Celebrity as endorser is one of the important facilitators in advertising activities. Most of the extant master theses on advertising endorsement have focused on the present celebrity people. Seldom did they study intensely the communicative effects of celebrity-past as endorser in advertising. The current research investigates celebrity-past¡¦s effects as endorser on communication in print advertisement, using an quasi- 3x3x2 factorial design of experimental method to test the various empirical hypotheses. Measurement of the dependent variables¡Xcommunicative effects¡Xincluded: purchase intention, attitude toward product, and product concept. In addition to the main effect of celebrity-past as endorser, product category and advertising slogan are also involved in as two moderator variables, so that the interaction effect can be detected as well. Three past celebrity persons included in the current experiment are Terisa Teng, Audrey Hepbum, and Xi Shi, separately and solely acting as endorser in the print advertisement pages for skin-cream, watch, and chicken-essence, in that sequence. Participants of the experiment were 56 female undergraduate and master students at National Sun Yat-Sen University, Kaohsiung, Taiwan. In the research results, many of the hypotheses were supported significantly by the empirical data, such as interaction effect on purchase intention from celebrity-past and product category, interaction effect on attitude toward product from celebrity-past and advertising slogan, and the main effect of celebrity-past on product concept.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0209109-163004 |
| Date | 09 February 2009 |
| Creators | LI, Chia-jung |
| Contributors | Min-Hsin Huang, Albert Wenben Lai, Chun-Tuan (Debbie) Chang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0209109-163004 |
| Rights | not_available, Copyright information available at source archive |
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