A Study of Marketing Communication Strategy with Celebrity Endorsed Advertisement – Evidence from Life Insurance Company

• Main Authors: Hu, Tzu-Yin, 胡子瀅
• Other Authors: Wang, Wen-Hung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/67dqsy

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 105 === Advertising is one of the best marketing campaigns to transmit product information to consumers. Therefore, celebrity endorser is the communicational bridge for product and consumers, and is one of the most efficient marketing tools. This study aims to investigate marketing strategy of celebrity endorsement by life insurance company. With data collected in Taiwan, 449 valid respondents are generated, SEM was adopted to peep on the relationship between TEARS model (trustworthiness, expertise, attractiveness, respective, similarity), attitude toward advertisement, brand attitude and intention to purchase. Analytic results revealed that trustworthiness, attractiveness and similarity of celebrity endorser positive significant influence attitude toward advertisement, consumers attitude toward advertisement positive significant influence brand attitude. Furthermore, consumers attitude toward the endorsed brand lead to purchase intention of the endorsed brand. Finally, the paper provided the practical strategies and suggestions for academic and practical area.