A Study On The Acceptance Attitude Of Chinese Consumers To The Public Interests Of Samsung Star 's Speaking Commercial Advertisement

Due to the economic growth and technological development, Modern society constantly develops new products to meet consumer’s demand. The emergence of this product can bring more choices to consumers, but rfom a business point of view, this would require a higher competitiveness. Company has its own brand image. In order togive consumers a better business image, Companies should use differential ways to development their own images.Once company’s image is set up in peopled heart, it is very difficult to change.And it needs very long time to change its original image. So company、image is avery important competitive method for a company.In this thesis，we investigate attitude of Chinese consumers to celebrity endorsements advertising, and analyze the influence of consumer、acceptance of specific brandon the brand image and purchase tendency. In this paper, we want to understand whether celebrity endorsements advertising have an influence on the consumer. To investigate this question,1collected some previous research results. In the study, we targeton the men and women in shanghai who are from3D years to60years. Atfer thesepeople saw the advertisement of Samsung which is endorsed by Jackie Chen, and then we did some surveys. We interview7professional people among respondents, andanalyzed the data.Followings are research results. First of all, we obtained the results through quantitative surveys that compared to groups40,50,60years old people group, over30years old people showed more trust on the Samsung. On the educational level, the higher educated people showed more trust on Samsung, and on revenue side, people who have more incomes showed more trust on Samsung, Finally, we studied the influence of brand image on the purchase tendency.Through qualitative research methods, we obtained the following conclusions: Firstly, Chinese consumers showed higher trust on the Samsung brand. Secondly, Analysisof Chinese co’nsumers attitude to celebrity endorsements advertising, we found thatChinese consumers*emotional needs are relatively high. So consumers have a positiveattitude to the Samsung brand.Wc obtained following conclusions based on the research. According to the results of empirical research, results are as follows: Celebrity endorsement advertisements have an influence on the attitude of consumers, and also have an influence on the brand image and purchase tendency of consumers. But this survey found that although Satnsung’s advertisement has an impact on the Chinese consumers, it did’nt bring anypractical additional consuming. So in the future, companies should explore more effective advertisements. Celebrity endorsement advertisements actually increase the brand i’mage and companies image.In the future, I hope that not only Samsung, but other Korea companies could b e involved in the competition of world marketing, and achieve good results. Here, I hope this paper can give some guidance to other companies.