Security v.s. Child endorser match-up?--Best suited to the endorser for the airline’s advertising communication effect

• Main Authors: Chu, Wan-Ting, 朱婉婷
• Other Authors: Wang, Kuo-Ching
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/6k9nrq

碩士 === 國立嘉義大學 === 休閒事業管理研究所 === 97 === Since consumers cannot observe quality before flying, an airline’s safety history and reputation can play an important role in the formulation of their beliefs. Among those 19 airlines, China Airlines has the highest flight accident rate and per million flight accident rate is 7.16. Obviously, safety is the most important factor while customers are making their purchasing decision. In fact, have much of ads to use child endorse safety, such as Mitsubishi Savrin a series of ads use child to endorse for safety and reliable. Interestingly, the most emphasis on safety at the airline, the ads will be very few child fit with the airlines, on the contrary the use of many celebrities to endorse. Interestingly if we take safety and match-up into consideration, what kind of endorser is most fitted to airline which is in low reputation for its flight safety? This research wants using the image of child to transfer to emphasize airline safety. With respect to the methodology, a 5x2 factorial experiment design is employed, that is different types of endorsers (celebrity, expert, CEO, typical consumer, and child) with (low reputation of the airline in the ad emphasize its flight safety and high reputation of the airline in the ad emphasize its flight safety). The results showed that: 1. In the low reputation of the airline’s ad, the children to serve as endorser, and its ad attitude, brand attitude, purchase intention and the communication effect of advertising is the best. In the low reputation of the airline’s ad, with special emphasis on the safety of product attributes, and its ad attitude, brand attitude, purchase intention and the communication effect of advertising is the best 3. In the low reputation of the airline’s ad, the children to serve as endorser and with special emphasis on the safety of product attributes, and its ad attitude, brand attitude, purchase intention and the communication effect of advertising is the best.