作者未提供

• Main Authors: Chao-Chieh Yu, 余肇傑
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/27bw2d

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 92 === Celebrity endorsement is a common form of advertising. So Many brands use the foreign endorsers in the advertising. However, this is not all foreign endorsers to suitable for all kind of brand. In this study, we want to find out want kind of endorser (foreign endorsers, local endorsers and Attractiveness, Trustworthiness, Expertise) who can affect to advertising. The study uses 3 X 2 experimental designs. This conducted under condition, which varied the kind of endorsers (Attractiveness, Trustworthiness, Expertise) and different country of endorsers (foreign endorsers and local endorsers). The result was analysis by SPSS. At the result, the local Attractiveness endorsers are very effective in the advertising. On other hand, the purchase behavior is very effective for the girl. At last compare the different kind of endorsers. The Attractiveness has significance.