The Advertising Effects of the Advertisement with Endorsers on Products of Different Product Involvement
碩士 === 國立交通大學 === 管理科學研究所 === 85 === ABSTRACT This research attempted to realize the advertising effects of advertisementwith endorsers (celebrity, expert, consumer) on products of different product involvement (high / low). The goals of this research ar...
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
1997
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| Online Access: | http://ndltd.ncl.edu.tw/handle/38006110429703517871 |
| Summary: | 碩士 === 國立交通大學 === 管理科學研究所 === 85 === ABSTRACT This research attempted to realize the advertising
effects of advertisementwith endorsers (celebrity, expert,
consumer) on products of different product involvement (high /
low). The goals of this research are:1. There are significant
advertising effects between the advertisement with endorsers
and normal advertisement.2. There are significant advertising
effects between high and low product involvement.3. There are
significant advertising effects on different types of endorser.
The conclusions are:1. Types of advertisement and endorser are
the important factors of effecting advertising memory.2. Types
of advertisement, types of endorser, and product involvement are
the important factors of effecting advertising attitude.3.
Types of advertisement and endorser are the important factors of
effecting product attitude.4. Types of endorser are the
important factors of effecting attitude of endorser.5. Types
of endorser and product involvement are the important factors of
effecting purchase intention.6. Sex is the important factor of
effecting advertising memory and advertising attitude.7.
Personal income is the important factor of effecting purchase
intention.
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