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Dissertations / Theses on the topic 'Brand credibility'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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1

Oyedeji, Tayo A. "The credible brand model the effects of ideological congruency and customer-based brand equity on media and message credibility /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5574.

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Thesis (Ph. D.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on June 11, 2009) Vita. Includes bibliographical references.
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Román, Augusto José Antonio, and Lecca Vera Camila Beatriz Garrido. "Green perceived benefits y Brand credibility en relación al Repurchase intention de green products." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654508.

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El estudio tiene como objetivo explorar las relaciones entre los beneficios verdes percibidos y la credibilidad de marca frente a la intención de recompra de productos verdes en Lima. La información presentada es cuantitativa y de carácter concluyente.<br>The study aims to explore the relationships between green perceived benefits and brand credibility regarding repurchase intention of green products in Lima. The information presented is quantitative and conclusive.<br>Trabajo de investigación
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Ketola, Rebecca, and Sandra Norrman. "DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-162456.

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With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. Originating from this development was the concept of user-generated content (UGC), which implies that people were able to enrich each other’s user-experiences by sharing creative efforts and communicating openly (O’Reilly, 2007).   As Web 2.0 features continued to grow, marketers became aware of the opportunities this new development online created and how they could use it to their advantage (De Chernatony &amp; Christodoulides, 2004). The development
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Granjon, Valentin, and Romain Benedic. "Instagram's Social Media Influencers: A study of Online Popularity From Source Credibility to Brand Attitude." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328627.

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Social Media Influencers (SMIs) and their sponsored posts on the Social Media represent a growing part of tomorrow’s digital marketing landscape. Marketers hire them to recommend their products to their large audiences through friendly and engaging social media posts. To please marketers, increasing and maintaining their audience size is of the utmost importance. Consequently, number of followers, likes, and comments have become the metrics of SMIs success. However, recent contradictory publications of business magazines and academic research raised the question of SMIs’ online popularity, cre
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Komulainen, Mikko. "Exploration of customer-based brand equity in the field of accounting." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53006.

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Background: The study explores the impact of brand equity on brand loyalty intention within the accounting services sector in Finland. The study uses four dimensions of brand equity, which include perceived brand quality, perceived brand value, perceived brand uniqueness and perceived corporate credibility. Purpose: The purpose of this thesis is to explore the applicability and the impact of customer-based brand equity and its dimensions in the field of accounting. Method: The current research applies known conceptual frameworks and theories on the dimensions of customer-based brand equity in
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Melton, Rebecca. "Exploring the Impacts of Fashion Blog Type and Message Type on Female Consumer Response Towards the Brand." Thesis, University of North Texas, 2013. https://digital.library.unt.edu/ark:/67531/metadc407834/.

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The current study examines the influences of blog type and blog message type on consumers’ perceptions of brand credibility and brand similarity. Additionally, the study seeks to understand the interaction effects of blog type and message type on brand credibility and brand similarity and on consumer engagement with a blog. The findings reveal that message type, specifically product message, is an important consideration when marketers want to illustrate similarities between the brand and consumers. Additionally, it was found that product messages should be considered when encouraging consumer
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Almerri, Rashed S. S. M. Alhaimer. "Exploring the role of celebrities' instagram accounts in changing the behaviour of consumers : case study of Kuwait." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/16218.

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This study explores the credibility criteria and brand personality of celebrities' Instagram accounts within the context of Kuwait. In order to explore this issue, this study adopts Ohanian's (1990) model and Aakar's (1997) model for studying credibility criteria and brand personality; respectively. Regarding methodology, primary data were collected through focus groups and interviews with fans and Small Medium Enterprises' managers who follow celebrities' accounts. Furthermore, secondary data were carried out by approaching different corporate websites specialising in social media celebrities
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Hussain, Shahzeb. "Understanding the concept of trust within the context of celebrity endorsement and examining its effects on advertising credibility, brand credibility, corporate credibility, and corporate image : a study from the perspectives of consumers in United Kingdom." Thesis, Middlesex University, 2018. http://eprints.mdx.ac.uk/24160/.

