A Study on the Impact of Brand Spokesman on Consumers’ Purchase Intention—— A Case Study from the Perspective of Enterprises  

品牌代言人对消费者购买意愿的影响研究——以企业角度为例

作　　者：LIU Zhuying 

机构地区：[1]EurasianInternationalCollege,HenanUniversity,KaifengHe'nan475000,China

出　　处：《外文科技期刊数据库(文摘版)经济管理》2021年第4期030-032,共5页

摘　　要：With the rapid development of the Internet and the development of social networks, spokesmen, as an important media for enterprises and brand merchants, can improve the brand image and increase the exposure of products. At the same time, brand spokesmen play an important role in consumers' purchase intention. Enterprises often consider factors such as spokesmen's own conditions, consistency with brand image, target groups and fan groups when choosing spokesmen. The purpose of this paper is to explore the direction and degree of influence of brand spokesmen on consumers' purchase intention under different conditions, so as to provide reference and suggestions for enterprises when choosing spokesmen.

关 键 词：SPOKESMAN consumer purchase intention brand impression 

分 类 号：F272.3[经济管理—企业管理] F713.8[经济管理—国民经济]