The Credibility Evaluation Of Celebrity Advertising And Its Effects On Consumers' Brand Attitude And Purchase Intention

Celebrity advertising is an important form of marketing communication, and it has taken uphigh percents in commercial ads, meanwhile, its effects and problems that encountered inpractice have gained increasingly more attention by firms. Foreign scholars have developeddeep researches on celebrity advertising for a long time, and had many valuable conclusions,but little set from the aspect of advertising credibility. Also, no agreement has reached aboutwhich factors of ad characteristics can affect consumers' advertising credibility evaluation,brand attitude and purchase intention, and about the process and extent.Meanwhile, most researches in the field based on the context of the USA or Europeancountries which are developed states, and researches are limited in China. And because ofChina's less developed economy and complex social context, consumers in China should havedifferent reaction to ad and different evaluation on celebrity ad. So, the actual meaning offoreign researches for domestic firm practice is limited.According to the problems listed above, this research developed a concept model comprisingcelebrity ad credible variables, ad credibility evaluation, brand attitude and purchase intentionand made test and modification on this model.This paper has five parts:Chapter one introduces the research motivation and value.Chapter two retrospects the related literature and brought forward the existing problems andinnovation attempts.Chapter three is about research design and data collection, including concept modelintroduction, hypotheses, and scale design, variable definition and sample description.Chapter four is data analysis, including descriptive analysis, reliability and validity analysisand regression analysis and model modification.Chapter five is discussion and conclusion comprising relationship analysis about modelvariables, main conclusion and marketing suggestions, then the research deficiency and futureresearch orientation is presented.