关键词: 广告代言人, 品牌名称, 品牌态度, 质量感知, 购买意愿

Abstract: The object of this study is to explore the effects of brand origin and celebrity on consumers’ attitude toward the brand, product evaluation and purchase intention.This study Collecting data through between subjects experiment research method and intercept interview In the aspect of independence variables, we divided celebrity into three dimensions: the American celebrity, the Chinese celebrity and the Chinese non-celebrity; in the aspect of brand origin, we divided it into two dimensions: the Chinese brand and the Western brand. The results indicated that brand origin had significant effects on the three dependent variables, celebrity only had significant effect on consumer’s attitude toward the brand, meanwhile brand origin and celebrity had significant interaction effect on consumer’s attitud toward the brand. And, it pointed out the marketing applications of the findings.

Key words: Celebrity, BrandOrigin, BrandAttitude, QualityPerceptive, PurchaseIntention