| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 104 === The general public has gradually involved in exercising with the ongoing trend, which results in the rise of sales. Therefore, lots of corporates invest money to go for this market by hiring celebrity endorsers.
With the following above, this article will configure the value of endorsers. In detail, with the conjoint analysis measurement, the research will figure out estimated market share, which make us realize the consequences. In the meantime, the study will provide insights of different market segment’s consumers including buying preference.
Last but not least, this article will give suggestions of marketing strategy, limitation and modification of the research, giving directions to the future research content.
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