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Zhang, Ke. "Linking consumer: endorser relationship with source credibility and consumer brand-related responses: a para-social interaction perspective." HKBU Institutional Repository, 2018. https://repository.hkbu.edu.hk/etd_oa/511.

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Previous studies on celebrity endorsement have focused on merits of the celebrity endorser as the key factors for predicting endorsement effectiveness. This research extends previous research by exploring the effects of the consumer's para-social interaction (PSI) with the celebrity. Based on the Source Credibility Model, the proposed model takes PSI as the core variable and examines its relationship with self-brand connection and ideal congruency. Two studies were conducted using online questionnaires to collect consumers' self-reported data. Study 1 tested a partial model using sports celebr
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Jansson, Julia, and Christina Najm. "Är influencers vampyrer? : En studie om influencer-baserad marknadsföring och brand recall." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27394.

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Titel: Är influencers vampyrer? En studie om influencer-baserad marknadsföring och brand recall. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Julia Jansson och Christina Najm Handledare: Jonas Kågström Datum: 2018 - maj Syfte: Syftet med studien är att analysera hur influencer-baserad marknadsföring, vad gäller brand recall, påverkas av tidsaspekten, vampire effect, source credibility och match-up hypotesen. Metod: Data har insamlats med hjälp av två enkäter med 1461 respondenter. Respondenterna fick svara på enkäter gällande två o
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Jonsson, Daniel, and Gabriel-Johan Saliba. "Relationen mellan brand awareness och eWOM i förhållande till tillit." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30047.

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Titel: Relationen mellan brand awareness och eWOM i förhållande till tillit Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Daniel Jonsson och Gabriel-Johan Saliba Handledare: Akmal Hyder och Michelle Rydback Datum: Juni 2019 Syfte: Syftet med studien är att undersöka om relationen mellan trovärdigheten av eWOM och tillit är starkare än relationen mellan brand awareness och tillit.  Metod: I denna studie har vi använt en kvantitativ metod och en webbaserad enkätundersökning för att bekräfta eller förkasta våra fyra hypoteser. Vi fick totalt in 85 svar ink
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Wiktorin, Eva. "Organic labelled foodstuff on the Swedish market - KRAV’s work with segmentation, positioning, brand and credibility. : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-464.

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<p>Aim: The aim of this study is to investigate how an organization which is based on ethic and social responsibility works with segmentation, positioning and brand. Do their specific need of credibility have any impact on how they work with segmentation, positioning and brand? How do they work with credibility? KRAV is an ingredient brand based on ethic and social responsibility, they operate in the Swedish organic foodstuff market offering organic standards, certification and inspections according to these standards and a KRAV-label. In other words, credibility is the base for KRAV’s operati
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Cheng, Jiaxing. "Korean Celebrity Endorsements in China: The Role of Brand-language Country of Origin Congruence and Endorser Perceived Globalness." The Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492788085077716.

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KIREEVA, TATIANA. "What strategies should Swedish news media outlets use in order to keep their brand credibility in times of social media?" Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-296255.

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Journalism has “always been shaped by technology” (Pavlik, 2000, p.229). Social media could be seen as a technology of today, when news consumption is changing and 31% of the population worldwide are using Facebook and other social media platforms for news (Newman, 2020). Moreover, fewer pay for news (Medieakademin, 2021). Therefore, it is a challenge for news media outlets to adapt to the changing news consumption patterns, as well as they lose advertisers to Big Tech (Facht &amp; Ohlsson, 2021). Furthermore, the credibility for Swedish news media brands is decreasing (Medieakademin, 2021). H
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Cheng, Wen-Hsin. "Effects of internal information cues on perceived source credibility and attitude an analysis of corporate reputation, brand familiarity, and consumer expertise /." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0025066.

