Browsing by Author "Chuang, Su-Jen"

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Measuring celebrity singer image
(2013)
Chuang, Su-Jen
;
Ding, Cherng G.
;
經營管理研究所
;
Institute of Business and Management
Celebrity singer worship transcends social hierarchies. The celebrity singer image is a construct including the facets of being professional, stylish, diverse and renowned, created and evoked in consumers' minds to differentiate a brand and influence consumers' brand preference. However, there is no existing scale in the extant literature for measuring celebrity singer image. In this study, image-related theory and literature were reviewed, and a celebrity singer image scale developed based on the second-order structure with the first-order dimensions of expertise, design, versatility and fame. Reliability and construct validity were demonstrated for the scale obtained. The second-order celebrity singer image was hypothesised to influence several relational bonds - attachment, satisfaction, trust and commitment, and purchase intention. The hypotheses were all supported, achieving criterion-related validity. Managerial implications on building and enhancing celebrity singer image are specifically discussed.