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URN etd-1221105-110243 Statistics This thesis had been viewed 3882 times. Download 3509 times. Author Kai-Chieh Chan Author's Email Address firstname.lastname@example.org Department Management Business Administration Year 2005 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 79 Title The Influences of Price Promotion, and Celebrity Endorser on Brand Equity and Willingness to Purchase Keyword Willingness to Purchase Brand Equity Celebrity Endorser Price Promotion Price Promotion Celebrity Endorser Brand Equity Willingness to Purchase Abstract Since the sluggish economic and heavy market competition in recent years,marketers expect to increase company profit by diverse marketing strategies in order to stand out in the competitive market.
Therefore, all kinds of promotion activities develop vividly; especially the price promotion is frequently used for new product launch or for attracting potential customers. The celebrity endorsement is also a common strategy used by a company. Both the price promotion and celebrity endorsement are with expectation to stimulate consumers’ willingness to purchase.
Accordingly, this research attempts to find out the influences of celebrity endorsement and price promotion on the sales for MP3 to see whether they will increase the willingness of consumers to purchase or raising the evaluation for brands of MP3 .
The object in this research is MP3. This study adopts convenient sampling to choose subjects including students and office workers to fill the questionnaire. This research uses AMOS 4.0 statistical software to calculate the reliabilities of individual items and parameters among all concepts. It also applies structural equation modeling, SEM, to analyze and verify the fitness between theoretical models and data observed.
Research finding are as follow: the five hypotheses we propose are all supported. It means that celebrity endorsement and price promotion have positive correlation with MP3 appreciation, and the brand appreciation will raise consumers’ willingness to purchase. Therefore, we suggest the firm to put more emphasis upon external clue such as celebrity endorsement.
Advisor Committee Hsien-Che Lee - advisor
Files Date of Defense 2005-07-28 Date of Submission 2005-12-21