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Birgersson, Fanny, Jonas Ragnvaldsson, and Emma Randau. "Konsumentens uppfattning av Influencer Marketing på Instagram : En experimentell studie på Source Credibility, Köpintention och Varumärkesattityd." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14587.

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Sociala medier har under senare år växt och blivit en integrerad del av människors vardag. Tillväxten i populariteten av sociala medier har resulterat i att många företag flyttar delar av sin marknadsföring till dessa plattformar i förhoppningen om att få en bredare och mer engagerad publik. En följd av det ökade intresset för marknadsföring på sociala medier har blivit att sponsra och samarbeta med personer som har ett stort antal följare, även kallade influencers, på sociala medie-plattformar såsom Instagram, Twitter och Youtube. Samtidigt som sponsring av influencers blir allt vanligare så
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Anees-ur-Rehman, M. (Muhammad). "How multiple strategic orientations affect the brand performance of B2B SMEs." Doctoral thesis, Oulun yliopisto, 2017. http://urn.fi/urn:isbn:9789526216492.

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Abstract Scholars are interested in exploring strategies for better business-to-business (B2B) brand management because several strategic benefits of having a stronger B2B brand have been revealed. Contributing to this stream of research, this dissertation applies the concept of multiple strategic orientations for the purpose of improving B2B branding. The collective role of the brand, market and entrepreneurial orientations when used for improving brand equity, brand awareness, brand credibility and financial performance are examined in the dissertation. Examining this phenomenon for B2B smal
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Bergqvist, Jimmy, and Jens Ingelstedt. "Advertorials; an effective or destructive marketing practice? : The effect of advertorial deception on irritation, credibility, and attitude, both for the advertiser and the advertising medium." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entreprenörskap, Marknadsföring, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14229.

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The thesis explores advertorials, advertising made to look like editorial content, from a consumer behaviour perspective. Introduction                 Consumers are exposed to a staggering amount of advertisements each day. This so-called advertising clutter makes it difficult for marketers to reach the consumer. Therefore, in the late 1980’s marketers started to use unconventional ways of advertising. One of these was the use of advertorials, a form of advertising that borrows the appearance and other features from editorial material. Problem discussion       Since advertorials are made to lo
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Aguilar, Mejía Diego. "El rol de los Fitness Influencers para generar Credibilidad de Marca a través de Imaginarios distorsionados de vida saludable en Instagram." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/653032.

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Los fitness influencers se han convertido en el recurso publicitario más usado por la industria fitness para generar credibilidad de marca a través de Instagram; red social que se ha consolidado como el escaparate más conveniente para promover un estilo de vida saludable basado en el ejercicio y la alimentación balanceada. El objetivo de la presente investigación fue identificar el rol que cumplen los fitness influencers en la construcción de credibilidad de marca para jóvenes varones, principiantes o intermedios en alguna disciplina fitness, a través de imaginarios distorsionados de vida salu
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Pecot, Fabien. "Consumers’ responses to brand heritage : cognitive and affective paths." Thesis, Aix-Marseille, 2016. http://www.theses.fr/2016AIXM1083.

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Cette thèse étudie les représentations du passé par les marques et leur effet sur les consommateurs dans le cadre théorique de la distance temporelle. Que se passe-t-il lorsqu’une marque indique sa date de fondation sur un packaging, présente son histoire en page d’accueil du site internet ou fait de son fondateur le personnage central de ses créations publicitaires ? L’objectif de cette thèse est de qualifier ce phénomène, de mieux le comprendre et d’en mesurer les effets cognitifs et affectifs sur les consommateurs. La première partie de la thèse situe ce phénomène par rapport aux recherches
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Forselius, Rebecca, Muñoz Yasmine Gianella, and Lidia Vukcevic. "Bloggares inflytande på varumärkens image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-17529.

