| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 102 === This study investigated Taiwanese’s perception toward celebrity endorsers by conducting a survey research study. There were total of 273 participants who participated in this study. Descriptive Statistics, Regression Analysis and Independent-Samples t Test were used to analyze and explore consumers’ perceptions toward the relationship between celebrity endorsers and product cognition and memory regarding four categories, including consumer personality, celebrity endorsers credibility, Demographic Variables, and product cognition and memory. Overall, the results showed that 1) Consumer personality such as slavishness and blindly obedient has a positive significant influence on product cognition and memory. 2) Female celebrity endorsers has significant difference on product cognition and memory. 3) Participants from different age and monthly income have significant difference on product cognition and memory. 4) Respondents from different gender and monthly income have significant difference on consumer personality such as slavishness and blindly obedient.
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