| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 103 === The study took intense competition beverage industry as a research object. To meet consumers’ need, all companies invest a lot of costs to have new products to expend sales numbers. In this mature market, new brands and old brands face great challenges with other, how to stand out is quite an important issue to them. Advertising is the important bridge between brands and consumers, spokes-person advertising is common in marketing operation to impressed consumers in short time. We invited respondents to watch the advertising video to discuss there’s an influence on purchasing intension with new brands and old brands. Each advertising video had collected 50 questionnaires, and 200 are valid. The findings were (1) No matter new brands or old brands had a spokesperson or not, the positive influence of brands attitudes on purchase intention are significant to the respondents after watching ad. (2) Only the ad of old brands with spokesperson, advertising attitude and brand attitude had significant influence on purchase intention. (3) The means of advertisement of new brands with endorsement advertisement is significant higher than the old brand without endorsement advertisement.
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