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標題Title: Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context
作者Authors: 顏致豪
上傳單位Department: 行銷與流通管理系
上傳時間Date: 2014-11-25
上傳者Author: 顏致豪
審核單位Department: 行銷與流通管理系
審核老師Teacher: 黃識銘
檔案類型Categories: 課堂作業Class Assignment
關鍵詞Keyword: ..
摘要Abstract: The current study extends the endorsement literature by examining it in the trust–commitment framework.
Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser
credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity.
The current study is conducted within a pure service (i.e., telecom service) context; adding incremental
value to the findings given the pivotal role of the trust–commitment framework. The conceptual
model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom
sector brand-and-endorser combinations. The model fits the data adequately, and the analysis supports
a fully mediated role of the trust–commitment framework in explaining the hypothesized
outcomes. The study complements theoretical perspectives on endorser effects, and suggests a relationship
facilitating role of celebrity endorsements.

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