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

DOI

10.2991/978-94-6463-246-0_52How to use a DOI?

Keywords

spokesperson credibility; brand image; mesomeric effect

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xinwei Lv
PY  - 2023
DA  - 2023/09/26
TI  - The Impact of Spokesperson Types on Brand Image—Mesomeric Effect Model Based on the Credibility
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 438
EP  - 443
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_52
DO  - 10.2991/978-94-6463-246-0_52
ID  - Lv2023
ER  -