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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4757

Title: The Effect of Factor and Source Credibility of NBA Athlete Celebrity’s Endorsement Toward Chinese Customers’ Brand Perception and Brand Loyalty: A Case of Kobe Bryant in Ele.me’s Advertisement on Weibo
Authors: Wei Mei
Keywords: Source credibility
Celebrity endorsement
Global advertisement trends
Social media
Issue Date: 2021
Publisher: Bangkok University
Abstract: Track and follow the celebrity on social media is becoming a part of thing in people’s daily life. Therefore, brands and advertisers would think of the most effective way to communicate with their audience. These trends obviously may bring a lot of opportunities for advertisers, celebrities, business dealers and customers. This study aims to investigate whether the factors and sources (attractiveness, competence, trustworthiness, homogeneity, tie-strength) of the credibility of NBA athletes celebrity’s endorsement in Ele.me advertisements on Weibo has a direct and positive relationship with Chinese customers’ brand perception and brand loyalty. The quantitative approach was applied to this research paper. 101 of Chinese participates were involved in answering the questionnaire. The result revealed that there is a significantly positive and moderate correlation were found between the factor and source credibility of (attractiveness, competency, homogeneity) to NBA athlete (Kobe Bryant) endorsement in Ele.me advertisement on Weibo toward Chinese customers’ brand perception and brand loyalty. Whereas there is no significant correlation were found between the factor and source credibility of (trustworthiness, tie-strength) to NBA athlete (Kobe Bryant) endorsement in Ele.me advertisement on Weibo toward Chinese customers’ brand perception and brand loyalty.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2021
Advisor(s): Rosechongporn Komolsevin
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4757
Appears in Collections:Independent Studies
Independent Studies

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