The Meditating Effect of Brand Familiarity on the Relationship between Celebrity Credibility and Brand Image

• Main Authors: Wang, Chao-Tung, 王昭棟
• Other Authors: Ling, Shao-Lung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/18828810927489767714

碩士 === 中國文化大學 === 國際企業管理學系 === 101 === In the competitive consumer market, buyers and sellers have the message and asymmetry, and in order to make consumers more in-depth understanding of their products and increase their deficiencies on the message of the product itself, the credibility effect through a spokesperson,the brand image of the product itself, and then to attract the attention of consumers and the willingness to buy, the spokesperson's credibility and brand explore and analyze the relationship between a link, however, brand familiarity (interference roles),for goods to enhance the visibility and brand awareness is an academic and practical issues The purpose of this study is to investigate the impact of different familiarity, spokesman for the credibility of the brand assessment. In this study, experimental method, sports shoes as the main product, to actual existing brands in combination with each other, and to assess the effect of the impact. The program is divided into two stages of pre-test and formal experiment, the purpose of the pre-trial screening required for a formal experiment brand endorsers (spokesperson credibility, high / low), (brand familiarity, high / low). Pre-test valid sample 76 people, in a formal experiment, the manipulation of the independent variables to virtual contexts, groups of 2x2 factorial design, a total of four experimental grid test, each experimental grid 40, a total of valid sample of 146 people, object of study for college students. The results showed that the low brand familiarity, spokesperson credibility more positive influence on the assessment for the brand image. These findings raise the conclusions and recommendations.