Consumer Perspective Of Celebrity Endorsement

Celebrity popularity: entertainment and sports are equally divided. Korean stars are involved in the same fashion as fashion. They have their own popular and changing cycles, both fast food and classic.

在新生代市场监测机构针对明星代言人的研究发现，目前中国公众喜欢的明星，那些在自己事业舞台上不断进取缔造经典的明星无疑是人气最旺的，成龙和刘德华就排在了中国公众喜欢的中国明星的榜首；而一些在近年迅速发展起来的后起之秀同样也紧随潮流，比如姚明、周杰伦、刘翔就分别在公众最喜欢的中国明星的三四五位；同时，像赵本山这样懂得赚取草根认同的朴实形象也赢得了公众的认可，值得重视的是，目前中国公众喜欢的排在前10名的明星中，体育明星姚明和刘翔已经超过了很多娱乐明星，这也不难想象这两个明星在这几年的身价正在急剧上升，已经超过了很多娱乐界明星，另外也说明，体育在人们生活中已经和娱乐一样，体育明星展现出来的活力、拼搏、自信等元素也在影响着公众的喜好，未来，利用体育明星来为产品和品牌代言具有很强的消费

Mobilization power.

In the past, many people would think of Hollywood, and think of Oscar, which has brought a deep impression on the Chinese people. But now this pattern has been changed. The diversity of the foreign celebrities is forming. The survey of the new generation market monitoring organizations has found that among the top 10 foreign stars in China, the Korean stars have occupied the mainstream. Kim Hee Sun, An Zaixu and Lee Young-Ae are among the top three. Secondly, Jang Na Ra, Cai Lin, Ahn Chil Hyun, Ahn Chil Hyun and so on are already listed.

Such a pattern illustrates the influence of Korean dramas on the Chinese public from one aspect. The pure, warm, harmonious family atmosphere and delicate feelings created by Korean dramas have been strongly welcomed by the Chinese public. The Korean stars have also entered the Chinese public's mind with the penetration of Korean culture. If a brand wants to show its sunshine, ingenuity, health and other images, it will be the best choice to use Korean celebrities to endorse.

Data sources: the new generation market monitoring organization, "China market and media research", 2007 spring (CMMS data, spring 2007), the difference of star popularity between different groups of people. Different age groups have different value orientations, so the stars they like are different. The survey of the new generation market monitoring organization shows that among the stars in the country, the 15-24 year old young people's favorite star Jay Chou and Jackie Chan are most popular with the 25-54 year old group, while the 55-64 year old group likes Zhao Benshan best.

Among the stars abroad, the most popular star of the 15-24 year old is An Zaixu. The 25-44 year old group likes Kim Hee Sun best, while the 45-64 year old middle-aged and old people like Lee Young-Ae best.

Moreover, every group's favorite stars have their own reasons. The stars they perceive will be the stars that the stars must consider in terms of brand and product selection.

If the brand elements of an enterprise are consistent with the characteristics of the stars in the minds of consumers, celebrity endorsements can have a very good effect. If not, a huge amount of endorsement may not be effective.

Therefore, when choosing the star spokesperson, the enterprise needs to understand the composition of the brand and product target consumer group deeply, and decide the star spokesperson according to the star of the target group, so as to establish a greater degree of contact with consumers.

"Advertising image" and "self image": the two dimensions that affect the endorsement effect: what kind of celebrity spokesperson should speak for? What kind of brand should be endorsed? This work should be more to the consumer in the future, because the brand is the target consumer, they have their own opinions on any changes in the brand, and the endorsement of the brand will also affect their feelings for a brand.

In the survey of the new generation market monitoring organizations, it is found that if the consumers decide what kind of products the current favorite stars should endorse, we think that the Chen Daoming with outstanding temperament is suitable for advertisements such as suits and nutriments. Zhao Benshan is more suitable for endorsement of thermal underwear. Jackie Chan, Andy Lau, Jet Li, Zhou Runfa and other powerful film stars are suitable for endorsement of appliances, automobiles, real estate and other brands. Jolin is suitable for endorsement of skin care products, sweets, ice cream, suitable for digital products and snacks, and is suitable for endorsing sports shoes and bottled water brands.

