The Impact of Internet Celebrity Characteristics on Brand Image
Based on consistency theory and halo effect theory,the article constructs a model of the influence mechanism of Internet celebrity characteristics on brand image,and empirically analyzes the influence of Internet celebrity characteristics on brand image by using data from 315 questionnaires.The results of the study show that Internet celebrity characteristics significantly and positively affect brand image;consumer trust plays a mediating role between Internet celebrity characteristics and brand image;and product type plays a moderating role between Internet celebrity characteristics and consumer trust.Professionalism and interactivity have a more significant positive effect on consumer trust when purchasing experiential products in contrast with search products.Compared with experiential products,attractiveness has a more significant positive effect on consumer trust when consumers purchase search products.In order to improve the brand effect,enterprises should select anchors with outstanding characteristics as endorsement objects,and should select appropriate Internet celebrity according to different product types.
Internet celebrity endorsementInternet celebrity characteristicsbrand image
NETL
NSTL
万方数据
