Research on the Characteristics of the Virtual Image Spokesman for Enhancing the Effect of Brand Communication 

Jernigan 

School of marketing, Saint Rigis University, Colorado, 80002, America 

Abstract: This paper on the ｓｏｕｒｃｅ effect theory based, starting from the differences in a virtual image of the spokesperson and star spokesmen, to the ｓｏｕｒｃｅ of the validity of star spokesmen for reference, study a virtual image of the spokesperson of information ｓｏｕｒｃｅ of validity, that is, the influence of virtual image spokesman on effective factors. The study concluded that, to enhance the effectiveness of brand communication, the vir-tual image of the characteristics of the spokesperson for the familiar, attractive and unique image. 

Keywords: Virtual; Image spokesman; ｓｏｕｒｃｅ characteristics; Brand attitude; Communication effect