The relationship among service quality, brand image, celebrity credibility and advertising effect

• Main Authors: LEE,YI-FANG, 李宜芳
• Other Authors: HSU,YUEH-LING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/q2k7s9

碩士 === 開南大學 === 觀光運輸學院碩士班 === 105 === Advertisement becomes one part of people lives because information explosion is present in this era. Although many previous literatures focused on celebrity credibility or advertisement effect, few studies explored them on the basis of aviation industries. The purpose of this study is to explore the relationship among service quality, brand image, and advertisement effect for an aviation company. The results obtained by the structural equation modeling (SEM) reveal that the service quality is significantly positively correlated with the brand image and the reliability of the celebrity credibility is significantly positively correlated with the advertisement effect. This study result also indicates that the service quality impacts the advertisement effect via the brand image and the reliability of the celebrity credibility. Moreover, the brand image can directly influence the advertisement effect and indirectly affect the advertisement effect via the reliability of the advertising spokesperson. Therefore, the reliability of the advertising spokesperson is a mediator for the brand image and advertisement effect and the brand image and the reliability of the celebrity credibility are mediators for the service quality and advertisement effect.