| Summary: | 碩士 === 輔仁大學 === 品牌與時尚經營管理碩士學位學程 === 105 === ABSTRACT
More foreign cosmetic brands that enter emerging markets use celebrity endorsement as their marketing technique to arouse the desire of customers to purchase their products.
The purpose of this study is to investigate in two different markets (Taiwan, France), consumer attitudes towards local and international cosmetic brands ambassadors.
This study was conducted to determine if the women consumers from generation Y/AAA have preferences for international or local ambassador. Consumers evaluate the ambassadors’ image based on innate and external criteria. A number of factors affect the consumer decision. The results suggest that culture may affect the opinion of different consumer considering the different cultural factors that affect their behavior, habits, preferences, beliefs. These cultural factors became a real source of information for the brands, it is necessary to deeply understand their customers, so by understanding local culture, the brands can create products that match individual’s needs or desire. To do so these brands have develop new strategies by using internal and local celebrities to endorse them. The issue here is to see if using local/international endorsers really impact the consumer opinion, judgment about the brand as well as his ability to identify to those same endorsers.
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