The Influence of Endorser Credibility and Celebrity/Brand Congruency to Purchase Intention: The Mediating Effect of Attitude Towards Advertising and Brand
| Autor: | Nike Stephani, 梁美芳 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 This research discussed celebrity endorser and the factors that control it. This research examines the influence of physical attractiveness, trustworthiness, and expertise to purchase intention through the presence of customer attitude towards advertising and brand as the mediator between, celebrity/ brand congruency to attitude towards advertising and brand and perceived behavioral control to purchase intention. This study objects are customers of product Brand Essence (白蘭氏) in Taiwan. The data were collected by means of questionnaires that spread online from google document. Data analysis used Structural Equation Model (SEM) with Smart PLS program. This study indicates the acceptance of eight hypotheses which tests in this research. The hypothesis (physical attractiveness, expertise, and celebrity/brand congruency) are the positive and significant effect of two mediated variables (customer attitude towards advertising and customer attitude towards brand) to purchase intention as dependent variables. Only one hypothesis is not significant to customer attitude towards advertising and brand the same as mediating variables and to purchase intention the same as dependent variables. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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