Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/349
Title: Role of celebrity in cause-related marketing in China
Authors: Li, Zihao 
Issue Date: 2020
Source: Li, Z. (2020). Role of celebrity in cause-related marketing in China [Unpublished bachelor's thesis]. Wenzhou-Kean University.
Abstract: This study is aimed to examine the role of celebrity in cause-related marketing (CrM) in China. This study uses the questionnaire to collect data via Wenjuanxing and uses a regression model to analyze valid responses. Using SPSS 25 to do regression analysis, this paper finds that cause-brand fit, celebrity-cause fit and brand credibility has a positive impact on attitude towards CrM in China. Celebritybrand fit has no impact on attitude towards CrM in China. Attitude towards CrM affects the purchase intention of consumers positively in China. This study provides data and results to further researches in the area of celebrity and cause-related marketing in China.
URI: https://hdl.handle.net/20.500.12540/349
Appears in Collections:Theses and Dissertations

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