The Influence of Brand Endorser Credibility on Brand Image and Customer Perception Value－ A case of ASO

• Main Authors: PEIYIN LU, 呂沛穎
• Other Authors: Jin-Tang Hsieh
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/42078084297091774114

碩士 === 國立臺北大學 === 企業管理學系 === 96 === Making a right endorser choice enhances brand image powerfully. An endorser of influence can not only absorb customer attention but also advance brand awareness fast. A couple of ASO ads use supermodels in order to rebuild a new brand image with fasion. The purpose of this study explore whether brand endorser credibility of ASO bring positive effect to brand image and customer perception value. This study used LISREL 8.51 software to run SEM .There are two collecting ways: internet and paper. The study result prove that brand endorser credibility of ASO bring positive effect to brand image and customer perception value. By the way, brand image has partial mediation on the study framework.