Title page for etd-0806112-113317


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URN etd-0806112-113317
Author Chun-Hsiang Ke
Author's Email Address No Public.
Statistics This thesis had been viewed 5578 times. Download 413 times.
Department Business Management
Year 2011
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Influences of Celebrity Endorser-Service Type Fit on Service Advertising
Date of Defense 2012-07-26
Page Count 114
Keyword
  • service advertising
  • schema congruity
  • match-up hypothesis
  • gender stereotype
  • celebrity endorser
  • Abstract Endorser is common in advertising for marketing strategies. The firms spend hundreds of million dollars to hire celebrities to endorse their products and brands. Appropriate endorsers are beneficial in brand differentiation and help competitive advantage building. Previous researches in match-up between endorser and product image have two diverse points of view (congruity vs. incongruity). The latest research reveals that in moderate incongruity would accommodate the two different views. Based on the three inconsistent findings, this study explores the effects of gender-based trait through different match-up levels of endorser and service type.
    The present study uses experimental design to investigate the advertising effects of endorser’s gender (male vs. female), endorser’s gendered traits (male vs. female), and service type (masculine vs. neutral vs. feminine). Thus, a 2x2x3 factorial design is conducted. The ad effects are measured by perceived quality, attitudes toward the brand, and purchase intention to observe the responses under twelve different and fictitious scenarios.
    The results indicate that a male endorser with female traits is more effective than a male endorser with male traits, especially promoting feminine-based service marketing. Besides, consumers’ perceived quality is different when evaluating match-up combinations based on endorser’s gender. Moreover, when promoting a masculine-based service, a female endorser with female trait is more effective than a male endorser with male traits in perceived quality and purchase intentions. According to these findings, the research provides implications for researchers and marketers on match-up between endorser and service type.
    Advisory Committee
  • Hsiao-Ching Lee - chair
  • Yu-Chi Wu - co-chair
  • Chun-Tuan Chang - advisor
  • Files
  • etd-0806112-113317.pdf
  • Indicate in-campus at 3 year and off-campus access at 5 year.
    Date of Submission 2012-08-06

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