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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

The Influence of Advertising Spokesperson Image on Consumers' Purchase Intention

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DOI: 10.25236/erems.2018.149


Gaofu Liu, Yating Song, Jing Ye

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Gaofu Liu


Advertising is an important means of enterprise marketing, and spokesman is an important key point to achieve advertising differentiation. In this study, 307 valid questionnaires were collected from organic milk consumers. This study used SPSS22.0 and Amos 23.0 software to analyze the collected valid questionnaires. The conclusion shows that the image of advertising spokespersons has a positive influence on consumers' purchase intention. The research conclusions provide reference for enterprises to select advertising spokespersons.


Advertising Spokesperson Image, Idolatry, Advertising Attitude, Purchase Intention