The impact of well-known seconder on consumer attitudes toward brand

Abstract

The main purpose of this research is to investigate the effect of the use of reputable brand seconder on brand-oriented consumer attitudes. In this research, the effects of features of well-known seconder such as physical and apparent attractiveness, specialty, fit and trustworthiness on consumer attitudes towards brand are investigated. The present research is applied in terms of purpose and in terms of collecting descriptive-survey data and kind of correlation. All consumers in Tehran are the statistical population of this study. The sample size is 384 people. For this purpose, an accessible sampling method has been used. The data collection tool is a questionnaire. Structural equation modeling is used to analyze the data. The results of the research indicate that the dimensions and characteristics of the well-known seconder have a positive and significant effect on the attitude of consumers towards the brand, but the positive and significant effect of the proportionality between the celebrities on the consumer attitude toward the brand is not confirmed