THE EFFECT OF BRAND IMAGE AND CELEBRITY ENDORSERS’ CREDIBILITY ON PURCHASE INTENTION
Hsueh-Yi Lu
Department of Business Administration, Fu Jen Catholic University, Taiwan, R.O.C.
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Abstract
The purpose of this research is to discuss whether consumers will have conformity in the face of brand image and the credibility of celebrity Endorser and affect their purchase intention. Nowadays, herding behavior is quite prevalent. Will consumers have conformity because of brand image and celebrity endorser? Usually people follow other people's decisions, even if they have different ideas. Will you influence your purchase intention because of the brand image? Will the products endorsed by celebrities make you want to buy? Do you have conformity? We will explore this study issue.
Keywords: Brand Image, Celebrity Endorser Credibility, Herding Behavior (Conformity), Purchase Intention
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