封面
声明
致谢
中文摘要
英文摘要
目录
Chapter 1 Introduction
1.1 Research Background
1.2 Research Method and Innovation
1.3 Objective and Outline
Chapter 2 Literature Review of Studies on Celebrity Endorsement and Its Persuasiveness in Advertising
2.1 Definition of Celebrity and Celebrity Endorsement
2.2 Persuasiveness of Celebrity Endorsement in Advertising
2.2.1 Definition and Essence of Persuasion
2.2.2 Persuasiveness of Celebrity Endorsement in Advertising
2.3 Theoretical Research on Celebrity Endorsement
2.3.1 Effectiveness of Celebrity Endorsement in Advertising
2.3.2 Models for Celebrity Endorser Selection
Chapter 3 Theoretical Analysis to Celebrity Endorser’s Persuasiveness in Advertising
3.1 Elaboration Likelihood Model
3.1.1 Introduction of Elaboration Likelihood Model
3.1.2 The Role of Celebrity Endorsers in Advertising
3.2 Robert Cialdini’s Weapons of Influence
3.2.1 Reciprocity
3.2.2 Commitment and Consistency
3.2.3 Social Proof
3.2.4 Liking
3.2.5 Authority
3.2.6 Scarcity
3.3 Celebrity Endorser’s Persuasiveness in Advertising
Chapter 4 Establishment of“Ideal Match-Up”Model for Celebrity Endorser Selection
4.1 Research Methodology
4.1.1 Research Design
4.1.2 Samples and Data Collection Procedure
4.1.3 Data Analysis and“Ideal Match-Up”Comparison
4.2 Discussion
Chapter 5 Conclusions
参考文献
