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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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