Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 14, 20 November 2023
Open
Access | Article
Study on the Adaptability of Brand Temperament and Spokesperson Image
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Abstract
In today’s market environment, choosing a spokesperson is a strategy many brands implement to improve profitability. The importance and influence of spokespersons on brands have been widely studied and recognized. However, there is still a gap in research on the compatibility between brands and spokespersons. Therefore, through case studies and literature analysis, this study explores the reasons for the brand selection of spokespersons, their focus, and strategies for enhancing the adaptability of brand temperament and spokesperson image. Research has found that endorsement relationships have a high degree of fit and complement each other, positively impacting brand marketing. Based on the research results, this study believes that the compatibility between brand temperament and spokesperson image is one of the crucial factors for the success of brand marketing. A brand should accurately grasp its disposition and choose a spokesperson image that matches it to enhance its recognition and market competitiveness. In addition, this study provides corresponding strategies for improving the fit of endorsement relationships and avoiding endorsement risks.
Keywords
celebrity endorsements, brand personality, spokesperson image, brand-endorser congruence, case-study
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the International Conference on Global Politics and Socio-Humanities
- ISBN (Print)
- 978-1-83558-117-9
- ISBN (Online)
- 978-1-83558-118-6
- Published Date
- 20 November 2023
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/14/20230406
- Copyright
- 20 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited