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题名: Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector
作者: Stephen W. Wang;Grace Hsiu-Ying Kao;Waros Ngamsiriudom
贡献者: 國立臺灣海洋大學:航運管理學系
关键词: Celebrity endorsement;Source credibility;Product differentiation;Brand;Intention;Airline
日期: 2017
上传时间: 2017-01-06T08:30:55Z
出版者: Journal of Air Transport Management
摘要: Abstract:To achieve product differentiation, airlines spend millions of dollars annually in signing celebrities to endorse their brands’ endorsement contracts, as source effects that play an important role in persuasive communications. Based on source credibility theory and product differentiation theory, this study examines the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of air transportation services provided by airlines that adopt a celebrity endorsement strategy. Meanwhile, endorser credibility was tested as a second-order construct of the proposed model. The results indicate that positive relationships exist between all the hypothesized constructs. Therefore, in addition to having a favorable celebrity to endorse a customer oriented advertisement, the credibility of the celebrity is as important in enhancing brand attitude, brand credibility and purchase intention.
關聯: 60, Pages 10–17
显示于类别:[航運管理學系] 期刊論文


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