| Summary: | 碩士 === 國立高雄科技大學 === 國際管理碩士學位學程 === 107 === The Effect of Celebrity Endorsement on Loyalty Intention — High versus Low Involvement Products
This study investigates the effect of celebrity endorsement on loyalty intention through brand attitude and compares the result on high versus low involvement product. This research develops a conceptual model from existing literature and conducts an empirical study to verify the hypotheses. 240 valid questionnaires were collected and multiple regression was used to test the hypotheses. The results show that endorser credibility and endorser attractiveness are both positively related to brand attitude, and brand attitude is positively related to loyalty intention. Further, a mediation test shows brand attitude partially mediates the relationship between endorser credibility and loyalty intention. This test also proves that the brand attitude partially mediates the relationship between endorser attractiveness and loyalty intention. Moreover, the t-test shows tested attribute more useful in high involvement product than low involvement product. Finally, this study concludes with suggestions for the business practitioner when applying celebrity as an advertising tool.
Keywords: Celebrity Endorsement, Endorser Credibility, Endorser Attractiveness, Brand Attitude, Loyalty Intention, Involvement
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