ผลกระทบด้านข้อมูลของผู้นำาเสนอและความเกี่ยวพันของสินค้า ต่อการตอบสนองของผู้บริโภค

Abstract

This experimental study was aimed to examine the main and the interaction effects of three presenter’s information (i.e., positive news, neutral news, and negative news) and two product involvements (i.e., high involvementand low involvement) on consumer responses, which include dattitude toward the endorser, attitude toward the product, attitude toward the brand, brand image, brand reputation, and purchase intention. The data were collected fromone hundred and eighty-seven undergraduate students enrolled at Chulalongkorn University. The finding ssignificantly showed the main effects of different types of a presenter’s information on attitudes toward the endorser, and the main effects of different types of product involvement on attitudes toward the brand. In addition, both presenter information and product involvement had interaction effects on brand image.