Title page for etd-0627111-094908


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URN etd-0627111-094908
Author I-Chih Yu
Author's Email Address No Public.
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Department Business Management
Year 2011
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Effects of Celebrity Effects on Consumer’s Purchase Intention - Case of Minute Maid
Date of Defense 2011-05-24
Page Count 80
Keyword
  • purchase intention
  • perceived quality
  • brand image
  • Celebrity effect
  • Coca-Cola
  • Minute Maid
  • Abstract 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.
    Advisory Committee
  • Hsien-tang Tsai - chair
  • Tsuang Kuo - co-chair
  • Iuan-yuan Lu - advisor
  • Files
  • etd-0627111-094908.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2011-06-27

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