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The purpose of our study is to examine the bloggers‟ influence on the brand‟s image to see whether and if so in what way the blogging trend affects the brands. We also want to analyze how companies use bloggers in their marketing. This is a subject that has attracted our interest and that experience has not been touched in a higher extent. Our purpose has led us to the following research questions; Which relationships occur in collaborations between businesses and bloggers from a marketing perspective? In what way in terms of reciprocity can relations be described? To what extent can the cred
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Yang, Fu-Yu, and 楊富宇. "The Influence of Endorsement Credibility、Brand Credibility to Consumer Perceived Value and Brand Equity：A Case of Mobile Brand." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/r4xtgr.

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碩士<br>亞洲大學<br>經營管理學系碩士在職專班<br>102<br>This study discusses the effect of endorsement credibility、brand credibility to consumer perceived value and brand equity. Consumer who well-known brands have used mobile phones (HTC and Samsung) and know the brand endorsement (Mayday and Hebe) were chosen as our respondents. In this study, a questionnaire on the network to build a platform way to place a questionnaire survey on Facebook, Mobile01, BBS three platforms and forum link on the phone questionnaires to collect. Before formal distribution of questionnaire, a pretest was conducted by asking 20 resp
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Wu, Hsuan-Jung, and 吳宣融. "The Impacts of Spokesperson’s Credibility on the Customer’s Brand Identity." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/425e39.

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碩士<br>真理大學<br>企業管理學系碩士班<br>105<br>Internet celebrity can be said that the popularity of smart phones and the prevalence of the Internet products, and become the most popular internet keywords in recent years. Internet celebrity are likely to have a variety of spokesperson, at the same time the characteristics of the original is a typical consumer that use of products but by a high degree awareness of the product to become experts. And finally the use of network platform or fan page with fans and then accumulate a large number of fans to make their own Internet celebrity. When the Internet cele
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Baek, Tae Hyun. "Applying the framework of brand credibility effects to service categories." 2007. http://purl.galileo.usg.edu/uga%5Fetd/baek%5Ftae-hyun%5F200708%5Fma.

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Hung, Chin-Shu, and 洪琴淑. "The Study of Brand Credibility and Consumer''s Perceptive Factors on Two-stage Brand Choice." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/84957530863361619083.

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碩士<br>淡江大學<br>企業管理學系碩士班<br>93<br>There is a variety of goods in the market, but not all consumers are familiar with them. Considering the imperfect and asymmetrical information structure of the market, consumers need some signals help to judge the quality of products to lower the risks of purchase. Thus, any external signal of products will become the reference when consumers make purchasing decision. Due to the limitations of individual marketing mix elements as credible signals provide us the motivation for examining brand credibility that play on consumer’s two-stage brand choice. Besides,
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Wang, Chao-Tung, and 王昭棟. "The Meditating Effect of Brand Familiarity on the Relationship between Celebrity Credibility and Brand Image." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/18828810927489767714.

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碩士<br>中國文化大學<br>國際企業管理學系<br>101<br>In the competitive consumer market, buyers and sellers have the message and asymmetry, and in order to make consumers more in-depth understanding of their products and increase their deficiencies on the message of the product itself, the credibility effect through a spokesperson,the brand image of the product itself, and then to attract the attention of consumers and the willingness to buy, the spokesperson's credibility and brand explore and analyze the relationship between a link, however, brand familiarity (interference roles),for goods to enhance the visi
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HUANG, YING-CHEN, and 黃映晨. "The Analysis of Endorser Credibility and Brand Trust on Purchasing Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/57jd33.

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碩士<br>國立屏東大學<br>行銷與流通管理學系碩士班<br>104<br>Endorsement in Advertising is one of the major marketing strategies for corporation. Corporation must select endorser have credibility to attract the attention of consumers in a short time. Brand is the most valuable intangible assets, and link with consumers, build brand trust relationship, and then generate the effect of purchase intention and brand trust in the corporation. This study is analysis the effect of endorser credibility and brand trust on purchasing intention. It provides corporation a method to improve that the customers’ purchase intention
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LU, PEIYIN, and 呂沛穎. "The Influence of Brand Endorser Credibility on Brand Image and Customer Perception Value－ A case of ASO." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/42078084297091774114.

