Advertising endorser play a key role on information transmission between manufacturers and consumers. Its purpose is to draw consumers' attention and interest in order to achieve the object of communication with consumers. This research is mainly in the discussion of the influences of endorser, brand image, brand equity, price promotion on purchase intention, and the results of the study are as follows: (1) brand equity has a significant influence on endorser, (2) brand image has a significant influence on endorser, (3) endorser have a significant influence on purchase intention, (4) price promotion has a significant influence on brand equity, (5) price promotion has a significant influence on purchase intention, (6) advertising endorser mediates the relationship between brand image and purchase intention, and (7) advertising endorser mediates the relationship between brand equity and the purchase intention.
關聯:
Journal of Global Business Management vol. 5, no. 1