消费者的选择事实上受到了两方面的影响，一方面是来自于过去明星的代言经验，很多企业为了迅速提升产品销量和品牌知名度，未经科学论证火速聘请明星代言人的现象较为普遍，而很多明星为了商业回报，自然也不会过多拒绝，这在一定程度上，明星代言的广告高频次的播放也反过来影响消费者对于明星的印象，从而形成了消费者的“广告明星形象”，比如赵本山代言保暖内衣的形象就是过去代言的经历给消费者带来的印象，在这种情况下，如果代言其他产品，人们就会容易和明星曾经代言的产品建立关联，如果今后代言的产品和过去明星代言产品有一定关联性或者处于同样的档次，就能带来积极印象，否则就容易影响品牌的美誉度；另外一方面，明星本身的实力特点也会影响到其代言的产品是不是能过被消费者接受，因为消费者会根据明星的实力和形

It is believed that it is a very good decision support for enterprises to decide which products are closer to the style and characteristics of stars.

For example, people are more recognized for the strength stars of Jackie Chan, Andy Lau, Jet Li and Zhou Runfa. Therefore, some highly skilled and durable products can win consumers' trust. Jay Chou endorsed fashionable consumer goods easily, while sports stars Yao Ming and Liu Xiang are more likely to be endorsed with sports elements or active brands.

Spring (CMMS data, spring 2007): Korean star will become a new force in the future. Korean culture is affecting Chinese consumers. Korean brands, Korean clothing, Korean dramas and other "Korean wave" are slowly entering the life of Chinese consumers. This has allowed Korean stars to gain influence in the Chinese market. Because Korean stars belong to "foreign products", many brands of Korean stars are no longer a barrier to Chinese public acceptance. In addition, the Chinese public's evaluation of Korean celebrities' reputation is more positive than that of Korean dramas, which allows Korean celebrities to endorse products and brands with less resistance from target consumers. Data source: new generation market monitoring agency "China market and media research" 2007

Kim Hee Sun, Li Aiying, Cai Lin and other Korean celebrities are suitable for endorsement of skin care products / cosmetics, jewelry and other advertisements. Jang Na Ra is suitable for endorsement of chocolate, candy and other snacks. An Zaixu, Ahn Chil Hyun, Jang Dong Gun, Jang Dong Gun and other men are suitable for endorsement of suits, watches, mobile phones and other products and brands.

I believe that in the near future, Korean celebrity endorsement will become a new force in the Chinese market celebrity endorsement. Catching Korean celebrities to enhance corporate brand is also a differentiated brand marketing strategy.

It is worth noting that Beckham and Ronaldo, the soccer stars from Europe and America, like Yao Ming and Liu Xiang, are best suited to endorse sports shoes and beer brands in the eyes of the Chinese public favorite stars. This once again shows that sports stars bring the public's cognitive image clear and simple, while entertainment stars are more diverse and complex.

Data sources: the new generation market monitoring organization "China market and media research" Spring 2007 (CMMS data, spring 2007), in the era of active stars, how to rationally choose the "image spokesperson" is a severe test for enterprises. With the maturity of the market, the spokesperson of the star image is also a special "commodity". Only when we use these commodities properly and effectively can we bring the star effect into the market competition and brand expansion of the enterprise products, so that the brand can fly with the support of the stars.

Therefore, the match degree between spokesperson and brand is also very important. First, by achieving the principle of individuality matching between spokesperson and brand, the identity of communication and identification will be generated, and the brand personality will be highlighted. Second, businessmen should also take into account the match between the image of the spokesperson and the typical image of the target consumer group, so as to enhance the public's recognition of the spokesperson.

Third, celebrity endorsements should listen more to consumers' opinions. As the choice of celebrity spokesperson, enterprises should not only listen to the opinions of experts and advisory bodies, but also the opinions of consumers.

As a costly marketing strategy, celebrity endorsement also needs the science of choice and evaluation.