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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3724

Title: The Impact of Celebrity Endorsement Advertising Frequency on Brand Equity among Idolaters and Non-idolaters: A Study of the Chinese Cosmetics Market
Authors: Jingrong Luo
Keywords: Celebrity Endorsement
Brand Equity
Online Platforms
Chinese Cosmetic Consumers
Issue Date: 21-Jan-2019
Publisher: Bangkok University
Abstract: Based on the Brand Equity model and the Attractive model. The purpose of this study is whether the celebrity endorsement advertising frequency received by different types of consumers through these media platforms affects their attitude to the brand equity. Two-hundred respondents who have independent ability to use online platforms and a certain rational thinking ability when they choose cosmetics have participated in this survey. The answers were being selected using convenience sampling. The mean, standard deviation, and percentage were being tabulated and analyzed using One-way ANOVA and Multiple Regression with the significance level of .05.. The findings as following: 1. Brand equity of a brand is positively related to the frequency of celebrity advertising across online media for the brand for cosmetics consumers in terms of the four dimensions: Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality. Moreover, of the six different online platforms, only the frequency of celebrity endorsement on social media was proved the significantly positive related to the brand equity in all four dimensions. 2. Different Chinese consumer type----Idolaters and Non-idolaters exactly have different attitudes toward the Brand Equity in terms of four dimensions. In general, Idolater consumers were more likely to have positive attitudes towards brand equity than Non-idolater consumers in Chinese cosmetic market.
Description: Independent Study (M . Com. Arts). Global Communication, Graduate School, Bangkok University, 2018
Advisor(s): Boonlert Supadhiloke
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3724
Appears in Collections:Independent Studies - Master

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