標題: Measuring celebrity singer image
作者: Chuang, Su-Jen
Ding, Cherng G.
經營管理研究所
Institute of Business and Management
公開日期: 2013
摘要: 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.
URI: http://hdl.handle.net/11536/21108
http://dx.doi.org/10.2501/IJMR-2013-011
ISSN: 1470-7853
DOI: 10.2501/IJMR-2013-011
期刊: INTERNATIONAL JOURNAL OF MARKET RESEARCH
Volume: 55
Issue: 1
起始頁: 149
結束頁: 172
Appears in Collections:Articles