| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 102 === Rapid changes in the market landscape, swiftly changing consumer demands and accelerated innovation paces in many industries have prompted companies to secure their market positions by continuously making profits. However, past studies mostly focused on the transformation of OEMs to OBMs and channel firms building their own brands and rarely explored the issue of celebrity own brands. In recent years, many celebrities have made reinvestment to start their own businesses in an attempt to attract consumers with their prominence, charismas and characteristics. For this reason, this study investigated the phenomenon of celebrities endorsing their own brands by including Fit between brand endorser and their endorsed brands as an intervening variable.
Data were collected by surveying those who knew the brand StayReal created by Ashin(阿信), the vocalist of Mayday. Of 930 returned questionnaires, 795 were valid, to reach a response rate of 85.48%. Empirical results show that characteristics of brand endorsers can directly affect purchase intention, of which the mediation effect may also be influenced by brand attitude. It is also found that the Fit between brand endorsers and their endorsed brands can enhance the casual effect of endorser characteristics on purchase intention.
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