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碩士<br>國立臺北大學<br>企業管理學系<br>96<br>Making a right endorser choice enhances brand image powerfully. An endorser of influence can not only absorb customer attention but also advance brand awareness fast. A couple of ASO ads use supermodels in order to rebuild a new brand image with fasion. The purpose of this study explore whether brand endorser credibility of ASO bring positive effect to brand image and customer perception value. This study used LISREL 8.51 software to run SEM .There are two collecting ways: internet and paper. The study result prove that brand endorser credibility of ASO bring p
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Wang, Yi-Hsuan, and 王翊瑄. "A Study of Relationship among Brand Image, Endorser Credibility, Brand Attitude, and Purchase Intention of Sports Shoes." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/49890808021107493444.

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碩士<br>大葉大學<br>運動健康管理學系<br>103<br>Along with people’s increasing attention to health and a drastic　growth in the number of exercise participants, there has been a　noticeable growth in the demand for sports shoes. Given the intense　competition of in the market of sports shoes, many brands are　developing different marketing strategies to increase the sales of sports　shoes. In order to achieve brand differentiation, many companies strive　to improve brand image and consumers’ brand attitude towards the　products. Meanwhile, celebrities are invited to act as spokespersons to　represent the products wi
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Yang, Shu Mei, and 楊淑媚. "The impact of celebrity credibility on brand awareness and brand image-A case study for women underwear." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/76670995193254840032.

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碩士<br>中國文化大學<br>國際企業管理研究所<br>97<br>As a result of Women's underwear market and consumer pattern are changes, and brand is very important asset for business that the study subjects for the study of female underwear. An enterprise in the implementation of the overall marketing activities, in order to highlight the many brands in their brand image, often with celebrity endorsement endorse their product. When an enterprise promote marketing activities, in order to stand out their brand image in the many brands, often with celebrity endorsement endorse their product. Therefore, this is the motivati
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Hsieh, Hsiao-Hung, and 謝孝鴻. "The Effects of Celebrity Credibility and Extension Similarity on Brand Extension Evaluation." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/11163975496185470522.

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碩士<br>輔仁大學<br>織品服裝學系<br>98<br>This study examined the effects of celebrity credibility, product feature similarity and brand concept consistency on brand extension. Extension products, endorsers and brand concept were determined by two pretests. The result of the pretest was chosen Chih-Ling Lin and Wen-Hsuan Wu as the different levels of credibility endorsers in the experiment. Leather handbags, writing materials, cosmetics, and wristwatches were represented the different feature similarity products of ASO and Bally. The design was a 2×2×2between-subjects factorial design. Undergraduate stude
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Chao, Cheng-Pai, and 趙政派. "The Effects of Endorser Credibility on PurchaseIntention As Moderated By Brand Image." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/75373219758034666588.

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碩士<br>康寧大學<br>資訊傳播研究所<br>103<br>The study is to investigate the impact of endorsers’ credibility and brand image on the purchasing will of the teaching and administrative of Tainan City government. The questionnaire was used in gathering information. The participants were purposive sample. Totally about 400 questionnaires were issued, returned about 380 copies, of which 352 are valid, the effective rate was 88%. Then use descriptive statistics, Pearson correlation analysis, Regression Analysis, and hierarchical regression to entry and manage data. The study shows that the endorsers’ credibilit
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LEE, YI-FANG, and 李宜芳. "The relationship among service quality, brand image, celebrity credibility and advertising effect." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/q2k7s9.

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碩士<br>開南大學<br>觀光運輸學院碩士班<br>105<br>Advertisement becomes one part of people lives because information explosion is present in this era. Although many previous literatures focused on celebrity credibility or advertisement effect, few studies explored them on the basis of aviation industries. The purpose of this study is to explore the relationship among service quality, brand image, and advertisement effect for an aviation company. The results obtained by the structural equation modeling (SEM) reveal that the service quality is significantly positively correlated with the brand image and the rel
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EHRAR, MD SHAQUIB, and MD SHAQUIB EHRAR. "Impact of Severity of Failure and Rating on Online Distributer Brand Credibility." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/8a37ma.

