celebrity spokesperson can endorse the brand, and on the other hand, the appeal of the celebrity can be used to promote the sales of the productIncrease brand awareness.
However, in recent years, negative news about brand spokespersons has been frequent, and celebrities have been widely concerned and disseminated due to their huge fame, which has also had a negative impact on brand reputation.
There are many theoretical research results in the research on the gain brought by human endorsement to brands. Through empirical research, celebrity spokespersons have more advantages than non-celebrity spokespersons, and celebrity spokespersons can increase consumers' purchase intention by relying on attractivenessBring brands and consumers closer together to form a good brand attitude.
The study found that celebrity endorsements have a significant positive impact on the returns of businesses, suggesting that celebrity endorsement contracts can be considered a valuable advertising investment.
There are also studies that show that celebrity endorsements can increase a brand's advertising appeal, help consumers form a positive product attitude, and build brand goodwill.
Based on the positive impact of celebrity endorsements on brands, choosing celebrity endorsement brands or products has become a common marketing method in the market.
Spokespersons are divided into four types, the first type is witnesses, who personally use the product or feel the related services, and prove that the quality and performance of the product or service are good by sharing the feeling of use or experience.
The second type is endorsers, who associate celebrities with products and brands, and use their popularity to endorse brands and products.
The third category is actors, who incarnate a character in brand-related advertisements or plays to promote products.
The fourth type is the spokesperson, who is generally the official representative of the company or brand, and is generally the president or CEO of the company.
Spokespersons are distinguished as celebrity endorsers, typical consumers, expert endorsers, presidents, or CEOs. A celebrity endorser is an individual who has a huge reputation in a certain field and is well known to the public.
A typical consumer can be a real consumer of a product or a fictitious consumer, through advertising of the productDisplay experience, feelings, products and services and other related content for product promotion.
An expert endorser is someone who has authoritative expertise in the field of a product, such as a toothpaste advertisement that invites a dentist to endorse it.
The president and CEO are the official representatives of the company, and will also appear in the company's advertisements to promote the product or brand, such as Dong Mingzhu's endorsement of Gree products, which appears in Gree's advertisements. Observing the brand's tendency to choose brand spokespersons, it can be found that using the huge influence of celebrities to endorse the brand is the most commonly used type of endorsement.
It is believed that a celebrity spokesperson refers to the use of a spokesperson's high public awareness to advertise a brand or productEndorsement of the brand and the product.
Even if the virtual shape such as animals or ** images has certain personality characteristics, it cannot have the full and real characteristics of a real spokesperson, and can only play a role similar to brand identity or brand symbolism.
At the same time, typical consumers, as consumer representatives, cannot be studied as brand spokespersons due to the lack of symbolic consumption symbolic meaning.
He believes that brand spokespersons are celebrities who have a certain degree of popularity in corporate advertising or related marketing activities, and can help enhance brand image and spread brand information.
It is believed that the brand spokesperson has a broad concept, which refers to the media publicity and dissemination of brand information for the brand in the field of commercial marketing, so as to enhance the public awareness of the brand and promote product salesBrand ambassadors can be celebrities, experts, virtual characters, animals, organizational groups, etc.
Since virtual spokespersons such as animals and ** characters do not have the ability to generate negative news, they are beyond the scope of this article.
On the basis of combing, the definition of spokesperson is narrowed, and the definition of brand spokesperson is similar to that of foreign scholars, brand spokesperson refers to an individual who conveys brand information by using his own popularity to appear in brand advertising or related marketing activities, and only refers to celebrity spokesperson.
Negative news about entrepreneurs is divided into illegal behaviors and illegal behaviors, illegal behaviors refer to violations of the law, and illegal behaviors mainly refer to behaviors that violate ethical norms and violate the reasonable norms of consumers' hearts but do not touch the bottom line of the law.
After that, the standard of "immorality and illegality" was used to classify the types of negative news that endorsed celebrities.
In order to compare the impact of different types of negative news on consumer behavior, this paper mainly refers to the classification of negative news of entrepreneurs by scholar Huang Jing and others, and divides the negative news of brand spokespersons into anti-moral negative news and illegal negative news.
In the existing negative news related research on spokesperson, the research on negative news mainly includes: the negative impact of negative news on the economic benefits of the spokesperson, the research on corporate coping strategies, and the impact on corporate reputation.
The most immediate damage of a brand ambassador scandal is that it will have a negative impact on the economic performance of the enterprise. Empirical research by scholars has found that negative news about spokespersons can lead to worse market performance outcomes, such as reducing the market value of the company, leading to a decline in performance, and the stock price.
