| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 100 === Today, the use of celebrity endorsement has increased drastically. Firms are investing on celebrities to promote their products. It has become an integral part of almost every brand’s promotional campaign and a big marketing trend. TV channels are flooded with advertisements, most of them being celebrity advertisements. Celebrities are seen endorsing almost every product meant for selling. The aim of this paper is to evaluate how positive and negative factors of celebrity endorsement influence consumer’s brand attitude and consumer’s brand purchase intention. The data needed for this study were collected from the questionnaires that were spread into several schools and universities in Taiwan and Russia, and involves 300 respondents from 8 countries. By using multiple regression, we made analysis of each area and cross-area analysis as well. In the end of this paper, we also provide several implications for practitioners and future research directions for other researchers.
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