The Influential Relationships Among Celebrity Advertising Model’s Characteristics, Brand Attachment and Purchase Intention : Centered On Cosmetics Consumers In China

The aim of this study is to analyze the influence of brand preference and purchase intention of the properties of celebrity endorsement for cosmetics brands. The research objectives were established as follows. Firstly, this study is to analyze the attributes of celebrities in terms of professionalism, appeal, and reliability and examine their impacts on brand preference. Secondly, this study intends to analyze the identity of the brand and validate its influence on purchase intentions. Thirdly, it aims to classify the attributes of celebrities in terms of professionalism, appeal and reliability, and to validate their influence on purchase intentions. Fourthly, it is desirable to verify the effectiveness of the conformity of the brand with respect to the attributes of the celebrity advertising models and the reliability of the brand. Fifthly, it is to examine the validity of the conformity of the advertisement models with respect to the attributes of the models and to verify the validity of the appropriateness of the conformity of purchase.Finally, it is to present a theoretical and practical point of view based on the analysis of celebrity advertising models that affect branding and buying intentions.For this study, two research methods including questionnaire survey were conducted. It took two weeks to do the questionnaire. A Total of 495 additions have been recalled as the survey brand recognition was low and they had no purchase experience. 329 out of 495 were selected and analyzed using SPSS 22.0.