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The Study on the Effects of Endorser and Brand Personality Match up、Involvement、Exposure Frequency on Brand Attitude

Author: LiDan
Tutor: YangBiZuo
School: Hunan Normal University
Course: Applied Psychology
Keywords: endorser and brand personality match up involvement level the frequency of exposure brand attitude
CLC: B849
Type: Master's thesis
Year: 2010
Downloads: 580
Quote: 3
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Abstract


Aims:The study explores the effects of endorser and brand personality match up on brand attitude. In addition, there is involvement and exposure frequency in order to enrich research on advertisement endorsement.Method:The study proceeded by an experiment using celebrity endorsement. The participants are university students. The process of analyzing data is divided into two section, the first section to study endorser and brand personality match up on brand attitude in different levels of involvement in low exposure frequency, the second section to study endorser and brand personality match up on brand attitude in different levels of involvement in the different exposure frequency.Result:The results show that:1, There is a significant difference among endorser and brand personality match up (high, low control group) on brand attitude.2, In the high endorser and brand personality match up, there is no significant impact between high involvement level and low involvement on brand attitude. In the low endorser and brand personality match up, low involvement level has a more negative impact on brand attitude than high involvement.3, regardless of endorser and brand personality match up, there is a more impact in the high exposure than low exposure.4, In the high endorser and brand personality match up, in the high exposure, high involvement level has a more positive impact on brand attitude than low involvement. In the low endorser and brand personality match up, in the high exposure, low involvement level has a more negative impact on brand attitude than high involvement.Conclusion:So, We should pay attention to endorser and brand personality match up in advertisement. When endorser and brand personality match up is high, there is a method enhancing high involvement product brand attitude of high involvement product brand by raising exposure frequency. When endorser and brand personality match up is low, there is a negative influence on brand attitude.

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