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碩士<br>國立交通大學<br>管理科學系所<br>107<br>This thesis talks about the credibility of online distributer, if it’s affected by the severity of failure of product purchased from it; also if it varies with rating. However, for the current study only two levels of severity of failure, i.e. no failure or high failure is considered; also, only two levels of rating viz. highly rated or non-rated conditions of product is discussed. While previous studies have mentioned about the impact of severity of failure of product on the product itself and the brand that produced it, there hasn’t been much focus given to t
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LIM, ZI-XIN, and 林子忻. "The Study of the Credibility of Badminton Brand Spokesperson on Consumer Purchase Intention: A Case of YONEX Brand." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/pt4dau.

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碩士<br>朝陽科技大學<br>休閒事業管理系<br>104<br>This study aimed to explore the credibility of YONEX Badminton Brand Spokesperson on Consumer Purchase Intention and to understand the different background variables of spokesperson credibility of subjects. The researcher selects participants of the badminton region tournament of the national collegiate sports competition in year 105 as the reseach object for convenience sampling in conducting a questionnaire survey. In the 440 copies of survey papers, 420 copies (including 221 male, 199 female) are effective questionnaires, and the effective rate is 93%. The
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Teng, Sheng-Yu, and 鄧盛宇. "The Effects of Source Credibility, Consumers’ Brand Commitment, and Corporate Response Strategies on Brand Attitude under Negative Publicity." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/85519249063066497403.

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碩士<br>國立臺灣大學<br>商學研究所<br>91<br>In the IT era, negative publicities are widely prevalent in the marketplace; such information can be devastating and result in major losses of revenue and market share for corporations. Since negative publicities will damage brand images and destroy company reputations in the long-run, negative publicities and how companies handle them are among the most important factors influencing consumers’ buying decisions. In this research, we lay the foundation for a theoretical framework of brand attitude under negative publicity by focusing on source credibility, consu
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Anridho, Nadia, and 堤雅. "The Influence of Cause-Related Marketing on Brand Credibility, Attitude, and Participation Intentions." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/15981985274695863297.

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碩士<br>中國文化大學<br>國際企業管理學系<br>101<br>Cause-related marketing is a way for company in establishing long-term differentiation from its competitors and adding value to the corporate brand. It is also one of effective positioning strategies that can create and maintain favorable brand images and gives the company a competitive advantage because of its long-term strategic. The objectives of this study include investigating the effects of cause-brand fit and location on brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the relationship between br
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Ou, Shih-Ping, and 歐士萍. "The effects of self-congruity, sponsor credibility, and brand identification on brand loyalty－A case of Brother Elephant's sponsor." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/95546237942849520309.

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碩士<br>亞洲大學<br>經營管理學系碩士在職專班<br>101<br>This study investigate the relationship between "self-congruity", "brand identification", "sponsor credibility" and "brand loyalty". The subjects of this study were the fans of Brother Elephants Baseball Team through a questionnaire as well. A total of 441 questionnaires were distrib-uted, and 282 valid ones were returned and the response rate was 63.94%. This research used the statistical software " SPSS19.0" and " AMOS 20" as a tool for analyzing data to prove the hypotheses. According to that the result, the higher fans’self-congruity have positive influ
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Huang, Yu-Uen, and 黃玉雯. "Effects of brand celebrity credibility and brand fit on attitude and purchase intention: A case study of holding financial company." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/09304038986222526525.

