An Empirical Study on Factors Influencing the Celebrity Advertisement Effect

摘要：

Celebrity advertisements have been widely employed by enterprises as an important propaganda strategy. Based on a review of relevant literature in and outside China, this paper identifies the main factors influencing the so-called celebrity advertisement effect and proposes relevant research hypotheses. Through a questionnaire survey, the following conclusions are made: specialty, reliability and attraction of the celebrity are factors influencing the celebrity advertisement effect; consumers advertising attitude affects purchase intention through the intermediation of brand attitude, thereby influencing the celebrity advertisement effect; and consumers involvement in the product is another factor influencing celebrity advertisement effect.

关键词： celebrity advertisement effect influencing factors empirical analysis

作者: Haibo Xu

作者单位: Yuanpei College, Shaoxing University, Shaoxing, 312000, China

会议类型: 国际会议

会议名称: 2010 International Conference on Probability and Statistics of the International Institute for General Systems Studies(国际一般系统理论研究会中国概率统计学会第二届学术会议IIGSS-CPS2010)

会议地点: 南京

会议语种:英文

页码: 539-542

在线出版日期: 2010-07-29（万方平台首次上网日期，不代表论文的发表时间）