The research has investigated the celebrity effect¡¦s relationship between brand
image, perceived quality, and purchase intention. Using the case of the
world-renowned brand: Minute Maid, Coca-Cola, it has only been introduced to
Taiwan for two years, yet it made a huge success. It has faced the issue of changing
spokesperson recently.
The research uses ¡§Judgmental sampling¡¨ to get the samples and data that we
need. We use factor analysis and reliability analysis to check our questionnaire, and
then the data was analyzed mainly on Pearson correlation analysis and regression to
check out whether the factors are effective.
The results showed:
1. Consumers would think that the better the product¡¦s celebrity effect is, the better
the product¡¦s perceived quality and brand image is.
2. Consumers would think that the higher the perceived quality and brand image is,
the higher their purchase intention would be.
3. Overall, the celebrity effect would affect consumer¡¦s purchase intention.
Companies which try to use these kinds of marketing strategy should really be aware
of it.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0627111-094908 |
| Date | 27 June 2011 |
| Creators | Yu, I-Chih |
| Contributors | Hsien-tang Tsai, Iuan-yuan Lu, Tsuang Kuo |
| 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-0627111-094908 |
| Rights | user_define, Copyright information available at source archive |
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