| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 93 === For an ad to be successful, both creativity and celebrity are important factors. Nowadays, mode of advertisement with endorsers is mostly populated by the enterprises, hoping to leverage celebrity’s characteristic and further to enhance or strengthen what the products want to be revealed. Ultimately, the branding effect and customer loyalty are said to be developed.
This study attempts to decipher the embedded factors that affect the choice made by the female, particularly at teenager level. Having a celebrity or not also remains the core question in this study.
By conducting questioners for the female group between the ages of twenty and forty, the following results are concluded.
1: Demographic statistic, there is a dramatic difference in brand recognition for female shoppers between the ages of twenty and forty.
2: For the female shoppers between the ages of twenty and forty, the use of celebrity is able to develop the branding loyalty.
3: Demographic statistic, the factors considered when purchasing the clothing have significant difference for the female between the ages of twenty and forty.
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