What If the Endorser is Notorious? – Investigation on the Impact of Endorser Liking and Endorser Decision
| Autor: | Shih, Yun-Yan, 石芸燕 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 The study primarily entails conducting two experiments, with experiment one exploring how the impact of a endorser's stigmatization (high/low) and likability (high/low) affects the brand attitude and corporate image, and experiment two entails exploring under the circumstance of a endorser's stigmatization, how an endorser's likability (high/low) and an endorser's decision (retain/dismiss) affects brand attitude and the impact of corporate image. Both experiments are in a 2x2 factor design. Experiment one's study findings reveal that an endorser's stigmatization bears a significant impact to brand attitude, and also brand attitude with a higher stigmatization is significantly lower than that one with a low stigmatization, and that an endorser's likability also bears a significant impact to brand attitude, and also brand attitude with a higher likability is significantly higher than one with a low likability. Moreover, an endorser's stigmatization and an endorser's likability bear a significant crossover effect on brand attitude. And in terms of the impact to corporate image, an endorser's stigmatization is found to bear a significant impact to corporate image, and the impact of corporate image with a higher stigmatization is significantly lower than one with a low stigmatization, while a endorser's likability bears a marginally significant effect to the impact of corporate image, and that the impact of corporate image with a higher likability is marginally significantly higher than the impact of corporate image with an endorser with low likability. Furthermore, an endorser's stigmatization and an endorser's likability bear no significant crossover effect to the impact of corporate image. Experiment two's study findings reveal that an endorser's likability bears a significant impact to brand attitude, a finding identical to that concluded by experiment one; in addition, an endorser's decision also bears a significant impact to brand attitude, and that brand attitude with an endorser’s dismissal decision is significantly higher than a endorser's renewal appointment decision. Moreover, an endorser's likability and an endorser's decision bear a significant effect to the impact of corporate image. And in terms of the impact of corporate image, an endorser's likability is found to bear a marginally significant effect on the impact of corporate image, and the impact of corporate image with a high likability is marginally significantly lower than one with a low likability. While an endorser's decision bears no significant effect to the impact of corporate image. Furthermore, an endorser's likability and a endorser's decision bear a significantly crossover effect on the impact of corporate image. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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