To discuss the relationship between celebrity credibility, brand image and purchase intention: using Mayday endorsement HTC as example

• Main Authors: JHANG, WUN-CYUAN, 張祐禎
• Other Authors: 陳素娟
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/s3abxj

碩士 === 實踐大學 === 企業管理學系碩士班 === 103 === The advent of the era of smart phones, the mobile phone market more competitive brand, in addition to the pursuit of product differentiation, brand manufacturers have brand endorsements and brand image regarded as marketing focus. HTC Corporation, referred to as "HTC." HTC invite Taiwan's first day mission Mayday title in 2013 as the brand endorsement. HTC invite Taiwan's first day mission Mayday title in 2013 as the brand endorsement. Mayday endorsement so far, members warmly by fans and consumers to discuss exchanges, especially the lead singer Ashin humor title "Business Chen" caused by the vast number of consumers. The 2015 statistics HTC shipments in 2014 ranked first in the Taiwan market. Therefore, in the mobile phone market, the manufacturer should select the appropriate spokesperson, through the spokesperson's credibility and enhance the brand image, but also increase consumer willingness to buy too. This study was designed to investigate the spokesperson credibility, brand image, relations with the purchase intention to smartphone users as the research object, and internet questionnaire to survey a total of 345 valid questionnaires were obtained hypothesis testing. The results showed that (1) spokesperson attractiveness has a positive impact on the brand image; (2) spokesperson professional has a positive impact on the brand image; (3) spokesperson reliability has a positive impact on the brand image; (4) spokesperson credibility has a positive influence on purchase intention; (5) Brand functionality has a positive impact on purchase intention; (6) the symbolic brand has a positive impact on purchase intention; (7) brand purchase intention experiential positive (8) Brand image has positive impact on purchase intention;; to influence (9) brand spokesperson for the agency's credibility and purchase intention variable.