Study on the Influence of the Interaction between Brand and Spokesperson on the Brand Loyalty of Fan Customers

Abstract

Based on the identity theory, this paper constructs a research model to explore whether the interaction between the brand and the spokesperson will affect the brand loyalty of fans, and how to affect the brand loyalty. The results show that: the interaction between brand and spokesperson has a significant positive impact on fans' brand cognitive attitude, brand emotional attitude and brand self-connection. Fans' brand cognitive attitude and brand emotional attitude have a significant positive impact on fans' brand loyalty; Brand self-connection can improve the brand loyalty of fans by improving the brand emotional attitude of fans.