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Academic Journal of Humanities & Social Sciences, 2021, 4(3); doi: 10.25236/AJHSS.2021.040306.

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


Yuting Yang

Corresponding Author:
Yuting Yang

Jinan University, Shenzhen, China


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.


Brand attitude, Brand-self connection, Brand loyalty, Interaction

Cite This Paper

Yuting Yang. Study on the Influence of the Interaction between Brand and Spokesperson on the Brand Loyalty of Fan Customers. Academic Journal of Humanities & Social Sciences (2021) Vol. 4, Issue 3: 26-29. https://doi.org/10.25236/AJHSS.2021.040306.


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