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研究生:霍理科娃
研究生(外文):Aleksandra Khorkova
論文名稱:The Impact on Consumer Behavior: Risk and Benefits of Celebrity Endorsement. Fault and Success.
論文名稱(外文):The Impact on Consumer Behavior: Risk and Benefits of Celebrity Endorsement. Fault and Success.
指導教授:凃嘉峪凃嘉峪引用關係徐雅惠徐雅惠引用關係
指導教授(外文):Tu Chia-YuHsu Ya-Hui
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:85
中文關鍵詞:AdvertisingCelebrityEndorsementConsumer behaviorBrandEndorser’s Effect
外文關鍵詞:AdvertisingCelebrityEndorser’s EffectBrandConsumer behaviorEndorsement
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Today, the use of celebrity endorsement has increased drastically. Firms are investing on celebrities to promote their products. It has become an integral part of almost every brand’s promotional campaign and a big marketing trend. TV channels are flooded with advertisements, most of them being celebrity advertisements. Celebrities are seen endorsing almost every product meant for selling. The aim of this paper is to evaluate how positive and negative factors of celebrity endorsement influence consumer’s brand attitude and consumer’s brand purchase intention. The data needed for this study were collected from the questionnaires that were spread into several schools and universities in Taiwan and Russia, and involves 300 respondents from 8 countries. By using multiple regression, we made analysis of each area and cross-area analysis as well. In the end of this paper, we also provide several implications for practitioners and future research directions for other researchers.
Today, the use of celebrity endorsement has increased drastically. Firms are investing on celebrities to promote their products. It has become an integral part of almost every brand’s promotional campaign and a big marketing trend. TV channels are flooded with advertisements, most of them being celebrity advertisements. Celebrities are seen endorsing almost every product meant for selling. The aim of this paper is to evaluate how positive and negative factors of celebrity endorsement influence consumer’s brand attitude and consumer’s brand purchase intention. The data needed for this study were collected from the questionnaires that were spread into several schools and universities in Taiwan and Russia, and involves 300 respondents from 8 countries. By using multiple regression, we made analysis of each area and cross-area analysis as well. In the end of this paper, we also provide several implications for practitioners and future research directions for other researchers.
TABLE OF CONTENTS
ACKNOWLEDGEMENT …………..…………………………………….. I
ABSTRACT ………………………………………………………….……. II
LIST OF FIGURE ……………………………….………………..……….. V
LIST OF TABLES ………………………………………………………….. VI
CHAPTER ONE INTRODUCTION
1.1 Research Background.....………………………………................... 1
1.2 Purpose of Research……..………………………………………….. 4
CHAPTER TWO LITERATURE REVIEW AND HYPOTHESES
2.1 Celebrity Endorsement and Endorser Effect…………………….. 8
2.1.1 The ABC Model Of Attitudes And Hierarchy Of Effects … 8
2.1.1.1 The Standard Learning Hierarchy (High involvement …………………………………………………. 9
2.1.1.2 The Low Involvement Hierarchy …………………. 10
2.1.1.3 The Experimental Hierarchy………………………. 10
2.1.2 Model of Meaning Transfer ………………………………… 11
2.1.3 Consumer-Celebrity Perception ……………………………. 12
2.2 Attracting Factors of Using Celebrity Endorsement …………… 14
2.3 Risks of Using Celebrity Endorsement …………………………... 18
2.4 Other factors………………………………………………………. 24
CHAPTER THREE RESEARCH METHOD
3.1. Overview …………………………………………………………... 26
3.2. Pretest……………………………………………………………….. 26
3.3 Sample and Data Collection ……………………..………………... 27
3.4 Measures……………………………………………………………. 29
3.4.1 Consumer-celebrity relationship …………………………….. 30
3.4.2 Intermediate links ……………………………………………. 31
3.4.3 Attracting Factors of Using Celebrity Endorsement………. 31
3.4.4 Risks of Using Celebrity Endorsement……………………..... 31
CHAPTER FOUR DATA ANALUSES AND RESULTS
4.1 Method ………………………………………………………………. 37
4.2 Descriptive Statistics, Reliability and Validity……………………. 37
4.3 Data Analysis……………………………………………………….. 39
4.3.1 Within Eastern Area Analysis……………..………………… 39
4.3.2 Within Western Area Analysis……………………..………… 42
4.3.3 Cross-Area Analysis ….........………………….……………... 44
4.4 Results
4.4.1 Results of Eastern Area Analysis ……………..……………. 46
4.4.2 Results of Western Area Analysis ……………………….…. 47
4.4.3 Results of Cross-Area Analysis …………………………….. 49
CHAPTER FIVE CONCLUSION AND DISCUSSIONS
5.1 Discussions…………………………………………………………... 52
5.2 Practical and Academical Implications …………………………... 56
5.2.1 Practical Implications ………………………………………… 56
5.2.2 Academical Implications ……………………………………… 57
5.3 Research Limitation and Future Research Directions......………… 57
REFERENCES ………………………………………………………………. 59
APPENDIX A …………...……...………………….………………………… 67
APPENDIX B ……………………...…………………………...………….… 70
APPENDIX C ……………………..……………...………………………..… 74