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碩士<br>銘傳大學<br>財務金融學系碩士在職專班<br>102<br>As corporate brand is the most valuable intangible assets , the impact of advertising in today&apos;&apos;s society, increasing capacity , so companies must effectively use advertising to attract the attention of consumers in a short time , the product information through a credible endorsers even itself both good brand image and brand to fit a plus for advertisers , and thus enhance the brand recognition and increase purchasing attitudes will to achieve a positive effect of advertising communication . Accordingly, the main purpose of this paper are: First,
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Hao-Yu, Yeh, and 葉浩喻. "A Case Study on Sports Brand Endorser’s Credibility, Brand Image, Advertising Effectiveness, and Purchase Intention in the Case of adidas." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/98620616106615806509.

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碩士<br>國立臺灣師範大學<br>運動與休閒管理研究所在職碩士班<br>99<br>The purpose of the study is to investigate the effect of celebrity endorsement, brand image and advertising effectiveness to the purchase intension on female consumers. The target audience is residents in both Taipei City and New Taipei County from 2011 April 1st to May 15th, with a sample size of 503 female consumers at the adidas stores throughout Taipei City and New Taipei County. The data was collected and a statistical analysis was performed by PASW 18.0. The data was analyzed through descriptive statistics, t-test, one-way ANOVA, Pearson’s corr
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Jen, Shu Lien, and 許連仁. "Research on the Correlation of Brand Credibility–Taking the Cosmetic Industry as an Example." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/73093380555653249949.

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碩士<br>中國文化大學<br>國際企業管理研究所<br>93<br>With the establishment of high brand credibility, consumers’ perceived quality will be enhanced while their perceived risks and information search will relatively become lower. It will boost consumers’ purchasing desire and reduce the business cost. Very few positivist studies for the correlation of brand credibility have been conducted in Taiwan, however, if it proves the correlation existent, there will be the necessity for business owners to reinforce brand credibility. Targeting the cosmetic industry where competition is keen, the study investigated on
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Itthiwatthawong, Atchara, and 吳寶仙. "The Impact of Endorser’s Credibility on Brand Equity: A Comparative Study of Product Involvement." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/85714448659067420055.

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碩士<br>南台科技大學<br>企業管理系<br>95<br>Building strong brand is ultimate marketing goal which every marketer wish to do. Various marketing strategies have been leveraged in order to bring brand up to the highest point. Communication is one among various market strategies which marketers emphasize on. Advertising is considered by practitioners as one effective communication strategy which contributes favorable attitudes the brand. Endorsement has been selected as main advertising execution around the world even in Thailand and there are a lot of researches related to endorsement. In this research
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NGUYEN, HONG-HOAI-PHUONG, and 阮紅懷芳. "The Study of Experiential Marketing ，Brand Credibility and Purchasing Intention- A Case of Cosmetics." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/64792965505514110450.

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碩士<br>萬能科技大學<br>經營管理研究所<br>105<br>Skin care for the girls from the previous to the present is the most important thing. As society becomes more developed, the quality of life with higher levels of education, social attitudes change, regardless of gender and age are now the pursuit of beauty. Cosmetics in daily life becomes very essential items necessary for society now, the makeup is considered a polite behavior, but also do not exhibit the same features, higher consumer demand for cosmetics. Therefore, to cosmetics, for example, to understand consumer satisfaction with products and services,
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Paiva, Catarina Santos. "Consumers response to different certifications in social enterprises : the mediating role of brand credibility." Master's thesis, 2021. http://hdl.handle.net/10400.14/34987.

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The objective of this dissertation is to understand the impact of certification type (awarded certification - symbolic certification) on consumer response, namely perceived trustworthiness and perceived expertise, taking into consideration the mediating role of brand credibility. An online survey containing a between-group factorial experiment design was used to test our hypothesis on a convenience sample of Portuguese consumers using a high-involvement product. Data was analysed through independent samples t-tests and the SPSS PROCESS macro to test for mediation. The findings displayed that,
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CHU, CHIA-LING, and 朱嘉玲. "The Influence of internet celebrity’s Credibility on Spokesman's Identification, Brand Attitude and Purchase Intent." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/5terx6.

