| Summary: | 碩士 === 嶺東科技大學 === 企業管理系碩士班 === 105 === The purpose of this study is to investigate the relationship between negative publicity and purchase intention and repurchase intention, using endorser’s credibility as the mediator. We used a 4x2 between subject factorial design with four levels of negative publicity ( concubine, drug taking, domestic violence, divorce) and two kinds of replace endorser’s credibility (no replace, replace). We expect to collect 30 questionnaires in every group.
The empirical results show that the firm replace celebrity endorsements who has concubine and domestic violence, the purchase intention and repurchase intention doesn’t increase. On the contrary, the firm replace celebrity endorsements who take drug, the purchase intention and repurchase intention increase. The firm replaces celebrity endorsements who divorce the purchase intention and repurchase intention, doesn’t have significant change. This study provides important implications for the firm’s celebrity endorsements strategies and policies.
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