LIST OF TABLES

Table 3.1 Respondent Age and Gender Distribution ……………………. 28
Table 3.2. The Links between Variables and Questionnaire Content…... 32
Table 4.1 Mean, SD, Correlations and Cronbach’s α of the Constructs……………………………………………………………………. 38
Table 4.2 Respondent Age and Gender Distribution of Eastern Area…... 39
Table 4.3 Effects and Variance Explained for All Endogenous Variables of Eastern Area ……………………………………………………………. 40
Table 4.4 Effects and Variance Explained for Supportive Variables of Eastern Area …………………………………………………………..…… 41
Table 4.5 Respondent Age and Gender Distribution of Western Area….. 42
Table 4.6 Effects and Variance Explained for All Endogenous Variables of Western Area ……………………………………………………………. 43
Table 4.7 Effects and Variance Explained for Supportive Variables of Western Area …………………………………………………………..……
Table 4.8 Important Effects and Variance Explained for All Endogenous Variables of Both Areas (Cross-Analysis)…………………. 44

45
Table 4.9 Important Effects and Variance Explained for Supportive Variables of Both Areas (Cross-Analysis) …………………………..…… 45
Table 4.10 Summary of Correlations between Variance Explained for Endogenous Variables Eastern Area………………………………………. 46
Table 4.11 Summary of Correlations between Variance Explained for Endogenous Variables Western Area …………………………………… 48


LIST OF FIGURES
Figure 2.1 The Concept Hierarchy of effects……………………………. 9
Figure 2.2 Model of Meaning Transfer…………………………………… 11
Figure 2.3 Source Credibility Model……………………………………… 15
Figure 2.4 Celebrity Credibility Impact on Consumer’s Attitude………. 17
Figure 2.5 Negative Factors of Celebrity Endorsement…………………. 23
Figure 2.6 Research Framework………………………………………….. 25
Figure 3.1 Respondent Age Distribution………………………………….. 28
Figure 3.2 Respondent Gender Distribution……………………………… 29
Figure 3.3 Respondent Location Distribution ……………………………. 29
Figure 4.1 The Research Framework Results for Eastern Area………… 47
Figure 4.2 The Research Framework Results for Western Area………... 48
Figure 4.3 The Consumer’s Brand Attitude Differences between Eastern and Western Areas ……………………………………………….. 49
Figure 4.4 The Consumer’s Purchase Intention Differences between Eastern and Western Areas………………………………………………... 50
Figure 4.4 The Important Effects and Variance for Variables of Eastern Area ………………………………………………………………………… 51
Figure 4.4 The Important Effects and Variance for Variables of Western Area ……………………………………………………………… 51
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