Influences of Virtual Spokespersons’ Characteristics on Brand Personality

In today’s business competition, product bands have played a significant effect on consumers’ purchasing behaviors, making brand image building a key component of business development strategy. As an essential aspect of brand image, the brand spokesperson is an important medium to deliver the brand personality and culture to consumers. To reveal the relationship between the characteristics of brand virtual spokespersons and the expression of brand personality, this paper conducts an empirical analysis by using “Likability, Expertise, Relevance” as the variables indicating the characteristics of brand virtual spokespersons, and using “Ren, Zhi, Yong, Ya, Le” as the ones indicating brand personality. Results show that the expertise of virtual spokespersons has a significant impact on the Le dimension of brand personality. In contrast, expertise has a significant positive correlation with the Ren, Zhi, Yong, Ya dimensions of brand personality, and a significant negative correlation with the Le dimension. However, the relevance of virtual spokespersons cannot express brand personality.