Study on the Influence of Celebrity Endorsement on Brand Communication
In recent years,a number of "stars" have emerged in China,with high influence and economic value,so "stars" have become spokespersons of many brands.As a specific consumer group,they have made extraordinary efforts in time,money and emotion because of their strong pursuit of their idols,which makes "stars" have strong "carrying ability" and influence.However,whether the "star" endorsement can produce the expected advertising effect and how to grasp the influence of "star" on advertising need to be studied in depth.From the perspective of brand communication,the connotation of spokesperson effect research is expanded.Further explore the influence of celebrity endorsement brand communication,and provide corresponding solutions for existing problems.
celebrity endorsementbrand communicationimpact study
万方数据
维普
