The Impact of Spokesperson Types on Brand Image—Mesomeric Effect Model Based on the Credibility

Xinwei Lv ()
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Xinwei Lv: University of Technology and Science Beijing, School of Economics and Management

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 438-443 from Springer

Abstract: Abstract With the development of technology, the speed of data reconnaissance has accelerated. It will cause greater losses if there are potential spokesperson issues. We use regression analysis to study the impact of spokesperson types on brand image and the role of spokesperson credibility. It is beneficial for promoting brands to present their desired brand image through spokesperson selection.

Keywords: spokesperson credibility; brand image; mesomeric effect (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_52

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DOI: 10.2991/978-94-6463-246-0_52

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