The study found that the misconduct of celebrities can bring negative publicity to the companies and brands they endorse, which is not conducive to product sales, which can adversely affect the market value of the company.
The study shows that when a celebrity spokesperson falls into a negative event or the spokesperson participates in a negative event that is not accepted by consumers, consumers will have a negative perception of the spokesperson, and these negative perceptions will migrate to the company and brand, adversely affecting the company's performance and revenue.
This paper analyzes the impact of negative news from the perspective of responsibility attribution, and finds that the level of responsibility of spokesperson in negative news affects corporate performance and consumer evaluation.
By analyzing 93 negative news about celebrity endorsers listed on the U.S. ** stock exchange from 1986 to 2011, it is found that the image of celebrity endorsers is damaged and reduces the value of the company.
Although the impact of negative news on the economic benefits of enterprises has been studied in different ways, it can be concluded that negative news of spokespersons will have an adverse impact on the economic benefits of enterprises.
The occurrence of negative news is a crisis event for the company, and a proper response can minimize the impact on the company and brandImproper response can lead to negative consumer evaluations of spokespersons being transferred to the company or brand.
This paper studies the coping strategies of enterprises after the occurrence of the spokesperson scandal, and points out that when the contemporary spokesperson falls into serious negative news and consumers do not have a special preference for the spokesperson, the timely response to the termination of the contract can demarcate the boundary with the spokesperson to a certain extent, reduce the negative impression of consumers on the spokesperson and migrate to the enterprise or brand, and alleviate the impact on the enterprise or brand.
In the fierce market competition environment, the use of celebrity endorsements to promote product promotion and brand building has become a popular marketing trend, and it is a common technique for enterprises to implement brand strategies.
On the one hand, in the era of attention economy, consumers are more willing to perceive the world with their senses, and brand spokespersons have emotional, visual, personalized and other characteristics, which can fully display the brand imageDeepen consumers' awareness of brands and products.
On the other hand, with the help of the celebrity effect of brand spokespersons, brand reputation and product reputation can be widely disseminated. While the spokesperson strategy not only brings positive results to the brand, it also exposes the brand to the risk of being a spokesperson.
Successive negative news of brand spokespersons continue to ** consumers' eardrums and rapidly ferment on social **Impacting consumers' brand attitudes.
With frequent marketing activities and all-round advertising, consumers gradually connect the brand spokesperson with the brand, and when the image of the brand spokesperson is damaged, the negative effects caused by the spokesperson will migrate to the brandThe brand image and reputation are damaged.
Therefore, the negative perception and evaluation of consumers caused by negative news about brand spokespersons will spread to the brand, destroying the achievements of brand building for a long time.
It has also been confirmed in research that negative news about brand spokespersons can lead to damage to their own reputations, which directly and negatively affects consumers' perception of spokespersonsIndirectly destroy the attitude of the product or brand endorsed by the spokesperson.
In addition, it is also proposed that when a brand spokesperson has a scandal, the appeal and reputation of the spokesperson will quickly collapse, making consumers have a negative evaluation of the brand it endorses.
These existing studies all point to the same problem, that is, consumers will have negative evaluations, negative evaluations, and negative reputation feedback on brands through the perceived negative information of brand spokespersons.
After empirical research, it is found that negative news of brand spokesperson has an important impact on the tendency of consumer retaliation behavior, and different types of negative news of brand spokesperson can lead to consumers' retaliation behaviorThere are differences in the impact on consumer retaliation.
It can be found that the negative news of the spokesperson's illegal behavior has a smaller effect on the consumer's retaliatory behavior than the negative news of the spokesperson's immoral behavior on the consumer's retaliatory behavior.
The results show that consumers are more difficult to accept the negative news of brand spokesperson's illegal ethics compared with the negative news of brand spokesperson.
Negative press about a brand ambassador can trigger consumer outrage against a brand. Through empirical research, it can be found that in the face of negative moral situations such as negative news about brand spokespersons, righteous indignation that belongs to moral emotions is very easy to arouseAnd whether it is the spokesperson's violation of the law or the violation of morality, negative news can trigger consumer indignation.
Further investigation of different types of negative news about spokespersons shows that the indignation caused by illegal negative news such as derailment is significantly higher than that of illegal negative news.
Consumer indignation positively affects consumers' retaliation against the brand, and negatively affects consumers' forgiveness towards the brand.
By analyzing the relationship between consumer righteous indignation, retaliation and forgiveness, it can be found that consumer righteous indignation positively affects consumers' retaliatory behavior and negatively affects consumers' forgiveness behaviorThis study lays a foundation for further research on the important role of righteous indignation.