臺灣博碩士論文加值系統

This study had as its core to investigate the Effects of Brand Rarity and Stability on Brand-Engagement: Investigating of Online Brands. It could be highlighted that by analyzing such determinants and factors many companies can boost up gains in the business field. A quantitative approach was conducted to investigate the effects of specific areas on brands. An online questionnaire was applied to collect data and analyzed to obtain the outcomes. This allowed the participation of global perspectives which could assist to demonstrate the views of various individuals in the global market. Celebrity authenticity served as benchmarks to determine the factors affecting new brands in the global market. Results showed that brand attitude and brand engagement on celebrity authenticity were major dominant factors that affect brand engagement. It was also brought to light that specific areas related to talent played a significant role and had influential meaning on brands. Most of the outcomes indicated dominant areas that people had impact on celebrity’s talent and morality .Whereas stability and rarity were uncovered which was confirmed in this investigation. This research advances our understanding and assisted to have a deeper perspective at brands and how this is affected by other interesting components. This certainly served as a good determinant and possibilities in the business and marketing world. In addition, this investigation certainly proved beneficial results to major companies and other businesses specially when marketing new brands in the global domain.
A data was collected and a total of 444 respondents were included, after we set up a questionnaire. We conducted data analysis with SPSS 18 and, for a better analyzing we separated our liker scale with our nominal scale factors.

ACKNOWLEDGEMENTS I
ABSTRACT II
LIST OF FIGURES VI
LIST OF TABLES VII
CHAPTER ONE INTRODUCTION 1
1.1 Background and Motives 1
1.2 Problem Statement 3
1.3 Research Questions 4
1.4 Conceptual Framework 5
1.5 The Aim and Purpose 6

CHAPTER TWO LITERATURE REVIEW 7
2.1 Definitions of Celebrity 7
2.2 Celebrity Authenticity 9
2.2.1 Theory and Related Studies 10
2.3 Brand Attitude 10
2.3.1 Theory and Related Studies 12
2.4 Brand Engagement 13
2.4.1 Theory and Related Studies 13
2.5 Purchase Intention 15
2.5.1 Theory and Related Studies 16
2.6 Rarity 17
2.6.1 Talent 18
2.6.2 Discretion 18
2.6.3 Originality 19
2.7 Theory and Related Studies 19
2.8 Stability 20
2.8.1 Consistency 21
2.8.2 Candidness 22
2.8.3 Morality 22
2.9 Theory and Related Studies 23

CHAPTER THREE METHODOLOGY 25
3.1 Research Model and Hypotheses 25
3.1.1 Measuring Celebrity Authenticity 25
3.1.2 Measuring Rarity 26
3.1.3 Measuring Brand Attitude 26
3.1.4 Measuring Brand Engagement 27
3.2 Survey 28
3.2.1 Sampling Strategy 28
3.2.2 Data Collection 29
3.3 Questionnaire Design 29

CHAPTER FOUR DATA ANALYSIS AND RESULT 33
4.1 Demographic Analysis 33
4.1.1 Respondents Testing The Celebrities and Brands 33
4.2 Graphical Comparison of Respondents 36
4.3 Hypotheses Testing 36
4.4 Reliability Statistic 36
4.5 LISREL Model 37
4.5.1 Structure of Models and Measuring Variables 37
4.5.2 Measuring Variables 37
4.6 Result 40

CHAPTER FIVE CONCLUSION AND DISCUSSIONS 44
5.1 Conclusion 44
5.2 Managerial Implications 45
5.3 Limitations 48

REFERENCES 50

APPENDIX A 64

APPENDIX B 70

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