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碩士<br>東海大學<br>高階經營管理碩士在職專班<br>106<br>Promotion of products through internet celebrities who have become famous by means of the internet is a trendy advertising practice around the world. The purpose of this study is to examine how internet celebrity endorser's expertise, trustworthiness and attractiveness affect identification of internet celebrity endorser, consumer’s attitude towards the brand, and purchase intention. The findings shows that trustworthiness and expertise have a positive impact on identification of internet celebrity endorser, that expertise has a positive impact on consumers
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Aprilia, Natasha, and 鄧淑晴. "Effects of Celebrity Endorser\'s Credibility and Brand Personality on Purchase Intention of Smartphone." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/4632z2.

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碩士<br>元智大學<br>經營管理碩士班(企業管理)<br>107<br>Due to fierce competition in the smartphone industry, companies nowadays advertise their products using celebrity endorsement. However, it is crucial that smartphone companies select an endorser who has the right qualities to fit best with their brand personality in order to increase product sales so that the incurred marketing expenses can be rationalized. This quantitative study focused to evaluate whether there is a relationship between endorser credibility and brand personality with purchase intention of the celebrity-endorsed smartphone. Findings reve
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Stephani, Nike, and 梁美芳. "The Influence of Endorser Credibility and Celebrity/Brand Congruency to Purchase Intention: The Mediating Effect of Attitude Towards Advertising and Brand." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/c72qmd.

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碩士<br>東海大學<br>企業管理學系碩士班<br>106<br>This research discussed celebrity endorser and the factors that control it. This research examines the influence of physical attractiveness, trustworthiness, and expertise to purchase intention through the presence of customer attitude towards advertising and brand as the mediator between, celebrity/ brand congruency to attitude towards advertising and brand and perceived behavioral control to purchase intention. This study objects are customers of product Brand Essence (白蘭氏) in Taiwan. The data were collected by means of questionnaires that spread online fro
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Chang, Chi-Chun, and 張棨鈞. "The Effects of Co-brand Fit and the Credibility of Spokesperson on Consumer Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/55629316931093439798.

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碩士<br>國立交通大學<br>管理科學系所<br>102<br>In the highly competitive global market, many enterprises used co-branding strategy to sell their new co-branded product. And using spokesperson advertisement is the way to enhance consumers’ interest on co-branded product which can bring profits and sustainable competitive advantages to cooperated brand partners. Based on these findings, this study explores how the credibility of spokesperson affect consumers’ purchase intention on co-branded product through different levels of co-brand fit. The present study employs an experimental design to investigate the e
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Wu, Yu-Hsuan, and 吳兪萱. "A Study on the Relationships Among Sport Brand Endorsers’ Credibility, Advertising Effects and Purchase Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/91335852198080398048.

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碩士<br>國立屏東科技大學<br>休閒運動健康系所<br>104<br>The purpose of this study was to explore Sport Brand Endorsers on Consumer’s Credibility, Advertising Effects and Purchase Intention. The questionnaires were sent out to Gym memberships in Tainan, Kaohsiung, Pingtung. A questionnaire survey was administered. A total of 370 questionnaires were distributed, of which 350 were valid and the effective rate is 94.5%. The collected data were analyzed by descriptive statistical analysis, independent sample t-test, one-way ANOVA, Pearson product-moment correlation analysis and multiple hierarchical regression analys
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Chou, Wei-Chieh, and 周湋傑. "The Effect of eWOM,Brand Awareness and Source Credibility to Purchase Intenetion for Digital Goods." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/87735810267482164434.

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碩士<br>國立臺北商業技術學院<br>商學研究所<br>98<br>In recent years, the comments by consumer written has attracted a lot of attention on the Internet. The comments is called Electronic Word-of Mouth(eWOM)might have an impact on consumers'purchase behavior. The eWOM is easier to communicate and distribute faster than WOM. Many studies have conducted to explore the effect of eWOM on consumers' purchase behvior. However, the relationship between eWOM and Purchase Intention for a special type of products: digital goods are not clear. Thus, It is necessary to investigate the relationship between eWOM and purchase
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