| Summary: | 碩士 === 德明財經科技大學 === 行銷管理系 === 104 === ABSTRACT
Today similar business patterns, and even the similarity of products and services of high homogeneity era, Enterprises in the marketing strategy in order to increase the brand's visibility in the minds of consumers, visibility and even shaping a positive image, most manufacturers will use the "spokesperson" approach when advertising to give the product life, Whereby the closer the relationship between perception and recognition among consumers, thereby promoting consumer willingness to buy.
Over the past many scholars advocate for themselves the type, characteristics, suitability of the image or product, brand loyalty and make use of high academic value argument. However, consumers themselves because of different degree of involvement on the motion, spokesperson for the advertising effectiveness caused if there are differences in degree? And Consumer movement and the degree of involvement would not affect the relevance of sports brand ambassador type and purchase intention but in this study to explore direction.
This study will be divided into specialist sports brand spokesperson spokesperson (professional athletes) and celebrity spokespeople (entertainers), And the interference of the consumer movement in different degrees of involvement, to explore whether it will affect consumer willingness to buy, It aims to 1. The purpose is to explore the sports brand, spokesperson for different types of sports brand advertising effectiveness.2 consumer movement Involvement interference between the spokesperson and willingness to buy sports brand marketing effect.
This study adopted questionnaire, and hierarchical regression interaction analysis model, which found that, 1. celebrity spokespeople are experts and will positively affect consumers' willingness to buy sneakers. 2. High involvement of the consumer movement, it will interfere with the positive marketing expert spokesperson on purchase intention. 3. Low sports involvement of consumers, will positively impact on the marketing interfere with celebrity spokesperson purchase intention.
Keywords:Sports Marketing , Spokesman , Sportsinvolvement ,
Purchase Intentions.
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